“Brace for The Perfect Storm: August’s Daunting U.S. Media Landscape”
August 9, 2024
We saw V.P. Harris chose her VP; the DNC is taking place; we will see significant chatter heading into the now confirmed Presidential debate, back to school, Mr. Trump’s continue legal issues, the conflict in the Middle East, the very rocky stock market and an even more confusing economy and wildfires
Brands/ technologies will face more challenges trying to secure media attention as well as the mindset of today’s American consumer suffering from “The Great Exhaustion.”
It is the unwelcome perfect storm – requiring fierce determination and unrelenting focus
The good news? American consumers want your products now more than ever. We all know the benefits of going on a walk or a hike.
Here are 5 tips ensuring active lifestyle brands are heard (without adopting Brat
➡ Accept What Is and Make a Plan: Sailors can’t change the wind; they adjust their sails. Brands should make strategy adjustments, with flexibility being key. Should that product launch, influencer campaign, Op Ed or experiential event take place? Use a check list and connect with stakeholders to make a thoughtful decision, but make a decision.
➡ A Volatile Media Environment Doesn’t Mean Abandoning Well-Made Plans: A sail trimmer makes small adjustments, which can significantly increase a boat’s speed. The skipper turns the wheel to slightly maximize boat speed. A brand does not need to make huge course corrections.
➡ Anchor Messages: Anchors provide stability in rough seas. Ensure core messaging remains grounded.
➡ Stay on Brand: Racing skippers often see competitors changing course to sail towards what appears to be a windier side of the course only to see them tack back. Don’t feel like you have to follow the fleet. Don’t jump into a trendy discussion just because. Do so if it is authentic to your brand (and definitely don’t go Brat Green if it is not for you.)
➡ Watch for Obstacles: Sailors watch for obstacles avoiding hazards. Be aware of potential pitfalls in the media. Steer clear of narratives that could overshadow your brand’s message.
From a tactical standpoint:
✅ Amping up influencer and ambassador engagement can help during the current media narrative, humanizing brands, creating authentic connections
✅ In times of heightened media activity, consumers gravitate towards brands demonstrating a commitment to social and community issues, e.g. sustainability, environmental conservation, or local communities
✅ With traditional media channels inundated with political and global news, digital and social media platforms provide a direct line to your audience connecting via real-time conversations nurturing community
🌊 And speaking of the Perfect Storm, the movie following the fishing boat Andrea Gail battling a storm fighting for survival against overwhelming odds, her skipper, Billy Tyne, said: “We’re going to need to use every piece of equipment, every ounce of skill, and every bit of luck we have.”