Recently released research from GlobalWebIndex sheds light on what consumers are after from brands during this global crisis – here’s now that’s relevant in the world of beer.
Through the Coronavirus pandemic, research company GlobalWebIndex have been surveying consumers across the world to assess their reactions – fears, concerns, changes in behaviour and general attitudes. While there’s a few ways that consumers can help out their local breweries, bars and bottle shops, I’ve looked closely through their most recent release and it seems as though there’s some key learnings that the world of beer – breweries, bars, bottle shops and more – can take from their side:
- People are concerned about their personal finances – but not as much as you might think
- Online shopping is key, but combine it with other online activities for maximum impact
- Insert your brand into other ways people are spending their time
- Nail your content – it’s not just about the product
Read on for more details and ideas…
People are concerned about their personal finances – but not as much as you might think
A longer-term trend to think about. People are clearly concerned about the future of their money, but in fact show more concern for the national economy more broadly right now. It’s something that is hard to predict (and I’m certainly no expert), but I don’t think it would be any surprise that there are and will continue to be repercussions to the economy.
Online shopping is key, but combine it with other online activities for maximum impact
People are obviously shopping more online, with 37% of consumers in the UK saying that they are spending a little or a lot more time doing so – probably not a surprise. About 8% of those say they are buying alcohol online more now (more likely to be aged over 25, male and earning higher incomes) and although that might sound small, it could represent up to 2 million people.
There’s an audience there – make sure you are promoting any online offering you have. On top of this, overlapping with some of the audiences spending their time in different ways (see point 3) may help to broaden the beer audience outside of this existing group. People are interested in cooking, so post a recipe and a beer to pair with it, or use as an ingredient – link directly to the beer on your website. Put together a pack of beers for sale and host a virtual tasting session or film viewing party.
Insert your brand into other ways people are spending their time
Other ways people are spending their time include more reading, time on social media, talking with friends & family, cooking, doing other hobbies and watching TV or using streaming services – how can you be part of these? You want people to come across your brand in their daily lives, either to grow awareness or act as a reminder, so the broader you can be the better.
Recommend your favourite books, films or series – maybe help people get to know your team by showing off their different interests (especially helpful if you are very small). Invite submissions of favourite books or films, or ask more crafty-minded followers to submit can art ideas and alternatives. Give followers materials to empower them to share their love of beer with family and friends. Now’s a great time to build relationships with your brand’s fans.
Nail your content – it’s not just about the product
Consumers do want to know what your response to COVID-19 is (and understand why you would communicate this) but they are also looking for more light-hearted news and content. While everyone is spending more time on their phones, reading news and scrolling through social media, they need a distraction from all the terrible news around the world.
So what can you show them that’s a bit different or more entertaining? Behind the scenes video of the brewery/bar on a normal day, or a tour while it’s empty? ‘The making of’ a certain beer? Design process or early versions of artwork? Understandably you might not want to post memes, but can you run a quiz or ‘guess the beer’ competition or poll? Name your next beer? A spot the difference post?
These are just a few ideas, but hopefully are some useful thought starters as you plan out your company’s activities over the next few weeks and months. I’d love to hear about any more ideas, what you’re doing, and try to help others along the way. Please share this list to anyone who might find it interesting.
Stay tuned for more analysis of news and trends, as well as beers!