We are excited to announce that we’ve added Gussi, a salon-quality haircare/beauty brand, to our growing portfolio of CPG/Beauty brands.

Gussi was founded in 2021 by a team of hair care professionals who, with a combined 30 years of experience, worked to bring keratin from the salon, into people’s homes. After testing the now hero product over 20,000 times on a wide variety of hair types, they created a one-of-a-kind at-home, salon-quality keratin treatment that can be applied by anyone in the comfort of their own bathroom—resulting in 6 weeks of smooth, shiny, healthy hair that can be styled a multitude of ways.

What It Means to #GussiUp

The values Gussi was founded on remain our guiding principles:

EQUITY

INDIVIDUALITY

COMMITMENT, NEVER COMPROMISE

EMPOWERMENT

SELF-CARE

This exciting new partnership will focus on growing awareness and driving conversions through a long-term performance marketing strategy that will support eCommerce sales. This cross-functional approach will combine Mason’s paid media, SEO, Email and Creative teams who will be responsible for increasing YoY revenue, and working with the Gussi team on new channel opportunities, with an emphasis on new customer acquisition, loyalty and retention.

Contact us to schedule a free consultation with our performance marketing experts, and take the first step on your journey.

Learn more about Gussi and start your salon quality hair care treatment at home.

When the first lockdowns of Covid-19 hit early in 2020, we began to see a paradigm shift of the entire world, and the U.S. was no exception. Commerce was reduced to essential services, and people were either restricted from or outright prohibited from interacting in larger groups or anyone outside their household or highly limited circles.

The restaurant and bar industries were hit especially hard. Even with many of the restrictions lifted in 2021 many are still wary of going out for dinner or drinks and socializing with friends and family over a beer or glass of wine. But consumers didn’t quit drinking. Many state governors included liquor stores among essential services that were allowed to stay open even as many other businesses closed their doors or limited their hours.

Marketing Alcohol Direct to Consumers (DTC) Gets a Surge

The increase in direct-to-consumer sales means that alcohol brands need to be mindful of the guidelines and regulations that promote responsible drinking whether a person chooses to drink beer or similar beverages, wine, or spirits. Regulations state that marketers cannot suggest in their advertising that people who consume alcoholic beverages violate the law or act irresponsible when they are consuming these beverages.

Regardless of the type of alcohol sold, all brands need to follow rules and regulatory codes set forth by the Distilled Spirits Council of the United States, the Beer Institute, and the Wine Institute. Many states have loosened restrictions in 2020 and 2021, but these should be checked before marketing in a specific area.

With beer and similar beverages, such as hard ciders and seltzers, the brewing industry needs to continue following long-held policies to appeal to adults of legal drinking age:

There should be no direct or indirect suggestion that applicable sales not be completely followed
The themes suggested in advertising should be in good taste and present the brand as one that is responsible and is opposed to excessive or inappropriate consumption of the beverages.
Wineries and distilleries should follow similar guidelines in order to help assure that alcoholic beverages are consumed safely as much as possible.

Creating a Responsible Marketing Plan For the New Normal

Every aspect of our lives looks different from what it did a little before 2020. Even with some bars and restaurants opening, many have become accustomed to social distancing and virtual gatherings. Long before the pandemic alcohol marketing has paid close attention to the stories behind the brand. Many breweries, distilleries, and wineries are family businesses and marketing for alcohol brands often focuses on the bonding experience of both creating the beverages as well as consuming them.

In many ways, enjoying alcoholic beverages has long been associated with finding and holding on to connections that we have with family and friends. As this became more of a challenge, alcohol marketing professionals began to think outside the box in order to help that connection stay strong even with social distancing. This resulted in online happy hours on Facebook Live and similar venues. Professional bartenders providing drink mixing instruction and promoting brands that reflect varying values and reinforce the idea that we need to find safe ways to stay connected.

Promoting Brand Loyalty and Image While Marketing For Alcohol Brands

The image behind a brand of alcoholic beverage can vary considerably depending on many factors. Sometimes smaller companies struggle to compete with larger brands that have become large household names. They need to develop a more specific niche for their brand and the type of image they want to reflect. By choosing a specific target market with the help of marketing consultants, or even by using software to help with the sales process, it becomes easier even for smaller producers to find their core market and begin the process of expanding on it.

