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Late summer has such a different vibe. The days are hot and hazy, and the beaches are packed – but you can sense the approach of autumn. Maybe it’s that back-to-school anxiety lurking in your subconscious, maybe it’s the end-of-year sales and marketing push… but this time of year has a distinct energy.

Give this song by fellow Canadians The Beaches a listen with me as we see what the experts are saying this week…

Lead Gen Take a Summer Vacation?

Need to make some money? How is your forecast and pipeline looking for Q3/Q4? The latest Pavilion Pulse Survey found that 68% of member companies missed July 2022 revenue targets and nearly half of respondents reported adjusting their revenue targets for the year. Other notable stats:

  • 1 in 5 respondents have experienced layoffs within their organizations
  • 53% reported month-over-month declines in marketing-generated leads

However, current customers aren’t being impacted yet, as 57% reported lower churn rates than July targets. Overall respondents remain cautiously optimistic with 3 in 4 believing they will hit their revised target and feeling confident in hitting 2022 churn goals.

How does this match with your organization: par for the course, or it’s not like how you planned it? Let me know!

Residencies – a Vacation from Touring?

Nowadays, it seems that many artists prefer long residencies to touring. Extended runs in one venue, once associated with legacy acts, have become popular with stars including Harry Styles and BTS – lowering bills and building hype as touring costs rise.

It can be a badge of honour. Akin to a Grammy, but better. How many nights did you play at the arena… do you hold the record? And was every gig sold out?

Fans will flock to the residency not just to see the act, but to be part of an event, to say they were there! It’s one thing to say you saw the act at your local arena, it’s quite another to say you were at show 16 at the residency. This is part of fandom, you want to own the act and the experience!

There is a business touring the country, but it will never get cheaper. You don’t have to pay for hotels if you stay in one place, never mind all those trucks and crews. And it doesn’t have to be in Las Vegas, where music is secondary to gambling and having a good time.

How can you apply this to B2B? Can you turn your customer interactions and community into an ‘event?’ Would your customer go out again and again to say they were there?

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat