Selling is all about timing – pitching to a prospect when they’re ready to buy. However, the window of opportunity can be slim and with so much competition reacting to the same industry news, it can be challenging to stand out.
Lucky for you, our in-house team of researchers tracks industry movements and provide daily sales predictions based on shifts. In this post, we’re bringing you five H2 opportunities that are likely to result in agency changes, media spending shifts, and new martech investments.
What do they all have in common? Each brand has new leadership in place, signaling agency reviews are likely to take place within the next 3-12 months.
Act fast on opportunities with the following 5 brands:
1. BJ’s Restaurants Plans Q3 Spending Boost
In a recent Q2 earnings call, execs of BJ’s Restaurants announced that the company’s focus remains largely on guest experience. The chain plans to expand to reach at least 425 locations nationwide. Marketing spend in Q2 totaled roughly $6 million, which is expected to increase in Q3.
Media Seller Opportunity: In addition to guest experience, BJ’s prioritizes delivery, takeout, catering, menu innovation, cause and targeted digital marketing. BJ’s focuses specifically on California markets, but sellers local to new locations in New Jersey and Connecticut will likely have the advantage. Expect continued heavy investments in social, influencers, promotional events, and PR. These efforts will be bolstered by the recent hire of financial planning and strategy VP Tom Houdek.
Agency and Martech Opportunity: Murphy O’Brien was named BJ’S PR AOR earlier this year. Since reviews tend to follow one another, look out for media, digital, and creative work to come available soon. Competition will include DDB San Francisco, which has handled creative since 2016, reaching average agency tenure (3-4 years).
2. Harley-Davidson Plans Marketing Increase Amid Target Demographic Shift
According to a recent Q2 earnings call, Harley-Davidson has “increased investment in marketing and product development by 43%” in order to reach today’s market. The company is testing several different concepts regionally before rolling them out nationally. Expect marketing investments to continue to rise. The company’s current More Roads initiative is geared towards reaching adult millennials and Gen-X.
Media Seller Opportunity: Sellers are encouraged to continue reaching out, considering recently-tapped creative AOR Droga5 will likely release work by the end of 2019. The company is looking to expand its female customer base, as well as break into multicultural audiences. Top spending fluctuates, so look for year-round revenue tied to new products. The brand typically invests in broadcast, digital, outdoor, print, radio and earned media.
Agency and Martech Opportunity: After the hire of Droga5, media and digital work may still be available. Those with automotive experience are encouraged to reach out, particularly since reviews tend to follow one another. MullenLowe Mediahub has handled media duties since 2016, right around average agency tenure of 3-4 years.
3. theSkimm Names First CMO Amid Digital Display Increase
TheSkimm, an online publication geared towards female millennials, has named Pat Shores it’s first CMO effective July. Shores joins other recent hires: data and analytics VP Lizzy Wong (March), social media director Liat Kornowski (June), communications SVP Lizzie Wolff (May) and ad product and planning director Michelle Simon (April).
Media Seller Opportunity: The company recently launched a daily podcast and acquired Purple, a texting platform. With no top spending period established, sellers should reach out to secure revenue throughout the year through digital and earned media channels.
Agency and Martech Opportunity: A new CMO hire is the number one trigger of agency reviews. Reach out soon to get on Shore’s radar. Her hire signals theSkimm is investing more in marketing, especially with a bolstered team to support her efforts. Media duties seem to be handled in-house.
4. Garden Fresh Restaurants Names CMO Amid Millennial Shift
Garden Fresh, the operator of restaurants Souplantation and Sweet Tomatoes, hired Nicole Bushnell as it’s new CMO in June. Most of her experience lies in brand development. The company also lost marketing insights director Sami Bisharat in June, however next steps have not been announced.
Agency and Martech Opportunity: These leadership shifts follow the February hire of creative AOR LO:LA. Since reviews tend to follow each other, agency and martech readers with restaurant experience in particular should reach out for work. Competition will likely include media AOR Global Media Group.
Media Seller Opportunity: Garden Fresh has implemented new programs in order to reach millennials and increase sales. There will likely be a heavy marketing push in order to accomplish these goals, which will be supported by spikes in spend. Sellers are encouraged to reach out to Bushnell. Garden Fresh doesn’t have a top spending period, and those with high millennial reach will have the advantage. Keep an eye on the first campaign from LO:LA, which is supposed to launch later this year across digital, in-store, print and social media.
5. Belk Hires CMO to Replace CCO, Continues Digital Shift
Belk saw Julie Cary, chief customer officer of less than a year, depart in May to pursue opportunities elsewhere. The department store promoted Jacob Hawkins to CMO in order to replace her.
Agency and Martech Opportunity: While this isn’t an outside CMO hire, agency shakeups are still likely. Mcgarrybowen was named creative AOR in May, and keep in mind reviews tend to follow one another. There have also been numerous shifts in personnel in addition to Hawkins. Focus on media and digital work. Competition for digital will include iCrossing, who has been on the account since 2014. Focus pitches on assisting Belk with reversing it’s declines as well as focusing on a millennial demographic.
Media Seller Opportunity: A campaign created by mcgarrybowen is quickly approaching and set to launch in the new year. Sellers should reach out in order to secure revenue. Also keep an eye on top spending period Q4. Those near Belk’s 16 locations will likely have the advantage. Spend has been increasing and will likely continue to do so with new personnel in place and a focus on rebranding efforts. Most increases will likely go to digital and social to better target millennials.