Whether it is the “Share a Coke” campaign or the “Thanda Matlab Coca-cola” advertisement, Coca-cola, the soft drink giant, has never ceased to amaze its audience.
For a brand or product to become a pinnacle of brand awareness is not a walk in the park. It requires meticulous planning, industry knowledge, understanding of the target market, and of course, content that compels the audience.
Not every trick in the book works. So here are some effective tips that you can leverage to establish your soft drink brand in the market.
A brand is your company and product’s identity. It is how potential consumers perceive your products and determine whether to choose your drink over others on the shelf.
Developing a brand helps you determine target markets and allows you to devise a profitable marketing strategy. To create a brand, start by listing the benefits or the USP of your soft drink product.
For instance, you can promote its taste and unique flavour, or maybe there’s something out of the ordinary in the manufacturing process you can list, its ingredients, health benefits, simply anything that sets you apart from others.
Once you’ve determined what sets your soft drink apart, the next step is to create a robust marketing plan.
First, lay down the description of your target markets including your target audience who is likely to purchase your soft drink. Then, list ways you can reach out to these people through advertising or marketing tactics like digital marketing, billboards, magazine ads, etc.
You can also build a website to engage your target market through social media platforms directly, which brings us to the next tip…
● Less than 64% of medium and small enterprises have a website.
● And only 17% of them invest in SEO.
● Over 57% of internet users say they won’t recommend a business with a poorly designed website.
What do these statistics tell you?
● That not a lot of MSMEs are reaping the benefits of a website.
● Your website design can cost you clients.
● A good-looking website can bring in substantial foot traffic.
In order to be the front runner, you have to keep up with emerging technologies. Focus on curating an impressive website with an attractive layout, lots of infographics, compelling content, and of course, a call-to-action button so your potential customers can reach you.
Here’s another practical tip that ALWAYS works, especially for soft drinks – out-of-the-box packaging.
Consumers of soft drinks are primarily millennials between the age of 16-35 years. And these people like to try something that not only tastes good but looks appealing too.
Why do you think people prefer RedBull or Pepsi over other soft drinks?
Of course, the taste is a quintessential factor. However, the packaging of Red Bull plays a significant role. The silver and blue layout across the can looks like engine oil, which reminds customers of how Red Bull is a mini-explosion of energy. Moreover, the red and yellow bulls at the centre of the pack represent aggression and power, making Red Bull stand apart as an energy drink.
Packaging is like a theatre; it creates the story of your brand. So invest in it.
Once you have all the above-mentioned elements in place, it’s time to win at the game called the internet. The digital spectrum has made it easier than ever to reach thousands of people at once.
Sure, you can advertise your product on every billboard in town. But the exposure you get via billboards is nothing compared to what you’ll get via a digital marketing campaign. So create an engaging and compelling digital marketing campaign.
Why? Because the more familiar your target audience is with your brand, the easier it will be to promote your product across multiple channels and build a strong business reputation.
Leverage Google Adwords and combine it with the power of social media, and you’ve got yourself an ideal way to reach your audience. Generate more leads, convert more, earn more, and stay ahead of the competition; it’s that simple.
Increased exposure does not mean increased brand awareness.
For most small and medium businesses, simpler and effective ways of building brand awareness include:-
● Referral programs
● Impressive guest content
● Infographics, lots and lots of infographics
● Establish local partnerships
● Freebies work great
● Social media contests are always a great hit
● LinkedIn publishing
● PPC advertising
● Remarketing campaigns
● Paid social advertising
Leverage these techniques and platforms at your disposal and ensure you have a well-established brand in the market.
You can create a brand, great packaging, and an impressive website, but everything will be deadwood if you don’t build brand awareness and promote your company/product on social media.
Nothing goes unnoticed in the digital realm; all you need to do is set yourself apart and curate content that entices your audience to buy the product.