Category: Marketing

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Business Marketing

Podcast with CEO of Chattanooga Whiskey, Tim Piersant

CEO of Chattanooga Whiskey

In this podcast special, Sam Silvey chats with CEO of Chattanooga Whiskey, Tim Piersant, about all things regarding brand authenticity and strategy, overcoming obstacles, the effects of COVID-19, and other important topics. Tim shares the inspiring story of Chattanooga Whiskey and its 10-year journey of establishing its brand in the marketplace.

Listen now to understand more about how Founder and CEO of Chattanooga Whiskey triumphs through adversity as his company turns global.

How it Began

In 2011, Chattanooga Whiskey was founded by Tim Piersant and his partner, Joe Ledbetter, two friends with a vision to reform the ban on distilleries in Chattanooga, TN. Before 2013, it was illegal to distill whiskey in Hamilton Country due to the decades-old prohibition laws. With a mission to bring back “Whiskey to the People”, they set out to overturn those laws and began the Vote Whiskey campaign. Utilizing a broad marketing strategy centered around empowering the Chattanooga community, the successful Vote Whiskey campaign gained huge traction across the city. In May of 2013, the laws were overturned. Not only did the Vote Whiskey campaign open the doors for Chattanooga Whiskey, but it also created significant economic opportunity for all of Chattanooga, TN.

Following this milestone, Chattanooga Whiskey became the first distillery in the Chattanooga area in over 100 years. In 2015, they began the process of crafting their own unique bourbon whiskey recipe. After four years and over one-hundred recipe variations, Chattanooga Whiskey perfected and released the first ever Tennessee High Malt, a local whiskey that celebrates Chattanooga’s rich distilling history.  

Brand Authenticity

Over the past two decades, white labeling in the spirits industry has become so common that finding a truly authentic brand with a real story is very rare. With the momentum and name recognition that came from the Vote Whiskey campaign, keeping the same white label product would have been an easy solution for Chattanooga Whiskey (the product was already doing well in several states), but that was not the Chattanooga Whiskey way. They were born to be trailblazers, so instead, they decided to be true to themselves and create a completely unique and entirely new bourbon recipe – the Tennessee High Malt. Although creating a new product was a significant risk, it was a risk they were willing to take to be an authentic brand.

In the video, Tim Peirsant shares the story of Chattanooga Whiskey’s recent launch in Kentucky and how it was received in the market. Kentucky consumers are known for their appreciation of bourbon, so it was important that Chattanooga Whiskey stood out as a unique brand. By sharing their authentic story of how Chattanooga Whiskey created the only Tennessee High Malt, it gave them a better chance to succeed in a market like Kentucky. Chattanooga Whiskey is a progressive brand because they not only have a true authentic story, but they also deeply believe that their flavor is unique, better, and different.

Brand Strategy

Tim explains that markets operate very differently in the spirits industry – some are independently driven while others are chain driven. This is important to take into consideration when building relationships, utilizing marketing resources, and implementing marketing tactics. An important strategy for Chattanooga Whiskey is to invest heavily in consumer education. Rather than using a “Spray and Play” tactic which would spread them far too thin, Chattanooga Whiskey has taken a more focused approach to share their story and build relationships the right way.

Even though naming a brand after a community can be limiting, Chattanooga Whiskey has gained major brand recognition across the United States. They are the only real branded Chattanooga product that is available in a third of the country. Chattanooga Whiskey is already available in nine different states and will soon be in twelve.

COVID-19 Challenges

Although whiskey is somewhat of a “recession-proof” product, the industry has faced some very difficult challenges with the COVID-19 pandemic. Big whiskey brands produce and sell approximately 80% of consumed alcohol. Although craft distillers only make up for a small fraction of sales, they are a huge economic and market driver. Tourism and social activity are major factors for the local spirits industry as they grow and build their brand. With COVID-19 causing the shutdown in the hospitality industry, distillers across the nation are suffering. A recent study found that 60% of craft distillers were doubtful that they would survive in the next one to two months.

Chattanooga Whiskey has been fortunate during these unprecedented times due to its growth, price point, and amount of time they have been in the industry. Because Chattanooga Whiskey is a retail-centric brand, they have been able to weather the storm and continue to grow. Chattanooga Whiskey has seen a 62% increase in sales compared to last year, whereas 42% of distillers are going out of business.

Let’s chat! Contact Spectruss today.

