Podcast Summary: Ep. 255 – What's Up THIS WEEK: California Fires🙏 (What NOT to Do!), TikTok Ban👋?, AND - Awesome New Movie Coming Out This Week!

Podcast Information:

• Title: Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented By Marigold
• Host: Jay Schwedelson
• Presented By: GURU Media Hub
• Release Date: January 14, 2025

Introduction

In Episode 255 of "Do This, NOT That!" hosted by Jay Schwedelson, listeners are treated to a comprehensive discussion on the pressing events of the week, blending significant business and marketing news with light-hearted commentary on pop culture. This episode delves into the sensitive handling of tragedies in marketing, the looming potential ban of TikTok in the United States, and some intriguing (and questionable) brand collaborations. Additionally, there's a spotlight on Cameron Diaz's much-anticipated return to the silver screen.

1. Addressing the California Fires: Marketing Missteps

The episode opens with a heartfelt acknowledgment of the devastating California fires, highlighting the emotional and communal impact of such disasters.

Key Points:

• Empathy Over Exploitation: Jay emphasizes the critical importance of sensitivity in marketing during tragedies. He warns against capitalizing on such events, stressing that any attempts to do so can severely damage a brand's reputation.

  "Nobody should be trying to capitalize on this tragedy. If you're doing that, you just stink and you're a horrible person." (02:15)

• Reading the Room: Jay shares a personal anecdote about his company's misstep, where a seemingly innocuous meme was perceived as insensitive given the current circumstances. This serves as a cautionary tale for marketers to be acutely aware of the societal context in which they operate.

  "We got a lot of negative comments that we were really just not thinking properly. And that's totally fair." (04:10)

• Practical Advice: He outlines specific marketing elements to avoid, such as certain imagery and phrases that could be misinterpreted or deemed inappropriate during sensitive times. Examples include steering clear of terms like "hot new arrival" or using fire-related emojis.

  "Don't use the word lit... don't even use a fire emoji in your marketing right now." (05:50)

Insights:

• Brand Authenticity: Maintaining authenticity and demonstrating genuine concern are paramount. Brands must prioritize empathy over promotional content to build and retain trust.
• Immediate Feedback: Negative feedback should be taken seriously, prompting brands to reassess and realign their strategies promptly.

2. The Potential TikTok Ban and Its Implications

A significant portion of the episode is dedicated to the ongoing debate surrounding the potential ban of TikTok in the United States, exploring its ramifications for marketers and the broader social media landscape.

Key Points:

• Legislative Background: Jay explains the Protecting Americans from Foreign Adversary Controlled Applications Act enacted in April 2024, targeting TikTok's Chinese parent company, ByteDance. The act mandates divestment from TikTok by January 19, 2025, under threat of a nationwide ban due to national security concerns.

  "TikTok will stop operating in the United States on January 19th if there's no intervention." (06:45)

• Potential Outcomes:

  • App Gradual Decline: If the ban is upheld without any major intervention, TikTok users may find the app becoming outdated and less secure over time due to the halt in updates and new features.

    "The app is going to become less secure because there will be fewer security patches." (07:20)

  • Possible Acquisition: With a possible change in administration, there's speculation that ByteDance might fully divest or be acquired by a major U.S. company like Oracle, potentially allowing TikTok to continue operating.

    "I don't think TikTok is just going to go away." (07:55)

• Market Implications:

  • YouTube Shorts' Ascendancy: Jay posits that YouTube Shorts, boasting over 2 billion monthly active users, stands to gain significantly from TikTok's potential downfall, positioning it as the frontrunner over Instagram Reels.

    "I believe this is really the year of YouTube." (08:35)

  • Triller's Limited Impact: While Triller is attempting to position itself as a TikTok alternative, Jay remains skeptical about its potential to capture TikTok's user base.

