Cyclowax

I’m leading all things product marketing at Cyclowax.

Investor & Product Marketing Lead

Thomas Joos - Agency Business Coach

I'm a business coach & trusted advisor for agency founders.

Are you looking for:
- a crystal clear focus & growth strategy
- a pitch that is easy to deliver and hard to resist
- more qualified leads that are ready to buy
- a scalable business model that fuels growth & rewards efforts

Whenever you're ready, I'm here to guide you towards better clients, interesting work & higher profits. 

👉 Check out how this works: www.thomasjoos.com

Agency Business Coach

Creative Leaders

Creative Leaders is a community of agency founders who love to connect & learn from each other. We organize webinars, events & trainings.

Founder

Hypernova

Hypernova helped creative companies improve their business development & delivery processes. We delivered the strategy & tools required to sell & deliver multiple projects at the same time. We've been active as an in-house consulting partner for 5 years and have helped 25+ Belgian agencies scale fast & sustainable.

Founder & CEO

Little Miss Robot

Little Miss Robot is an international awarded product innovation & design studio based in Ghent, Belgium. Within our portfolio you'll find innovation in radio, television, news, finance, education, human resources, healthcare & recycling. 

www.littlemissrobot.com

Creative Director & Managing Partner

Gladiator

Designing mobile applications for pioneering brands. Pushing beyond the boundaries of mobile devices with a strong development background.

Freelance Mobile App Designer

Boulevart

Concept, design & development of mobile applications, with a strong focus on implementing mobile channels in online communication.

Mobile Technologist

Guiding agencies towards better clients, interesting work & higher profits | Agency Business Coach

I’m leading all things product marketing at Cyclowax, a cycling startup fighting dirty chains. I joined the team in 2025 as an early investor after 15+ years of building service businesses. I ran an award-winning product design agency and coached 125+ creative entrepreneurs through tailored coaching programs.  I’m passionate about messaging, customer experience design and digital product development. And cycling, of course.

Thomas Joos

Being more creative again. 

This is why I stopped coaching & joined Cyclowax this year. After years of guiding wonderful founders I wanted to be in a creative build mode myself. 

And so I did. I invested in Cyclowax this summer and have been showing up everyday to help with product development & marketing. 

I came up with a rough idea a few months ago. We were working on some promotional campaigns (product launch, black friday, ...) and I wanted to do something fun with our customers & followers too. 

Not very measurable. Not very revenue driven. Just fun. Increasing buying intent in the near future. That was my pitch for our Cyclowax Winter Club. 

A program to help active cyclists get to winter properly and enjoy indoor training. Giveaways, fun workouts, riding along with professional cyclists... the regular Cyclowax fun I said. Just because we can. 

I've interviewed customers, finetuned a program, organized test rides and created a launch plan. And than Stan-Louis Bufkens came in. He involved professional cyclists and awesome give away partners. Just like that.

He created ads and social content and launched our club with a bang. And a few days later... we're featured by Zwift on their homepage and socials. 

Creative build mode. Taking initiative. Not overthinking a possible business case or kpi's. Thanks for reminding me that believing in something works too Sophie Soete, PhD. 

We're live now. With a whole series of weekly workouts, race challenges & giveways. From now until January.

Sometimes you just want to get going 🔥🤘 

👉 cyclowax.com/winterclub

Investor & Product Marketing Lead at Cyclowax

Sr. Email Marketing Strategist 🚀 | CRM & Marketing Automation | Data 📊 + Marketing Psychology 🧠 | Speaker & Educator

Hey! I’m an email marketing & CRM strategist for 12+ years.

My journey:
1. Working AT some amazing companies → Nestlé, Lidl and Colruyt Group. 
2. Working WITH some amazing companies. → through our email marketing & CRM agency, 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗙𝘂𝗻𝗻𝗲𝗹.

We founded The Future Funnel in 2023 to help marketign teams use their martech stack to it's full potentional. 
With a pragmatic 'get-things-done' approach, and a clear focus on valuable and effective communication.

