As we begin 2025, strategy reached out to marketers to identify seismic changes in 2024, and to give us their New Year’s resolution for the next year. Stephanie Wall, VP of marketing at Sport Chek, is next up in our series.
What do you think was the most seismic change of 2024? What is your New Year’s resolution to adapt to that change in 2025?
The one constant in our industry is change. That said, 2024 marked an inception point in acknowledging how radically AI will alter the pace of that change in every aspect of our industry and our day to day lives.
A friend recently shared a great quote with me: ‘If you’re not changing, you’re choosing.’ I believe that to be a great marketer, you must have a passion for lifelong learning. I want to stay inspired, curious, and focused on what fuels me. The passion and energy of inspiration are contagious. I hope to inspire and be inspired, and to embrace all the excitement and challenge of the change that is inevitably ahead.
What’s one thing you hope the industry plans to start doing, one thing it needs to stop, and one thing you hope it changes in 2025?
Start: Be courageous and brave.
Stop: Apologizing for being Canadian. Canadian marketing is world class. I am so proud of our Canadian marketing talent.
Change: Tough economic time calls for braver, more creative choices to break through. Necessity is the mother of invention. Now more than ever it is critical marketers invest in bold, courageous ideas that resonate with today’s consumer.
Capping off our week-long series is Jeff Barlow, CMO of MBI Brands, owner of Mary Brown’s Chicken and Fat Bastard Burrito.
What do you think was the most seismic change of 2024? What is your New Year’s resolution to adapt to that change in 2025?
Easily the most seismic change for Canadians was price sensitivity in most categories of consumer business. In the food industry this was especially prevalent in “frequency of occasions” Canadians dined out.
For 2025, we will continue to demonstrate a strong value offering while still delivering exciting new flavours and menu offerings. Equally important is our made from scratch approach and our commitment to a premium chicken experience.
What’s one thing you hope the industry plans to start doing, one thing it needs to stop, and one thing you hope it changes in 2025?
Start: Bring the excitement! Value perception is important but so is menu innovation, community support and philanthropy, and caring for our guests. Create opportunities to make people smile, collaborate with great brands, and have fun.
Stop: Being everything to everybody, do what you do best.
Change: I would love the economy to recover to make life easier for hardworking Canadians. Selfishly, I would also like the Leafs to win the Cup.
For more of our New Year’s resolution series, please check here.
