REACHING TODAY’S TECH SAVVY CONSUMERS
Food and beverage brands new and existing face the same challenge.
How to effectively reach Millennial, those younger adult ages 23 to 38 who grow up in the internet age and who do not always respond well to ‘traditional’ types of advertising.
And Gen Z who has social media in their DNA.
Reaching these tech savvy generations of consumers requires a whole new approach to advertising and a real good understanding of ways to harvest the power of online media platforms.
We create proven strategies for beer, wine, spirits, non-alcoholic beverage and specialty food brands to successfully reach and engage today’s younger consumers, increase sales and gain a measurable ROI from advertising and media spend.
The first step in any successful online ad campaign is the use of data to really understand who your ideal target audience is. Data is essentially information or market intelligence. Unlike legacy channels, social, digital, and streaming media campaigns generate and use data that allows you to get to know and reach your target audiences like never before.
Data is equally important in understanding consumer behavior in the retail environment. As well as the impact your ad campaigns have on ROI and your bottom line. The right data is the key to success – before, during, and after a campaign.
Granular audience profiling allows you to define your target audience, understand them with depth and detail, and to target that audience by determining where and how to engage them online.
Custom research provides the most accurate, comprehensive, and current data with technology that makes analysis simple. Leveraging this data will allow you to better understand your actual and untapped audience to develop and design campaigns that successfully reach and engage this audience. Let us show you how.
WHY (RELEVANT) CONTENT IS KING
Once you understand how to reach your ideal target audience online you are ready to successfully engage them. The second step in social (as well as digital and streaming media) campaigns is all about creating the right content. Not just likes or followers or how many times you post in a week. If you want your target demographic to engage in and share your online content with others on social media it has to be relevant to them. That is especially true if you want to reach today’s younger audiences.
These consumers are looking for meaningful content to connect with your brand on various levels, not a sales pitch. They want to understand what differentiates your brand. Especially social media content gives you the opportunity to speak directly to your target consumer base. Give them a reason (or many!) to love and support your brand. Make an emotional connection between your brand and your customers. Social media posts that go viral always have an emotional component and are never boring.
Presenting your content in video format will exponentially increase your click-through rates. Make your video content as interactive as possible and invite consumers to get involved. Ask for suggestions. Add subtitles (some people do watch videos in locations with a lot of background noise). Let your content be the talk of social media.
A WHOLE NEW LEVEL OF CREATIVITY
Creative minds can be found in many places.
Not just agencies. We work with brands to find and develop sources of (untapped) creative ideas. Creative crowd sourcing allows a much larger pool of individuals to contribute. Anyone who otherwise might have never thought about doing so. Including students at advertising schools and collages who might have never been given the opportunity to share their creative ideas with brands.
No exclusivity on creativity.
Giving more people the opportunity to let their curiosity and imagination run free allows brands access to a whole new level of creativity. Everyone is encouraged to think outside the box. And then integrate all creative efforts into one clear brand message to reach and engage consumers.
THE POWER OF DIGITAL MARKETING
Advertising your brand on news, entertainment and retail websites that your target audience frequent is another powerful tool to reach them.
Only a certain percentage of ad space on websites is sold directly by the sites. Advertisers have access to the remaining space on a per-impression/click basis to reach specific target audiences with ads on many popular sites. Your ads will only be shown site visitors that meet your predetermined demographic criteria.
Predictive algorithms allow brands to use context, geo fencing, device type, similar user platform behavior and personal browsing history to reach and engage current and potentially untapped target consumers in a cost-effective way.
Tools such as retargeting, suppression and look-alike modeling allow you to further define and expand your target advertising to prospects that resemble a brand’s current best customers.
INFLUENCER MARKETING DONE RIGHT
The use of influencers has become incredibly popular. Working with them can be a powerful social media tool to create and improve brand awareness. Identifying the right (type) of influencer is the key to success.
How will the influencer reach and engage the brand’s target audience? What strategy do they have to promote the brand and will that strategy be in line with the overall advertising and marketing strategy of the brand? What will be the ROI from working with influencers?
The content’s performance has to be measured across key channels by verified metrics, qualitative insights and sales lift analyses to reveal your campaign’s true impact.
DON’T JUST ADVERTISE, INTEGRATE
The last few years have seen a huge change in the way we watch TV and stream movies and other content. We can now control in many cases if we want to watch ads or not. Instead of paying for commercials that consumers may not even watch why not put your brand inside the content of movies, popular shows or music videos? It allows your brand to make an emotional connection with your target audience not possible with traditional advertising.
Collaborating with movie studios, content producers and recording artists will give you access to a whole new world of showcasing your brand to audiences you might not be able to reach otherwise. All integrated into social media. Driven and backed by AI and predictive analytics for higher ROI. Times are changing. So should your approach to advertising.
CROSS-PLATFORM VIDEO MARKETING
Video content is now the primary medium to reach younger consumers on social media. Video campaigns should run cross-platform on Facebook, Instagram, YouTube and streaming services such as Netflix or Hulu. It maximizes impact by planning, monitoring, optimizing, reporting and adapting budgets across online channels.
All backed by extensive data to understand what type of campaign performs best and has the greatest impact on what platform. That includes Google’s ABCD 2.0 for YouTube to measure brand lift and earn and keep the viewers attention.
Using data across social media channels also allow brands to better reach specific demographics such as the Hispanic market.
All brands have websites. Even if optimized for viewing on mobile devices the content might not be ideal to reaching busy consumers on the run. So why not create a separate mobile website designed specifically for viewing on smart phones?
The percentage of consumers using smart phones instead of computers has drastically increased over the last few years. Some consumers no longer use computers.
A mobile website allows brands to
- Engage consumers before, during and after special events;
- Invite them to participate in contests or events;
- Upload videos specifically shot for viewing on smart phones;
- Showcase the brand’s entire product line;
- Focus on specific brand products;
- Link to the brand’s social media accounts;
- Feature brand merchandise.
Let us help you to not only create the mobile content that best engages your target audience but create and design a mobile ready site that consumers will love to visit and return to frequently.
Access can be made easy via QR codes that take consumers to specific pages on your mobile site. Links to your social media accounts and specific parts on your ‘main’ website will showcase your entire online presence all on the consumer’s smart phone.
LAST BUT NOT LEAST: LEGAL COMPLIANCE*
Emerging forms of advertising on social media have led to many new rules and regulations many brands may not be familiar with.
From FTC rules for influencers to alcohol specific regulations, understanding the legal environment for social media and alcohol promotions is critical to ensure all campaigns comply with any and all state and federal laws to avoid compliance issues and stay clear of legal obstacles.
Before any campaign is be created and implemented brands should ensure that these rules and regulations are followed. The attorneys we work with specialize in social media law. They can provide real-time advice, support and guidance as campaigns are being developed.
* All legal services provided by licensed attorneys.