The Penguin Suit Principle: How To Optimize Your Marketing Strategy Without Adding More

Tired of chasing new marketing tactics? Learn how to optimize your marketing strategy — so nothing goes to waste.

by Lindsay Schlick, Founder, Content Strategist & Producer

A few years ago, I found myself waddling across an ice rink in a giant penguin costume.

It wasn’t a marketing stunt. It wasn’t a planned photo op. It was just me—dressed head to toe in foam and fur—stepping out to hug kids at Santa’s Helpers, a holiday charity event hosted by JCI Santa Clarita.

The plan was simple: a giant holiday penguin would surprise the kids on the ice. The suit had already been rented—it was tradition. But when the moment came, no one wanted to wear it.

It was bulky. Hot. Embarrassing.
And they were about to let the whole thing go.

Until I said, “I’ll do it.”

Much to Brian’s surprise, I reached for the cartoonishly large head—the kind with just enough mesh to guess where you’re going—and started suiting up.

I couldn’t ice skate. I’d never worn a mascot costume. And the visibility was about as good as a steamed-up windshield.

But I wasn’t about to let something good go to waste just because it wasn’t glamorous—or comfortable.

Once Brian realized I was serious, he grabbed my hand and helped me shuffle onto the ice—terrified I’d slip, scare a toddler, or both. But the second I waddled toward the first group of kids, they swarmed me like I was Santa himself.

The kids loved it.

Sure, they wouldn’t have known what they missed. But that didn’t matter.
The whole point of the day was them.
And the penguin made them happy.

It’s funny—years later, I still think about that moment.

Especially when I’m sitting with a business owner who feels stuck, burned out, or frustrated by another failed attempt at marketing.

Because here’s what I’ve learned:

The answer isn’t always to do more.
Sometimes, the magic is already there—waiting for you to say yes.
Sometimes, you just need to put on the penguin suit.

Not to reinvent the plan. Not to start over.
But to finally use what you’ve already set in motion.

Your Marketing Isn’t Broken. It’s Underused.

Like the Jaycees, you’ve already invested.

You’ve built the website. Joined the groups. Filmed the videos. Launched a few campaigns.
You’ve signed up for all the tools and platforms everyone says you “have to” use.

But with so many directions to look, and so little time to look deeply, it’s easy to miss what’s right in front of you.

You’re juggling tools, platforms, and people—running a business, managing a team, keeping it all moving.

There’s no way you can uncover and implement every piece of value in every tool or strategy.

That’s just reality.

So instead of traction, you get scattered.
Instead of strategy, you get stuck in survival mode.

And the things with the most potential?
They sit there. Unseen. Unused. Unworn.

Just like that penguin suit.

We’ve worked with business owners who had entire video libraries collecting dust on a hard drive. One intentional campaign later, that same content started generating real leads—because they finally decided to wear the suit.

Sometimes the biggest impact doesn’t come from starting over.

It comes from rediscovering what’s already yours.

Your Audience Doesn’t Know What They’re Missing—Until You Show Up

The kids didn’t ask for a penguin.
They didn’t even know it was part of the plan.

But when the penguin showed up?
Their faces lit up. The energy shifted. The moment became magical.

Your audience is the same way.

They may not know exactly what they need from you—but when you show up in a way that delights them, you create connection. You build trust. You become memorable.

That’s what good marketing does.

Unfortunately for us business owners, it’s not about what feels safe or easy for us.
It’s about what sparks joy, trust, and interest for them.

Sometimes You Have To Do The Thing You’d Rather Avoid

Let’s be honest. I didn’t wake up that day with dreams of becoming a penguin.

But I knew the goal wasn’t about me—it was about serving the moment.

The same is true in marketing.

📸 Maybe you’re avoiding video.
✍️ Maybe you haven’t emailed your list in months.
🎤 Maybe you’re skipping the networking events where your dream clients hang out.

It’s not that you don’t care. It’s just… hard. Awkward. Vulnerable.

But if the thing your audience wants from you is the thing you keep avoiding—
What are you really saying to them?

Sometimes, putting on the penguin suit is the most generous thing you can do.

What’s Your Penguin Suit?

Maybe it’s a networking group you’ve been ignoring.
Maybe it’s that half-finished video script sitting in your drafts.

Or maybe it’s something scarier—like showing your face in a campaign or finally claiming your message out loud.

Whatever it is, we’re here to help you wear it well.
And we’ll be there, just like Brian was on the ice, steadying your hand until you find your stride.

You’ve Already Rented the Suit. Now Use It.

At SchlickArt, we believe in making the most of what you’ve already built.

That’s why we created the 2025 Marketing Audit & 2026 Strategic Plan.

This isn’t about starting over. It’s about activating what you’ve already invested in.

With your fractional marketing team, we’ll help you:
✅ Identify the marketing assets you’re underusing
✅ Find simple ways to get more value out of what you already have
✅ Connect your tools, platforms, and content into one cohesive strategy
✅ Build a smarter, more aligned plan for 2026—based on what’s realistic and ready to go

Because your audience is already out there.
The suit is already rented.
The opportunity is already waiting.

Now it’s just time to waddle out there and own it.

👉 Book Your 2025 Marketing Audit & 2026 Strategic Plan

Lindsay Schlick

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