The best laid plans…

As much as we always strive to make content relevant and relatable, there are times when a sudden change in context can throw even the best laid strategies for a loop!

Such was the challenge of our National Flip Flop Day collaboration with Gumbies, when an unexpected downturn in the weather meant having to unpick the ‘sunny strolling!’ angle we’d long since anchored both our copy and images to.

For the sake of relevance, our flip flop marketing had to be quickly reframed for the ‘spring showers’ market…and all in the space of a hot minute!

Now, we’re not averse to having plans thrown a curve ball or two, but the need to overhaul a strategy at a moment’s notice was a fitting reminder of the importance of being prepared (always) for plans to go in a new direction.

Adjusting a social content strategy on the fly is daunting, but with the right mindset, planned content needn’t be thrown off schedule too much.

The key, we’ve found, is to knuckle down and think fast, and at the same time, not be disheartened by what the abandoned assets represent (time, hard work, creative skills).

Oftentimes, this work is not lost… but simply on pause. In the case of our shelved summer strolling article, there will inevitably be a point in the not too bad distant future, where the theme will hold water once again.

Content can be archived, repurposed, or used as a jumping off point for future copy when creativity ebbs!

Knowing this, is fundamental not just for motivation… but for progress, as well.

After all, the idea that nothing is ever ‘wasted’, goes a long way to dissolving the ego and stubbornness which so often skews good judgment on when - and how - to switch lanes!

This was one of those times, but we’re consoled by the knowledge that Flip Flop Day’s loss..might be our next creative block’s gain!

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