Knowing how to increase awareness of your products is a continual challenge for new and niche brands. For some of our clients it's their number one priority, especially when they have something exciting that's backed up by market research.
Working with award winning brand Salty Dog crisps presented us with such an interesting and irresistible challenge. Although they had become an established brand in pubs and on trains - their communication with customers was minimal and their social reach was surprisingly small. On Twitter for example they had under 1000 followers and very little engagement. In addition they did no B2C email marketing at all - in fact they did not even have an email list.
Working closely with the owners we set about combining three key elements to our strategy for increasing reach:
1. Their strength was the product - crisps! Everyone loves them. So we set up weekly competitions to give away the snacks through Twitter and a bespoke Facebook app which meant we also captured contact details of each participant so we could email them news, offers and other great things. In addition to creating a buzz (through hundreds of RTs) on Social Media (enhanced by some promoted posts) we built their email list from zero to 3,000 within a few months. We also increased Twitter followers 300%.
2. Developing relationships with key bloggers. By having the products continuously reviewed by food and snack bloggers we kept awareness of the products high and were able to reach new audiences. In addition, much of this this extra content was SEO friendly - further pushing the brand up the rankings (and into the top 12) thus helping the canine punch well above his weight. With the top UK food bloggers platform Foodies 100 reaching over 8 million people a year, engaging with this key network was a no-brainer.
3, Developing relationships with the media. Creating the right relationships with the media is essential and getting on the phone to key people was really important for Salty Dog (and their sister brand Darling Spuds). By focussing on the right attributes we secured coverage in mainstream, national press and put the products in front of tens of thousands of people, without paying a penny in advertising.
Whatever the brand, there's always a way to maximise awareness whilst playing to the strengths of your product. Keeping customers and potential customers in mind, it's relatively easy to accomplish great results - as long as the strategy is good and the work done systematically.