Category: #MarketingAmidCorona

#MarketingAmidCorona

TikTok’s Influence In 2020

With COVID-19 keeping the world indoors this year, TikTok has experienced a surge in growth as the social media platform was the go-to place for many in 2020.  As we head out of a year gripped by a global pandemic, let’s take a look at TikTok’s influence in 2020.

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Promoting Authenticity

TikTok’s laid back feel and goofy nature encouraged users to embrace themselves, ushered in an era of unfiltered authenticity. Three-quarters of people in a Nielsen study of TikTok said the platform is a place where people can express themselves openly.

Unlike veteran social media platforms like Instagram that pressure users to show highly idealized versions of themselves, TikTok leaves little room for users to retouch their look and provides a platform for users to have fun without the pressure of being perfect. This makes the content on TikTok less polished, more relatable, and genuine. We saw TikTok creators flood social media feeds with pajamas and makeup-free posts.

Another way the video-first platform promotes authenticity is by celebrating imperfections. For instance, TikTok users embrace authentic self-presentation under the guise of comedic videos and help other users feel empowered. Vi Lai is a popular skincare influencer on TikTok who makes her videos about beauty products and her mental health struggles.

TikTok has redefined what realness means in a social media world driven by picture-perfect posts. Moving forward, smart brands will leverage the authentic spirit of TikTok to give users a new way to discover and engage with their products.

Building Community

TikTok has become a platform for networking and community building among various groups. In fact, 60% of TikTok users said they felt a sense of community while on TikTok.

TikTok has proven to be a space for connecting with like minds. From #VintageGirls to #HarryPotter, TikTokers assign labels for their different communities within the platform based on interests in particular types of content.

TikTok has broken barriers created by social distancing and become a tool for creative collaboration. For instance, with Broadway going dark due to the COVID-19 pandemic, composers, singers, actors, musicians, dancers, and set designers on TikTok coordinated and choreographed songs for a Ratatouille musical that doesn’t exist.

TikTok is also a safe space for creators to feel comfortable with expressing themselves creatively and openly with unfiltered rawness. For instance, TikTok “skinfluencers” are switching the skincare marketing playbook by dropping candid product reviews and calling out brands.

Community or cult, TikTok communities are growing and have a stronghold on their fan base.

COVID-19 Lockdown

From educating users about ways to minimize the risk of contracting COVID-19 to bored in the house lip syncs, TikTok was a lock down essential that provided a steady stream of additive content to get people through the difficult lockdown period. TikTok’s algorithmic curation drives a sticky, addictive user experience and had people spending a lot of time on the platform.

The average time spent per visitor for the app and websites combined was nearly 8 hours for the month of March. By comparison, US visitors on Instagram spent an average of roughly 5 hours on the app and website combined in March.

TikTok unleashed everyone’s inner content creator during quarantine and unearthed new celebrities overnight. With TikTok’s easy to use format and laid-back vibe, users were able to create a steady stream of playful and entertaining content from their own homes without worrying about looking perfect. Sienna Mae Gomez became a TikTok sensation in August when a video of her making fun of the unrealistic body image standards while dancing in her kitchen was widely shared.

Why does fame come fast on TikTok-unlike YouTube or Instagram?

Discovery is at the heart of the TikTok experience. TikTok’s algorithm continually searches for new clips and promotes the videos of relatively unknown accounts rather than the latest videos from already popular users or users that people already follow. This makes it easy for users to explore new videos and creators from across TikTok and allows those with small followings to go viral.

The Resurgence of Old Music

Although TikTok isn’t a traditional music platform, it appears to be influencing music discovery and dramatically revitalizing old hits.  Fleetwood Mac’s Dreams is a well-known case.

A TikTok video of TikTok user @420doggface208 skateboarding while lip-syncing to Fleetwood Mac’s Dreams and sipping from a bottle of Ocean Spray Cran Raspberry juice went viral and put Fleetwood Mac back on the charts. The video, which resonated with viewers for its laid back mood, had over 70 million views and helped propel “Dreams” first released as a single in 1977 to the charts.

The video seems to have also provided a business boost for Ocean Spray. Ocean Spray CEO, Tom Hayes, said in an interview with Yahoo Finance that the company can’t say yet if there will be an increase in sales but that retailers have said there has been “additional draw off the shelf.”

