If the current environment has taught businesses anything - it's the power of a quick pivot. The businesses which have found big success throughout this period have been able to identify a new market opportunity or vertical and mobilise quickly to convert that into new customers and more sales.

Social and search are excellent avenues for a quick mobilisation that will quickly get your new product or service in front of potential customers. 

So, how can a business pivot quickly and successfully by leveraging the power of digital? 

1.    Identify the opportunity 

The best pivots will hit on a need which is unmet in the market, timely and builds on the strengths of the business. 

In the case of our client Clarke Murphy Print, they recognised a need in April for low cost desks which could be delivered and assembled quickly. At the time, demand for desks had exploded with Officeworks and other suppliers out of stock. Many children who were participating in homeschooling were being forced to work at the kitchen table, without the privacy or quiet needed to work effectively. 

Clarke Murphy Print quickly developed the Build-A-Desk concept - a cardboard flat pack desk at a low cost of $149 which could be delivered anywhere in Australia. The idea was to allow families to regain the kitchen table by creating an instant, safe and healthy learning and work environment with the Build-A-Desk. 

The product also ticks several boxes for the modern consumer - it's Australian designed and manufactured, and an environmentally friendly and sustainable alternative to plastic; made from reusable, renewable and 100% recyclable expanded honeycomb board. 

Clarke Murphy Print was able to quickly identify a market opportunity to pivot without compromising on the business’ values or strengths. 

2.    Nail the brief 

A good idea is only as good as its execution, and good execution starts with a really clear brief.

When it comes to leveraging digital, it's really important to understand exactly what you’re trying to achieve. Who are you targeting? What are your goals? Are you looking to build brand awareness? Deliver quick conversions? Access a new audience?

In the case of Build-A-Desk, they were really clear on what they wanted to achieve. They saw a gap in the market which they wanted to fill before anyone else. They knew they wanted to target families with children in school, who may have already been on the hunt for desks with little success. There was a captive audience already there to be targeted with the right message at the right time. We decided a good approach would be to leverage Facebook to build brand awareness and Google Ads for sales. 

3.    Get your ducks in a row

The next step involves putting all the pieces in place to facilitate the campaign. That may include a separate website or landing page, content for social, videos, photos and more. In the case of Build-A-Desk, they created a website, shot a video and shot several product photos. 

This meant that when it came time to mobilise social and search, the ingredients were already there to ensure the campaign would be successful. 

4.    Move fast 

Often in the case of a pivot, speed is key, so quickly getting really clear on the brief and getting your ducks in a row is crucial. You most likely won’t have the time to experiment without missing the boat on the opportunity. The goal is to work as fast as possible so you’re not outpaced by a competitor without compromising on the quality of the campaign. 

5.    Execute and measure

The final step is to launch the campaign! The key to ensure your execution is successful is to constantly measure and adapt during the campaign, rather than waiting until it's too late. That will ensure you’re able to maximise success. 

Over a four week period, Build-A-Desk saw a 150% increase in ROI and a 250% increase in ROI for Google Ads. They were also featured on Weekend Sunrise which complemented the digital activity. 

So, is there an opportunity for your business to successfully pivot?