How to Ensure Your Brand is Resonating with Your Demographic (with Examples!!!)
You have an amazing product and company. Whether it be yourself as an artist, a device, an agency, whatever it may be. You know you're good, so why are your leads coming up short? Your experience is through the roof and you can do the job. It might be because your brand is lacking.
I know what you're thinking, "boooo, less is more", "undersell and overdeliver". Yeah, no. That's a very retro way of looking at business these days. In the height of the digital age, people still yearn to belong to something that matters. Whether that be making monthly donations to Planned Parenthood, or walking in an anti-domestic violence rally; people want to support and be associated with causes and brands that stand for something they believe in.
Did you know that there are 95 million photos and videos are posted to Instagram a day? That's right. You better make your posts (and ads, especially) count when your demographic sees it. I'll help you catch their attention easily by showing examples of companies who have captured their audiences wholeheartedly via content and values displayed through content.
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Pura Vida Bracelets
With every purchase of a Charity Pura Vida Bracelet, Pura Vida claims to donate 10% of the net profits to the charity in which the bracelet represents.
I might be biased, but I think Pura Vida is one of the most well-marketed companies of the last 5 years. They came from--seemingly--out of nowhere overnight. I feel like one day I was at the mall, then the next weekend I went and every single store had a Pura Vida Bracelets display. I mean, I can't blame them. They're super cute, dainty, and come in a variety of colors, shapes, beads (or no beads!), etc. It's easy to make them your own and feel unique in them.
Pura Vida has a whole section on their website dedicated to their charity bracelets ranging from Save the Turtles!, to LGBT Pride, to Adoption Awareness. They claim to donate 10% of the net profit to the charity the bracelet represented. Pretty easy (and trendy!) way to allow your customers to support and align with a cause that means something to them.
Let's be real, it probably takes at most 5 cents to make one of those bracelets. At $6 each and 60 cents donated per unit sold--that's still a steady profit.
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I wish I had heard of Lipslut sooner! The company was originally established on January 20th, 2016 (probably a familiar date for you) when the owner felt like she needed someway, somehow to stop the current administration.
The first shade of Lipslut was properly named "F*ck Trump"--a light pinkish nude sold at $19.95 with the choice of 9 different charities to pick where 50% of profit is donated.
During the horrible time of immigrant families being separated at the border and held in disgusting, unhealthy conditions, Lipslut embarked on an ambitious--yet wildly successful--campaign. 100% of proceeds from the F*ck Trump shade were being donated to "FIGHT ZERO TOLERANCE", or, the charity that was working day in and out reuniting the families.
I bought a tube. My mom bought two. I sent it to friends who also bought one. Sure, Lipslut may have taken advantage of a time when people were feeling helpless and like they needed to do something, but it wasn't to their own benefit. In just two short weeks, Lipslut raised over $100,000 to reunite separated migrant families.
I can show you how to run a successful charity or giveaway campaign. Contact me!
Shameless plug. But, I feel like it's warranted! SneakPeek is my baby. No pun intended. I've lived in this pregnant, hormone-filled, chaotic world 24/7 for the past (more than) 2 years and I probably am the most pregnant not-pregnant person you know. Seriously. I honestly feel set for when that time does come around in my life.
Anyway, I feel like if you ever want to truly, truly resonate with your audience, you need to get into their world. I read forums. I researched articles. I spent hours on Pinterest and Instagram looking at this lifestyle that the ladies who should and could be buying our test were living. We have a pretty wide demographic but a couple things are for certain; women are using our test, and they are pregnant. Luckily, there is a LOT of information on pregnancy (written literally by pregnant people) available, and it wasn't hard to learn and empathize with what these ladies were going through.
In turn, I shifted my marketing mindset. I went from corny pregnancy announcements and healthy recipes to real #momlife, nitty-gritty content. Memes about poop being smeared on the walls, peeing your pants when you literally don't have time to run to the bathroom at 38 weeks pregnant, and even more. I feel like I've heard it all. Not to mention, these women talk to us. A LOT. That's not a bad thing. It's actually great. It's helped me learn how we can change the company in order to better the product for them. They honestly inspire me, no matter how annoying the "where can I get a discount?" messages can get. Get into their world and understand them. That's how you make content that resonates.
Let me do it for you! I can manage your campaigns and get into the minds of your leads and target audience. Contact me!