The story speaks to the continued power of TikTok as a platform for more timeless hits to be introduced to younger audiences.

Defining Skincare for Gen Z

TikTok is helping Gen Z shift from expensive beauty products to embracing affordable skincare options that can easily be found at CVS, Target, or Dollar Tree. This year, some Skin influencers used TikTok to share skincare-related information and entertainment in short, digestible, and visual parcels.

These TikTok posts made products go viral and incited the purchasing power of Generation Z. For instance, 15-year-old brand skincare CeraVe established itself as a cult favorite and saw an increase in sales after TikTok user @hyramapproved shared a post raving about the brand.

The Ordinary’s AHA 30% + BHA 2% Peeling Solution also went viral after TikTok user @kaelynwhitee shared her results when she used it to treat her acne. In just a few weeks, The Ordinary, one of the beauty brands owned by Deciem, sold 100,000 bottles of the serum.

TikTok is changing how Gen Z learns about skincare brands and influencing purchases. Watch out for brands teaming up with “skinfluencers” on TikTok to drive awareness and sales.

Like it or not, TikTok has won a place in the heart of consumers especially Gen Z.  Start familiarizing yourself with the platform and see how your brand can leverage it to reach your target audience.

The post TikTok’s Influence In 2020 appeared first on Post Funnel.

#MarketingAmidCorona

How 3 Big-Name Brands Thrived During the COVID-19 Crisis…

You don’t need us to tell you that 2020 hasn’t exactly been the best year for business, in almost any industry.

While it seems like things are slowly getting back on track, most industries still aren’t completely there yet. As of September, many – if not most – companies are operating at about 80% capacity across the board.

Obviously, this hasn’t been good for business: As Statista reports, a global loss of over $75 billion is, at this point, a best-case scenario for the economy.

But:

A number of companies (both large and small) have managed not only to weather the storm, but to actually thrive throughout the crisis. Here, we’ll take a look at how three popular – and now ultra-relevant – brands quickly adjusted their approaches during the global shutdown in order to stave off catastrophe.

Let’s dive in.

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Impossible Foods Modifies Its Supply Chain, Adds Extra Value

For the average consumer, the meat shortage that took hold during the early stages of the shutdown was perhaps one of the most notable.

Though the crisis wasn’t near as bad as it could have been, early signs pointed to major catastrophe for meat and meat-packaging companies throughout the country. And, of course, there was no telling exactly what would happen back then; only hindsight is 20-20, after all.

At the time, a perfect storm was brewing that had the industry scrambling. Factories and packaging plants were shutting down indefinitely – as were delivery routes throughout the supply chain. This led to stockouts in grocery stores across the country, as panic-buying swept through the nation.

At the same time, many consumers were opting to forego meat altogether – choosing instead to give The Impossible Burger a spot on their dinner plate.

Of course, they didn’t just make this shift unprompted. Rather, it was Impossible’s ability to pivot that made it all…well…possible.

The key shift Impossible made was moving its product availability from restaurants to grocery stores. In just a few short months, Impossible Foods’ retail footprint increased from 150 stores to over 5,000. The move was so successful that IF projects a fifty-fold increase in its retail footprint by the end of 2020.

(And, when restaurants are able to ramp things back up, Impossible will likely be able to ramp up this footprint, as well.)

Impossible also managed to create a new, unbreakable supply chain via its recent direct-to-consumer efforts, as well. Though the company has spent zero dollars on advertising its DTV offering, the initiative boasts an astounding 90% retention rate.

The team partnered with two other food-related brands – Home Chef and Imperfect Foods – to expand their reach even further. Here, Impossible’s meats are packaged alongside complementary food items, allowing the recipient to make an entire meal out of the product.

On this same note of complementary value, Impossible also created a branded cookbook during the shutdown. In doing so, they not only add value to their product, but also create an additional flow of income for the company.

Overall, Impossible has certainly made the best of a bad situation throughout the coronavirus crisis. In fact, the shutdown may have somewhat forced the team’s hand, and led them to make moves they may not have made otherwise.

Impossible Foods’ President, Dennis Woodside, makes the company’s ultimate intentions clear during the early stages of the shutdown:

“Impossible Burger has always been delicious and nutritious – and this summer, we’re making sure it’s ubiquitous, too.”

