Success in challenging conditions: Our AW22 campaign for TOG24.
AW22 was ‘challenging’ for brands and retailers. So how did we help TOG24 to have some of their best ever trading weeks through this period? What factors helped us create commercially successful content and campaigns in difficult market conditions? Scroll down for our list of 9 quick thoughts of why things worked out so well…
We like TOG24’s customers. More than just some demographics in a slide deck, we genuinely empathise with, and understand the audience. We like the same stuff that they like. We are them.
Emotion with a small ‘e’. We’re not saving the world, violently tugging on heartstrings or banging on about brand purpose. We’re helping the audience have fun. We’re reflecting their world back at them. We’re using little human moments of warmth to connect and engage. When times are tough, fun is really, really important.
The right products at the right price. A huge factor in a downturn. Price is a marketing lever. TOG24 understand this and use it. They also understand that their customers don’t want to stop going outside and enjoying themselves – they just might not have as much cash to spend at the moment. TOG24 gear does the job brilliantly at a fair price.
Brand strategy and sales tactics working together. Long and short term thinking all at once. The case for this shouldn’t even be a debate any more. Build long term brand equity then leverage this to build sales.
Lots of deeply specialist agencies working carefully together towards a shared goal. When each agency is really clear about their role, and respects the knowledge and skills of the other agencies involved – great things can happen, and the client has no wasted expenditure.
Speed and hustle. Ok, so hustle is a horrible word, but it’s apt here. We move quickly, discard what doesn’t work and double down on things that do.
‘Young’ and ‘old’ working together. The ‘marketing has no place for experienced people anymore’ posts on linkedin are getting really old (pun intended). Success always comes from lots of individual experts contributing and being listened to – no matter their age or lack of it. Older professionals have deep, broad knowledge. Younger professionals have current, specific knowledge. Both are needed.
Consistency of brand. A consistent tone of voice. A consistent use of distinctive assets. Again, a slowdown is no time to forget this.
Keep the tap on. When other brands reduce spending, that’s the time to keep going with marketing spend. TOG24 have very much benefitted from holding their nerve.
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