We know what a COVID-bump looks like, via Comp Segment analytics.
We also talk frequently about the "organic percentage" ... the share of orders that happen without the aid of marketing.
Here was a trend for one company:
- November 1, 2018 = 55%.
- May 1, 2019 = 58%.
- November 1, 2019 = 62%.
- March 1, 2020 = 64%.
- April 1, 2020 = 63%.
- May 1, 2020 = 64%.
- June 1, 2020 = 61%.
- July 1, 2020 = 59%.
- August 1, 2020 = 58%.
- September 1, 2020 = 58%.
- October 1, 2020 = 57%.
This is what a SMART MARKETING DEPARTMENT looks like.
Why would I say that?
Well, it is obvious that the marketers figured out in April/May that "something" was going on. They read the Comp Segment tea leaves properly, and they put their foot on the marketing gas pedal, spending money to amplify a highly positive trend.
You leverage your business experience to understand what is happening behind the scenes. Behind the scenes at this company, somebody was trying very hard to amplify a positive trend. These are the kind of clients (or companies) you want to work with. They're trying hard to make things better.