WHEN EAON MET SALLY

Sally: I’ve heard a lot about marketing science principles, but I always thought they were more suited for big brands with massive budgets. My organic dog food startup can’t afford to implement those strategies.

Eaon: I totally understand where you’re coming from, Sally, but that’s actually a common misconception. These ideas are based on universal marketing law-like principles that apply to any brand, regardless of size or budget.

Sally: Really? But big brands have the resources to reach a wider audience. How can my small business compete with that?

Eaon: It’s true that big brands have larger budgets, but getting started with an evidence-based approach to your marketing doesn't require spending money you don’t have. It’s about maximizing your reach within your budget, being consistent, distinctive and standing out. For example, on a platform like Instagram, you can use smart targeting and powerful content to reach a wider audience, even with a small budget.

Sally: But how do I be consistent when I have so many other things to manage?

Eaon: Consistency doesn’t mean you need to post every hour. It means having a regular, reliable presence. Create a content calendar that suits your capacity—maybe it’s three posts a week. The goal is to reach an audience consistently and avoid going silent.

Sally: Okay, but what about being distinctive? Big brands have established identities. How can my startup stand out?

Eaon: Distinctiveness comes from having a unique voice and identity. Think about what makes your brand special and reflect that in your branding. Use consistent colours, fonts, and messaging. Even small brands can create memorable identities as long as you don’t chop and change.

Sally: It still sounds like a lot of work. How can I be sure it will pay off?

Eaon: Implementing these principles helps build mental availability—making sure your brand comes to mind in a buying situation. It also helps ensure your product is easy to find and purchase. Over time, these strategies help grow your customer base and increase sales, just like they do for big brands. And remember, once you get the hang of it, these principles scale. As your brand grows, you can expand and adapt your strategies and add more and bigger media.

Sally: I’m starting to get the idea, but I'm still worried about how I can compete with brands that have more resources. How can I make sure my efforts actually stand out?

Eaon: That’s a great question, Sally. One crucial aspect that often gets overlooked is the importance of impact. Even with a tiny budget, having exciting and surprising creative can give you an edge over competitors. Many brands get so caught up in metrics that don’t really matter that they miss the bigger picture: getting noticed is the most important thing.

Sally: What do you mean by impact, exactly?

Eaon: Impact is about creating stuff that grabs attention and sticks in people's minds. Think of it as making a memorable first impression. Your content should be bold, unique, and resonate with your target audience. It doesn’t have to be expensive—just clever and engaging.

Sally: Can you give me an example of how I might do that?

Eaon: For sure. Let’s say you’re launching a new SKU. Instead of just posting a typical product shot and benefit, create a video that heroes the product in an unexpected way. Use humour, surprise, or a really compelling story to make it memorable. A funny talking dog or something. The higher the emotional intensity, the more memorable it will be. As a bonus, if people find it entertaining, they’re more likely to share it, increasing your reach organically.

Sally: So other people will think 'I'll have what she's having'?

Eaon: Correctamundo.

Sally: That sounds interesting, but isn’t it risky to focus so much on creativity?

Eaon: There’s always some risk in being bold, but it’s a calculated risk. The alternative is blending in with all the other noise, which doesn’t help you stand out. That’s far more risky. By focusing on creating impactful, memorable creative, you can cut through and make a strong impression. Remember, the goal is to get noticed. Once you have their attention, you have a chance to turn them into a customer.

Sally: I see what you mean. So it’s more about being bold with my creative rather than getting bamboozled with all that adtech business?

Eaon: Exactly. Don’t be afraid to think outside the box. While others are fixated on metrics that don’t drive real results, you should focus on creating stuff people can’t ignore. That’s where the real power of advertising lies, and it’s something even the smallest brands can achieve with the right mindset and creativity. Look at how Liquid Death appeared out of nowhere.

Sally: Thanks, Eaon. I feel more confident about bold ideas now. Where do I sign?

Eaon: Go for it. Remember, impact is our secret weapon. Focus on that, and we’ll see your efforts pay off. I’ll send you the contract.

Sally: By the way, can men and women be friends?

Eaon: Yes.

Sally: So I don't get to do my scene, then?

Eaon: You'll do it for real when you see the campaign.

Sally: Don't wear that hideous sweater again.

Director: CUT!