If there’s one thing we’re all a bit low on in 2020 (apart from toilet paper), it’s morale. While supermarket items can always be restocked after a wave of panic-buying, the logistics around morale are somewhat trickier.
As a business owner, you may be surprised to learn that there’s a lot you can do. The trick is, you need to ensure that your mood-boosting campaigns are genuine and considerate of the tough times many people are going through. Get the balance right, and you’ll be building positive brand awareness while bringing a smile to people’s faces.
1. Competitions and giveaways
Though you may not be able to host competitions in-store or at trade shows for the foreseeable future, you can still have some fun and boost engagement by giving away promotional products online.
Organizing a social media competition will allow you to convert customers into brand fans who are happy to spread the word about your business. Team up with a local charity or non-profit organization relevant to your industry, and ensure all the proceeds go to a worthy cause.
2. Personalization
Many people are feeling dystopian vibes in 2020, so it’s an especially bad time to treat them like a number rather than an individual. Instead of playing the numbers game by sending out a generic campaign to your email list, go for a more personalized approach.
If you’ve already collected a few demographic data points on your subscribers, then all you need to do is segment your email list and start creating content tailored to each segment. If your subscription form only collects names and email addresses, it may be worth enlisting the services of a marketing agency to help with segmentation and personalization.
3. Good influence
More and more brands are jumping on the trend of working with social media influencers. However, this once powerful marketing tool is in a state of flux with many social media users feeling exhausted and overwhelmed by the constant flow of sponsored content.
This doesn’t mean the influencer trend is over, it just means you may want to shift your attention away from the Facetuned and Photoshopped Insta models and towards something more wholesome. Consider sponsoring a social enterprise that has a strong online presence. By helping those who are helping others, you can be part of a positive shift in the social media sphere while simultaneously building brand awareness.
4. Fun packaging
As crazy as it sounds, you can get a lot of free advertising out of your packaging. This seems counterintuitive since customers are only going to dispose of it. However, a recent survey found that 74% of young adults (and 40% of overall consumers) will share pictures of product packaging on social media if it’s fun and “gift-like.”
5. Focus on the user experience
From engaging copy to native advertising and useful widgets, there are endless ways to create a user experience that leaves a lasting positive impression. By creating a website people enjoy using, you’ll be converting their happiness into positive brand awareness. Be sure to get feedback from qualified user testers to ensure you’re on the right track with your website upgrades.
With tensions high in the wake of the COVID-19 pandemic, many companies have made horrendous marketing blunders in their bid to build brand awareness. Avoid these costly mistakes by following the tips above and focussing on what you can give to your customers and the community at large.