What I love about email and CRM is that it blends everything I enjoy: data and analytics, strategy and design, copywriting and UX, behavioral science and persuasion...

I also speak, teach, and train marketers. Whether it’s at conferences like Martech Festival, Artevelde Hogeschool or in hands-on workshops.

My goal:
→ create valuable emails & experiences for customers
→ help marketing teams use their martech tools to the fullest
→ help brands setup valuable email marketing, marketing automation & CRM 


My Philosophy:
→ Think big, start small. 📅
→ Think analytically, proceed creatively. 📊
→ Think in terms of progress not perfection. ⛰️

This is how you can work with The Future Funnel:

1️⃣ Email & CRM Projects: We offer a range of email and CRM projects that are designed to address specific needs and unlock potential. 

2️⃣ 6-month Program: Want higher revenue from your email campaigns? Do you want to increase customer lifetime value? Let our email & CRM team find & build the opportunities in your customer journey for the wins you want. We work in 6-month cycles designed to deliver fast, tangible results. 


Ready to build your Future Funnel? Reach out today and get in touch.

Jasper Van Laethem

𝗢𝗡𝗟𝗬 1 𝗪𝗘𝗘𝗞 𝘂𝗻𝘁𝗶𝗹 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆!
And some email teams are really blasting like it’s a fireworks finale.

It’s fun to watch.
But not a good idea to copy.

𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗵𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵:
Sending more emails this week doesn’t mean more revenue.
In fact, you often lose money long-term.

𝗪𝗵𝘆?
1. 𝗡𝗼𝘁 𝗮𝗹𝗹 𝗲𝗺𝗮𝗶𝗹𝘀 𝗴𝗲𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗲𝗱.
In fact it DROPS during Black Friday week!
And mailbox providers are watching your behaviour right now.
If you blast your whole list all week, your sender reputation drops! Just when you need it the most (end of year).

2. 𝗦𝗵𝗼𝗿𝘁-𝘁𝗲𝗿𝗺 𝘀𝗮𝗹𝗲𝘀 𝘀𝗽𝗶𝗸𝗲𝘀 𝗱𝗼𝗻’𝘁 𝘀𝗵𝗼𝘄 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗱𝗮𝘁𝗮𝗯𝗮𝘀𝗲 𝗱𝗲𝗰𝗮𝘆.
Yes: more sends = more immediate sales.
But you will lose valuable subscribers and negative engagement, damaging the long-term.

𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗵𝗲 𝘀𝗵𝗼𝗿𝘁-𝘁𝗲𝗿𝗺 𝘄𝗶𝗻 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝘂𝗽𝘀𝗶𝗱𝗲:
→ Protect your best segments
→ Prioritise deliverability over volume
→ Send more intelligently, not indiscriminately
→ Make sure your offer is actually worth opening

Fireworks are fun.
Burning your list isn’t.

𝗛𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗰𝗮𝗺𝗮𝗶𝗴𝗻?

In the next one tell you how we approach Black Friday with our clients ✌️

Sr. Email Marketing & CRM Strategist 🚀 | Marketing Automation & Loyalty | Data 📊 + Marketing Psychology 🧠 | Speaker & Trainer

𝗜'𝗺 𝗷𝘂𝗱𝗴𝗶𝗻𝗴 𝗲𝗺𝗮𝗶𝗹 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗻𝗲𝘅𝘁 𝘄𝗲𝗲𝗸.

And I'm looking forward to it.

The Stripo Choice Awards brings together some of the best email work from 2025.
Real campaigns. Real results. Real creativity.

I'll be joininJenna Tiffany, Chad S. White, and Dmytro Kudrenko to evaluate what actually worked this year.

𝗪𝗵𝗮𝘁 𝗜'𝗺 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿: 
→ Emails that led to a goal and actually helped obtain it 
→ Copy and design rooted in behavioral science principles, not just aesthetic appeal 
→ Persuasive elements that understand how people actually make decisions

Pretty design is nice. But did it drive the outcome?

