The Value of Observation (with a Dash of Instinct)

Author’s Note: These essays are from the “unprecedented” year that was indeed like no other – 2020. The audience was marketers, but I think many of the lessons learned apply to many of us and will last far beyond the time that the word “unprecedented” (thankfully) no longer describes the times we live in. This one was about why we need to value our own experiences (and instincts) in business, especially in times of crisis.

Volume 6: May 2020

“Meet your customer where they are.” I think as marketers we have all heard and seen that enough to be believers, but that begs a much trickier question, which is, can someone please tell me where that is? And can you assure me that “where” they are today will stick around long enough to adapt my marketing strategy or to completely change up my product offering?

The short answer is no and no.

We all know about the importance of data (and I have no doubt, data will indeed rule the world) but as important as it is, it is not the only tool marketers should lean on during difficult times. There is genuine value in instinct, observation, our own experiences and, dare I say, our own intuition, which should never be discounted or under-estimated.

For example, several years ago, when I started seeing everyone in my office carrying their lunch to work (remember when we used to go to an office?) in Lululemon bags, I said to my husband, we should buy that stock. I knew almost nothing then of the brand except that I observed what seemed like a significant part of the population loving the brand enough to wear it like a badge. So, I trusted my intuition and without ever going into a store, bought a few shares – not a lot, but I did learn that you don’t have to be a high roller to let observing consumer behavior be a good financial strategy.

We have all witnessed significant changes in the experiences of working out. Again, my own personal experience and intuition point the way to opportunities (I think) for brands. For example, those who know me know I am one of those SoulCycle zealots. And as recently as February (is that not crazy how long ago that seems?) I would have bet my Lululemon stock that the single most important brand attribute of the SoulCycle brand was community — that feeling of walking in the studio and pedaling away with like-minded souls (pun intended). But then, overnight, the studios closed, and I was forced to do the workout-in-the-basement thing. It was great … but honestly, not as great as being in the studio, and initially my basement spin was just one more reminder for me of the “suckiness” of being at home. But then two things happened within days of each other. First, I received a very thoughtfully written (and long) email from SoulCycle with a very long list of all of the things they were doing to ensure that the studios would be safe (a reassuring best practice every brand needs to do) when they opened again. While the email did make me feel confident that they were doing the right things, it also clearly showed me that when we can get back, it will be different, and at least for me, maybe not in a good way. Then the very next day, I got in the mail a “home kit” that included a branded candle — a candle that likely didn’t cost them much, but was symbolic and a huge step toward making my home ride (dim the lights, light the candle) a lot more like what I was used to. I could literally feel the “community” around me. To be honest, I don’t know for sure if I will go back to the studio, but because SoulCycle figured out how to “meet me where I am,” I am confident that wherever I am a few months from now, they will be there too. My personal experience going through this pivot will help me as a marketer help other brands pivot.

Another example of trust your intuition is oddly also coming from my basement. Like a lot of homes across the U.S., mine is now blessed with the arrival of my adult son. He decided it would be better for him to WFH away from the distraction of his five 20-something roommates (ya think?). He has discovered that finding the discipline to work out daily is a lot easier without distraction. What does that tell me? It tells me there may be a whole lot more young athletes who have returned to that working out/competitive passion. Muscle Milk (#client), a PepsiCo brand, has a terrific post-workout protein shake offering for this group and the product is currently loved by its brand fans, many of whom are former competitive athletes who likely played sports in high school and college. My intuition tells me the potential pool of consumers for Muscle Milk might have gotten a lot bigger in the last couple of months and will likely continue to grow.

So, while it is true there are no guaranteed ways to figure out where all your target customers will be this summer, or even tomorrow, my advice is that while you are obtaining and analyzing all that data, don’t forget to consider your own observations and experiences, and trust your gut