With a clear plan for spreading brand awareness and keeping its supply chain intact, Impossible Burgers seems to have carved out a path for itself during what are still pretty uncertain times.

Steak-umm Gets (Surprisingly) Real with Its Audience

Speaking of “uncertain times”, there was no shortage of brands using that exact phrase in an effort to compassion and camaraderie with its audience base.

Needless to say, consumers were pretty quick to pick up on the downright pandering nature of most of these marketing campaigns. Without going too into it (since you know exactly what we’re talking about), way too many brands made their “We’re here for you” statement, only to turn around and go right back to their normal marketing routines a week later.

Steak-umm was not one of those brands.

In fact, Steak-umm is still going hard on its promise back in April to spread awareness, information, and overall positivity to its social media audience.

Sure, they used the same, tired phrase all brands were using back in April – but they didn’t stop there.

Instead, Steak-umm’s Twitter channel has, to some extent, become a go-to resource for:

  • Scientific information regarding COVID-19
  • Messages relating to health & safety
  • Critical thought and discovery

…not exactly what you’d expect from a frozen food company, is it?

And, to be sure, the ongoing campaign has worked like gangbusters for Steak-umm in terms of:

  • Creating brand awareness and engagement
  • Generating praise for their honest, authentic messaging
  • Increasing purchasing intent among their target audience

Really, the “out-of-left-field” nature of Steak-umm’s efforts is what made their efforts so successful.

It’s the expectancy violation theory in action: By delivering pleasantly surprising messaging to its audience, Steak-umm’s perceived value essentially skyrocketed in the eyes of its customers.

Take a look at some of the praise and engagement the brand has generated in the past six months:

 

Remember:

This isn’t National Public Radio, or a non-profit organization operating in the healthcare sector.

It’s Steak-umm – just a frozen food company.

Or, at least, it was just a frozen food company.

Through their dedication to the health, safety, and well-being of its audience and global community, Steak-umm has solidified itself as an authentic group of people who truly care about the world around them – that also happens to sell frozen steaks.

To be sure, the swift transformation Steak-umm has undergone will absolutely be enough to get the ethically-conscious consumer onboard with their brand – as a customer, an evangelist…or both.

Cadillac Goes Hyper-Agile, Meets the Customer Where They’re At

Back in April of this year, the Detroit Free Press speculated that the pandemic would all but derail Cadillac’s plans for a 2020 comeback.

And, well…it certainly did: The automotive giant reported a 34.7% decrease in overall sales throughout Q1 2020, with some now-discontinued models showing a decrease in sales of over 90%.

This, of course, was to be expected once the global shutdown took hold. Of the many priorities that consumers had during such an economically-uncertain time, buying a new car wasn’t exactly at the top of the list.

(On top of that, most people just didn’t have anywhere to go during the shutdown, anyway.)

Basically, product sales were out of the question for Cadillac.

That being the case, the team instead shifted toward “redefining Cadillac’s reputation and repositioning it for the future”.

Cadillac’s first order of business was to get hyper-agile in their messaging throughout the early stages of the shutdown.

This meant:

  • Pulling any previously scheduled marketing/advertising campaigns
  • Developing authentic, empathetic, personable messaging within its campaigns
  • Creating a shorter, more agile campaign rotation to keep up with day-to-day changes

As Cadillac’s CMO, Melissa Grady, explains:

“We changed our advertising about every two weeks going on through the pandemic. Collectively as humans going through this whole thing … we needed very different things in week four (than we did in) week one.”

The creation of more short-lived campaigns allowed Cadillac to gradually refine its messaging on a bi-weekly basis. This, in turn, showed consumers that Cadillac, as a team, was with them every step of the way (and, conversely, that they aren’t stepping in with a new campaign every once in a while just to stay relevant.)

Cadillac also made a number of changes to directly impact the individual consumer’s branded experience throughout the shutdown.

Though developed before the pandemic, Cadillac’s discount programs for first responders, members of the military, educators, and more took center stage during the shutdown.

From there, the team developed a number of promotions, services, and experiences to better serve its community throughout the pandemic.

A few key examples:

  • Extending discounts and personalized financing options to emergency personnel
  • Ramping up its digital showroom experience to keep consumers engaged
  • Creating its Shop, Click, and Drive initiative, allowing consumers to finalize automobile purchases from their home devices

Currently, Cadillac is looking forward to its next big campaign, dubbed “Never Stop Arriving”.