𝗧𝗵𝗲 𝗹𝗶𝘃𝗲 𝘀𝘁𝗿𝗲𝗮𝗺 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗗𝗲𝗰𝗲𝗺𝗯𝗲𝗿 16 𝗮𝘁 2 𝗣𝗠 𝗨𝗧𝗖.

We'll break down winning campaigns, share what makes them effective, and discuss where email marketing is actually heading in 2025.

Register here: https://lnkd.in/eFceX2cG

P.S. This pic is from the last Stripo webinar where I talked about all this. Felt good to say those things out loud. 

See you there. ✌️

𝗛𝗼𝘄 𝗡𝗢𝗧 𝘁𝗼 𝗳𝗮𝗶𝗹 𝘆𝗼𝘂𝗿 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗲𝗺𝗮𝗶𝗹𝘀, some tips... 

Last week I shared the data: 
𝗜𝗻𝗯𝗼𝘅 𝗽𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁 𝗱𝗿𝗼𝗽𝘀 𝘁𝗼 ~74% 𝗱𝘂𝗿𝗶𝗻𝗴 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝘄𝗲𝗲𝗸.

And here’s the uncomfortable truth: If you mess this up, the damage doesn’t end on Cyber Monday. It follows you into January.

𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘄𝗲 𝗵𝗲𝗹𝗽 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗮𝘃𝗼𝗶𝗱 𝘁𝗵𝗲 𝘀𝗽𝗮𝗺 𝗳𝗼𝗹𝗱𝗲𝗿 𝗮𝗻𝗱 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘀𝘁𝗮𝗻𝗱 𝗼𝘂𝘁 𝗻𝗲𝘅𝘁 𝘄𝗲𝗲𝗸:

1. 𝗕𝗼𝗼𝘀𝘁 𝗽𝗼𝘀𝗶𝘁𝗶𝘃𝗲 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 
Inboxprovider don’t just watching opens. 
They’re hunting for “high-value” actions. → Clicks, site visits, forwards, replies 
↳ Easy win: ask a question or run a micro-poll before your big sale.

2. 𝗨𝘀𝗲 𝗮 “𝗽𝗮𝘁𝘁𝗲𝗿𝗻 𝗶𝗻𝘁𝗲𝗿𝗿𝘂𝗽𝘁” 
Everyone else will send loud HTML, GIFs, and 14 modules of creative. 
→ Do the opposite: send a plain-text “Letter from the CEO” 
↳ It feels human. And humans cut through algorithmic noise.

3. 𝗪𝗮𝗿𝗺 𝘂𝗽 𝘆𝗼𝘂𝗿 𝗹𝗶𝘀𝘁 (𝗱𝗼𝗻’𝘁 𝘀𝗽𝗶𝗸𝗲 𝘃𝗼𝗹𝘂𝗺𝗲) 
→ Ramp volume gradually, 2–3 weeks out 
→ Sudden spikes = instant spam filters

4. 𝗦𝗺𝗮𝗿𝘁 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 (𝘁𝗵𝗲 𝗔𝗰𝘁𝗶𝘃𝗲-𝗙𝗶𝗿𝘀𝘁 𝗥𝘂𝗹𝗲) 
Don’t blast the entire list at 09:00. 
→ Send to 0–30 day engagers first 
→ Their positive signals “clear the path” for the rest of your audience

5. 𝗧𝗲𝘀𝘁 𝘆𝗼𝘂𝗿 𝗦𝗲𝗻𝗱𝗲𝗿 𝗡𝗮𝗺𝗲 
This is the biggest trust cue in the inbox. 
→ “Jasper from [Brand]” or “[Brand Sale]”

𝗣𝗦. 𝗥𝗲𝗺𝗲𝗺𝗯𝗲𝗿 𝘁𝗵𝗲 𝗠𝗼𝗺𝗲𝗻𝘁𝘂𝗺 𝗥𝘂𝗹𝗲: 
The performance of this email is determined by the value of the email you sent before this one.

