Shh, A Secret Opportunity

Back in my rock climbing days, I had an old climbing buddy who was about 30 years my elder. He was a pretty crusty old guy (self-described), but we really got along and spent a lot of time together climbing, philosophizing, and watching old movies in the van (this was pre-Sprinter days) on rainy days.

He was one of those people who always seemed to have a bottomless well of one-liners to whip out at the perfect time. In his true dirtbag nature, he would get extra curmudgeony with progress of any kind—more tourists, road construction, new climbing routes—and would often mutter, “The more things change, the more things change.”

If you know me at all, you know I’m the furthest thing from a curmudgeon ever, but right now in the world that we live in, I think my friend’s phrase is right on. And I think that this moment in time presents an enormous opportunity for our brands, if we play it right.

It’s no secret that people are tired out there.

A lot of folks (and brands) just seem to be on cruise control—maybe waiting for renewed energy in the economy, with consumers, and in the workplace.

As the savvy brand marketer that you are—and I know that you are savvy because you’re reading this now :)—you know that when there’s a lull, there’s an opportunity.

At this juncture, you have a choice to make.

You can join your competitors in pumping more and more dollars into digital spends that don’t have the strategy and creative to convert clicks into sales.

Or you can pump up the energy of your brand, your creative, and your team and entire company and make sh!t happen.

Here are some ideas:

Clearly carve out your own path.
You are not the same brand that you were five years ago, and your consumers have changed, too. Through an “audit-and-adjust” exercise that considers your brand and your place in the market, you’ll make sure your positioning is what it should be.

Covert clicks by knowing why your consumers are coming to you.
Show consumers that you get them by nailing the right messaging, messaging hierarchy, photography, and seamless UX.  If you really understand their needs, drivers, and desires, you’re much more likely to get them to hit buy.

Clean it all up.
Clean up your brand, refresh that pre-pandemic packaging, and rethink your shopper marketing, because again, it’s all changed. Your shoppers are shopping differently. Make sure that your brand and packaging are working as hard as they should be for the fastest, most optimal buying experience.

The more things change, the more things change. And therein lies the opportunity.

Let’s make sh!t happen. Get started with distilled versions of our most successful services.