Overcoming Industry Deja Vu
In Fiji, a milestone for our journey this year
We’ve been exploring the Pacific islands for about 4-5 months. However, it’s starting to feel a bit same-same (I know, sad story). Our blasé attitude means we need a change in scenery.
When competition multiplies within our industries, we need to look around and think, “What change of scenery would get the attention of our audience?”
If the Pacific islands start to feel same-samey, I am sure your industry does too. So let’s fix that industry déjà vu.
Let’s jump into it
In any industry, it’s easy to fall into a rut. The same strategies, visuals and messaging can make competitors blend together, causing customers to tune it out.
This is industry déjà vu: when your audience feels like they’ve seen it all before. The good news? You can break free with intention and creativity.
Déjà vu; Waya Island in Fiji looks like the Marquesas
While island-hopping, we noticed island descriptions started to feel the same. They all seemed to have turquoise waters, aquarium-like snorkelling spots, isolated beaches and perhaps a small town nearby.
Now, this works for someone who is new to the Pacific islands, but if your audience is like us and has engaged with a category for awhile, it gets old.
While working on Reckitt Professional, the common industry narrative was around the best cleaning products. We recognised this and started to change the conversation. It’s already catching on with competitors.
A helpful resource
The SCENERY Framework is a cycle to keep your brand fresh. Start with one or two steps this month, like spotting patterns or nudging with novelty, and build from there.
You don’t need to break your brand from the start, but look to explore and recognise the existing, same-same conversations.
The Change of SCENERY Framework
To stand out, dig into the small, often overlooked behaviours or preferences of your audience. These are the subtle signals of what your audience craves but isn’t getting from your industry.
Spotting and amplifying these can transform your brand’s messaging, campaigns and experiences. For example, Patagonia didn’t just sell outdoor gear; they tapped into their audience’s desire for activism.
To uncover these conversation changers:
Observe the outliers: Pay attention to how your audience acts differently than the industry anticipated.
- Ask unexpected questions: Go beyond standard survey questions to reveal untapped desires.
- Change the dialogue: How can your product or service amplify these insights and change the typical conversations?
- Amplify the conversation: Build campaigns or experiences around these insights.
- Changing the conversation is disruptive, but does not need to feel disruptive to your brand or process. You are uncovering the conversations and opportunities already in front of you.
The hardest part is recognising them. With this framework, hopefully you can challenge industry déjà vu and engage your audience in a new way.
Industry déjà vu is an opportunity to change the scenery & shift the conversation
And there’s more
✏️ Join: Sign up for my next free webinar “How to Bootstrap Your Marketing” on Thursday 18 September.
📚 Read: Simple Business by Lucy Fuggle is a charming perspective on building a business, simple living and creative time.
🎧 Listen: In the investment arena, Are Robo Advisors Worth It breaks down the pros and cons of this growing service offering.
📍 Visit: Musket Cove in Fiji is a bit like Disneyland for the sailing community, but is a cool resort island area.