Is it easier or harder to market toward a crowd that knows you instead of advertising to those who have yet to come in contact with your brand? When marketing to an audience already familiar with your brand, your focus shifts from a basic introduction to working at deepening the relationship and enhancing brand loyalty.
“Times are difficult. We do better with an audience that is familiar with our cider,” said Vincent Sterne, the founder of Two Rivers Cider. “It’s dog-eat-dog out in the cider world.”
It is much easier marketing toward a crowd that already knows the brand versus trying to build a connection with an unfamiliar person said Hope Ruffner of The Old Mine.
“It is always our goal to simply get people through the door, because once folks have tried our products and spent time in our space, more often than not they leave very happy and become recurring guests,” Ruffner said. “Cider is the kind of drink that varies tremendously when it comes to flavor profile, so we love to give free samples whenever possible.
“It is challenging to convey how delicious and diverse our ciders are without tasting it in person, making marketing to crowds who are unfamiliar with us more difficult.”
Golden State Cider instead focuses on building brand affinity with consumers who know the brand by communicating its non-profit partnerships and its dedication to quality in every can.
“Our continued efforts to always have the best, freshest product available every time a consumer picks up Golden State Cider is one of the best ways to convert someone into a brand loyalist,” explained Breanne Heuss, Director of Marketing for Golden State. “Our loyal fans tend to share their positive Golden State Cider experiences with their friends, family, and social networks, which helps bring new fans to Golden State Cider and the hard cider category.”
Leveraging customer testimonials, engaging in social media storytelling, and giving exclusive offers can help reinforce a positive perception from your regulars and encourage repeat purchases.
Also, looking to create a sense of community through events, social media engagement, and personalized communication can further cement a person’s connection to the brand, which can turn regulars into advocates.
READ MORE: Cider Corner: Can You Capture, Hold Consumer Attention?
But when connecting with prospective consumers, Golden State focuses on communicating its product style, which Heuss says is bright, juicy, and crisp apple-driven dry ciders.
“It’s important for us to share our crafting story since it’s unique to the Golden State Cider brand,” she said. “We’re proud to use 100% fresh, cold-pressed apples. Our ciders are never crafted with concentrates, water, or added sugar — plus they’re naturally vegan-friendly and gluten-free.”
When a Noble Cider product hits a customer’s tongue for the first time, the cidery told Brewer very often they see a new consumer having “That Moment.”
“People instinctively know quality when they experience it,” they wrote. “That has to be the best marketing in the end.
“Words always spread naturally when customers are happy with a product.”
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