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Business Marketing

COVID-19 and Outdoor Recreation

COVID-19 and Outdoor Recreation

 

COVID-19 and Outdoor Recreation. How does it effect you? As the U.S. continues to face the COVID-19 pandemic, people are looking to outdoor activities as a solution to staying occupied and healthy amid social distancing mandates. Research shows that consumers are shifting discretionary spending away from typical summer travel plans and focusing instead on family-oriented outdoor activities. As a result, several outdoor categories have experienced exponential growth in recent months.

While the sports & outdoor industries typically see increased activity during summer months, this year those numbers have skyrocketed. Top retail websites like Dicks Sporting Goods, Academy, Cabela’s, Bass Pro, and Camping World collectively saw an 86% year-on-year increase in May 2020. With consumers increasingly seeking outdoor activities, sales of bicycles, boats, water sports, and camping gear have exploded.

Boating

With many summer vacations canceled, the boating industry experienced a major peak in interest to get out on the water. According to the National Marine Manufacturers Association, 70 percent of boating dealers reported they experienced significant sales growth in May 2020, the strongest number recorded since July 2018. Personal watercraft sales have spiked by 75 percent compared to May 2019. Boating has given consumers a way to get out of the house and enjoy summer days on the water while still maintaining social distancing recommendations.

Paddle Sports

Before COVID-19, the paddlesports category such as kayaks, paddleboards, rafts, and canoes experienced a decline in sales. From an inventory management standpoint, these expensive and bulky products typically gave retailers a challenge for making sales. With consumers looking for family-based activities, these products have been selling at unexpected speeds. In recent months, Google searches for water-related products increased by 70 to 100 percent. And in June 2020, sales of water sports products increased 56 percent compared to the previous year.

Cycling

The cycling industry experienced significant growth soon after the stay-at-home order was announced in the United States. In June 2020, bicycle sales were up 63 percent compared to the same time last year. Most sales were generated from family-friendly bicycles during the early months of COVID-19. In recent months, the industry has seen an increase in full-suspension mountain bikes and road bikes. This is believed to be attributed to the shortage of family bikes, along with people taking up cycling as a more permanent hobby.

Camping

The camping industry has recently experienced a surge in performance due to the increasing consumer interest of backyard adventure. In June 2020, sales increased by 31% as more people camped at local destinations or even their back yard to spend quality time with family outside of the house. Recreational tent sales grew almost two times as fast as backpacking tents, which are typically purchased by serious campers. This indicates that as camping continues to grow in popularity, the family recreation niche could be a major boom to the industry. Offering more affordable equipment to new campers will also provide value during current economic uncertainty.  

Let’s Chat!

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Business Marketing

Advertising During a Recession

The novel coronavirus has spurred an economic shutdown across the globe. As businesses slowly begin to reopen, there is much uncertainly as to how our economy will respond and if the United States is headed towards a recession.

It can be difficult to remain calm when a recession hits, but history shows brands that continue advertising and marketing during a recession come out stronger in the end. Numerous studies that go back decades point out the advantages of maintaining and even increasing advertising budgets during an economic slowdown. Companies that maintained or grew their ad spending saw an increase in sales and market share during the recession as well as afterwards.

Cereal

During the Great Depression, Post cereal (the industry leader in the 1920s) significantly cut its advertising budget while Kellogg’s cereal doubled its advertising spend. Kellogg’s invested heavily in radio advertising and introduced a new cereal called Rise Krispies, featuring the “Snap” “Crackle” and “Pop” campaign. Kellogg’s profits skyrocketed by 30% and secured the company as the new dry cereal industry leader, a position they would hold for decades to come.

Automobiles

In 1973, America experienced a 17-month recession brought on by the energy crisis. When the U.S. government issued its first miles-per-gallon report, Toyota Corolla ranked second to Honda Civic in fuel efficiency. With Toyota already experiencing strong sales, the impulse was to cut advertising spend when the recession hit. Instead, the company resisted this urge and stuck to its long-term advertising strategy. As a result, by 1976, Toyota surpassed Volkswagen as the top imported car manufacturer in the U.S.

Fast Food Restaurants

During the 1990-91 recession, McDonald’s dropped its advertising and promotion budget while Pizza Hut and Taco Bell took advantage of this decision by ramping up their advertising spend. As a result, Pizza Hut increased sales by 61%, Taco Bell grew sales by 40%, and McDonald’s sales decreased by 28%.

“Rather than wait for business to return to normal, top executives should cash in on the opportunity that the rival companies are creating for them. The company courageous enough to stay in and fight when everyone else is playing safe can bring about a dramatic change in market position.” – Dhalla, Harvard Business Review.