    "I don't think that's going to be what happens. It's going to be YouTube, it's going to be Instagram." (09:10)

Insights:

• Strategic Shifts: Marketers should prepare for a potential pivot towards YouTube Shorts and Instagram Reels, optimizing their content strategies to leverage these platforms' growing dominance.
• User Engagement: The uncertainty around TikTok's future underscores the importance of diversifying social media strategies to mitigate risks associated with platform-specific dependencies.

3. New Movie Release: Cameron Diaz's Comeback

Adding a touch of pop culture to the episode, Jay highlights the excitement surrounding Cameron Diaz's return to cinema after an 11-year hiatus.

Key Points:

• Film Details: The movie, titled "Back in Action," is a spy comedy thriller featuring Cameron Diaz alongside Jamie Foxx. Set for release on Netflix, the film marks Diaz's much-anticipated return to acting.

  "Cameron Diaz has not made a movie in 11 years. And she's awesome." (09:45)

• Marketing Angle: While brief, this segment underscores the significance of celebrity comebacks in marketing narratives, potentially revitalizing fan engagement and media buzz.

Insights:

• Leveraging Star Power: Brands and marketers can harness the buzz around such high-profile comebacks to align their campaigns, creating synergistic promotional opportunities.

4. Bizarre Brand Collaborations: Dunkin and Native

Concluding the episode, Jay critiques unconventional and arguably mismatched brand collaborations, using Dunkin's partnership with Native as a prime example.

Key Points:

• Collaboration Overview: Dunkin (formerly Dunkin Donuts) has teamed up with Native, a personal care brand, to launch a line of donut-inspired personal care products, including deodorants, body washes, and shampoos.

  "They just teamed up with Native to launch a collection of donut inspired personal care items." (10:05)

• Product Range: The collaboration features four scents—Strawberry Frosted Doughnut, Vanilla Sprinkle, Blueberry Cobbler, and Boston Cream.

• Jay's Critique: He expresses bafflement and amusement at the necessity and practicality of such products, questioning the coherence and appeal of donut-scented personal care items.

  "Is this something the world needs? They are launching deodorants and body washes and shampoos. Are we? Are you kidding me?" (10:15)

  "There's a lot of weirdness that goes into that sentence." (10:25)

Insights:

• Brand Alignment: This collaboration serves as a case study on the importance of brand alignment and relevance. Marketers must ensure that partnerships resonate with their target audience and uphold the brand's core values and identity.
• Consumer Perception: Unorthodox collaborations can lead to mixed consumer reactions, potentially diluting brand messaging and causing confusion among the audience.

Conclusion

Episode 255 of "Do This, NOT That!" offers a balanced mix of serious marketing insights and lighter commentary on current events and trends. Jay Schwedelson effectively underscores the importance of empathy and awareness in marketing, especially during crises, while also navigating the complexities of evolving social media landscapes and unconventional brand strategies. For marketers and enthusiasts alike, this episode provides valuable lessons on adaptability, strategic foresight, and the ever-present need for genuine brand integrity.

Notable Quotes with Timestamps:

• "Nobody should be trying to capitalize on this tragedy. If you're doing that, you just stink and you're a horrible person." (02:15)
• "We got a lot of negative comments that we were really just not thinking properly. And that's totally fair." (04:10)
• "Don't use the word lit... don't even use a fire emoji in your marketing right now." (05:50)
• "TikTok will stop operating in the United States on January 19th if there's no intervention." (06:45)
• "I believe this is really the year of YouTube." (08:35)
• "I don't think that's going to be what happens. It's going to be YouTube, it's going to be Instagram." (09:10)
• "Cameron Diaz has not made a movie in 11 years. And she's awesome." (09:45)
• "Is this something the world needs? They are launching deodorants and body washes and shampoos. Are we? Are you kidding me?" (10:15)
• "There's a lot of weirdness that goes into that sentence." (10:25)

Note: Times are indicative based on transcript segments and are included for illustrative purposes.