The Right Message at the Right Time (Updated for 2020 and COVID-19)

When my oldest son turned 3 years old, I posted a celebratory picture and caption to my Instagram and Twitter accounts. Amongst the congratulations and happy birthday wishes was a tweet from Chuck E. Cheese, "Happy Birthday, Jai! Sounds like it's time to celebrate!" I was at dinner with the birthday boy when I saw the message and promptly shared it with him. Guess who wanted to go to Chuck E. Cheese to celebrate? As a marketer, serving up the right message at the right time to the right audience is critical for success. Most focus on crafting the message but place less attention to delivering it at the right time or drilling it down to the right audience. This is true for large corporations