SPECIAL SERIES ==> JUNE This Year is VERY Different for B2B and Consumer Marketing😳<== | BATHROOM Break #108 COLLAB: The Marketing Millennials + Do This, Not That

0:07Jay Schwedelson:Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwedelson, from the Do This Not That podcast and subjectline.com. each episode in the series. We are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back for another bathroom break.

0:41I'm Jay Schwedelson from Do This, Not That, and I'm here with Daniel Murray from The Marketing Millennials. Before we get into why June is a wild month for business to business and consumer and whatever category you're in, Daniel, I had a question for you. I want to know if I'm a horrible person. So I was at Publix, which is a supermarket where we all live. And I was there with my daughter and there were these, you know, we're going to check out and I couldn't decide which line was going to be faster. So I told my daughter to go wait on this other line. And I waited on the other line and then her line started to move up faster than mine.

1:16So I pushed the cart over there to her line because she was like, had a spot, but then the person behind her thought that that wasn't cool and gave us like a really bad stare for kind of like doing that move. Do you think that that is an unacceptable move to like divide and conquer when you're in a supermarket?

1:33Jay Schwedelson:No, it's strategic. I think it's a strategic move. Like my parents grew up in South Africa. In South Africa, like they have a huge problem of just like cutting the line. So my mom will always want to cut lines. And my mom, that is not cool. she would literally go up and cut the line and like i can't handle that but if you just strategically like stand to get two lines wait you're in line for something there's like 20 people and your mom would just walk up until like to the front she'll like figure out a way to like or she's like i'm not standing in this line if if it's long so it's like two of both yeah she won't wait a night you're lucky that you didn't grow up with like no patience or like what if you go at disney world there's a line and you're like no i'm not oh my goodness me and my brothers get so embarrassed because she will go into a restaurant and they'll have one person in line and she's like it's too busy we have to go we have to go and it takes longer to go to the next restaurant than just wait for that but since there's one person in line she'll gotta go we're done oh wow i gotta hang out with your mom she seems to like handle these situations better than me um all right so let's talk about what's coming i don't think some of this stuff is not on people's radar.

2:45The month of June is going to be unlike any other month of June that we've seen recently, and there's a lot going on. So I'll drop the first one that's a big deal, and I know you got some others. So what's off people's radar is the second half of June all the way through until the second week of July, it's actually one of the worst performing times for different types of things. So for example, the second half of June through the second week of July, is the third worst period besides for Thanksgiving and the Christmastime end of year for webinar show-up rates, for B2B content downloads, and for high-ticket consumer products.

3:28That period of time does worse than almost any other time of the year because, look, you got summer travel, kids out of school, you got all this other stuff going on. So if you're not baking that time period, that kind of three-week period into your calendar, You need to factor it in because you don't think as a marketer, it's just a very difficult time to market. What other stuff goes on in June, Daniel, that you see?

3:50Jay Schwedelson:Yeah. So there's an event that's happening that happens every four years, but it's not going to happen in the US for a long period of time. And the way it's doing in the US is different than most countries because every city is a host city. So New York, New Jersey is a host city. Miami is a host city. Seattle is a host city. and they have different things going on in every city and different fan events and all this stuff. But it's a perfect time. We talk about this before. What's the event? You didn't say what the event was. He's getting ahead of himself. He's so anxious. He's cutting the line like my mom.

4:24Jay Schwedelson:The FIFA World Cup, the U.S. is in the FIFA. They're in a good pool this year. So they have a good chance of getting it. But doing emails with, I'm pretty sure this will work, but we haven't, we've done, it's not tested, but having goal or having offer that says USA 10 or having offers around the game and having emails themed like that. People are watching this. It's in New York. It's in Miami. People are going to it. They're hyped up about it. So get your email. And if it's the worst time of the year, play into one of the best events that is happening in the U.S. and one of the best happening worldwide.

5:05Jay Schwedelson:It's even better if you're a worldwide company because people from Brazil are watching, people from England are watching, people from the Middle East are watching. So this is a great time to frame your offers, frame your emails, frame your subject lines, frame your headers with soccer or football themed copy. Yeah, in general, and that's for every market, every category. The first games that are going to be in the U.S. are going to start on June 12th. So this is something everyone needs to be thinking about now, but how are you going to incorporate it in? And before I go to the last one, Daniel, do you say football or do you say soccer?

