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Legal & Marketing
18- to 34-year-olds and 18- to 49-year-olds than and timely updates speak when you can’t, so
any cable network in the U.S.” it’s worth the time investment to update them
daily.
The key for the next few months is to strategize
with social media professionals to develop mes- • Take a tip from wineries by boosting virtual
sages that not only communicate with individuals hospitality efforts. Live streaming, which expe-
of your loyal base but also others who might not rienced quite a boost during the height of the
know who you are and what you provide. pandemic, continues to grow in popularity
across all platforms.
Happy Medium advised using interactive content
whenever possible to build confidence and trust. Additionally, ask your followers what they might
“Customers are more likely to engage with content be interested in, and listen carefully. Their sugges-
that entertains, educates and tells an authentic tions might differ from what you’ve tried before,
story. Engaging customers with your content makes but now is the time to take advantage of fresh
your brand more memorable and creates a deeper ideas.
connection,” the media team said. “Try incorporat-
ing polls [or] question and answer stickers. Feature Social Media Ideas for the 12–18 Months
the people who make your brand what it is in
Instagram stories or by hosting a live stream—both “Flexible consistency” is the action plan for your
of these are growing social trends that bolster high- social media efforts now—and the foreseeable
er engagement and should be a staple to any social future. Maybe your marketing manager is tempo-
media strategy.” rarily furloughed. Or your state allowed gradual
reopening, but a summer resurgence in COVID
Don’t feel you have to do all the heavy lifting cases forced closure or hour limitations again,
of brand awareness and connection alone. Once and you’re not sure how to engage with purpose.
again, Richards said, think about potential alliances. It’s still an essential business practice to like and
“Get your product into the hands of influencers— respond to all posts your establishment is tagged
allowing people to learn about your product via in—that’s the basic approach.
someone they already trust or admire. And think
outside the box. These don’t have to be craft bev- The media team at Happy Medium suggested
erage or foodie influencers. A travel, fashion or three other areas of focus:
beauty influencer could easily weave your brand
and product into their story.” • Post consistently. While so much consumer
activity has slowed during this period, it’s espe-
If the budget allows, boost your social media ad cially important for brands to stay top-of-mind
views. “I realize they may be a luxury in times like with their consumers. Even if operations are
these, but ads really are the fastest way to get currently paused, still send at least a couple of
the right message to the right people in the right posts per week.
places,” he said. “Many brands have cut their ad
spends, so the marketplace is less competitive right • Stay positive. Audiences overloaded with
now. You’ll get more for your money if you’re able COVID-19 messaging over the past few months
to participate.” are starting to become jaded to overused mar-
keting verbiage. Send positive messages while
Here are some other content considerations: still being respectful to the current situation.
• Promote your best practices for safety and • Don’t post content exclusively directed at sales:
cleanliness to reassure and comfort people who share photos and stories about your team,
want to visit the taproom but express concern industry news or fun facts about your opera-
about contagions. tions.
• Develop clear, concise messaging both on your A 2017 study from the American Express
site and through social media regarding all pro- Customer Service Barometer reported that
cedures, special events, advance registration Americans are “more likely to post about good
practices, bottle shop services, state-sanctioned experiences (53%) than poor experiences (35%).”
curbside sales and other issues. These continual So reaffirming authentic engagement is what
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