More than a marketing campaign, the team is adopting the statement as a mantra for future customer-facing initiatives. Though the pandemic has made it blatantly obvious that change is the only constant, this is always the case – whether or not a global emergency is taking place.

To that end, Cadillac understands the importance of never resting on their laurels, and instead to always be looking for new and exciting ways to deliver value to their audience.

The takeaway:

No matter what industry you operate in, or how successful your company has been in the past, there’s always more to be done in the future – and what that “something” is may not always be so obvious.

No matter how well things may be going for your business today, you need to have a plan in place for how to succeed tomorrow. Without this critical piece of the puzzle in place, it’s only a matter of time before your once-loyal customers move on to greener pastures.

Wrapping Up

The biggest lesson the coronavirus shutdown has taught the business world is that nothing is guaranteed, and that anything is possible.

But, it’s also taught us that being prepared for the unknown – or, at least, knowing that “the unknown” isn’t “the impossible” – is what keeps businesses afloat during times of crisis. Though most businesses have plans in place for dealing with known emergencies, it’s those who best navigate the unknown who will continue to come out unscathed.

The post How 3 Big-Name Brands Thrived During the COVID-19 Crisis – and What You Can Learn from Them appeared first on Post Funnel.

#MarketingAmidCorona

Consumers Engage with Content by Their Favorite Stars

With events and movie shoots on hold due to COVID-19, celebrities are finding ways to remain relevant and keep their fans engaged. Read on to find out how consumers engage with celebrity content during this period.

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Calling Out Insensitive Celebrity Content

Once upon a time, celebrities were seen as Gods that could do no wrong. But not anymore. With consumers demanding leaders to be accountable, they’re calling out celebrities that share insensitive content. For instance, Wonder Woman star Gal Gadot got backlash for spreading positivity with a celeb-studded cover of John Lennon’s “Imagine” on Instagram Live.

The 3-minute video, which has over 10,000,000, received negative reception with some commentators calling it “cringeworthy,” “tone-deaf,” “nauseating,” and “out of touch.”

The problem was consumers found wealthy celebrities performing a song that urges the world to “imagine no possessions,” while not making contributions to the fight against COVID-19, to be out of touch.

With COVID-19 resulting in job losses, celebrities pushing products for gain are getting negative engagement from fans. Oscar winner Gwyneth Paltrow received backlash from consumers for advertising an expensive fashion ensemble on the Instagram feed of her healthcare platform, Goop (the post has been deleted).

One Instagram, a user wrote, “Come on goop, when you said GP, I thought at first you were referring to Dr. Please use your platform in a more sensitive way… I really don’t think it’s the time to think about buying trainers when people are struggling to buy day to day supplies”.

Celebrities who show off aspirational content such as expensive purchases are also getting a lot of heat from consumers.  For example, Kim Kardashian got slammed on Twitter for posting photos of her 7-year-old daughter, North West’s Friesian horse.

How much is a Friesian Horse? According to Friesian Horse Association North America (FHANA), Friesian Horses have a price ranging from $19,900 to $47,900.

Viewing Paid Celebrity Content 

Despite some celebrities’ insensitive behavior, consumers don’t mind viewing celebrity content when there is a brand partner involved. Brands that used celebrities in Instagram posts saw 1.5 times more traffic in 2020. One brand that has nailed celebrity endorsement during this period is the shoe brand, Crocs.

Crocs collaboration with actress Priyanka Chopra Jonas as part of its “Come As You Are” campaign has over 2,000,0000 views on Instagram.

Here’s what Crocs did right:

Authentic Representation:  Priyanka’s charity work as a UN Goodwill Ambassador aligns with Crocs’ commitment to giving back. Crocs collaborated with Priyanka to donate 10,000 pairs to healthcare workers in Los Angeles and India as part of its Come As You Are campaign.

The Message: The Crocs’s Come As You Are campaign focuses on celebrating uniqueness and, more recently, on healthcare workers’ sacrifice.

Have a Good Product: From its sales record, it seems Crocs makes a good product. The foam plastic footwear is known for being easy on the feet, being practical, and convenient. Also, the brand offers customers the opportunity to customize their Crocs with Jibbitz charms.