Before the pandemic, there were many smaller wineries, distilleries, and brewers that hosted tastings on site where they would aim to make consumers feel like part of the process. By taking advantage of CPG, smaller quantities of beverages can be marketed to consumers directly along with whatever values the company may have. Some companies show a sense of social consciousness by supporting certain types of charities, or they may emphasize their commitment to sustainability or positive environmental or health practices.It is important for companies to display a clear picture of who they are and who they aim to be, and continually look for stories that support that image. The less that people are able to connect in person, the more important it becomes that they are able to stay connected through consistent and entertaining sales and marketing practices through their own website as well as various social media channels, e-commerce sites, and email marketing campaigns. In the end the connections and relationships remain important for any brand, and this is especially true when it comes to developing the right campaign for alcohol marketing.

Let us help you develop a robust marketing strategy!

Your marketing strategy is integral to the success of your marketing efforts, especially with the holidays coming up, it’s more critical than ever.

Are you ready to make it big and give your company the edge it needs to succeed during this new normal and beyond? Contact us today to schedule a consultation with our digital marketing experts.

When it comes to marketing, video content reigns supreme. While there’s always a place for text and images, humans are naturally drawn to moving pictures, which is why video marketing is so effective. In fact, users retain 95% of a video’s message, meaning that they’re much more likely to pay attention.

But, while video marketing is helpful, not everyone knows how to create compelling content within this medium. Fortunately, we’ve compiled a list of seven tips to improve your video marketing strategy. Here’s what you need to know.

1. Start Strong

Did you know that the average person’s attention span is only eight seconds? So, if you don’t capture that attention within eight seconds, a user is more likely to skip your video and go onto the next one.

But, how can you make an impact in such a short time frame? The best option is to tell the viewer what the video is about and what they can expect from watching it. Don’t worry about spoiling your content – being upfront and honest is much better than burying the lead. This way, the viewer can decide right away if they want to continue watching or not.

2. Keep it Short

For the most part, viewers won’t want to sit and watch a 10 or 15-minute video. That said, if your content is compelling enough to hold one’s attention for that long, feel free to go the distance.

Overall, what matters is the type of video content you’re producing. There is no “right answer” when it comes to length, but make sure that your videos don’t feel like they’re dragging on. Even if you hook your viewers immediately, the trick is holding that attention for the length of your piece.

One strategy to consider is cutting different versions of your video for various platforms. For example, if you post to TikTok or Snapchat, you want your content to be a minute or two. However, posting to Facebook or YouTube means that you can upload longer segments. Having different edits allows you to maximize your marketing potential for each video.

Keep branded videos short, sweet and to the point.

3. Personalize Your Content

One crucial component of any marketing strategy is to focus your attention on a single customer rather than a broad demographic. Buyer personas are highly valuable because they allow you to connect with your users much more easily. If your videos are generic and bland, no one will pay attention. However, if they address specific needs, they’ll get much more traction online.

Before shooting any footage, you’ll need to ask, “what’s the purpose of this content?” Some answers can include:

Brand Awareness
Product Promotion
Informational Content

Once you determine the goal of your piece, you can align everything to meet it. In many cases, companies will produce videos without any objective in mind, making them far less captivating or valuable.

4. Don’t Forget About Branding

Regardless of the purpose of your piece, you should make sure that it’s branded effectively. Technically speaking, anything you promote can help with brand awareness, ensuring that you can build a bigger and more loyal audience.

That said, you don’t want to go too far with your branding, either. Showing your logo at the beginning and end of the video reminds viewers who you are so that they’re more likely to pay attention to what you have to offer. Also, make it easy for users to visit your website or landing page by embedding links whenever possible.

Speaking of links, don’t forget about search engine optimization. Keywords are crucial if you want your content to get discovered organically, so utilize them effectively when uploading and promoting your piece.

5. Tell a Story

One significant mistake that many companies make is creating videos that are too “salesy.” While your goal might be to sell a specific product, you need to make the content much more engaging. It’s not enough to promote the features and benefits of your items – you need to show why your products are valuable.

An easy way to incorporate storytelling into your video content is to focus on a specific problem and how your product can solve it. This way, viewers can visualize themselves in that situation, making them far more likely to buy. Did you know that 84% of users said they’d purchased a product because of a branded video?

When crafting a story, don’t forget the core components of storytelling. There should be a beginning, middle, and end. Don’t worry about complex narrative devices or act structures – you’re not producing a Hollywood blockbuster. Instead, keep it simple and deliver a satisfying conclusion.

6. Optimize for Mobile

These days, far more people are consuming content on mobile devices than ever before. Up to 62% of users in the U.S. say that they watch videos on their phones, so you have to adapt accordingly.

