The authenticity and sincerity of brands should be the priority.
David Jordan, General Manager of Baskin-Robbins Australia, emphasized the importance of a brand remaining authentic and true to itself when engaging with the community, both online and offline.
At a recent Networx event in Brisbane, Jordan shared that how the brand focuses on building strong brand awareness at a local level is just as important as the national level.
“We have implemented strong local marketing strategies for our stores which have had a positive impact on our Brand. Guests feel more connected with our Brand, and it becomes real and tangible for them,” he said.
“One of our biggest social media success stories was our Manly store Grand Opening, with over 2,500 guests in attendance. We attribute that return to the local marketing strategy that included, in a large part, social media and our guests’ engagement in that space.”
Baskin-Robbins regularly uses social media as part of its larger national marketing campaigns, engaging guests with new product launches, store openings and competitions.
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