Attending Celebrity Instagram Live Shows

With events on hold, celebrities are creating internet shows to engage and entertain their audiences. And consumers are tuning in.  For example, American actor and filmmaker Paul Feig hosts a nightly Quarantine Cocktail party on Instagram live where he mixes music, cocktails, and positivity all for a good cause.

Each episode generates laughs and Feig raises money for different charities struggling during this COVID time.

Legally Blonde actress, Reese Witherspoon, hosts Shine On With Resse At Home, an Instagram series where she doles out advice and shares tips from experts about various topics, from parenting advice to mental health.

English singer and guitarist James Bay gives free guitar lessons on his Instagram live to keep in touch with his fans during the lockdown.

In each lesson, he takes fans through different chords, sings along, and responds to questions in the comments section.  So far, James has posted 27 guitar lessons.

All three celebrities still have episodes of their live shows on their IGTV, so browse through them if you’ve got time and are interested.

Connecting with Authenticity

While consumers don’t want to see celebrities show off their wealth, they don’t mind engaging with content where stars do everyday things like reading.

In March, legendary actor and geek cultural icon, Sir Patrick Stewart (aka Professor X),  posted a video of himself reciting William Shakespeare’s Sonnet 116. Consumers’ positive response to the post inspired Sir Patrick to start a Sonnet a Day series.

At the time of writing this article, Sir Patrick was at Sonnet 120.

Katy Perry is another celebrity sharing relatable content on social media. Katy Perry gave fans a sneak peek of her daughter’s nursery on her SmileSunday live stream.

The mini-tour included a look at baby outfits, a changing station, stylish lights, and a circular crib with curtains. That’s showing a lot more than other celebs who have also recently given birth! Hint, hint @GigiHadid.

Broadway icon, Patti LuPone, gave her fans premium quarantine content with a tour of her basement.

The Broadway star showed off her jukebox, piano, pinball machine, and many more goodies. The 1:50 min video has 1.4 million views, over 1,000 comments, and 40,000 likes on Twitter.

Lessons

How consumers engage with celebrity content holds critical lessons that you can use in your marketing.

Below are some key takeaways:

  • If you’re using celebrities for endorsements, find one whose brand aligns with yours and consumers can connect with.
  • Don’t place profit over people. Think of how you can add value in today’s challenging economic environment.
  • Think before you post, be empathetic, and never underestimate the intelligence of your audience.
  • Share entertaining and relatable content.

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#MarketingAmidCorona

Not Your Mother’s Tupperware Party

While many businesses are suffering under the pandemic, the shift in consumer behavior that resulted from lockdowns and restrictions created new winners, including an old brand name, Tupperware.

Back in the 20th century, Tupperware operated with salespeople that came to people’s homes and showed samples to get orders. It was the same model that Avon used for cosmetics with its Avon ladies; the commercial I can recall clearly identified as a “Tupperware lady” who had “the freshest ideas for locking in freshness.”

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If you’re not old enough to have seen these commercials of my childhood, here’s a compilation on YouTube.

 

The way to reach the most people with that kind of D2C approach before the web was a thing – was via shopping parties. Naturally, one would not encourage gatherings for a Tupperware party when trying to maintain social distance today. The brand has been experiencing terrific sales, though, simply because people who used to eat out shifted to preparing their own meals at home and needed containers for storing their food.

As the AP News report on Tupperware’s explosive growth in 2020 put it, “Restaurant pain has turned into Tupperware’s gain with millions of people in a pandemic opening cookbooks again and looking for solutions to leftovers.”

The Tupperware Party dates all the way back to 1948. The products became available in stores in 1951. Back then, home cooked meals were the norm rather than the exception, as they became in our century.

But things turned around due to COVID19. Tupperware’s reported earnings were triple what Wall Street had anticipated. Anyone who bought the company’s stock for just a buck in March could have sold it for $28.80 a share on Wednesday.

As the report notes, “Tupperware stands apart from most other companies that have thrived in the pandemic. Unlike Netflix, Amazon.com, Peloton or even DraftKings, it doesn’t rely on a hi-tech platform.”

But that doesn’t mean that technology does not play an essential role in the company’s success. Its CEO, Miguel Fernandez, credits digital sales with the rise in sales when stores were closed, and the people at home wanted to equip their kitchens.

Remember my earlier observation about Avon being a counterpart to Tupperware? That’s the company that Fernandez led before stepping in at Tupperware in March. His timing worked out very well, as Avon sales remain depressed while Tupperware’s are soaring.

