Wabash & Lake Consulting

05/01/2026

Back in February, this article from Retail Dive caught our eye, which now feels like it is defining the 2026 customer landscape: the Functional but Fragile consumer.

We’re not talking about consumers who CAN’T afford to spend. These are real people who are tired of spending and waiting for the other shoe to drop. Two months since we first ran into this idea, the data from our clients in Home Improvement, Auto Repair, and SaaS is clear: if you want to win today’s consumer, you have to lean into the M.O.M. Method.

Back in February, this article from Retail Dive caught our eye, which now feels like it is defining the 2026 customer landscape: the Functional but Fragile consumer.We’re not talking about consumers who CAN’T afford to spend. These are real people who are tired of spending and waiting for the ot...

04/30/2026

Most companies reach a point where they outgrow "DIY" marketing but aren't quite ready (or have the resources) to hire a full time CMO or a massive agency.

That is exactly why we built Wabash & Lake.

We step in as your fractional senior marketing team. We handle the strategy, the media buying, and the ex*****on so you don't have to manage five different freelancers or wonder if your ads are actually working.

We’re a group of real people who love what we do. We take the work seriously, but we try not to take ourselves too seriously (as you can see from our Pixar alter-egos).

If you feel like your marketing has hit a ceiling, we’d love to help you break through it.

Send us a Message or visit our website ---> https://lnkd.in/eSy-DKrV to see if we’re a good fit for your team!

04/29/2026

I want to be upfront about something: I own a marketing agency. So when I say the traditional advertising, media, and marketing agency models are broken, I’m not throwing stones from a safe distance. I’m saying it as someone who spent years inside it, watched it up close, and eventually decided the only way to fix it was to build something different from the ground up.

When I say the traditional advertising, media, and marketing agency models are broken, I’m not throwing stones from a safe distance.

04/21/2026

🦁 Spotted: W&L in the Wild (and in 804 Travel Gear!)

There’s nothing we love more at Wabash & Lake than getting out from behind the desks and onto the front lines with our clients. On Friday night, we traded our "suits" for 804 Travel - Sports Team Travel & Accommodations to celebrate the Chesterfield Sports Hall of Fame, and let’s just say we wore it with pride.

From the moment we walked in, it was clear that Chesterfield County (shoutout to J.C. Poma) has built something special. The room was packed with the future of sports leadership.

It was an electric night, and being there to witness the impact our partners at 804 Travel - Sports Team Travel & Accommodations and SINA Hospitality are making in the community was a massive highlight for our team.

We had a blast representing the brand in the crowd. It wasn’t just a "great event" it was a reminder that when you combine top-tier hospitality with a passion for youth sports, you create something unstoppable.

We are honored to be in the corner of 804 Travel and SINA Hospitality as they continue to redefine what the sports travel experience looks like.

04/09/2026

Capital Ale House Midlothian nailed it!

This scrumptious Schweinshaxe meal is an example of the plates offered as part of Chesterfield Restaurant Week which began on Friday April 3rd. If you haven’t already - there is still time to participate. Dining out during this period which ends on April 12th supports a great cause: the work of our client Chesterfield Food Bank Outreach Center.

To learn more about participating restaurants click here: https://experiencechesterfield.com/events/chesterfield-restaurant-week/

Want to donate now? Click here: https://autslnla.donorsupport.co/page/FUNLRSMYDST

Learn more about Chesterfield Food Bank Outreach Center and the work they do here: https://www.cfboc.org/

We are so privileged to have helped market this incredibly impactful event!

04/02/2026

Tools are great, but the right people are better. 🚀

Are you relying on the latest software to run your business, or are you leaning on proven expertise? Our newest newsletter explores why experts remain the ultimate "currency" for businesses looking to scale and succeed.

Get the highlights in our "3 Topics in 3 Minutes" series, designed to give you high-impact insights without taking up your whole morning. ☕️

At Wabash and Lake, we’re here to help you navigate the complexities of growth. Don't miss out on future insights, click the link to read this issue and hit the sign-up button!

Full Newsletter & Sign-up: https://conta.cc/4rQAcq1

04/01/2026

Spring is the time of year when people open the windows, drag things out from the back of the closet, and figure out what they’ve been holding onto for no good reason. Most small business owners could use a version of that for their marketing.

Spring is the time of year when people open the windows, drag things out from the back of the closet, and figure out what they’ve been holding onto for no good reason.

04/01/2026

Here's a question I ask quite often: If every business in your industry (and ours) now has access to similar tools, similar if not the same products, and even the same software and AI tools, then why should anyone, or any potential customer, choose you?

The answer isn't the tool, the product, or the service. It's the experts behind them.

Your expertise is your true advantage and the only differentiator in a commoditized world. Discover how expert marketing with Wabash & Lake helps you leverage it for growth.

03/30/2026

What a night in Midlothian.

We were honored to be part of the Chesterfield Food Bank Outreach Center's VIP Happy Hour at Tavern 19 on Tuesday March 24th, celebrating community, local restaurants, and the real impact of Chesterfield Restaurant Week.

Pictured: Kim Hill, Executive Director, CFBOC, Kelly Kaze, Development Director, Tommy Adams, Senior Vice President Chesapeake Bank and Karen Webb, President Chesterfield Chamber of Commerce.

Support the CFBOC's mission of serving over 15,000 individuals by dining out during Chesterfield Restaurant Week, which runs from April 3rd to the 12th.

Learn more about the experience here: https://experiencechesterfield.com/events/chesterfield-restaurant-week/.

Cheers to a great evening and to doing good through dining local. 🥂

03/19/2026

Think TV ads are only for big companies with big budgets?

Not anymore.

Streaming platforms and Connected TV (CTV) have changed the game. Local businesses can now get in front of the right audience in a way that’s more affordable and targeted than you might expect.

At Wabash & Lake, we help businesses tap into both digital and broadcast advertising to grow their visibility and reach new customers.

It’s an opportunity a lot of businesses don’t even realize they have.

Curious what it could look like for you?

👉 Learn more and chat with us: https://www.wabashandlakeconsulting.com/