Social Listening In on Poppi
The brand I have chosen to research on is Poppi. Poppi is a “modern” soda marketed to the next generation made up of fruit juice, apple cider vinegar, and inulin prebiotics. There’s only 5 grams of sugar and no fake “stuff”. Their goal is to keep you hydrated and maintain gut health. Founded by a husband and wife duo. They started from the farmers market and made their worldwide debut on Shark Tank. Poppi quickly has become one of the fastest growing non-alcoholic beverages in the U.S. with 9 different flavors currently on the market.
When researching on Tik Tok, Poppi has a mass growing following of 501.5k. In their bio they have their instagram and website linked for people to easily access their product and a 15% off discount when you text Poppi to 865-49 to real consumers in. Once I began my deep dive into the comments I found an astonishing amount of positivity. User Gemmm.a says, “Loved Alix’s content !” (the influencer with the brand at Coachella this year). To which Poppi responds, “It’s the best!!”. Another fan comments, “Please make a tall 160z Doc pop, Rootbeer, and Cherry Limeade!!!” to which Poppi says, “Genius” with an eye emoji. Showing Poppi is open to hearing their customer’s wants and needs. With good, there’s always some bad. However, when flooding the comment section for negative reviews, there were not many. One commenter, Kaylyn Eva says, “4 dollars a can in Canada” with a sad emoji and “nicole and david” say, “Try to sell packs in Canada!”. Showing us that Poppi is missing out on a large market in Canada making it less accessible and expensive for potential customers. Poppi did not reach out and respond to these customers (poor choice in my opinion), causing loss in potential sales and reputation. If it were me, I would try my best to respond to this issue as quickly as possible and get my sales out to Canada. I think by creating an authentic post by Ellsworth addressing the issues in Canada, she could attain a new customer base and maintain brand loyalty.
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Poppi’s value proposition is that they're bringing soda back, but it’s healthier for you by adding only 5g of sugar, 25 calories or less, and added prebiotics for gut health.
Promotions are a great way to market and bring in revenue. One going on currently with Poppi is a 15% off discount on your first order when you input your email. This allows future promotions, new drops, and other information to automatically be sent to your email once signed up. Another way companies can use promotions is through giveaways. Poppi has one going on right now for their new Lemon-Lime flavor. Twenty lucky winners will receive 12 and 16 oz cans of their new flavor all you have to do is follow them on instagram, like the post, and tag a friend in the comment section. This drastically increases activity on their account while offering a fun incentive to customers.
Poppi uses a number of different marketing strategies to promote their product. They have taken over the game in Tik Tok being one of the top active brands. One of their best strategies has been influencer partnerships. These influencers such as Alix Earle that have taken over the app can transform a brand’s message into fun content and creative videos that resonate with their targeted audience. This type of marketing opens up new audiences, enhances brand awareness, and boosts engagement. Poppi also participates in paid advertising through TikTok. This enables brands to run ads in their feed, create hashtags, and develop video effects allowing for more traffic on their account. Poppi’s marketing team does a good job of keeping up with all of the current Tik Tok trends and sounds. By doing this they can find ways to align the brand with relatable/fun videos. Another strategy being used is authenticity. Content people want to connect with.
People don’t buy what you do, but Why you do it. Founder Ellsworth remains the face of the company, “Nowadays, that’s what the consumer wants, right? They want to connect with a real human, they don’t want the high gloss, they don’t want the ad in your face,” she told BevNET earlier this year (Bevnet). Ellsworth does a good job of tying her brand to her own journey. Ellsworth uses her initial success to populate Poppi’s email contact list, going from no subscribers in 2020 to over 200,000 in months. The company shows no signs of slowing down in its social media marketing. The brand has posted to TikTok over 1000 times since and on many occasions hitting over a million views. A struggle they may face by operating almost exclusively on Tik Tok and social media platforms are negative comments and “cancel” culture. People are easily influenced, so a few bad reviews may hinder your brand loyalty and reputation. Another negative to this marketing strategy is all of the potential customers you may miss out on by not being able to reach them via social media.
I learned a lot from this assignment and how strong of a presence social media can truly have on your business. It is important to have your brand across multiple media platforms as well as maintaining an active status on them. There are so many different strategies that can be used, but it’s important you find the ones that best suit you. I learned that it’s important for brands to invest so much into marketing as well as their customers even if it’s through a platform.
https://www.bevnet.com/bestof/2021/poppi-tiktok-case-study
What would you do if you were the marketing manager?
ReplyDeleteThis needed to be proof read. Good job otherwise.