But we have to credit Fernandez not just for timing but for adapting the sales model to meet the needs of the times.

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Vote for Doughnuts

Many brands have tried to connect with customers by reminding them to vote in this year’s election, but one is sweetening the deal.

As soon as we hit fall 2020, brands were getting on board with messages to their customers, urging them to vote. It became so blatant that the Atlantic published Why Is Uber Begging Me to Vote?

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“The trend seems to be a logical outgrowth of the widespread activist marketing that reached a fever pitch this year,” it noted.

Do people really need to be nudged to vote? According to the figures cited by the article nearly half of us don’t. Four years ago, not even 56% of those with the right to vote exercised it.

Now we’re in the home stretch of the highly anticipated Election Day 2020. In fact, it has already begun with many places extending voting earlier to help avert crowding conditions as COVID19 still remains a threat.

 

While most brands simply remind us about the election and urge us to fulfill our civic duty, Krispy Kreme decided to actively reward voters. The delicious donut maker just announced that those who voted won’t only get an “I voted” sticker but also a free Original Glazed doughnut on November 3.

Given early voting, I’ve already seen some of my acquaintances share selfies wearing such stickers (in one case on their masks). That kind of social sharing is what the doughnut chain is hoping to capitalize on, realizing the ROI on the freebie in extra exposure.

It said so explicitly in its press release: “Share how you’re enjoying a FREE Original Glazed Doughnut on Election Day and your civic pride by using #KrispyKreme and tagging @krispykreme.”

Perhaps next time around, it will play up the theme even more by allowing its customers to cast their vote for their favorite doughnut.

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“Make Every Touchpoint Shoppable”

The shift towards eCommerce has undeniably accelerated due to the COVID-19 pandemic. Both the cancellation of events and global store closures have caused a major shift towards social media and other online channels where brands can engage with their customers.

Shoppers seem to know what they’re doing when it comes to finding the items they want and purchasing them online. Brands must make sure every interaction on social is meaningful as the customer journey is now mostly digital.

A recent MarTech Virtual Event, led by Michelle Belcic, VP of Brand Strategy at Dash Hudson, aims to answer just that – how brands should create a social-first strategy through a shoppable storytelling journey.

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“If we take a look at offline sales, it’s predicted that it’s going to take five years for offline sales to return to pre-pandemic levels,” Belcic said in the session.

“At the same time, we’ve seen eCommerce sales grow 18% from the previously forecasted 13%.”

She cited Nike as one of the first companies to announce that they want 50% of overall sales to be digital. The sportswear powerhouse is already at a pace to hit 30% by 2021.

Here she also points to Inditex (Zara’s owner among other brands), who announced that it will close between 1000 and 1200 stores globally over the next two years and has plans to invest $1 Billion to grow their eCommerce platform. Inditex also aims for online stores to account for 25% of its overall sales by 2022.

Belcic explains that the line between shopping and social networking has blurred. There are so many new channels, once unheard of, that must be taken into consideration, too.

TikTok, Instagram, and Pinterest are just to mention a few of the hotspots a brand must be spot on to reach the right people who want to shop online. YouTube is also joining this wagon.

She mentions that there has been a 61% increase in social media usage during the pandemic, and U.S. adults spend 82 minutes a day on average online using Twitter, WhatsApp, and Facebook.

Belcic also mentioned a sharp increase of 20% in Gen Z and Millennial demographics who say that they will immediately lose interest in a brand if they don’t have a proper Instagram feed.

Since we used to mostly rely on real-life experiences, Belcic is anticipating that one of the biggest factors to consider as a company has to do with the visual factor when marketing and that brands must understand why storytelling and context are more important than ever.

She emphasized that 90% of the information transmitted to the brain is visual and processed 60K times faster than text. Looking at the future, she says brands must execute a successful social commerce strategy to enhance engagement.

While Belcic does not know how you can always make sure to share the visuals that will convert your target audience, at Dash Hudson, they see the key to social commerce success as taking a social-first shoppable storytelling approach.

The company’s strategy is now focusing on these four factors:

  1. Define your brand strategy
  2. Tap into your community
  3. Optimize with AI
  4. Make every touchpoint shoppable

Michelle Belcic works with some of the largest corporate accounts, like Amazon, Unilever, and Estee Lauder. She helps brands understand what videos and imagery resonate with audiences before created and shared on social media channels. Her goal is to optimize all digital touchpoints. And we approve this message!

