Yes, this is coming to you on a Wednesday instead of it’s usual Friday release (I made it three editions before missing the newsletter deadline… I apologise). BUT, I did manage to take the reason I was late to releasing this fortnights newsletter and turn it into a marketing thought – so I feel like that balances it out, no?

As always, a biiiiiig couple of weeks with a lot of updates that could have made the cut, but here’s the four that took up space in my brain this fortnight. Let’s dive right in.

Taylor Wants You To Vote For Kamala 🫵

Every three months, it feels like we’ve got a new take on influencers. They’re in, they’re out, they’re dead, they’re the secret weapon for brands – it’s a never-ending cycle of opinions. But every now and then, something happens that reminds us JUST how impactful an influential voice can be.

Last week, Taylor Swift posted about voting (specifically, voting for Kamala), and in a matter of hours, 400,000+ people rushed to register. That level of influence made my really consider: should any one person have the ability to sway such massive action? It’s a powerful force, and as someone who’s all for democracy and activism, I can see the appeal. But what happens when the message doesn’t align with our own values? It’s easy to cheer when Taylor endorses Kamala, but what if she had thrown her support behind a candidate like Trump? Suddenly, the conversation about influencers shifts from a positive force for good to something much worse. Spoiler alert: Not a Donald fan.

The question that has been running through my mind? Where do we draw the line? Celebrities and influencers are entitled to their opinions, just like the rest of us. But should a single Instagram post really have the potential to swing an election, change public policy, or redefine a brand’s identity?

For marketers, it’s an important reminder of the power of influential voices, not just in politics but across all sectors. If a single post can drive 400,000 people to take action, imagine what that same level of influence could do for a brand. Sounds really great, but it’s also a double-edged sword. Just as easily as an influencer can elevate a brand, they can also sink it. I’ve seen countless examples of companies facing backlash because an influencer they partnered with said or did something controversial – or because an influencer just had an issue with them, posted about a bad experience or something as simple as a delayed order.

Just like everyone else, my opinion on influencers goes around in circles. Are influencers the greatest weapon we have in marketing? Or the biggest risk?

The Return of Returns: Is Black Friday Really Worth It? 🤔

I hate to tell you, but Black Friday is upon us (arghhhh!). It’s like every marketer collectively shudders with the anticipation of what November holds.

I’ve found the conversation over the last couple of years has changed significantly when it comes to brands participating in Black Friday. It’s gone from “we need to be in it” > “how do we be in it smartly” > “do we even want to be in it?”… and there’s a good reason for that shift.

Black Friday means one thing: massive discounts. And while you can be sure you’ll sell a heap of product over the key retail period, that doesn’t mean you’ll make a heap of money. And no, it’s not just because you’ve slashed your profit margins with your “never before seen discounts” – it’s actually returns that are making the biggest impact.

It’s something I’ve seen firsthand: you discount heavily to compete, then people send things back, and suddenly that “sale” costs you more than the original price would’ve. Is it worth it?

A lot of studies show the average return rate across Cyber weekend sits at 40%.

40% of your purchases being returned.

That means you’ve paid up to 2.6x more to acquire that customer, you’ve paid to send them the product and then 40% of those have sent it back (without even thinking about products that are returned in a way that means you can’t resell).

So how do brands balance the need to stay competitive without getting burned by the aftershock of returns? One option is to reconsider the discount strategy. Does everything need to be slashed by 40%, or could exclusive bundles, time-limited offers, or rewards for loyal customers be a smarter move? I’m putting in a strong +1 vote for rewarding your loyal customers at this time of year > trying to acquire new ones!

This year, instead of mindlessly slashing prices, it might be time for a more considered approach to keep profits where you want them to be.

Selling Sunset: A Masterclass in HYPEEEEE

I may or may not be a little obsessed with Selling Sunset, and I was more excited for this season than ever. Why? Because of some good old social media beef stirring around in the week’s before the show’s premiere date. Whether or not their social media beef is legit, it’s got me and half the world gagging to find out what’s going down in the new season. This is the ultimate lesson in pre-launch hype.

The tension, the drama, the not-so-accidental leaks; We know we’re being played, but it works. This isn’t just about reality TV; this is marketing 101. Before you even drop your new product, service, or season, you need people counting down the minutes until they can get their hands on it.

So, how do you create that “gagging to know” moment for your next launch? Anticipation. Leaks, teasers, early access, or creating a little mystery gets people hooked. Whether it’s a series of mysterious social media posts, influencer unboxings, or sneak peeks that leave just enough to the imagination, the art of pre-launch hype is about creating FOMO on steroids.

The success of your launch is not about the launch, it’s about your marketing strategy in the lead up. Don’t forget that.

Airports: The Untapped Branding Playground?

Let’s finish this off with why I’m posting this three days late: airports. I flew to Brisbane this week and couldn’t help but think – why aren’t more brands taking advantage of airports as prime marketing spaces? You’re sitting there, bored out of your mind, with nothing but time to kill. Surely there’s an opportunity here for brands to create meaningful interactions, right?

Airports are full of captive audiences; People who are waiting (sometimes for hours), and yet, it seems like so many brands are missing the opportunity. Why aren’t there more interactive experiences? Why aren’t we seeing more brands use this downtime to capture attention, build engagement, or offer something memorable?

Of course I popped into Mecca (because I’m a slave to the brand #ily) and I thought to myself – why are they not offering pre-flight mini-facials? Why is there not a $50 flight pack of mini’s that’ll keep you skin glowing on the flight and when you get off? Where is the thought of context for this store?

From pop-up activations to branded lounge experiences or even simple distractions like engaging video content, there’s a whole world of possibility here. People are at airports to go somewhere, but that doesn’t mean they shouldn’t remember your brand along the way. It’s a chance for brands to think outside the box and meet consumers where they’re most likely to be… stuck and bored.

That’s it from me and my brain for another fortnight. Let’s hope we can get the next issue out to you on time next week 👋