Galen King
Founder & Strategic Director at Lucid
Website Address: https://lucid.nz
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Galen King from Lucid. To learn more, check out https://lucid.nz.
What is the biggest change in marketing that you see coming in the next 2 years?
I think we are going to see two somewhat paradoxical changes happen—one, I believe there is a trend of consumers moving to support more independent brands but, two, I think consumers will be increasingly buying from platforms like Instagram, Facebook, TikTok, etc. (and, still, Amazon, of course) as opposed to direct from brand’s online stores. So, the trend I foresee is that ecommerce sites will become increasingly about building loyalty, community, and brand recognition, and less about being a highly-optimized transactional experience.
Are there any trade organizations or groups that you belong to?
Shopify Plus Partners; New Zealand Trade & Enterprises Beachhead Advisor
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Perspective—and breadth of experience. Building in-house teams is really hard as most brands don’t have the scale to build teams. This results in people working in teams of one, with limited leadership or direction.
What is one tip that you would give when it comes to media planning?
Almost anyone can sell anything once. Think less about simply moving stock and focus deeply on your mission and purpose—what matters to you and your company and, ultimately, your customers. Think more about how you can help your customers than how you can sell more things. Think about building loyalty and community around your brand.