But, what does mobile optimization mean for video marketing? Here are some tips:

Closed Captioning – Most people won’t have their volume at full blast, so you have to make it easier for them to follow along. Closed captioning software makes it easier for viewers to retain information.
Visuals Over Sound – Up to 92% of users watch videos with the sound off, so you have to rely on visual communication. If your video is just someone talking, it’s harder to capture attention.
Simple Graphics – Smaller screens mean that viewers won’t be able to see too many details. Don’t overload your video with background elements.

7. Include a CTA

Finally, if your video marketing is designed to achieve a specific goal, don’t forget to tell your viewers what it is. A call to action is crucial because you want to spur your audience to do something with that information. Examples of CTAs can include:

Sign up for an email list
Click a link to a landing page
Buy a specific product

Remind viewers of the call-to-action within the video and post it in the description. Overall, the easier it is for someone to follow through, the more likely they’ll do it.

Get Better Video Advertising With Us!

Video marketing is challenging to get right, even if you know what to do. Fortunately, you don’t have to do everything by yourself – let us help! Contact us today to see what we can do for your brand.

Are you transitioning from B2B to D2C and joining the eCommerce revolution? Fitting the direct-to-consumer roadmap into your wholesale model seems like an impossible puzzle to solve. You have all the pieces, but putting them together to create a bigger, better picture takes a bit of problem-solving. Owning your consumer while balancing your B2B relationships is possible by refining your message, finding the right partners, and supporting retailers.

Speaking a New Language

Expand your operations team to include customer service and small-order processing. Plan sales and marketing campaigns that reach your audience in their everyday lives. Make space for your customers as they discover, consider, purchase, and return for more.

Understanding your consumer journey helps you determine what message you need to convey and when. First, make consumers aware of your brand’s positioning in the marketplace. What problem are you trying to solve for them? How will they identify with you and become aware of your solutions?

Second, figure out where your buyers are likely to take action. What social media platforms do they use? How much information do they want before making a purchase, and how can you provide that information to them? Lastly, nurturing customer relationships is much different than business relationships. Be prepared to take extra efforts to make repeat business a healthy revenue stream.

It’s worth considering creating a sub-brand within your business, specifically for D2C. Find out which of your products and services make the most sense to market to consumers directly and develop a brand around those solutions.

When it comes to D2C marketing, figure out where your buyers are. For example social media. — The language and content you use to target your target audience will depend on which platform they use.

Find the Right Partners for the D2C Model

Manufacturers, distributors, and other wholesale partnerships were your MVPs for the longest. You likely generated and retained business with a team of account managers. Now it’s time to consider partners in marketing and payment processing specifically for direct-to-consumer/eCommerce.

Get ready to up your marketing and advertising game. If you are tweaking your branding, a creative agency can help you create the perfect look. At the same time, appearance isn’t everything! Use a performance marketing partner focused on data and testing strategies, so your beautiful ads and landing pages produce results. Not sure where to start? Try our free marketing analysis, and we’ll get you on the right path .

Find an electronic payment system that makes it easy for customers to make purchases (#getpaid). Your website may need to be updated or completely redesigned, but ensure your developer integrates an excellent checkout platform. Processing payments from other businesses, usually done by invoicing, is much different than taking payments from a customer. Be prepared to find a new solution partner so customers can place orders efficiently and quickly.

Your customer journey plays a huge role in

Manage B2B Relationships while becoming a competitor

Hopefully, your retail partners support your transition. Either way, be mindful that you are becoming a competitor by selling directly to consumers. Ultimately, if you do not end your wholesale operations, striking a successful balance between B2B and D2C requires a little synchronizing with retailers.

Don’t be afraid to own your consumer and make no apologies for it ! Building relationships with your customers directly increases brand awareness, which drives traffic and retailers to your website. Collaborate with your retail partners to find ways to elevate business for both of your companies.

In addition to being collaborative, be supportive. Appeal to traditional shoppers who use their senses to make purchase decisions by letting them know where they can find your brand. Include web pages like “Find us in stores” or “Find us elsewhere.” Sure, that might mean you don’t win their direct sale at first. But, if a retail partner has a trustworthy reputation, customers may be more likely to purchase from you directly next time.

Transitioning, growing, evolving – whatever you want to call it – it all means that your business is changing and moving in new directions. Going from wholesale to e-commerce is a business decision you’re not making alone. Consumers are aligning their purchasing behavior with private, personal lifestyles. So, building brand equity is a smart move. Learn the D2C language and start speaking it in every part of your business. Find a marketing partner specializing in profitable growth and scaling customer acquisition. Then, collaborate with and support your business relationships.
If you still feel like a piece to your puzzle is missing, let’s find it together .