The global vegan food market size is projected to be worth around $65.4 billion by 2030. With that amount of growth and demand, it’s important to start standing out from the competition now. A well-planned vegan public relations strategy can be one of the fastest ways to grow brand recognition. It also does wonders for your credibility. Rather than crossing your fingers and hoping for the best, you can focus your content and outreach efforts to maximize your publicity in an impactful, cost-effective way.
Here are a few ways to assess your current PR strategy or get started from scratch:
1. Are your goals clearly defined?
Goals can either set you up for success or be the determining factor in your pitfall. That’s why being realistic and specific is crucial. You cannot get where you want to go without first knowing where that is. Come common examples of PR strategy goals include increasing brand awareness, increasing positive customer sentiment, or getting published in a specific outlet.
2. Have you identified the right target audience?
Consumers hungry for vegan products are everywhere and may not even exclusively be vegan! Data shows there’s about approximately 79 million vegans worldwide, but as much as 42 percent of the population is estimated to be “flexitarians” – or people who consume vegan and vegetarian products regularly. However, getting a grasp on basic demographics (gender, age, education level, geographic location, etc.) is one thing. To have a successful PR strategy, you need to understand your audience on a deeper level. For example, what are their values? What stresses them out? What kind of media do they like to consume? Taking the time to really consider who your customers are will make it easier to craft key messages that will resonate.
3. Are your key messages clear and concise?
Key messages are supposed to be short, sweet and to the point. Think of them as your elevator pitch. You only have so long to make an impression about who you are and why consumers should you’re your brand. You want them to walk away with a lasting impression of your business. That usually requires a careful balance of being relevant, compelling, simple, and memorable. You may not get it right the first time or even the first couple of times. Your key messages should be adaptable and be a continuous work in progress.
You don’t have to go about it alone. If you’ve been looking for ways to better connect with your target audiences, consider partnering with an experienced agency that shares your passion and knows the best ways to take your brand to new heights. Give our specialists at Orange Orchard a call today at (865) 977-1973 or contact us online.