Tide Cleaners Chooses 4 Major Areas of Social Media Focus as Covid Restrictions Lift
We asked Macayla Porter, Associate Director of Digital Marketing at Tide Cleaners: “After adapting your social media to Covid, what changes are you considering as restrictions lift?”
We are so ready to welcome back our guests to Tide Cleaners, but will it be that easy? Do we expect them to simply return to their pre-Covid routine of dry cleaning and laundry services? No way.
Sure, we see people embracing old freedoms and getting back out in the world, but we know the past year-and-a-half has changed all of us. While the overall benefits of getting your clothes cleaned remain pretty much the same, the reasons for signing up are likely broader. Maybe even deeper. What worked before to attract new guests may not work now, at least not at scale.
So how does this change our approach in social media marketing? Well, we’re investing in social platforms to win back old guests and generate new leads, but we’re doing it humbly. It’s about re-learning why our prospective guests would choose to get their clothes cleaned. This method takes people – awesome people with a desire to learn. It takes a focus on creative and a strategy that sets us up for testing and actionable results. Here are our four major social media focus areas as consumers emerge from their homes.
1) True team collaboration
We have amazing people to drive our efforts who not only have the skills, but also the passion and desire to collaborate. In a learning environment, speed is really important and we believe collaboration in particular is the fuel.
2) Intense focus on creative
Ensuring our social media creative format is optimized for the campaign objective isn’t enough. We’re deeply focused on the creative concepts and ideas themselves, ensuring we’re bringing to life various existing insights and tensions in the industry since Covid.
3) Continual A/B testing
In a learning environment, being relentless with A/B testing is key. We don’t want to invest heavily in an unproven idea or concept on social media when these platforms make it so easy to test for lift. We may also identify some additional segments of people we weren’t talking to before.
4) Accountable to results
Learning is just learning until you apply it. Our team has adopted a continual monthly process where we capture a social campaign’s objective, strategy, optimizations, results, and action steps so we can apply what we learn for greater business impact. Everyone in the organization, whether they’re in finance, R&D, or marketing learns at the same time.
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