How to Manage Infinite Customer Journeys

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Firing on All Trendy Cylinders: How Coca Cola Is…

Believe it or not, but even Coca Cola, the soft drink mega-giant, has been hit quite hard by the coronavirus pandemic. The company reported a disappointing 33% drop in second-quarter earnings while its global sales plummeted 28% during the lockdown.

In response, it was widely reported this week that Coca Cola is discontinuing yet another drink from its beverage selection. Tab, introduced in 1963 as its first diet soda beverage, then targeted at women as a low-calorie refreshment – is the latest to be terminated.

To help cut costs and ease the strain on supply chains, Coca Cola also plans on dumping other “zombie brands, products, flavors and packaging” that simply aren’t the real money-makers for the brand.

“More than half of Coca-Cola’s 400 brands are ones with ‘little to no scale’ and have sales that represent only 2% of total revenue,” as reported on CNN.

“We’re challenging ourselves to think differently about our brands to accelerate our transformation to a total beverage company,” said Cath Coetzer, the company’s global head of innovation and marketing operations.

“This isn’t about paring down to a specific number of product offerings under our brands. The objective is to drive impact and growth. It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources and also taking the tough but important steps to identify those products that are losing relevance and, therefore, should exit the portfolio.”

Coca Cola is also going through some other restructuring to combat the virus’s harmful effects, which includes layoffs and a revamped marketing strategy.

“We are shifting to prioritizing fewer but bigger and stronger brands across various consumer needs,” said James Quincey, Chief Executive Officer at Coca-Cola.

Part of the reason for all this has to do with half of Coca Cola’s sales coming from cinema and movie theatres, which have been closed for the past several months in most countries across the globe.

Still a Cultural Staple

While sales are down, Coca Cola and its main brands are still among the most recognized globally. This status is something the company will have to leverage when it starts climbing back to the black.

Fittingly to its cultural relevancy, the producers of “No Time to Die” poured 8,400 gallons of Coca Cola on Italian street for James Bond. Using it for some positive PR is a smart move.

Though a movie stunt hasn’t quite yet saved Coca Cola, the beverage giant plans to revamp its marketing strategy to ensure high-quality messaging by re-evaluating its investments and digital spending. One way of going about it is to tap into a major, helpful, relevant global trends.

As recently reported on PostFunnel, Coca Cola is working to ensure its entrance to the popular hard seltzer market and the alcoholic beverage business with its new Topo Chico.

Additionally, since the pandemic broke out, Coca Cola launched its first global campaign, The Great Meal, stepping into the food market.

Also, joining other brands we’ve talked about recently, Coca Cola recognizes the human impact of their business and has decided to embrace The Ceres Roadmap 2030.

“Today’s business environment is constantly shifting. To continue to succeed, The Coca-Cola Company must tackle global systemic risks that threaten the health and prosperity of the broader economy and the planet,” said Quincey.

“The Ceres Roadmap 2030 is a bold action plan for companies to grow and strengthen their businesses while taking on critical environmental and social issues.”

The post Firing on All Trendy Cylinders: How Coca Cola Is Coping With Drop in Sales appeared first on Post Funnel.

#MarketingAmidCorona

B2CRM News: Prime Day Shipping Stress, and Smart Text…

The long-awaited and unfashionably delayed Amazon Prime Day finally took place last week – months after its original date. Yet another way, the covid-19 crisis impacted lives and retail.

But, having it so close to the start of the official kick-off for the holiday shopping seasons – Haloween – allowed us to get a taste of just how severe the stress is on carriers this year. And now The Wall Street Journal is already reporting that FedEx, UPS, and smaller carriers turn customers away as they brace for the surge of online orders. Yup. The shipping chaos? It’s here.

This is the main topic of our weekly B2CRM news roundup, alongside news about SundaySky and its new individually customized video capabilities for e-commerce sites, some smartly written text-ads, and one bizarre case of irresponsible gaming.

Watch here:

Sources:

WSJ on Prime Day
Pearmill
SundaySky News
Irresponsible Gaming

The post B2CRM News: Prime Day Shipping Stress, and Smart Text Ads appeared first on Post Funnel.

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