Common misconceptions for cutting advertising in a recession  

  • Advertising would be wasted because people do not have money.
  • Competitors are slashing ad spending, so we should do the same.
  • Money saved on ad spend can help pay dividends.

Reasons to advertise during an economic slowdown

  • The ‘noise level’ in a brand’s industry can significantly drop when other competitors cut back on their advertising spend.
  • Continuing to keep your brand in front of consumers gives the sense of company stability during difficult times.
  • The cost of advertising drops during a recession which creates a ‘buyer’s market’ for businesses.

During an economic downturn, the best course of action is to protect your brand’s investment. To do so, businesses must safeguard the equity accrued through their marketing and advertising efforts. If companies slash their advertising budget and go dark during a recession period, the cost to regain a share of voice in the market once the economy recovers may cost much more than the ad budget cuts initially saved.

As a popular adage states, “When times are good you should advertise. When times are bad you must advertise.”
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Business eCommerce Marketing

Marketing in the Covid-19 Age

To say that 2020 is a unique time for businesses around the world is an understatement. There is no playbook for a health crisis such as COVID-19. This global pandemic has significantly altered consumer behavior and attitudes, ultimately changing the way people interact with your brand, find your site, and access your products. The ever-changing cultural window of COVID-19 is requiring brands to create at significant speeds just to keep their content relevant to the consumer.

Challenging times like these require marketers to be extremely nimble and develop an actionable plan to optimize business performance. This is where smaller, more agile agencies such as Spectruss have the upper hand. At Spectruss, we have the ability to quickly pivot in our marketing strategies to help businesses adapt in changing circumstances. By closely monitoring data, our team can test, learn, and adjust in real time to ensure your brand messaging remains relevant and your advertising efforts are correctly allocated.

As a marketing agency who has worked closely with brands during this time, we have found that businesses who quickly adapt their messaging, digital, and e-commerce strategies set themselves up for success. During this time of social distancing, our team implemented new digital solutions for our clients, allowing them to continue to serve their targeted audience in a unique way.

Social Media Campaigns

With the stay at home order sweeping the nation, cosmetic surgeons and medical spas were drastically affected, as they rely on face-to-face consultations with patients. For one of our clients, Refine Aesthetic Studio, we launched a social media campaign that offered virtual consultations for their clients. Utilizing digital technology gave the studio the ability to continue to help their patients, even with their office doors temporarily closed.

E-commerce

As consumers stay home and shift their shopping habits towards online, it was imperative to quickly provide an e-commerce solution for our client, The Furniture Shoppe, a high-end furniture store in the Chattanooga area. Our team took immediate action towards building a beautiful, functional e-commerce website which significantly increased the store’s online presence. This not only gave our client a solution to continue sales during the lockdown, but also created a platform that would maximize their revenue intake for years to come.

During this constantly evolving time of consumer behavior, it is imperative for businesses to quickly adapt. While we all hope that things go back to “normal” soon, companies must be prepared for the lasting impact on the consumer landscape. Brand messaging, digital, and product strategy may need to significantly evolve in the post-COVID-19 age.

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Business eCommerce Marketing

Why Web Analytics are Crucial for a Successful Business (Video)

A strong online presence is crucial for the growth and success of your business. So how do you ensure your website is performing at its best and you are getting the best possible ROI on your digital marketing efforts? It all starts with web analytics.

Tune in to the video below as CEO of Spectruss, Sam Silvey, discusses the importance of website analytics, the key data to focus on, and how you can use it to prove a return on investment for your business.

The Best Platforms to Use

Over 55% of the top 10,000 websites in the world use Google Analytics, making it the most highly recommended data measurement platform for businesses today. Not only is Google Analytics free to use, but it also gives your company the ability to analyze in-depth details about the visitors on your website.

In addition to Google Analytics, HubSpot is another extremely useful analytics tool that manages tracking codes to collect important website user data. By bringing all your Google Analytics and HubSpot data together, you can analyze and report across the entire customer journey, ultimately allowing you to devise a successful strategy for your business.

Know the goal for your website

As mentioned in the video, the goal for your company website is to direct traffic towards your call-to-action, whether that be filling out a contact form, buying a product, or clicking a phone number. Once you have a clear call-to-action for your website, your company can then move towards maximizing conversions.

After you have identified your call-to-action for your website, you must then discern how much that conversion is worth to your company. Known as a conversion value, assigning a numerical value to specific conversions is crucial for determining their impact on your business. This gives you the clarity to optimize and make decisions based on real ROI data.

