Why It’s Time To Be A Marketing “Aggressor”

In this guest post, co-founder and director of Rocket Agency, James Lawrence (main photo), says in this COVID-era, it’s the agressors who’ll come up trumps in the marketing war. Find out why here…
2020 has been a tough year for marketers. Many businesses have cut their marketing budgets. There have been extensive job losses across the industry. For many businesses, prospects are simply spending less than they did last year.
I run an independently owned 30-plus person marketing agency and have noticed patterns in our clients and in the various businesses who come to us for advice. I don’t have blanket advice I can give to every business, but I can see patterns in terms of the approaches being taken and how businesses are bouncing back.
There are typically five marketing responses to the current challenges
Early on we noticed that businesses we dealt with fell into five categories when it came to marketing post-COVID:
The Impossibles: These companies were hit hard back in March or in subsequent lockdowns. They were faced with the reality that their audience was no longer buying and financially they were not able to invest in marketing for the future. These businesses stopped or greatly reduced their marketing.
The Reducers: Whether through perceived necessity or fear, these businesses have looked on marketing as an expense. Just like rent, cleaning or office supplies. Their approach was to reduce spend, save some money and possibly pick marketing up again later when the return on investment for each dollar spent would hopefully be higher.
The More-Of-The-Samers: Generally through a lack of resources or time, these companies continued marketing the same way they always have. Same audience, same message, same channels.
The Boomers: These businesses saw demand for their offering increase during 2020. As a result they made the decision to invest in marketing to make the most of the current opportunities, and to also ensure they could hold on to as much of their new market as possible if things return to normal for their industry.
The Aggressors: These businesses looked at the current situation and made the decision to increase marketing spend regardless of the short-term return on investment for each dollar spent. They typically aggressively changed their marketing to take into account the ways their prospects lives had changed in 2020.
What are we seeing for each group so far?
It’s been tough times for The Impossibles. In many cases cutting budgets was the smart or the only move. If you were unfortunate enough to be running a business that no longer had any chance of generating revenue then your options are limited. Unfortunately, we also saw a lot of businesses who behaved as if they were part of this group, when in reality they simply were not creative or aggressive enough in understanding where the money now was in their industry (or where it was going to be in a few months’ time).
For the most part, The Reducers have missed the opening stage of a significant opportunity. Sure, they might have taken less risk since March, but in reducing their marketing spend they have also reduced the chance of a fast recovery or even grabbing marketing share as things improve. Today’s marketing is tomorrow’s sales. If you are a Reducer, and you have a competitor who is an Aggressor then take notice. They will almost certainly be taking some of your market share now and in the future. Luckily, it’s never too late to fight for your market share even if you’ve given others a head-start.
There are very few industries where prospects see life the same way as they did in February this year. To The More-Of-The-Samers, if your marketing is saying the same things in the same places as it did earlier in the year, you need to ask yourself if you’re getting the most out of your marketing dollar. Have your customers really been unaffected by everything that has happened this year? If not, it’s time to look long and hard at your marketing starting today.
The Boomers had their own set of challenges. Faced with rapid growth and a market behaving differently to ever before, they’ve focussed on ensuring their recent success is sustainable in the future. Arguably, great marketing is as important to these businesses as it is to those who have faced serious challenges in generating revenue. The alternative is risking demand going back to pre-2020 levels, possibly very quickly.
As you might have guessed Rocket is one of The Aggressors. We wrote heavily on the topic in our Recession Marketing Manifesto and have followed our own advice. Our industry was heavily hit with marketing budgets being cut. The reality for us and most other agencies is that many industries who traditionally invest heavily in marketing simply stopped spending over the space of a month or two (think travel, hospitality, property and more).
What does being an Aggressor look like right now?
It’s pretty simple for Rocket. Our leads and sales are bouncing back and we’re feeling buoyant about the future. This is despite our industry still being heavily impacted by reduced spend and job losses. We’re landing new clients and seeing increasing demand for our services. I have no doubt that had we left our marketing on auto-pilot or reduced our spend that we’d be right in the middle of a lot of pain right now.
We’re seeing the same for our clients. Smart, well-resourced marketing is paying off. Ideally, you’ve been an “Aggressor” since day one, but it’s never too late to start.
The Wrap
Every business has had its own journey in 2020 and its own unique set of challenges. These challenges for the most part continue to reflect the challenges and changes being experienced by your customers.
One thing you do have control over is how much demand is generated for your products and services. And this is where great marketing comes in. Get the marketing right and the sales will follow.
What are your perfect customers experiencing right now? How can you reach them and how can you deliver them value? This is what effective marketing is all about, especially for those in your market who are not ready to buy just now.
Latest News

