Steph Rawlins
Co-Founder at Crossovr Collectve
Website Address: www.crossovr.co
Each week on “Marketing Champions,” our host talks to media experts across the country. This week our host speaks with Steph Rawlins from Crossovr Collective. To learn more, check out https://www.crossovr.co.
What is the biggest change in marketing that you see coming in the next 2 years?
Coming out of Covid and the affects that have impacted people from a health perspective and financially, coupled with the many social issues we’ve have had over the last few years, Culture & Social Impact will dictate all markets even luxury brands.
Many brands will begin to have better practices set in place, use environmentally friendly and sustainable materials, as well as look for ways to align them selves with influencers who are story tellers and not just famous for being famous, as well as overlap into non profits and foundations.
This will shift the way content has been disconnected from events and we will see a hybrid of virtual content infused with experiential engagements, given many people have become content with zoom meetings or watching events online.
Additionally though, not everyone was affected negatively during covid, many businesses and entrpreneurs flourished with new opportunities as well as there have been a multitude of people who have become wealthy via crypto & NFT’s essentially make a new class of overnight millionaires.
With that said, the luxury market will have a boom and brands will be looking to do a lot more premium curated events for select indviudals, which will begin to change who and how influencers are selected. There will be a surge in exclusive bespoke product but more importantly experiences. Luxury brands may begin to do the old sponsored brand parties of the past, but doing thins that are somewhats more over the top than ever before to keep the online consumers engaged and create viral FOMO moments.
So many brands in turn I think will begin to curate their own content / series etc.
What makes your company unique?
We’ve focused on created branding content during covid with athletes and influencers.
We have a branding / marketing arm but created a production and media division to help create concepts with our clients to try and sell to brands or with pre-existing sponsors to make themselves stand out from other peers and to make sure they can have a hand in their own narrative seen in media
What is your biggest pain point when it comes to digital advertising?
once clients get comfortable with certain technology something new comes out that you have to educate them on. By time they feel comfortable with something new they missed the wave. Marketing is about setting the trend not jumping on it.
