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By far, the outcome our brand clients are most focused on in this not-quite-post-pandemic market is sales. They want The Shelf team to put together influencer marketing campaigns with creators who truly can influence purchasing decisions. Like, no one’s talking about brand awareness campaigns right now, not even the brands who NEED them (and yeah, a lot of brands need them). Stakeholders are pushing marketing teams to make it rain. Back in the day, retailers relied on print and airwaves to get the word out about in-store inventory. In many cases, brands would resort to shady ads and gimmicks to drive foot traffic to your store. And this tactic worked for a long time, especially for large retailers. But now that we’re in the digital age, a lot has changed.