Latest news with #ErikHuberman
Forbes
07-05-2025
- Business
- Forbes
How To Win Market Share Without Discounting Your Brand To Death
Erik Huberman is founder and CEO of Hawke Media, a full-service marketing consultancy, and author of The Hawke Method. getty In today's cutthroat economy, slashing prices often feels like the only way to stay competitive. But the best brands aren't racing to the bottom. They're winning market share without devaluing their products. Here's the hard truth: Competing on price alone is a losing game. The moment you train customers to wait for a sale, you erode your margins, dilute brand equity and become just another commodity. So, how can you thrive without relying on constant discounts? Let's break it down. Double Down On Brand Equity If your brand isn't memorable, you have no pricing power. So invest in storytelling, positioning and an identity that commands a premium. Customers buy into the experience, not just the product. How to apply this: • Refine your brand story: Don't just explain what you sell—articulate why you exist. Position yourself as a movement or mission, not a product line. • Invest in brand assets: Develop founder-led content, a high-end visual identity and long-form storytelling that communicates depth, not just features. • Own your category language: Coin terms, reframe problems and use distinct phrasing to build mental real estate. Category kings don't copy—they redefine. Leverage Exclusivity And Limited Releases People don't just want what's cheap—they want what's scarce. You can create urgency without lowering prices, using exclusivity to build desirability and loyalty. How to apply this: • Launch 'first access' drops: Use text messaging lists and VIP lists to give loyal customers early or exclusive access to new products. • Introduce capsule collections: Create time-bound product lines tied to seasons, collaborations or microtrends to keep your offering fresh. • Create visible scarcity: Add 'limited stock' indicators, countdown timers or exclusive product badges to amplify urgency without using discounts. Focus On Value-Driven Incentives—Not Discounts Offer something more valuable than a discount, such as exclusivity, personalization or additional perks that increase perceived value without cutting into margin. How to apply this: • Build bundles with intent: Curate product pairings that increase utility or enjoyment (e.g., starter kits or seasonal essentials). • Surprise with micro-perks: Offer free samples, personalized thank-you notes or early previews to make full-price feel rewarding. • Elevate loyalty programs: Move beyond points—build experiences. Give loyalists early access, exclusive content and gated offers. Optimize First-Party Data For Smart Pricing Pricing isn't a guessing game anymore. AI and customer data enable pricing strategies that adjust in real time based on demand, life cycle stage and customer profile—without universal markdowns. How to apply this: • Segment your offers: Tailor incentives to customer life cycle—offer onboarding bonuses for new users and loyalty rewards for returning ones. • A/B test your pricing structure: Don't just test discount percentages—test different bundles, added perks and price anchoring models. • Use tech to scale: Employ customer data platforms or personalization software to present optimized offers based on behavior and engagement. Master The Art Of Subscription Models Don't just sell a product—create habitual behavior. Beyond being convenient, subscription models help lock in loyalty and reduce churn. According to Zuora's 2022 Subscription Economy Index, subscription businesses grew over four times faster than the S&P 500 from 2012 to 2021. How to apply this: • Start with replenishable products: Identify which products lend themselves to automatic delivery, and then build a low-friction sign-up path. • Bundle in loyalty: Use subscriptions to unlock members-only offers, exclusive drops or community perks—not just auto-shipping. • Create a flexible experience: Allow customers to pause, swap or skip deliveries. Flexibility can reduce churn and increase lifetime value. Engineer Emotional Buying Experiences Research shows that consumers will pay more for a better experience. When shopping feels easy, personalized and exciting, your product becomes more valuable—without changing it at all. How to apply this: • Refine the journey: Ensure your funnel—from ad to checkout—is seamless, fast and intuitive. Every delay is a drop-off risk. • Personalize the path: Use quizzes, product guides or customer data to offer relevant products that feel curated, not generic. • Deliver post-purchase delight: From branded unboxing to automated follow-up sequences, use every touchpoint to reinforce value and build relationship equity. Build Community-Led Growth A strong community drives organic demand, and demand lets you maintain pricing power. Community isn't just marketing—it's insulation from churn and pricing pressure. How to apply this: • Activate your top 1%: Turn your best customers into ambassadors through referral incentives, behind-the-scenes access or content co-creation. • Create shared rituals: Launch monthly themes, product drops or challenges that keep customers connected and participating. • Build two-way connection: Use platforms like Discord, private Instagram groups or branded Slack channels to listen and respond. Community thrives on acknowledgment. The Bottom Line: Compete On Value, Not Price If your only strategy is slashing prices, you're training customers to devalue your brand. So play a different game by building brand equity, leveraging scarcity and creating experiences that make discounts irrelevant. Price-cutting might get you short-term revenue, but you win real market share through brand strength. The brands that understand this aren't just surviving—they're thriving. What's your next move? Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Los Angeles Times
27-03-2025
- Business
- Los Angeles Times
Hawke Media Acquires Blue Light Media
Acquisition strengthens Hawke's Southern California footprint and deepens its stake in social-driven brand building, creative storytelling and influencer marketing Hawke Media, a leading U.S. performance marketing agency, has announced the acquisition of Blue Light Media, an Orange County-based full-service creative and social marketing agency. 'At Hawke, we believe every brand today must think and operate like a media company to stay competitive,' said Erik Huberman, CEO and founder, Hawke Media. 'At the center of that is consistent, quality content – CQC – driving connection, community and performance. Blue Light Media has built its reputation on delivering that level of creative excellence, and we're thrilled to integrate their expertise as we double down on social-first marketing at scale.' Founded in 2017, Blue Light specializes in the natural products, consumer packaged goods and beauty sectors, executing high-performing content and social campaigns that drive measurable results. The agency has partnered with brands including Bulletproof Coffee, NutriBullet, Rock the Bells, Power Crunch and Epicuren. With the acquisition, Blue Light clients gain access to Hawke Media's full suite of marketing services, combining creative storytelling with data-driven strategies designed to maximize reach, engagement and business impact. 'Our mission has always been to build an agency where creativity and strategy work hand in hand to help brands thrive,' said Mikhail Alfon, founder, Blue Light Media. 'An acquisition with Hawke allows us to take that mission to new heights – offering our team greater opportunities, expanding our capabilities and giving our clients access to an incredible collective of marketing resources that will accelerate their growth.' Blue Light Media's leadership and staff will remain in place, ensuring continuity for clients while creating new growth opportunities within Hawke Media's expanding network. Hawke Media continues to grow through strategic acquisitions, strengthening its position as a full-service marketing leader. Its client portfolio includes global brands such as Crocs, Red Bull, K-Swiss, Casamigos and Proactiv. 'This acquisition reinforces our commitment to delivering best-in-class creative and consistent quality content that drives measurable brand impact,' Huberman said. 'It is a strategic step forward in enabling brands to operate as fully integrated media engines in today's competitive landscape.' Information was sourced from Hawke Media. For more details, contact kiara@
