You need new marketing, NOT new product.

Are you considering your stock holdings or service offerings as we transition into summer? Are you contemplating a) introducing new lines, or b) planning a scheduled discount to boost sales over the next few months?

You shouldn't be.

When strategising for your business, your initial and primary focus should be on creating NEW marketing, not buying NEW products or designing new services, especially when sales and conversions are low.

Retail sales have been slower than expected over the past 12-18 months, leaving many stock rooms and distribution centres fuller than usual. Hence, adding more products is not the solution and may increase the issue later in the year.

Marketing is essentially storytelling - the way you narrate your product's story influences shopping behaviour. The narrative can vary depending on customer needs, situational factors, seasonality, the time of year, and other factors that influence a customer's purchasing decisions.

Here are some basic examples of specific product storytelling and collection storytelling.

SPECIFIC PRODUCT STORYTELLING;

Using a scented candle as an example, here are potential narratives as we transition from Summer into Autumn and finally into Winter.

• Savour the final summer nights outdoors with our INSERT SCENTED CANDLE.

• As the seasons shift, infuse a touch of autumn into your home with an INSERT SCENTED CANDLE.

• Darker nights call for a cosy ambience; our INSERT SCENTED CANDLE will make you feel snug instantly.

• Add a festive touch to your home this Christmas with our INSERT SCENTED CANDLE, the perfect addition to your Christmas morning.

Note that we didn't change the product, but we did craft a distinct story each time. There are countless ways to market your product to engage your audience without altering the product itself. If your product has a year-round use or need, there's a story to be crafted and told as a means of promoting it.

COLLECTION STORYTELLING

A different strategy for brands selling multiple items is to group products that collectively portray a concept or lifestyle. This could mirror a style or trend, a situation, or a lifestyle that the customer will experience.

• Winter Whites - a collection of women's apparel promoting the concept of layering white and neutral tones.

• Summer Road Trippin' - a collection of children's items like backpacks, water bottles, raincoats, swimwear, lunch boxes, and books, creating a narrative around weekend trips or holidays.

• Out with the Old, in with the Spring - a homeware products collection encouraging a spring refresh, featuring items like cushions, candles, art, decor, rugs, and lighting.

An option for some retailers is to invest in a small quantity of new, highly seasonal products (peak Christmas or peak summer), which, when added to your existing stock, can enhance the storytelling within a specific season.

Most marketing agencies will persistently inquire about your new product, as launching and selling new items is easier than recreating content for existing ones.

The Stories Society is 50% Strategy with 50% Storytelling.

Our retail experience has involved many hours spent reorganising collections to reflect the season, stock holdings, and sales. We never suggest our brands buy new products, focusing instead on creating desirable collections and campaigns using existing stock.

If you're reassessing your summer strategy and feel that introducing "newness" is your only option to captivate your audience, think again. Your marketing should generate excitement, regardless of the product you're selling.

We assist brands and businesses in authentically and commercially telling their stories. Whether product-based or service-based, let us craft commercial storytelling for your brand this season.