5:44Jay Schwedelson:Well, it's a hard debate. I have to say soccer because we live here and nobody, everybody, and I play football. So, but I grew up in South Africa, so everybody calls it football and they, and my cousins live in London. They make fun of me that I call it soccer. It's like soccer, soccer. but it is football everywhere but the U.S., but the U.S. is soccer. Arrogance, yes. And also we want to take on the metric system. All right, the last one is Amazon Prime Day. And you're like, what? I don't even care about Prime Day. Listen, first of all, Amazon Prime Day is usually in July. This year, though, they're moving it to the second week of June.

6:26They haven't announced the firm date yet, but it's like rising tides lifts all boats. Prime day lifts all marketing, business to business marketing. I don't care if you're in a regulated industry, consumer marketing, nonprofit. When it's prime day, everybody's more focused on the deals that they're getting. They're in their inbox more. Believe it or not, during prime day, people spend about 15 % more time in all of their inboxes, business and consumer. So thinking about your marketing around those prime day dates are really important.

6:59Jay Schwedelson:I think also something that I've looked at is if you're not on Amazon and you're like an e-commerce product or a D2C product, if you just go in and search your product and see if people are searching, it will come up in the search queries and see like if people are searching your product a lot. And if you're not on Amazon, it might be a good, I'm not saying go on Amazon, but I say that it might be a good time doing offers around Prime Day because people are already interested in your brand and the search volume on your brand. and it might be a good way to capitalize on the rising tide. Because Shopify also has one of the biggest days on Prime Day too.

7:36All right, so before we wrap up here, so do you take advantage of Prime Day? Like, do you go on there? Are you buying like, oh my God, I can't wait for Prime Day. I'm going to buy a new pair of socks.

7:47Jay Schwedelson:No, but I think now that I have a kid, there's so many things that you can like stock up on as a kid And every milestone, there's a new toy or a new thing. Yeah. No, not cloth diapers. I'm not a cloth diaper. Do you think, I want to know something. If you come across somebody and they use cloth diapers on their kid, what level of judgment do you have on that person? It's just so, it's like, you really are either like, you better be cleaning that very well, those cloth diapers. You know, there's like services to like pick up cloth poopy diapers and bring them back? No, I don't know that. It's crazy.

8:26Jay Schwedelson:Yeah, I get it saving the world. That's a bad job. I don't know. Cloth diapers are a very interesting choice. And I respect people who are trying to save the planet, but it's a very interesting choice to go cloth diapers. Look at you trying to be all like, you know, not say anything offensive. No, I am judging you for cloth diapers because I would never do that. It's disgusting. I know what my child's diaper looked like without cloth diapers. And he gets it on these clothes and I have to clean these clothes. I imagine cleaning like, I don't know. How do you even clean a cloth diaper? Do you know?

9:02I have no idea. Why do they exist? It seems like something that doesn't need to happen. We're going to get so many comments from people.

9:09Jay Schwedelson:Jay, when he had his first kid, he was alone with the kid. And the kid pooped and didn't know what to do. So he drove all the way to his wife to go change the diaper. Yeah, I did. I didn't know what to do. That's actually fully accurate. I was a doofus. I just wonder if we will get comments like, and be like, I can't believe you shamed cloth diapers, which we probably will. We probably will. But it is bathroom break. It is bathroom break. I mean, that's a big debate. Like, are you like a regular toilet paper person or you're like a dude wipes type person? No, I should incorporate dude wipes. I haven't.

9:47I'm not against it. I just don't. I have no.

9:51Jay Schwedelson:The whole world doesn't use, like most of the world doesn't use toilet paper, which is crazy. They use like bidets and like cloth, like stuff. It's weird. I don't know. This is going down a different path and we need to stop talking. Yeah. All right. Everybody keep following the show. Subscribe. Do something I don't know later. Daniel, come on, man. I got to get back to work. Get out of there. All right. While he's still in there, this is Jay. Check out my podcast. Do This, Not That for marketers. Each week we share really quick tips on stuff that can improve your marketing and I hope you give it a try.

10:26Oh, here's Daniel. He's finally out.

10:28Jay Schwedelson:Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out and it could be anything from email, subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn in and tell us what you want to hear. Peace out. Later.