→ If you’ve been irrelevant all month, don’t expect attention when you finally want to sell.

Good luck to everyone entering the BF chaos this week! ✌ 

𝗪𝗵𝗶𝗰𝗵 𝗼𝗳 𝘁𝗵𝗲𝘀𝗲 𝘁𝗮𝗰𝘁𝗶𝗰𝘀 𝗱𝗼 𝘆𝗼𝘂 𝗹𝗶𝗸𝗲 𝗺𝗼𝘀𝘁 𝗼𝗿 𝗱𝗼 𝘆𝗼𝘂 𝘂𝘀𝗲?

𝗧𝗵𝗶𝘀 𝗺𝗶𝗴𝗵𝘁 𝗯𝗲 𝘁𝗵𝗲 𝗰𝗿𝗮𝘇𝗶𝗲𝘀𝘁 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗜’𝘃𝗲 𝘀𝗲𝗲𝗻…

An acoustic wall panel company offered the first 15 orders 100% free (up to €500).

Sounds generous. 𝗕𝘂𝘁 𝗵𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺:

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗮 rare, one-time purchase. A high-ticket, low-repeat, high-deliberation product
Once the wall is covered, the job is done.

𝗧𝗵𝗲 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿𝗮𝗹 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 𝗶𝘀𝘀𝘂𝗲𝘀:

→ 𝗦𝗰𝗮𝗿𝗰𝗶𝘁𝘆 𝗺𝗶𝘀𝗮𝗽𝗽𝗹𝗶𝗲𝗱: 
Scarcity increases anxiety, the opposite of what you want in interior design.

→ 𝗟𝗼𝘁𝘁𝗲𝗿𝘆 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝗰𝘀: 
15 winners, thousands of losers. You turn a premium interior brand into a slot machine. That’s not how you build confidence.

→ 𝗩𝗮𝗹𝘂𝗲 𝗽𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 𝗱𝗮𝗺𝗮𝗴𝗲: 
Customer #15 pays €0, customer #16 pays €500. That’s not loyalty-building, that’s resentment-building.

→ 𝗪𝗿𝗼𝗻𝗴 𝗶𝗻𝗰𝗲𝗻𝘁𝗶𝘃𝗲 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿: 
High-ticket, low-repeat products need trust, guidance and reassurance, not FOMO, pressure, and gambling dynamics.

𝗔𝗻𝗱 𝗜’𝗺 𝗻𝗼𝘁 𝗲𝘃𝗲𝗻 𝘁𝗮𝗹𝗸𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 the weird Notion-style, no-logo, text-heavy email that feels totally off-brand for interior design. That’s a whole separate conversation.

I think 𝘁𝗵𝗲 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗽𝗿𝗲𝘀𝘀𝘂𝗿𝗲 makes brands copy tactics or go to far without thinking if they fit the business model.

Not every campaign that sounds exciting in a brainstorm survives contact with reality.

𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 / 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻? 

𝗗𝗼 𝘆𝗼𝘂 𝗮𝗴𝗿𝗲𝗲 𝘄𝗶𝘁𝗵 𝗺𝗲 𝗼𝗿 𝗮𝗺 𝗶 𝗺𝗶𝘀𝘀𝗶𝗻𝗴 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴?

𝗢𝗵 𝘆𝗲𝘀𝗅 𝗜'𝗺 𝗼𝗻 𝘁𝗵𝗲 𝗷𝘂𝗿𝘆 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗦𝘁𝗿𝗶𝗽𝗼 𝗖𝗵𝗼𝗶𝗰𝗲 𝗔𝘄𝗮𝗿𝗱𝘀 2025.

I'm really excited about this!

Not just because I get to judge alongside names like Chad S. White, Dmytro Kudrenko and Jenna Tiffany (though that's pretty cool).

But because I genuinely love evaluating emails.

