Stagnation or innovation? Why the time to act is now.

The illusion of ‘doing nothing

When everything seems unstable, it's tempting to put everything on hold: investments, tests, new ideas. And in the field of communications, this is even truer. Brands want to protect their image, advertising agencies want to protect their clients' budgets, and everyone is playing for keeps... instead of trying to win.

In practice, this often means :

• Postponing launches,

• Freezing experimental budgets,

• Not opening up new collaborations,

• And recycling approaches that have already been seen, tried and tested.

Yet recent economic and advertising history shows us exactly the opposite: it's the brands that dare to adapt in difficult times that come out stronger. The reasoning seems logical: when the environment is unstable, it's better not to try anything.

The paradox? It's precisely at times like these that the advertising message has to reinvent itself. Consumers, on the other hand, don't take a break. They continue to inform themselves, to buy, to compare. But they are also becoming more selective.

Organisational silos: an insidious brake on agility

One of the main reasons for this wait-and-see attitude lies in the very structure of organisations.

Many advertisers and ad sales houses still operate in compartmentalised silos:

• Marketing on the one hand,

• Branding on the other,

• Sales, social media, corporate communications, CRM, insights... each in its own field.

This slows down innovation because it prevents a global, cross-functional and responsive vision:

• The social team may want to test a new customer proof format... but not have control over advertising budgets.

• The brand wants to secure its image, while performance marketing is looking for immediate activation.

• The data and legal teams put the brakes on experimentation for fear of getting out of line.

• Sales teams stick to what they are used to selling.

Result: nobody says no, but nobody says yes either.

Innovative ideas die not from head-on opposition, but from the absence of a clear sponsor. Innovating when others freeze: the real competitive advantage

Today's consumers are more suspicious, more demanding, and more attentive to proof than rhetoric.

Traditional advertising messages are no longer enough.

On the other hand, brands that re-establish a bond of trust, that rely on social proof, that show they are listening to their customers... these are the ones that continue to capture attention and, above all, to convert.

Innovation means getting ahead while others stagnate

What if this moment of general uncertainty was the best time to move forward?

Why now?

• Because consumer attention is volatile, and brands that stand out from the crowd make a mark.

• Because media spaces are less saturated and therefore more accessible.

• Because sincere, human, authentic statements have more impact than ever.

This is exactly the opportunity that BuyTryShare offers.

Give a voice to those who matter most: your own customers.

With BuyTryShare, we can help you turn your satisfied customers into micro-ambassadors.

We capture their stories seamlessly, turn them into powerful advertising formats (on TV as well as in the press and even at the cinema), and integrate them into your existing campaigns.

It's a concrete response to today's challenges:

• Credibility: because it's not the brands talking, but their customers.

• Efficiency: because the formats are simple, straightforward and evidence-based.

• Economy: creation is shared, reusable and quick to produce.

• Agility: no need to change ecosystems or technical processes.

Communicate better, with the same or a lower budget

Today's brands have to do more with less, and Ad-Sales Houses too have to prove that their campaigns generate a real ROI.

BuyTryShare is a plug & play solution, designed to adapt to existing systems, without any additional structural costs, but with an immediate differentiating effect.

It's a measured gamble, but one with great potential: ➡️ More commitment, more trust, more impact.

Waiting means stepping aside

While some brands are freezing their budgets, those that communicate better are taking up space at a lower cost.

This is the opportunity effect of the crisis: media prices are falling, there is less competitive pressure, and audiences are still there.

Innovating in communications today means buying a share of voice at a discount, with a strong impact.

Would you like to discuss it?

We are convinced that the brands and Ad Sales Houses that know how to adapt their communications today will be the ones that emerge stronger tomorrow.

Because we believe that now is the time for brands and advertising agencies to dare new approaches, we have decided to offer an exceptional discount on our PoCs, in exchange for access to campaign impact data (engagement rate, uplift, recall, attribution, etc.).

What if you were one of those who didn't wait for the storm to pass, but learned to sail differently? This is a unique opportunity to try out a new, risk-free approach, with a clear objective: to prove the real ROI of this advertising innovation.

📞 Fancy a chat? Contact us now to find out how BuyTryShare can boost your advertising impact, even (and especially) in stormy times. 📅 Make an appointment with our team for a quick presentation of the BuyTryShare model.