A new year, a new you, a new hope… wait, that’s not a strategy.
This time of year can be depressing, a kind of writer’s block if you will. You end the year full of purpose, an intent to smash it come Jan; fulfilling all the things you had aimed to do last year (which are numerous post 2020) and suddenly it’s upon you, the realisation sinks in, it’s time. Take down the Christmas tree, deal with your post purchase frenzy / booze fuelled amazon purchase spree / buyer’s remorse … and man up.
It’s time to man up and smash it.
Smashing it.
Means different things to different people, depending where they’re at; in their lives, professions, or indeed their own businesses.
The ideal, of course, is that you ended the previous year on a high, smashing targets, nailing new accounts, signing new retainers and all-round brilliance — you’re all set… the real story tends to be a more obtuse.
Our (Molasses) end of year was positive, including our first project with Bacardi. Of course there were a few hiccups, we could’ve done with landing a few more new contracts… but we’re stronger than we were a year ago — and this is thanks to many of our existing brilliant relationships — clients and suppliers alike (so, first and foremost, thanks!).
But what comes next is the age-old adage — how do we take the next step, find more work, and stand out in what is an even more challenging and busier environment.
Now I wish we had a proven answer for this — do this and this will happen… but as in marketing (if we’re honest) nothing is guaranteed. In saying that, there are some simple things you have to get right (unsurprisingly) — build relationships, do good work and don’t be an arsehole (and don’t work with them either… you’re better than that).
Today’s environment is complicated but it’s never been easy — getting in the door (so to speak). You need endorsement, you need to manage your own marketing mix and you need to try and provide something no one else can. Simple right!
What are we doing?
We’re doing a few new things this year including different ways of marketing Molasses to the right people:
1. PRODUCT FOCUS: we’ve refocused a touch. We’re still a brand specialist (it’s where everything needs to come from), but we’re focusing a little more. Molasses is a strategic design agency, driven by shopper reaction and action — across the customer journey. We specialise in brand first design for booze and consumer products — focusing on packaging and shopper campaigns. We don’t believe in one size / message fits all solution and spend time to understand the full brand to basket journey, matching message to action and reaction
2. PRODUCT / PHYSICAL EVIDENCE: we’re finally launching our own products (physical, not another model) — starting with, yup, you guessed it, a gin. In our defence it’s been in the making for a year and we do have our fingers in distillery (part of us backing ourselves!). We’ve digested the insights, developed the recipe, defined the positioning and we’re now developing the marketing. This does a few things — we continue to live our ethos / values around backing ourselves and having skin in the game, it shows practically; showing we can actually talk the talk, and it gives us a chance to control something we are passionate about
3. PROMOTION: We are going to do more on the new business connections front — more networking (hopefully in person), more paid targeted and relevant promotion. We’re going to stop relying on just conversation — although word of mouth is our strongest ally to date
4. PEOPLE: We are going to be even more loyal to our loyalists — they are after all our consumer — it’s about time we treated them to a bit more ROI
5. PHYSICAL EVIDENCE: we’re going to do more around getting our work out there — shamelessly sharing what we can do
We’re lucky in Australia particularly, in some respects (forgetting COVID, where we’ve been super lucky) — people are willing to take a chance on people, we just have to help them take it.
New business and clarity are clearly our business focuses this year — using the channels available more productively and proactively. But our brand and values are what will power these interactions.