The Stock Merchant Provisions And The Offices Launch Colourful New Canned Fish Packaging
Aussie food brand The Stock Merchant Provisions has launched a range of canned fish with fun packaging designed by Sydney-based creative studio The Offices. Launched last month, The Stock Merchant Provisions’ canned tuna, mackerel and two flavours of sardine are now ranged in 400 independent retailers, including Harris Farm. The launch comes in response to […]

“Means F@cking Nothing!” Tony Armstrong Talks Winning A Logie
Surely if there's anything sacrosanct in the Australian TV industry it's Bert's wigs, Kerri-Anne's Botox & the Logie?

9News Perth Pinches Gareth Parker As News Director
Gareth Parker promising more Eagles, Freo and iron stories, as he moves to new role at 9News Perth.

Teal MP Sophie Scamps Takes Aim At Junk Food Advertising
Junk food adverting to kids back under the spotlight. Yet again, bad parenting choices escapes said spotlight.

“Grow Some Balls!” Snickers Facing Global Boycott Following Snivelling Chinese Apology Over Taiwan
Of all the possible triggers for World War III, few suspected it would be the butty, caramelly goodness of a Snickers.

Total TV Advertising Market Up 11%, As BVOD Continues To Surge
TV ad spends prove to be in rude health. Which should translate to even ruder long lunches for TV bosses.

Michael Bass Named New Chief Trading Officer For Dentsu APAC
Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]

Sunday TV Wrap: The Block Hammers Out The Competition In Big Debut
The Block debuts to strong numbers, as Scott Cam set to publish his collected works of Logies acceptance speeches.

The Block’s Regional Move Translates To More Regional Viewers
Nine’s The Block burst back onto the scene last night, and interestingly its regional move has translated into more regional viewers. This season of The Block isn’t based on apartments or inner city semis. Instead, The Block has gone rural. The contestants are renovating five separate homes, each on 10 acres of land outside of Melbourne […]

The Masked Singer Capitalises On Our Neighbours Nostalgia With First Reveal
Masked Singer, MKR, The Block! B&T didn't know where to turn last night until Commonwealth Games javelin won our hearts.

Streets And Asembl Join Forces To Create Ice-Cream-Scented Candles
Brand extension agency Asembl has partnered Streets’ iconic ice-creams with Australian home fragrance, candle and oil diffuser specialist, dusk for a dreamy creamy fragrance range. Now online and launching on Thursday August 11 2022 in dusk stores across Australia, the range including candles, MoodMist fragrant oils, tealights and melts is the very first time these […]

WPP Reports $11.8B In Sales In The First Six Months Of 2022, But Aussie Ops Prove A Drag
WPP unveils impressive half years and, yes, B&T has again converted the pounds to dollars for your reading delectation.

ROLLiN And BMEOF Highlight Hip Hop History In New Project
ROLLiN car insurance has partnered with creative studio Bear Meets Eagle On Fire (BMEOF) to create a 16-part mini-series celebrating important dates in hip hop history. Building on the cultural cachet of the brand launch spot — which featured a yellow puppet named Larry rapping along to Digital Underground’s ‘90s classic ‘The Humpty Dance’— ‘Hip […]

New Decoding Crypto Series Lands On Nova Podcast
Markedly improve your crypto skills and possibly your prattishness too with this new Nova podcast.

Coopers Unveils New Look, The First In 20 Years
Coopers disproves the theory you can't mess with perfection, revealing rebrand for its splendiferous ale.

Domino’s Teases New Burger-Themed Pizza Range
Domino’s has released an ad campaign announcing its latest innovation, a burger-themed pizza to rival fast food delivery services via creative agency It’s Friday. The ad is centralised around the phrase “Finally, burgers made to be delivered”, a reference to Domino’s self-proclaimed title as the experts in food delivery. Adam Ballesty, chief marketing officer of […]

CHEP Brisbane Launches Bridal Range For Michael Hill Jeweller
Okay, so Michael Hill Jeweller isn't the poshest place for an engagement ring, but it's a step up from Cash Converters.

