Juntae Kai Delane starts with an internal audit to make sure your organization can handle the spend. He pushes brands toward experiential value over transactions, then recommends pouring a big chunk into one cornerstone piece of content that becomes a community hub.
Before I cut any checks, so to speak, I would focus on doing an internal audit to make sure that internally, we are set up to have our marketing dollars stretch, first and foremost, really looking at the structure of the organization, if there needs to be new assets added to the team, new tools and so on and so forth. It's very important, too, to really understand that now a brand must be less transactional and more experiential. So when allocating your dollars to different mediums, you must consider that. And most importantly, nowadays consumers are really wanting an experience with the brand, right? So they may or may not want to see an advertisement, but they want to have that experience. So how can as brands, we deliver those experiences in particular online, first and foremost, I think wholeheartedly, we with that budget, I would focus on creating some type of cornerstone piece of content for a community.
