Lesson 22 – Sometimes You Have to Pivot
Back in 2020, many businesses recognized the need to pivot to either survive or capitalize on the effects of the pandemic. I think most marketers would agree that the word “pivot” became greatly overused, but it was the right term and the right thing to do at the time.
But pivoting can also be needed at other times and in other situations. We’ve had the opportunity to work with Dugan’s for 30 years. Dugan’s is one of the oldest companies in the region, and they’ve built an incredible business in the paint and flooring industry. They really took off in the late 1990’s and early 2000’s, expanding their footprint and focusing on the contracting business. But when the housing market bust back in 2008, the contractor side of their business was greatly impacted. So what did they do? They pivoted. And focused on positioning themselves as the style leader in the region for the products they sold. They became subject matter experts and have helped homeowners and businesses beautify their homes and commercial properties, all while continuing to serve the construction industry. It’s been awesome to watch their success.
Thanks to the Kempton family for choosing to work with us and for your referrals to other business owners. We wish you another 150 years of fantastic business, and more!