
By: Hanifa Sekandi, Staff Writer
Authenticity wins the day. This is a cliche saying that rings true in today’s complex marketing landscape. People are not easily fooled by inauthentic brands. They prefer brands that convey truthful marketing strategies and products that support their claims. Your consumer desires connection. They desire to be valued and respected. The money they spend on your beverage is money hard-earned. Brands should move from the notion that their consumer is just a commodity that lines their pockets. Your consumer is your lifeline. They keep the doors open and keep you relevant.
This does not mean that you cannot devise over-the-top marketing campaigns. Of course, draw your consumers in with out-of-the-box marketing campaigns. It illustrates that you believe in your product and care about your consumers buying choices – so much so that you will go above and beyond to maintain their brand loyalty while keeping them entertained. A good example of this is popular comic book films. There is a loyal consumer who loves the books and anticipates a big-screen release. A creative ad campaign or movie trailer excites loyal fans. However, things can go wrong quickly if the marketing strategy deviates from what is expected. Die-hard fans prefer familiarity and authenticity. They do not take well to brand reinventions that are gimmicky or inauthentic.
So, how do you become an authentic marketing expert? How do you win as a beverage brand with authentic marketing?
There is a lot of competition. Keep your eye on the prize, your consumer. Every brand should have an ideal consumer profile. This archetype needs to be well-researched. Keep in mind that it is not your job to tell your consumers what they need; your goal is to show them that you are a brand that understands their needs. Your beverage is the missing piece to the puzzle. For example, Chill House Ale is the beverage that adds to a warm-cooked meal or Sunday night football.
How to Attract Consumer Loyalty
The simple answer is research. But the most honest answer is a good marketing strategy. Research is everything in the beginning stages of brand development, but it will not be enough with a subpar marketing strategy. Yes, an in-depth understanding of your audience is essential. But, it will not help you connect with your audience or increase brand awareness if you do not know how to turn heads. Give people something to talk about. One could argue that there are a lot of great beverage brands no one knows about that are better than many popular legacy beverage brands. Why? Brands underestimate their marketing spend. They spend a lot of money on packaging and branding, forgetting that a great label is a good start but will not solely sell your brand.
So, now you have your branding in place. In your mind, your beverage is of great quality and packaged well. Where do you go from here? Chase your consumer. Yes, that is right. Go to where they hang out. Become your consumer so you can understand their buying decisions. Do you need to start local? Get your beverage distributed at local bars and restaurants. Is your consumer an adventurist who loves the outdoors? Go to the places and spaces where your consumer finds joy and comfort. Build relationships with businesses that have built a relationship with your consumer. If your consumer likes to ski and loves colder weather activities, host a night at a popular bar in Whistler or Vail.
Would you like to attract football fans? Have you ever thought about tailgating with the fans? Join in on the festivities. Show your consumers that you are like them and you enjoy the activities that they do. Make sure your approach is authentic. Tailgating culture is about a community of sports fans sharing their love of the game. Are you the quintessential football beverage brand? If you are the new kid on the block, you will benefit from spending time with your consumer. This will help you make better marketing decisions. Get honest feedback about your packaging or flavor profile. Everyone on your team should participate in field marketing, even the CEO. To be authentic, remember you need to show up more than once. Commit to tailgating with football fans as much as possible. Be the familiar brand that shows up rain or shine because you love the game and want to be a part of the community.
Simply put, you attract your consumer by acting like your consumer – by embodying who they are and what they desire.
How to Create an Authentic Connection
Connecting is easier than you think. Be who you say you are, nothing less and nothing more. Imagine buying a beverage for many years; you love this brand because it is consistent – same great taste and quality. Then, one day, you take a sip, and something is off. You read the label and realize they added in another ingredient. It is a slight deviation from the previous beverage you loved, but it is not the same. You give it another try but realize it no longer meets your expectations, so you decide to move on to another beverage you like or a brand that always stays consistent.
Just like all relationships in life, being consistent builds authentic relationships. Are you a beverage brand that stays true to your mission statement? Your consumer promise? Or do you cut corners when there are higher gains at stake? Are you driven by popularity and the short wins that happen when you chase social media trends? Authentic connections take time to build and seconds to break. This is where a lot of brands struggle. It is enticing to jump on the viral bandwagon. It pays off for some brands, but it does not work out quite well for others. New brands can benefit from viral trends since they are still in the audience-building stages. Brands with an existing audience they worked hard to captivate can fall short if they jump on a trend that could alienate their consumer.
Why No One Believes You
Are you struggling to build a loyal consumer base? Ask yourself, would you buy this product if you saw it in the store? Are you compelled to buy this beverage when you see a social media post or ad? If your marketing strategy does not excite you and your team, it will not excite your targeted consumer. Remember, the first consumer of your beverage is you. Consider the time you spend perfecting the taste, sourcing quality ingredients and finding the right bottle and label. The love of the product must occur during these stages. Amongst other beverage brands, you should see your product as the diamond in the rough – the beverage you would reach for on a busy liquor store shelf where the choices are endless. There are so many beverages to choose from, but it is the winner every time.
Belief in your product shows in every detail. Fortunately, brands can reach their audience without paying millions for traditional marketing. Out-of-home marketing is not affordable for everyone. The online landscape allows brands to create authentic ads. Each day, a brand can seize the moment and create a timeless video that best illustrates what it represents and how this beverage was made with pure heart and dedication – a beverage brand for the people. These are people who look for connection, work hard and want to know that you care. This product is more about them than it is about you. As a brand, if you can demonstrate this, people will believe you.
It is okay to go back to the drawing board and start again. Many brands refresh their websites and social media channels. If there is room in your budget, hire a brand strategist who can give you a 360-degree view of your brand and what it needs to capture an audience. Be sure to hire someone or an agency with a track record within the beverage industry. Every penny spent should be well earned, so choose wisely. For some brands, it is beneficial to hire a marketing strategist who will work exclusively with your company. It may take some time before you make headway. Meanwhile, having someone in-house will allow for more room to grow organically and authentically.