𝗘𝘃𝗲𝗿𝘆 𝗲𝗺𝗮𝗶𝗹 𝘁𝗲𝗹𝗹𝘀 𝗮 𝘀𝘁𝗼𝗿𝘆 𝗮𝗯𝗼𝘂𝘁: 
→ What the brand values 
→ How well they understand their audience
→ Whether they're following best practices or just best guesses

So yeah, I'll be diving into these campaigns with way too much enthusiasm.

The awards are open for voting from Nov 20 – Dec 15.

If you want to see what great email marketing looks like (and vote for your favorites), check out the entries below. 👇

𝘗.𝘚. 𝘐𝘧 𝘺𝘰𝘶'𝘷𝘦 𝘦𝘷𝘦𝘳 𝘸𝘰𝘯𝘥𝘦𝘳𝘦𝘥 𝘸𝘩𝘢𝘵 𝘮𝘢𝘬𝘦𝘴 𝘢𝘯 𝘦𝘮𝘢𝘪𝘭 𝘵𝘳𝘶𝘭𝘺 𝘴𝘵𝘢𝘯𝘥 𝘰𝘶𝘵, 𝘵𝘩𝘪𝘴 𝘪𝘴 𝘢 𝘨𝘳𝘦𝘢𝘵 𝘱𝘭𝘢𝘤𝘦 𝘵𝘰 𝘴𝘵𝘶𝘥𝘺.

Thanks for the invite! Stripo,  Dmytro Kudrenko, Oleksandra Khlystova

🚀 Stripo Choice Awards 2025 are officially open!
From Nov 20 – Dec 15, explore outstanding email campaigns and vote for your favorites. Get inspired by creativity, bold designs, and smart strategies.

Meet our expert jury:
▸Chad S. White – digital marketing strategist & author of Email Marketing Rules
▸Jenna Tiffany – founder & strategy director at Let'sTalk Strategy
▸Dmytro Kudrenko – founder & CEO of Stripo
▸Jasper Van Laethem – senior email marketing strategist & educator

Huge thanks to our partners for supporting the awards:
Mailtrap, Yespo: Omnichannel CDP, Claspo, Reteno, SocialBee, DepositPhotos 🙌 

🏆 Winners revealed on December 16.
👉 Explore the entries and vote: https://lnkd.in/dgyvW3U7

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗵𝗼𝘄 𝘆𝗼𝘂 𝗱𝗼 𝗮 𝗦𝗶𝗻𝘁𝗲𝗿𝗸𝗹𝗮𝗮𝘀 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗿𝗶𝗴𝗵𝘁.

Last week I called out Zooplus for hijacking Sinterklaas with zero brand connection.

Today? The opposite.

LUSH sent this email: "Oh, kom er S kijken" (a clever play on the traditional song)

𝗧𝗵𝗲𝘆 𝗰𝗿𝗲𝗮𝘁𝗲𝗱 𝗮𝗻 𝗮𝗰𝘁𝘂𝗮𝗹 𝗦𝗶𝗻𝘁𝗲𝗿𝗸𝗹𝗮𝗮𝘀 𝘀𝗼𝗮𝗽.
And 75% 𝗼𝗳 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗴𝗼𝗲𝘀 𝘁𝗼 𝗰𝗵𝗮𝗿𝗶𝘁𝘆 supporting inclusive Sinterklaas celebrations for all children in the Netherlands.

𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝘆 𝘁𝗵𝗶𝘀 𝘄𝗼𝗿𝗸𝘀:
→ 𝗖𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲: That wordplay shows they understand the tradition.
→ 𝗥𝗲𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 𝗳𝗶𝘁: Bath products = relaxation and celebration. Natural connection to holiday gifting.
→ 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 𝗼𝘃𝗲𝗿 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻: They're addressing a real cultural conversation about inclusivity in the Netherlands.
→ 𝗠𝗼𝗺𝗲𝗻𝘁-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗽𝗿𝗼𝗱𝘂𝗰𝘁: They created something specifically for this moment.
→ 𝗦𝘁𝗿𝗼𝗻𝗴 𝘃𝗶𝘀𝘂𝗮𝗹𝘀: Clean GIFs showing the product in action. You see exactly what you're buying.

