Hello, and welcome to the Theory of Marketing Relativity podcast. I'm Jess Burton, a marketing specialist here at Epic Marketing Consultants Corporation. Let's talk all things marketing and merchandising with our Epic team.
Amy:All right. Hi, and welcome to the next episode of the Theory of Marketing Relativity podcast. I am Amy Warrington, the creative director here at Epic and your stand in podcast host for one last episode. Jess will be back with us next week. I know you're all so excited to have her back. We are too. But this week we have our futurist in residence, Peter Shankman, and he is going to be talking to us about some things we can expect for Q2 in marketing. Welcome, Peter.
Peter Shankman:Hey, great to be here as always, thank you for having me.
Amy:Yes, I'm super excited. I think this is the first time I've actually gotten to do a podcast with you.
Peter Shankman:I am I am honored to be a part.
Amy:So let's just go ahead and jump right into it. Now, with everything that happened in 2020, everybody had to change they had to pivot digitally. We were starting to figure things out. Now the world is going to start opening back up again. What do you think is going to happen in Q2? What should marketers start to be prepared for, what what type of trends are we going to start seeing?
Peter Shankman:You know, it's always the question. That's always the question is what should What should we expect what we expect? And then you know, we never we never get it right. But I think that one of the things we should definitely at least plan for, or at least have some ideas for is the premise that the workplace is going to, it's never going to go back to where it was. A study came out last week, said 34% of people who are now working from home, have no intention of going back to a five-day-a-week office.
Amy:I mean, can you blame them? I don't think I could ever transition back to going into the office every day.
Peter Shankman:Not in the slightest. And so, you know, if you have that knowledge, right, how can you use that? What should you know, what should you be aware of? Well, one of the key things to realize is that if people aren't willing to sort of go back to what they had, how can you adapt to that? Right? What what kind of where is your marketing? And where are your plans going that you can adapt to that? Well, understanding that mobile, the mobile workforce, the mobile workplace, has really kind of jumped about 15 years, faster, 15 years ahead of where we were a year ago. Because we had no choice, right? What can you do with that? Right? How can you give not only your employees, but your your clients, your customers, the ability to use that right? Is it you know, for instance, that I know there are companies now who instead of having people come into their stores, which is what used to happen, people are ordering online, and it's being delivered, right? Not even food, but like products, right? Small businesses are upping their game saying, Hey, you know, if you live within 10 miles of our store, we will deliver this product to you, same day, right? No charge. And they're able to do that because they have transferred the workers that they had manning their floor in the store, and turned them into delivery people. So what can you do to sort of utilize, right, that mobile workforce and how can you use that to benefit your customers and to sort of stand out a little bit better? I think that's one of the things that that companies really need to focus on. I would say another aspect is the premise of understanding that mental health has never been more important. Not only from the perspective of just you know, staying safe and staying sane, but working with your clients, working with your employees, your customers to offer solutions that help them. I don't think it's the you know, the the the the Starbucks gift card isn't necessarily going to be the hot Christmas item in Q4 for your clients. I think we will see a lot of spa treatments, spa gift cards.
Amy:Yeah, actually, Nancy, she sent me a spa treatment as just like a thank you it was I'm really excited about it.
Peter Shankman:There you go, you know, but I think it's understanding that mental health and self care are going to be hugely important. So you should start thinking, what can you do to help your clients in that regard to improve that aspect of their lives? Just a little thing, great, what little thing can you do to improve your lives?
Amy:Right? Like, what's that little piece in your life where you're like, oh, man, if this could only happen, like that would make things so much easier? Like, what does your company provide? Or like, there's that little extra that you could do just to make someone's life so much easier? And then integrate your product and your company in their life so much more seamlessly.
Peter Shankman:Exactly. And I think that, that the companies that get that, right, you know, they're gonna see a little boost a little bit of a win, because they have, you know, customers like companies that are able to identify with them, right? It's not mass produced. It's not, oh, you're just like every other client, like every other customer, you know, the personal touch is really gonna matter.
Amy:Yes, I agree. When do you think we're gonna get back to a semblance of people being comfortable going out in public again? Do we think that this year, we'll start to see some of those marketing conferences in person again? I know you're probably rooting for that to happen, you can't wait to get back out there.
Peter Shankman:Yeah, I you know, it's funny. I was I was. There's a conference that's supposedly happening in Austin, in two weeks, that I am the keynote for and as of now, it's still happening.
Amy:Really?
Peter Shankman:It's to the point where, you know, I haven't bought my ticket yet, because I just I can't imagine. I think it's a great goal, but I just can't imagine that it's actually gonna go live.
Amy:How many free vouchers do you have right now for all the different airlines for all those flights?
Peter Shankman:Personally, I only only fly on one airline only, I only stick with United but I have little over $24,000 in credits right now. That, you know, I'm just dying to use it. The problem also is, you know, I'd have no problem getting a plane and going, going somewhere for the week going out you're going to a beach. The problem is, is that very few countries are willing to have us right now.
Amy:Yes.
