Greggs Bakery launched the Vegan Sausage roll this month and it's shown an appetite for smart Marketing.
Below are our 5 points on what we can learn from the Greggs Vegan Sausage Roll.
1. Show Personality.
Hours before the first sausage roll went on sale, Piers Morgan tweeted saying “Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns” in which Greggs tweeted back; “Oh hello Piers, we’ve been expecting you.”
Brand Personality is the emotional character that people associate with your brand. The personality is what shapes how people feel and interact with your brand. Often the personality reflects those who are the target audience.
Know who you are, what you are selling and who your customers are.
2. Include Video.
When launching a campaign, you need to consider where your target market will be. In 2019, the answer is everywhere!
A typical campaign in 2019 should include; Facebook, Twitter, Instagram, Linkedin, Email, Flyer drop, Website landing page, Newspapers & Magazines, Google Adwords, Facebook Ad, Influencers & Bloggers. That's a lot of platforms to manage and get creative with, but as mentioned in our last blog 'Marketing Trends of 2019', Video is even more popular in terms of audience reach and engagement.
Greggs Vegan Sausage Roll Video received 5M views and the brands Twitter has been engulfed with viewers talking about this £1 bakery product, that is not even their first Vegan item!
Be sure to include Video in your next Marketing Campaign.
3. Never give-up Social Media.
Social Media is here to stay. It is no longer about weighing up your options to understand what channel is giving your business return, it's about being present everywhere and raising your brand profile. If you are consistent with Social Media, when it comes to launching a campaign, you'll have an audience waiting there, ready to engage.
This is proven from Greggs when they stormed Social Media, especially when recent news about retailers has been dismal.
Greggs are at an all time high on the back of their savvy marketing.
4. Reach New Audiences.
When launching your campaign, don't rely on the people who are 'following' your brand on Social Media, explore new avenues to get maximum momentum.
Greggs sent mock up packaging to the press, to communicate with new audiences and explain their new product. In our opinion, this is very effective, what do you think?
5. Measure Sales
It's all well and good launching clever, creative Marketing Campaigns but is it bringing you customers?
The Vegan Sausage roll contributed to a very successful year for Greggs and reported them a 7.2% Sales increase.
Keep track of your Marketing Budgets, Ad spends and Income to measure how effective campaigns are for your business, in terms of awareness and Sales.
If you are wanting to build some buzz around your business, book in for a 2 hour consultancy with Gem Media. Email firstname.lastname@example.org for more information.