Russel Howcroft Re-Signs To Stay With 3AW Breakfast Until 2026
Can't stand the thought of waking up to Russel Howcroft? Best keep the dial well away from Melbourne's 3AW.

The Masked Singer Is Back And It Is A Bonkers Extravaganza
10’s Masked Singer is gearing up to return, and what it lacks in seriousness, it makes up for in silliness and usually ratings. Masked Singer will be airing from Sunday 7th of August, and it is racing onto the scene after the success of 10’s Hunted. EP Tamara Simoneau chatted with B&T, about why 10’s […]

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five
Integrated communications firm Icon Agency has been ranked the fourth fastest growing agency in the Asia-Pacific, Middle East and Africa, according to the 2022 PRovoke PR Agency ‘Fast Movers’ rankings. Icon’s fee income for calendar 2021 grew 84.3 per cent, making it the fastest-growing and largest independent agency in Australia. The Melbourne-based indy was ranked […]

Paris Hilton And Sky Ferreira Charging Fans $377 NFT To Watch New Horror Flick
Paris Hilton charging fans $377 to watch her new horror movie. Some prepared to pay as much as $500 not to watch it.

Former AFL Umpire Speaks Out Against Abuse In New Campaign
B&T would never tolerate the abuse of any sporting official. Okay, we can be a little potty mouthed if our team loses.

TikTok Deletes Filter After It Gets Roasted For Being “Fatphobic!”
Who needs a filter to make us all look fat & bloated when we already have excessive alcohol consumption and fast food.

“I’ll Call You A W@nker!” The Project’s Hamish MacDonald Gets Roasted By Guest
The Project's Hamish MacDonald has been called a wanker. And, no, it wasn't a Lisa Wikinson tanty either.

Thursday TV Wrap: 10’s Dog House Pulls In Big Numbers, But The Commonwealth Games Has Last Bark
10's Dog House debuts to solid numbers last night. Proof we're a nation of dog lovers, just not dog poo picker-uppers.

Eliza O’Hare Shares Her Clever Thoughts On Are Media’s Research Project HERFuture
Here, B&T chats with the editor of home decor mag Inside Out. A woman, we doubt, knows the horror that is Ikea erection.

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm
Tiger Brokers, an online broker for millennials and Gen Z, is offering fans the chance to win sideline seats to Melbourne Storm’s Round 21 clash against the Titans at AAMI Park (Friday 5 August 2022). The campaign has reached its peak, and now every Australian can also have the chance to win a Melbourne Storm […]

Meta Rolls Out NFTs On Instagram And Facebook
Zuck can't leave his play thing alone for a minute, can he? See what's new under the bonnet with this news.

SCA And Mushroom Group Bringing Sexy Back With RNB Fridays Concert Series
As this Fridayz concert series proves, the simple addition of a Z at the end of words can seriously up your cool cachet.

“So Messed Up!” Fury As TikTok Star’s Adidas Bikini Collab Labelled As “Blasphemous”
TikTok star labelled "blasphemous" for provocative bikini shoot. B&T yet to receive Jesus' side of the story, however.

We Are Social Opens Office In Amsterdam
We Are Social has opened its first Amsterdam office. The office snacks now disappearing at an alarming rate of knots.

Harvey Norman To Sponsor 2022 delicious. Produce Awards
B&T's a huge fan of the delicious. Produce Awards. Particularly the hotly contested root crop and legume categories.

The Proof’s In The Pudding – You Can’t Underspend, Under Target & Under Invest For ROI
This columnist is comparing marketing ROI to Yorkshire puddings. As baffling as that sounds, he makes a meaty point.

UK Funeral Providers Banned From Advertising Eco-Friendly Coffins
Surely the most eco-friendly funeral of all has to be eaten and swallowed by some form of aggressive wildlife.

ACA Reporter Hit With Seperate Assault Charges Following Clash With Ricky Nixon
Dodgy laundromats, loud neighbours and shonky tradies everywhere rejoice as ACA hack gets tables turned.

Ad Featuring A Woman Trying To Have Intercourse With A Garlic Humanoid Enrages Entire Nation
As a journalist you wait your entire career to write a headline like this. And today, dear readers, that day's arrived!