Peter Shankman:All of Europe is closed. Almost every country where you'd want to go, is either not accepting Americans or accepting Americans with like a 14-day or 21-day quarantine.
Amy:Right? And who has that much vacation to do 21-day quarantine and then start your trip?
Peter Shankman:Right? Then do you really want to spend 21 days in a little, you know, tiny, four foot by four foot hotel room that you can't leave?
Amy:I mean, ask me that after a really stressful week here and I might give you a different answer, but probably.
Peter Shankman:Find the good and everything. No, I agree. And as we start to see higher vaccination rates, I think things will open up a little more. But yeah, right now, we're just not there yet.
Amy:And are you in the fully vaccinated club? Did you get your second one?
Peter Shankman:I did. Yeah. I got my second one and then I was. I had my ass kicked.
Amy:Oh, that's right. That one kicked your butt.
Peter Shankman:Right. Three days after and I had I had to give a talk that morning to I think it was a was it marketing? Everyone's education at Delaware?
Amy:Oh, I think so. Yes.
Peter Shankman:And I just I get on I'm like, Hi. I'm going to be speaking really slowly. You know, and, and they were like, so thankful. Like, we can't believe you showed up. Thank you so much, you know, but yeah, the video there's video of that and I'm just like, I just I'm a different person. I'm just not in my zone. It was actually something like I'm really sorry.
Amy:Oh, I believe it 100% I got the Johnson and Johnson single dose one and it kicked my butt too.
Peter Shankman:Yeah, it was tough.
Amy:But hey, now we're in the vaccinated club, we're part of the cool kids. Maybe we go to the beach without a mask on?
Peter Shankman:No, I think we will be able to. I really believe that by summer. Everything you know, it will be at some point of at some level of normalcy, it might not be what we you know, as much as we want, but it'll it'll be something I think there's always
Amy:I don't know about you, but I like really hope that the whole six feet apart thing keeps up after the pandemic is over. I've really enjoyed my personal space.
Peter Shankman:Oh, I'm a fan of that, you know, and it's funny. I'm also someone who's not a huge, not a huge fan of people to begin with. So, you know, being able to being able to not be with people. And somebody was like, Oh, you know, but you're a public speaker. What do you mean? I'm like, No, no, I love speaking to a giant group. But I don't really want to hang out with I don't want to talk to one person. It's a big difference. There's a big, big difference.
Amy:There is a really big difference. I mean, part of me really wants to get back out there. And go back to concerts and, you know, go back to seeing my friends and having Friday lunches and happy hours with everybody. And the other part of me is like, I never want to leave my house.
Peter Shankman:Exactly. Exactly. 100%.
Amy:So yeah, I guess you call it the next normal? I'm,
Peter Shankman:Yeah, and again, we're going to get back there. You know, we'll get to what is considered normal, normal changes, normal, normal is a is a man made construct, right?
Amy:Right. What is normal?
Peter Shankman:What is normal? So, you know, as we as we move on, yeah, things will change, things will open up, but we'll get there.
Amy:Exactly. I was on the phone with one of our clients earlier today. And she was telling me about how they're planning on trying to figure out how to open up their offices. And she's just like, I don't know if I want to, I've gotten used to this, nor like, this is now normal for me. And like, it's going to feel so weird going back to what was so normal before. So it's,
Peter Shankman:And that's life, you know, we adapt. Humans, humans are very, very talented at adapting if nothing else.
Amy:So speaking of adapting and talents, how have your predictions that you made back for us in December of 2020, when we send it out on our Christmas card, How are those holding up so far?
Peter Shankman:I'm trying remember what they were.
Amy:I was actually going back the other day, I was doing research for Nancy about something. And I was scrolling through our Facebook feed for years. And I was seeing like the the predictions at 2020 2019 for 2020. I was laughing my butt off.
Peter Shankman:I think everyone from there, I think I think for 19 to 20, everyone gets a pass, I can't really blame people for not realizing that there's a global pandemic about to hit us.
Amy:Honestly, if somebody did predict that, though, I kind of want to know who they were and how they did.
Peter Shankman:Exactly, exactly.
Amy:So sorry.
Peter Shankman:You know, look, I think that that we were talking I remember I said we were talking about the concept of remote working, which has sort of played out, you know, like I said, that study that came out? You know, we never get it all right. But I think I think that the general idea of understanding your audience, and you know, realizing that they are in your audience is in a weird place as well. Right, and being able to empathize with that definitely still rings true.
Amy:I'm excited to see what people are going to start wearing to the office. Like, you know, we have client meetings all the time; we see our clients face to face every day. And sometimes we're all in sweatpants. Other times we're dressed up other times, we're not. And it just kind of has this weird, like, we're warriors in this together mentality. Like, I feel so close to all my clients after this year, because we've seen each other in such vulnerable positions. You know, like, I know what my client's bedroom looks like, they know what my house looks like. So it's, I'm kind of excited to see how that will translate when we get in front of people again, will it still be that camaraderie? Or will it be a little bit more stilted like it was?
