In a recent interview with The Drum, Merrell’s VP of Digital Marketing, Jane Smith, shared how the iconic outdoor brand is navigating economic uncertainty and digital disruption – not by slashing prices, but by doubling down on community and connection. For a brand rooted in nature, Merrell’s strategy is refreshingly human: focus on small wins, mental well-being, and shared experiences.
So, what can local businesses take from this?
As a digital marketing agency working with local businesses in Croydon, we see a powerful lesson here: you don’t need a global budget to build a meaningful brand. You just need to show up for your community.
Here are three simple, Merrell-inspired tips local businesses can use today:
1. Celebrate the “Small Wins”
Merrell’s “Good Things” campaign highlights the joy of discovering wild blueberries or reaching a scenic overlook. For local businesses, this could mean spotlighting everyday moments – such as a customer’s first visit, a behind-the-scenes look at your team, or a heartfelt review. These stories build emotional connection and trust.
Tip: Start a weekly “Small Win Wednesday” post on social media. Share a customer story, a team milestone, or a local shoutout.
2. Build Community, Not Just Campaigns
Merrell isn’t just selling footwear; it’s promoting a lifestyle of connection and well-being. Local businesses can achieve the same by creating spaces – online or offline – where people feel seen and valued.
Tip: Host a free community event, partner with a neighbouring business, or create a Facebook group for your loyal customers. Think of your brand as a gathering place for the community, not just a storefront.
3. Balance Brand and Performance
Merrell warns against relying solely on performance marketing (“the fastest way to the bottom”). For local businesses, this means not just chasing clicks or discounts, but investing in your story and values.
Tip: Mix your marketing. Use short-term tactics such as promotions, but also invest in long-term brand-building efforts, like a blog, a regular email newsletter, or a video series that shares your mission.
In a world full of noise, Merrell reminds us that authenticity, consistency, and community still win. And for local businesses, that’s not just good marketing – it’s good business.