𝗧𝗵𝗲 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿𝗮𝗹 𝘀𝗰𝗶𝗲𝗻𝗰𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲:
When Zooplus sends "Sint's favorieten," your brain activates persuasion knowledge: "They're just trying to sell me stuff."

When Lush creates a themed product with charitable purpose, you process it as genuine participation in the cultural moment.

Same inbox > Same holiday >Completely different consumer perception.

𝗠𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆:
Cultural marketing isn't about finding calendar dates to exploit.

It's about asking: "Can we add genuine value to this moment?"

If not, skip it. 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗯𝗲𝗮𝘁 𝗙𝗮𝘀𝘁 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘀𝘁𝗶𝗰 𝗲𝘃𝗲𝗿𝘆 𝘁𝗶𝗺𝗲.

𝗭𝗼𝗼𝗽𝗹𝘂𝘀 𝘀𝗲𝗻𝘁 𝗺𝗲 𝘁𝗵𝗶𝘀 𝗲𝗺𝗮𝗶𝗹 𝗹𝗮𝘀𝘁 𝘄𝗲𝗲𝗸. It left stunned & annoyed... 

"𝗦𝗶𝗻𝘁𝗲𝗿𝗸𝗹𝗮𝗮𝘀 𝗶𝘀 𝗶𝗻 𝗵𝗲𝘁 𝗹𝗮𝗻𝗱 - 𝗲𝗻 𝗵𝗶𝗷 𝗱𝗲𝗲𝗹𝘁 𝘂𝗶𝘁𝗅" 
(Sinterklaas is in the country - and he's handing out gifts!)
𝗙𝗼𝗹𝗹𝗼𝘄𝗲𝗱 𝗯𝘆: "Sint's favorites for your dog"

What the hell does Sinterklaas have to do with pet food?

𝗡𝗼𝘁𝗵𝗶𝗻𝗴. And that's exactly why this is dangerous.

When brands hijack irrelevant cultural moments, they trigger what behavioral scientists call "𝗽𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝗼𝗻 𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲."

Your customers immediately recognize: "𝘛𝘩𝘦𝘺'𝘳𝘦 𝘫𝘶𝘴𝘵 𝘵𝘳𝘺𝘪𝘯𝘨 𝘵𝘰 𝘴𝘦𝘭𝘭 𝘮𝘦 𝘴𝘵𝘶𝘧𝘧."

𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝘀𝗵𝗼𝘄𝘀 𝗿𝗲𝗮𝗹 𝗱𝗮𝗺𝗮𝗴𝗲:
→ 𝗕𝗿𝗮𝗻𝗱–𝗺𝗼𝗺𝗲𝗻𝘁 𝗺𝗶𝘀𝗺𝗮𝘁𝗰𝗵 breaks authenticity = key for trust & loyalty 
→ 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘀𝘁𝗶𝗰 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 triggers skepticism that kills purchase intention

Sinterklaas + Pets = forced connection.

𝗧𝗵𝗲 𝗰𝗼𝘀𝘁 𝗶𝘀𝗻'𝘁 𝗷𝘂𝘀𝘁 𝗮𝘄𝗸𝘄𝗮𝗿𝗱𝗻𝗲𝘀𝘀.
You're not just wasting a send. You're actively damaging trust.

𝗧𝗵𝗲 𝗹𝗲𝘀𝘀𝗼𝗻 𝗳𝗼𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀:
Cultural moments work when there's genuine brand fit.

Without it, you're not celebrating with your customers, you're exploiting a calendar date.
And they can tell the difference.

𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗳𝗼𝗿𝗰𝗲𝗱 𝗯𝗿𝗮𝗻𝗱 + 𝗵𝗼𝗹𝗶𝗱𝗮𝘆 𝗰𝗼𝗺𝗯𝗼 𝘆𝗼𝘂'𝘃𝗲 𝘀𝗲𝗲𝗻 𝘁𝗵𝗶𝘀 𝘆𝗲𝗮𝗿?

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