Private equity-backed competitors often cut low-attribution channels like TV and billboards first because their ROAS isn't directly measurable. This creates a market vacuum. Investing in these "fleeting moments" builds long-term brand retention that fuels your entire marketing funnel, giving you a competitive edge.

While legacy advertising channels are in structural decline, careers in event management and brand 'activations' are experiencing huge growth. Companies are now spending millions on curated, in-person experiences to create tangible connections with their most important clients.

In 2015, Faherty made a counterintuitive marketing bet by launching a print catalog precisely when industry giants like J.Crew were discontinuing them. This classic, tangible medium cut through the digital noise and became their first successful paid media channel.

To be memorable, marketers should pivot from purely digital tactics to quirky, offline activities like pop-up stands or unusual collaborations. These offline events generate buzz that can be amplified online. If an idea doesn't seem slightly risky or unconventional, it's likely not bold enough to capture attention.

Don't dismiss past marketing tactics as outdated. Seemingly "old" ideas, like a Lego giveaway from a decade ago, can be refreshed and find new success. Conversely, once-popular tactics like webinars are losing traction, demonstrating that engagement strategies are cyclical and require constant re-evaluation.

Marketing is polarizing to two extremes: hyper-scalable, AI-driven digital content and deeply personal, analog experiences like pop-ups or community events. The middle ground—print, billboards, banner ads—is becoming obsolete.

As social feeds become oversaturated and less personal, consumers will crave real-world connections. Marketers should focus on experiential events and pop-ups, which not only build community but also generate authentic social content, creating a powerful IRL-to-digital flywheel.

While most marketers chase new technology like AI, true differentiation will come from applying creative, modern thinking to undervalued and seemingly archaic channels like radio or out-of-home. This contrarian approach creates disruptive, attention-grabbing moments.

As society becomes increasingly digital with AI, the value of and demand for real-world, analog experiences like live sports, music festivals, and community run clubs are exploding. This counter-trend makes investing in live events a safer bet for media companies and advertisers seeking guaranteed, engaged audiences.