I recently went to the Adweek conference and found that I couldn’t help but keep returning to the cannabis stage. I know, I know... Quelle surprise. But seriously, the cannabis market is in the time of its maturity when anything is possible, and the people participating in it see a future that’s almost beyond imagination. It’s… intoxicating, and the panels were passionate and exciting. Despite their enthusiasm, all the marketers who spoke cited one key challenge (which is also the big opportunity) critical to the growth of the market: in order for the market to grow, cannabis needs to be culturally normalized… A cloud of cultural taboo and misunderstanding still hangs over the larger market, and needs to be lifted in order for consumers to fully embrace the market. So, how do you normalize cannabis? How do you demystify a product for consumers who are, as one panelist said, ‘in a state of complete confusion’? Here are a few takeaways from the sessions I attended:Read More
Recently, I agreed to play a card game with my daughter I’d never played before. She was struggling to explain the rules so she said, “just start playing, dad; you learn as you go.” Learn as you go. What a frustrating concept!
And yet it reminded me of marketing in the current landscape of 2019. We’re in a new frontier of audience capture and retention: various media platforms, endless posts, paid influencers, #sponcon, waning brand loyalty… And since there’s no road map, I guess she’s right, “you learn as you go.” But learning as you go requires one important thing: staying nimble. Why? Because by staying nimble, we free ourselves up to get smart and stay ahead.
So, how can agencies (external or in-house) stay nimble? Here are a few thoughts about keeping light on your feet, and what works at Night After Night:Read More
At Night After Night, one thing we’re excited about is the waning daylight and more chances for a good night out. And with all the challenges marketers face these days, we think the lens of the night out offers a fresh perspective on how to connect with consumers. I recently wrote a piece for Forbes that explores why and how brands can benefit from playing an active role in peoples’ night out, and I thought I’d share a few of those ideas here today.Read More
How you execute a music program is what separates the hits from the flops. As a follow up to my earlier post about why you should do a music program, today I’m sharing three ideas about how brands can work with musicians to create successful partnerships.Read More
While it may seem obvious an agency called Night After Night wouldn’t subscribe to a typical 9 to 5 workday, I think flexible hours can work for lots of different companies. Why can’t your employees come in an hour late to avoid a nightmare commute, or leave a little early to spend time with their kids? Why can’t they write a presentation from the comfort of their home?
Enforced hours are arbitrary and dated in today’s work environment. If you’re looking for a way to boost performance and morale in one fell swoop, implement ‘flexible hours’! Here’s why…Read More
Medmen, the rise of seltzer, AB-InBev’s ZX Ventures, lessons in customer acquisition from DTC brands, talent retention, and innovation in times of legal regulation make up this week’s reading list. Read them all then subscribe here to receive these and other insights from our CEO Elliott Phear directly to your inbox twice a month.Read More