Athleta is playing to win, playing like they have nothing to lose. They are taking risks, not playing it safe. See if you agree.
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Since the NFL playoffs begin this weekend, I’m going to give you a football analogy with application to catalogs, and specifically to this Athleta cover. (My apologies to my many UK subscribers who will have little appreciation for the American football terminology.).
I read an article last week in the Wall Street Journal on Why NFL Coaches Take No Chances. It cited Buffalo Bill’s coach Rex Ryan’s decision in a game on Christmas Eve, to punt on a fourth and 2 on their own 41 with 4 minutes left in overtime. Buffalo never got the ball back, lost the game, and lost their chance at the playoffs. Ryan was fired two days later. Most Buffalo fans, and apparently team management, thought he should not have punted (play it safe) and should have gone for a first down (take a chance). It was, after all, overtime in the game that would decide their season.
The article cited a detailed analysis of NFL coaches that found that the most aggressive coaches in the NFL this year were still in playoff contention, while the most risk-adverse coaches will be watching the playoffs from home. This analysis was based largely on what teams did when faced with scoring options such as kick a safe field goal, or go for a touchdown on 4th down, when the team was inside the 5 yard line. Or, is the coach willing to go for a two-point conversion or will he go for a more conservative one-point kick after a touchdown.
The article cited a number of statistics that supported its conclusion that riskier choices resulted in more wins, and hence, made the team a playoff contender.
In my opinion, the same is true in cataloging today. You are getting hammered from every direction. If you keep doing business as usual, and play it safe, you will soon disappear. It is that simple. The forces of ecommerce and mobile competition will simply push you aside. You have choices, and you have to start taking some risks to change and survive.
Most of you will not take those risks. When I ask you the question “What have you got to lose?”, you think in terms of making a risky move that turns out poorly, resulting in the immediate collapse of your company. You think in terms of “all or nothing”. But risky does not have to mean stupid.
Malcom Butler is a hero in New England. In case you don’t remember, he was the New England Patriot that intercepted the pass on the goal line in Super Bowl XIX (2015), giving the Patriots the win over Seattle. (Click here if you enjoy watching it again as much as I do). Pat Carroll, coach of Seattle in that game, made a risky – and most would say stupid – decision to throw for a touchdown on that pivotal play, with just 25 seconds left in the game.
Cataloging is not football. The success of your “season” does not hinge on one play. But, your continued survival does depend on taking your game up about ten notches, and recognizing that you must take a series of risks, to become overall more aggressive, in order to survive.
We are in overtime, and the clock is ticking down.
Which brings me back to Athleta’s cover at the beginning of this posting. Their cover features a photo of 98 year-old yoga instructor Tao Porchon-Lynch. Their target customer is probably a 35 to 45 year old woman, who works out/exercises. If that was your target customer, how many of you would be willing to feature a 98 year-old woman on the cover of your catalog?
I love it. To me, their cover is bold, and risky. The fact that it is black and white adds to its power to get you inside the book. I said in a posting last week that having a great cover is not going to solve all your problems. But this is an example of taking a series of risks, to move the needle. I hope this cover generates a ton of social buzz and accolades for them. This is what happens when you play to win, when you play like you have nothing to lose.
Over the next few weeks, as we lead up to the Datamann catalog seminar (click here for more information and to register) I’m going to provide you a series of alternate looks at cataloging today. Some postings will illustrate the current state of catalogs, which in my opinion is not healthy. I know some of you are tired of me beating this drum – but sadly, most of you still do not see the handwriting on the wall. Other postings will provide you insight into your salvation – examples of aggressive marketing and merchandising that are helping some companies grow.
One final thought – for 16 years, the combination of Tom Brady, Bill Belicheck, Robert Craft, and a revolving door of talented players that spend a few years in Foxborough, Massachusetts, have made the New England Patriots the dominant team in the NFL. It is all too easy for New England fans to forget the pre-Brady era, which never produced a Super Bowl championship and actually produced some pretty dismal teams along the lines of the 2016 Cleveland Browns.
Patriots fans know the meaning of “What Have You Got To Lose?” because Tom Brady has lost two Super Bowls, while winning four. There is risk in trying to win. Sometimes it does not turn out the way you want. But don’t stop trying.
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by Bill LaPierre
VP – Business Intelligence and Analytics
Datamann – 800-451-4263 x235