Your 14-Day Christmas Marketing Plan: What To Prioritise With Your Marketing Now
Release Date: 12/04/2025
32% Growth Without a Single Flash Sale: The Counterintuitive Strategy That's Working in 2026
The Brand Marketing Show
Everyone in Australian retail right now is having one of two conversations: "it's quiet" or "what sale should we run next?" Our clients are having neither. They're up year-on-year. They're not discounting heavily. And they're not throwing more ad spend at the problem. In this episode, Catherine Langman unpacks exactly what the premium brands quietly winning in 2026 are doing differently – and why the Australian economy isn't what's killing premium brands. The middle-ground mimicry is. Drawing on fresh 2026 data from NAB, Australia Post, Deloitte, emarketer, and Shopify – plus one...
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ChatGPT Just Became a Shop. Is Your Brand Actually in It?
The Brand Marketing Show
Three weeks ago, Shopify flipped a switch that most brand founders still haven't clocked. Every eligible Shopify store is now discoverable inside ChatGPT by default. 880 million users. Your products. Potentially. Here's the part nobody's talking about: being in the catalog is not the same as being recommended. In this episode, Catherine Langman breaks down what the Shopify-ChatGPT integration actually means for Australian and New Zealand eCommerce brands, why AI-referred traffic is up 7x and conversions are up 11x, and — most importantly — what the brands getting recommended have in common...
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Why Temu Is Trying to Become a Premium Brand — And What That Tells You About Yours
The Brand Marketing Show
What happens when the world’s most famous cheap marketplace shows up at a premium gift fair, trying to convince quality brands to list on their platform? That’s exactly what happened at the REED Gift Fair in Sydney earlier this year — and the implications for premium eCommerce brands are enormous. In this episode of The Brand Marketing Show, Catherine Langman unpacks what Temu’s repositioning attempt reveals about the fatal flaw in the race-to-the-bottom strategy — and why the brand founders who are discounting to compete with cheap platforms are making a catastrophic...
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Why Premium Buyers Don't Buy From Ads Alone — and What They Do Instead
The Brand Marketing Show
If you're running paid ads for a premium eCommerce brand and your ROAS isn't scaling — or you've been posting consistently for years and growth has stalled — this episode is for you. This week I'm talking about something that almost nobody in the marketing world addresses directly: the validation search. It's what premium buyers do in the five minutes between seeing your ad and deciding whether to buy — and it has almost nothing to do with how good your ad was. I also get into a story that will be very familiar to a lot of innovative founders: spending years creating something truly...
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How Smart eCommerce Brands MarketDifferently When Times Are Tough
The Brand Marketing Show
If your eCommerce marketing used to work brilliantly and lately it’s feeling like you’re pushing harder for smaller returns — you’re not imagining it. The landscape has genuinely changed. And the instinctive responses most brand owners reach for when results decline are almost always the ones that make things worse. In this episode, Catherine Langman unpacks what’s actually happening — and what smart eCommerce brands do differently when times get tough. In this episode you’ll hear: Why declining ROAS is almost never a creative problem — and where the real issue...
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Why Scaling Your Ad Spend Breaks Your ROAS (And How to Fix It)
The Brand Marketing Show
You scaled your ad spend. Your ROAS had other plans. There's a specific kind of dread that sets in when you bump your Meta budget from $80 a day to $300 and watch your ROAS crater in real time. You do what any reasonable person would do. You blame the ads. New creative. New audiences. Maybe a strongly worded conversation with your ad manager. But here's the thing: your ads aren't the problem. This week on The Brand Marketing Show, I'm pulling apart the real reason scaling kills your ROAS — and it has everything to do with what happens after the click. In this episode, you'll decode: Why...
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The Afterpay Day Dilemma: How To Show Up Without Selling Out
The Brand Marketing Show
Let's talk about the week you're probably having… Petrol prices have hit $2 a litre – and heading higher – thanks to the US-Israel strikes on Iran disrupting global oil supply. Cost-of-living anxiety is back with a vengeance. And Afterpay Day officially kicks off on the 19th, though half the brands on your feed have already launched early. Your sales data is probably already softening as consumers sit tight and wait for the deals. So the question on every brand founder's lips right now: do I discount? The honest answer isn't yes or no. It's it depends entirely on how you do it. RM...
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The ChatGPT Walkout: What 60 Million Angry Users Can Teach You About Your Ecommerce Website
The Brand Marketing Show
So there I was, Tuesday afternoon, in the middle of working away — using Claude, which for those who don't know, is the AI tool I'm using extensively throughout my entire business at this point — and it just... stopped. Completely. Just stopped responding. Now, the first thing I did (as any completely rational person would 🤓) was assume I had somehow personally broken the internet. Classic. I sat there for a moment, refreshing the page like that was going to help, wondering what on earth I'd done. And then I did what any self-respecting person does when technology...
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The Platform Everyone's Leaving (And Why You Shouldn't)
The Brand Marketing Show
Every year about this time, statistics are published on the state of social media. Over 1,500 marketers worldwide about what they're doing with social media. And every year, the herd moves collectively in the same direction… This year? They're all stampeding toward Instagram and TikTok. Reddit's had a 63% surge in usage. Everyone's excited about the new, the fresh, the platforms that feel like they're going somewhere. And Facebook? Facebook has officially been dumped. It's now 2026's least-loved platform with around 30% of marketers actively reducing their efforts there. The collective...
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There Is No Silver Bullet Growth Strategy: The Death of "Set & Forget" Marketing
The Brand Marketing Show
February is not only the shortest calendar month but also typically the slowest sales month for eCommerce and – because of that – is often the month that I see business owners make fear-based snap decisions that end up hurting their profitable growth long-term… Remember when you bought that course that promised the "exact funnel" that would generate sales while you sleep? Or set up your email flows in 2021 and haven't touched them since? Or wondered why your ads aren't performing like they used to, even though you're doing the same things that worked before? You're not alone. The online...
info_outlineWe're in the first week of December now. Which means you've got roughly 14 days of meaningful marketing time before most of your customers mentally check out for the holidays — and before your shipping cut-off dates make the whole thing a bit irrelevant anyway.
Now, I know what you might be feeling right now. It's that familiar end-of-year cocktail of exhaustion, overwhelm, and a nagging sense that you should be doing more. Your inbox is full of articles telling you about the 47 things you absolutely must do before Christmas. Your competitors seem to have their act together with perfectly coordinated campaigns. And you're sitting there thinking, "Is it too late? Have I missed the boat?"
Here's what I want you to hear: No, you haven't missed the boat. But you also don't have time to build a new boat from scratch. The next two weeks are about strategic triage — knowing exactly where to put your energy for maximum impact, and giving yourself full permission to let go of everything else.
Because here's the uncomfortable truth that most marketing advice won't tell you: trying to do everything in the next 14 days is actually worse than doing three things really well. Scattered effort produces scattered results. Focused effort? That's where the magic happens.
So today, I'm going to walk you through exactly what to prioritise right now — and crucially, what to consciously deprioritise so you can finish the year strong without completely burning yourself out.
Quick note – if you want a visual version of what I'm covering today, I've put together a 14-Day Priority Planner that maps out exactly what to focus on each day between now and your shipping cut-off. You can grab that at productpreneurmarketing.com/14dayplan. It's completely free, and it'll help you implement what we're talking about today without having to take a million notes.
Links mentioned in this episode:
If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together HERE By booking a Free Growth Strategy
Download free 14-Day Christmas Plan Here
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