• 3 STEPS TO OWN THAT COMEBACK

    By Sarah Ng on January 15 , 2018

    3 STEPS TO OWN THAT COMEBACK

    Tongues were definitely wagging when yet another familiar franchise pulled out of sunny Singapore overnight, much to the dismay of many diehard fans. Thankfully, it seems that brands can’t stand being away for long and return so quickly, it’s almost like they never left. Almost!

    So how do you effectively pull off the return of a brand?

    Here are three ways to nail the comeback, taking cues from the recent campaign we spearheaded with comeback kid of 2017, Gong Cha Singapore.

    1. CREATE HYPE

    While brands may not necessarily have a choice when they exit, they do have a choice on how they can return with a bang. Go hard or go home; Make a ruckus. It is crucial that the brand announces its return on its own channels but of even greater importance is to engage the loyal customer base to help share the news. The easiest channel? Digital! Create content worth sharing (hint: launch date / special promos), pump some money behind it for additional reach and the rest is history! In the case of Gong Cha, we also took it offline by seeding products to the media and influencers.

    After you’ve gotten likes, comments, shares, reactions, excited emojis by the thousands, the next step is the actual launch day. Throw a VIP-only party for media, influencers, and partners as these KOL will help get the word out.

    2. REWARD BRAND ENTHUSIASTS

    Singaporeans take their F&B very seriously. Brands can’t come and go and expect customers to be patiently waiting like a forlorn lover. If there’s any intent to return, never drop off fans by closing your digital sites. While planning a return, constant conversations with fans can help shape an eventful comeback.

    Additionally, brands must be the ones showing loyalty. Giving back to customers is always a nice gesture. In Gong Cha’s case, we knew who their customers were and what they were looking for. With this information, we formulated and executed our plan in a targeted approach. The results? Snaking queues the day of the launch, with some even comparing it to the launch of an iPhone.

    3. SOMETHING OLD, SOMETHING NEW

    Yes, the brand is back! After the initial two minutes of rejoicing, what now? It’s not enough for the brand to come back resuming status quo. Give people something more to talk about! New design – check! More variety – check! Innovative initiatives to benefit the community – check!

    With Gong Cha, the introduction of highly instagrammable flavours like the Purple Sweet Potato Latte and Strawberry Popcorn added to the hype. When the new introductions are a hit, it’s also a promise to customers that you’re back and even better than before.

    There you have it! A three step guide to successfully bringing a brand back into the market. P.S. Llaollao, hit us up at 6339 2883.

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