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Legal & Marketing
community as a whole. Many of these efforts were The continuing flux of the pandemic’s ongoing
the feel-good stories major news agencies were impact creates many levels of marketing uncer-
eager to feature in bleak times. tainty. Managing social media right now might feel
more like a scattershot than a targeted approach.
Ruby Benoit is Head of Craftiness and Founder Richards said storytelling will pull you through.
of Craft Good Business, a company in Southern
California specializing in helping craft beverage “Humans like stories, and we’re storytellers by
companies create and implement marketing plans nature. It’s how we connect to one another, and
and events. She told Beverage Master Magazine right now, people are seeking connection more
that storytelling holds considerable clout in social than ever,” Richards said. “Don’t worry about trying
media messaging. to be creative or clever—just be honest.”
“Since consumers are turning to social media to Marry Content to Audience
evaluate brands even more so now, storytelling cre-
ates a connection and helps keep you top of mind,” Some producers believe they must extend con-
she said. “Your audience wants to see what your certed effort across all platforms to reach all peo-
brand is all about: What do you stand for? What is ple, all the time. Realistically, it’s more effective
your purpose? And it’s critical to show your com- to shorten the funnel to one or two channels that
munity efforts: decide on how you have a unique, hit the sweet spot of your consumer base. Benoit
positive impact on society. Whatever your stance offered a collective summary aggregated in early
is, communicate with your customers and all stake- 2020 by Hootsuite, the social media management
holders in an authentic way.” platform, which you can find here: https://blog.
hootsuite.com/social-media-demographics/.
Brands should stick to providing great experienc-
es, as well as dedicate energy to remaining consis- You may have favorite channels based on your
tent and genuine in their messaging to win custom- preferences, but where is your audience? As a brief
er support, according to the media team of Happy but interesting example, here are just a few statis-
Medium, a full-service digital creative agency in Des tics from the Hootsuite summary—focusing on the
Moines, Iowa. U.S. for simplicity—such as:
“Overall, audiences tend to react well to com- • 75% of adults who identify as Hispanic use
munity involvement because it’s inspirational and Facebook more than Black and White adults.
aspirational. If your team is volunteering, share a Most users of this platform “live in urban areas,
photo of employees at the volunteer event. If you followed by suburban and rural.”
made a charitable donation, ask the recipient to
share digital assets that align with the cause you’re • 83% of women age 25–54 use Pinterest—
helping them support,” the Happy Medium team more than Instagram, Twitter and Snapchat.
said. “This demonstrates how your brand builds Also, “one out of every two millennials use
and supports communities in a way that’s relatable Pinterest,” and 59% discover products there.
and impactful. Write a brief caption about why the
cause you’re supporting is relevant to the brand. • 28% of Black Americans use LinkedIn, compared
Always tag the organization!” to 26% of White Americans. This platform is
“most popular among 25- to 49-year-olds.”
Chad Richards is vice president of Firebelly, a
“social media marketing agency on a mission since • 43% of Black Americans use Instagram,
2007” based in Indianapolis. Firebelly has worked “followed by 38% Hispanic and 32% White
with 450 North Brewing Company, Gnarly Grove Americans.” Users also mostly live in urban
Hard Cider and Upland Brewing Company, as well communities, then suburban and rural areas.
as wineries and restaurants. Richards also rec-
ommended taking a less self-serving approach. • 44% of young adults age 18 to 24 use Twitter,
“Whatever you do, make sure the hero is the char- compared to 26% of people age 30 to 49.
ity or community you’re supporting. Nothing elicits
eye rolls faster than ‘Look at us—we’re so charita- • 78% of Hispanic internet users watch YouTube,
ble!’” followed by 76% and 71% of Black and White
users, respectively. This channel “reaches more
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