12 Growth Levers Every Marketer Must Master
When looking at your brand, there are 12 core drivers that every marketer should have a pulse on. In a series of blogs, we’re going to break down each of these drivers
We're sharing the 12 core themes to keep an eye on if you’re a brand or business owner. Each category and brand has its own nuance, but keeping an eye on how you play with these levers to drive growth will be essential to your success now and into the future.
Here we go!
Brand. Know where you stand with consumers, where your competition stands, and what your relevant position needs to be to sharpen your brand and drive growth. A trusted brand will always be core to connecting with consumers. If you don’t have a trusted brand, build one. If you do, keep it sacred.
Wellness. There’s an excitement across consumer groups to be healthy and although intentions don’t always convert to reality, this excitement is infectious. Knowing how to play a role in it is critical.
Delivery. Consumers are demanding, and it’s attention to the details that will help you win. Small shifts in your strategy and tactics to drive convenience, speed, reliability, and value are essential.
Digital. Digital is essential for exploration and, in some moments, conversion. AI is on a rocket ship for growth as we all know - so knowing how and where to leverage it is critical.
Emotion. The importance of making people feel good will never grow old. Making people feel good drives growth. People are drawn to positivity, so knowing how you can play a role in this will build that emotional connection that’s so sought after right now.
Promotion. Promotions are a tried-and-true way to drive not only volume but brand strength and trust. There are critical keys to success here so that you maximize their effectiveness. Knowing this will help you maximize brand strength, revenue, and profitability. Revenue without profitability is not a positive equation for any business. 😉
Influence. The influence of friends, family, and selected influential figures around us, and the people we’re looking to talk to, is an essential part of brand growth, trust, and conversion. Knowing what to harness, when, and with whom will help you gain the momentum you’re looking for.
In-Store. Don’t get rid of those bricks and mortar just yet. Over 80% of consumers still shop in-store. While digital is a means for exploration, in-store helps seal the deal and capture the moment of truth. People still want to see, touch, feel, and be intercepted by products and brands.
Experience. Which leads to experience. There’s nothing like experiencing a brand for the first, or even second or third time. Experience can be on a bigger stage through an event, or it can be that 1:1 moment of trial where you start the conversation, deliver awareness, and most importantly, familiarity. The key is to deliver on the expectations you set. Saying and doing are two different things.
Recommendation. Advocacy is at the bottom of the brand funnel but is the step that breeds momentum and drives energy around your brand - energy you’ve already paid for. It’s the benefit felt from all the hard work. There’s nothing better than having your brand recommended. This comes to life through word of mouth, online reviews, and more. Small steps make big impact here.
Social Media. Social is an important part of people’s lives but shows up in different ways depending on lifestyle or life stage. Knowing how to strategically use it to your advantage is key - so you’re not focused on always-on all the time. Remember: the message is more important than the medium. Know what your message is first, then figure out where it needs to be heard depending on who you’re looking to talk to.
Traditional. While many look toward the shiny object and jump on the bandwagon, those who stick to the core while embracing the new will always win. Traditional channels including in-store and TV are still vehicles for modern growth.
What’s next
Looking to drive both efficient and effective growth this year, or plan your next move? We work with hundreds of organizations to determine who to talk to, how to connect, what to say, and where to be.
Follow IMI this year for more on each of these topics to help you uncover opportunity, set your strategy, intercept and engage to fuel brand growth.
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