[caption id="attachment_750959" align="alignnone" width="736"] To address consumer doubts, Oatly initially targeted baristas at upmarket coffee shops[/caption]
Any marketer out there wondering whether they have the confidence, the chutzpah, the sheer bravado to make it in our hyper-competitive discipline should ditch the introspection and do what any good marketer should do, multiple times, every day: turn their gaze outwards, to the consumer.
It can be grounding, and humbling, to recognise that there, too, confidence is an issue. Or rather, lack of it. Maybe they haven’t yet tried your brand. And maybe, in a low-key kind of way, they’d be curious, at least, to give it a go. Which is great.
But something stops them – a mini lapse of confidence to lay out cash on something untried when the normal repertoire of brands serves them pretty well. It’s not a big crisis moment – this is just a purchase decision, after all – but it is there.
Recognising that feeling, empathising with it, and working back from it to resolve the tension is the surest way for a marketer to cut through the shibboleths of our discipline, challenge the seeming certainties and do things in a way that will appear, to the outside world, brazen and brilliant, even though that wasn’t the motivation at the outset.
True marketing confidence starts here – by imagining ways to build it in the person at the other end of the chain.