Brands with a purpose should look beyond ‘vegan’ to spend on media

Brands with a purpose should look beyond ‘vegan’ to spend on media

Strategy leadersYou have a whole year of opportunities, not just in January.

Some time ago, many of us decided that January would be a “dry” month in which many of us abstain from alcohol to start the new year fresh (and then usually fall back into old habits in February!)

But in recent years, vegetarianism has spread and many people also choose not to eat meat and dairy products during this month of piety. Many brands are now shifting the focus to their vegan options, or offering vegan offerings during the New Year.

Today we saw a giant like Heinz do just that by launching a branded comedy series on Channel 4.

For smaller brands, this strategy can provide an opportunity to get more sitters to try and transition to vegan with their products and increase market share in turn.

But, there are two things I would worry about if it was still a small brand.

Are Vegan Customers Really Long-Term Potential Customers?

First, the fact is that my budgets are probably very limited. I need to be resourceful with it and have a strategy in place and when and where to spend it to make it work as effectively as possible.

Should I build on the momentum built up by other brands and try to showcase my brand as well through paid media or should I go down because my small budgets will be drowned out by the bigger brands?

It’s a well-traveled road that’s either big when everyone else has progressed. The smarter course, if your resources are limited, is to shout when everyone else is (at least a little bit) calmer.

Take advantage of the cheapest buying conditions in the market and get the opportunity to be seen and heard all year round. Attracting well-meaning buyers in January may be a short-term gain, but will they last and is the extraordinary effort worth it?

Why do they only scream in the noisiest places?

Second, I have to have a compelling, imaginative story so that it gets noticed in all the chaos of the botanical letters. This goes hand in hand with concern number one.

Bigger brands have bigger budgets and will save the bulk of this mess.

A broken message that aligns with your brand value and customer value can help you gain new customers who are truly aligned with your brand values ​​and who will become sustainable customers and thus increase your market share in the long run.

For example, Patagonia did this excellently during Black Friday by turning the usual Black Friday messages on its head. In this way, it captures attention, attracting customers who are not only in the market during Black Friday but who are aligned with their values ​​and become relevant to them.

Use different media channels for different goals

Keeping both concerns in mind, there are a few things smaller brands can do well to use vegan momentum but don’t lay all their eggs (Sorry!) in that basket.

You have strong SEO. Search Engine Optimization (SEO) is a long-term game and will help you stand out in front of customers in the market whenever they show up, during low periods but also during peak times like vegan when big brands are raising the market for you.

If you don’t have SEO in place, you depend on Search Engine Marketing (SEM, Paid Ads on Google) and that can eat up a small budget in an instant because big companies that go big in January may take up all the space with higher budgets.

Use your organic platforms like Instagram with powerful messaging and discover content that helps new customers make the transition.

The market is bustling at that time of year and customers are more receptive and open to options and vegan brands. It could definitely be an opportunity.

But above all, be smart about seasonality and think about external factors. Have a strong message that addresses the need of the sitters to help them make a change and have a solid long-term SEO plan that will help you gain visibility in busy periods without spending all of your paid media budgets.

You have a whole year of opportunities, not just in January. Work with the momentum the market gained in January and keep going.

Nina Frank Independent commissioner and media planner. Read her other columns for Mediatel Newshere.

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