Peter Shankman:I think it'll I think it'll, it'll drop a little bit. You know, I don't I think when you're in an office or, you know, a conference room, it's a little different than when you know, you're in a Zoom call, you see someone's dog walk by, right? So, I think it'll change a little bit. But, you know, you're right, we really have created this camaraderie where we all have each other's backs, for lack of a better word. You know, there have been, God, how many how many Zoom malfunctions, you know, have have happened where, you know, someone, someone walks in to the bedroom, where, where they're, they're partner's on a Zoom call, and then the person walking in is naked, or, you know,
Amy:It was my favorite.
Peter Shankman:I think, I think it was, I think it was Pornhub, who did a phenomenal video that showed nine people on a Zoom call. And one of the guys says, Hey, can I I'm not on this account, can I jump out and you know, the boss is "Sure, no problem." And he shuts off his camera, but he accidently turns it back on and then and then proceeds to go and get like some lotion and some tissues. And, and he's his volume is awesome. Now everyone's screaming at him and stop, stop, stop but you know, it's pretty clear what he's about to do. And, you know, they fade to black. And, you know, the thing was, the catch was something like safety it's not just for it's all safety also has to be virtual or something, but it was very funny. But, you know, we've we've entered this sort of new era where where we do know a lot more about our our boss or about, you know, there was a whole someone who did an article, I think for New York magazine about how it was Oh, oh my god, Bob, that's Bob's house? You know. Then all of a sudden we're starting to see our some coworkers it's no longer about how much money they make. It's like oh, my God, look at where he lives.
Amy:Right.
Peter Shankman:Right. You know, I had a I'll never forget I had a I had a I had a friend, a parent of one of my daughter's friends. Over the summer, she texted me said, Hey, just checking in, how you surviving everything? I feel good as good as we can be. Now I take Jess to the playground every day, and we just try to get out and you know, do stuff. And she texts back, Oh, you're writing this out in the city? And, you know, I was like, Yes, Karen, we don't have all have three homes. You know, I'm just like, really, you know? So you kind of get an idea how some people are a little clueless about the world around them. I'm always reminded that great line from an Arrested Development, where she says, well, it's just a banana. I mean, how much can it cost? $10?
Amy:Well, did you see one video of the actor who's like auditioning over Zoom? And the director's like, look at these poor little people in their poor little apartment. So he didn't realize his camera was, like, long, and this person could hear him trashing him.
Peter Shankman:I mean,
Amy:I think that guy has a really nice apartment. What's wrong with it?
Peter Shankman:Now we've seen a lot of that, and we've seen a lot of, to the point where we're like, at this point, I mean, I look, I've been telling my clients for 25 years. You have to live your life assuming the mic is hot. Right, no matter where you are. What was what was Ronald Reagan's gaffe in the 80s, where he didn't realize the mic was hot. And he goes, I've just Congress just passed the new rule we, the elimination of Russia, we start bombing in five minutes. And you know, it, it was live, you know, it was on a hot mic. So it's no longer just for like celebrities and presidents who have to have to assume a mic is hot, you always have to assume your mic is hot. Don't be stupid.
Amy:That's a really good point. Mine is, I won't do anything if I can't tell my mom or my friend Caitlin about it.
Peter Shankman:There you go.
Amy:If I can't tell them, it's probably not something I should be doing.
Peter Shankman:I used to call it preacher, parent, boss. Right? If any of the three of those people would be upset with you, probably shouldn't do it.
Amy:Oh, that's a good rule, too. That's really good. All right. Well, I've had a really great time chatting with you about you know, marketing, is there anything that you want to leave people with for Q2 like some nice little kernel of wisdom, Peterism sound bite, for Q2?
Peter Shankman:I would suggest the one thing I would suggest is that it is always a benefit to be flexible. And to understand that the best laid plans have to have the ability to be shipped to change on a dime. Right, the best laid plans are the ones that actually do have that ability to change on a dime because as we've seen over the past year, who the heck knows what's gonna happen?
Amy:That's true. The ability to adapt, improvise and overcome. Is that the Marines?
Peter Shankman:I think so? No, it's it's what's his name? It's the
Amy:Improvise, adapt, overcome.
Peter Shankman:It's the guy from it's the it's the, the guy who, like climbs, goes off on his own and gets
Amy:Bear Grylls?
Peter Shankman:Bear Grylls, yeah.
Amy:I love him.
Peter Shankman:He was such, he was such a poser because let's let's face it, survived. Les Stroud is the original survivor man.
Amy:He's survivor man, though, right?
Peter Shankman:Yeah.
Amy:He goes out.
Peter Shankman:Yeah, yeah.
Amy:There was this one show on Amazon Prime called Dude, You're Screwed, and that was really funny.
Peter Shankman:That's funny.
Amy:All right. Well, thank you so much for chatting with me today. I super appreciate it. And then next week, Jess will be back hosting the web or
Peter Shankman:Always a pleasure. the podcast and she will be talking with Whitney. So be sure to tune in next week when you have Jess back leading the way. Thanks again, Peter. My pleasure, again.
Jess:Thank you all for tuning in this week. We hope this theory is relative to your marketing needs. Make sure you subscribe to get notified of our latest episodes.