Understand your website traffic

Monitoring the traffic to and on your website helps your business better understand your online visitors, potential customers, and interactions with your site. Google Analytics is a great platform for tracking this important data, giving your business the ability to pinpoint exactly how your website is performing, and in what areas it can be improved.

In order to make your website more successful, you must first analyze how traffic navigates on your website. Tracking data from product purchases, abandoned shopping carts, bounce rates, page clicks, and session duration gives your company a clear picture of where the drop off is on your site, what content your potential customers are looking for, and where you want to spend your ad budget to drive more traffic.

Collect data from mobile, tablet and desktop

With content consumption drastically increasing on mobile phones, it’s more important than ever to ensure that your website is optimized on all devices. In fact, we are now seeing up to a 60% conversion rate take place on mobile phones. Comparing conversion data from mobile, tablet, and desktop versions is extremely important for reviewing inbound traffic and identifying the success or failure of how your website is performing across all devices.

Manage advertising spend to identify what converts best

Now that you have been collecting and analyzing data, it’s time to start advertising to drive more traffic to your website. Return on ad spend (ROAS) is one of the most important metrics for digital advertising. Essentially, ROAS answers the fundamental marketing question, “If I put X amount of money in a marketing channel, what will I get back in return?” Using the website analytics collected from your digital ads helps you to know if your ad budget is actually providing a return on investment.

If you’d like to learn more about how to make your website perform the best it can and really prove a return on investment, give us shout! We’d love to talk with you.

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Design eCommerce Marketing

Spectruss Builds Custom Platform for New Medical Spa, Refine Aesthetic Studio

The Client

Refine Aesthetic Studio, an affiliate of Plastic Surgery Group, is a new premier medical spa located in downtown Chattanooga, TN. Our team at Spectruss used creative design and e-commerce web development to build a custom website for Refine Aesthetic Studio.

We also manage their digital marketing, advertising and social media platforms to help build brand awareness and increase online visibility. Other creative work includes event planning, PR, promotion and creative packaging.

Check out our work in the video below!

Web Design

Our creative team was eager to design a beautiful platform for Refine Aesthetic Studio that would readily attract clients. We thoughtfully chose color schemes, images, and layouts that would provide a visually appealing online experience and successfully portray the company’s overall brand image.

Ecommerce

We built a custom website with ecommerce capability to offer online ordering for Refine Aesthetic Studio’s skincare lines. Our goal was to create a convenient online shopping experience for clients to easily purchase their favorite skincare products. Designed to be responsive on all platforms, customers can use any device to shop on Refine Aesthetic Studio’s site.

Social Media

Social media is an effective platform for your business to gain exposure and build customer relationships. Our team managed Facebook and Instagram platforms for Refine Aesthetic Studio to build brand awareness through engaging content that showcased their services, products, and upcoming events. In just one month, Refine Aesthetic Studio saw significant social media growth.

Print

Using print materials is a great way to present potential customers with valuable information about your business in a small, portable form. Our creative team designed visually engaging literature to help build a recognizable brand and promote the offered services for Refine Aesthetic studio.

Photo + Video

From headshots to Instagram stories, we captured quality content to utilize on Refine Aesthetic Studio’s website and social media accounts. Our team will come to your business to create engaging videos and take beautiful pictures that will showcase your company brand.

Paid Advertising

Paid advertising is an excellent way to increase business growth by driving traffic towards multiple online platforms. Our team created and implemented advertising strategies to reach a specific target market and grow brand awareness for Refine Aesthetic Studio.

Event Planning

Our creative team organized events for Refine Aesthetic Studio from start to finish. We designed promotional materials, creative packaging and sent out a press release to local news outlets to help drive foot traffic to the new medical spa.

Interested to see what Spectruss can do for your business? We’d love to chat! Give us a call at 423.800.8633 or email us at info@spectruss.com.

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Events Marketing

Why Brands Should Embrace Experiential Marketing

In today’s world, it’s harder than ever to get the attention of consumers. Brands are always looking for new ways to stand out against all the noise and truly engage their customers. An increasing amount of businesses are turning to experiential marketing, which offers immersive, memorable campaigns that help deliver a brand’s message without distractions.

So, What Exactly is Experiential Marketing?

Experiential marketing has been a buzzword over recent years and is gaining increasing momentum in the marketing world. This powerful campaign strategy brings a whole new light to the way consumers experience a brand.

Experiential marketing focuses on direct engagement with consumers by using creative interactions to leave a lasting impression. These experiences could include a live event or a pop-up installation. Its central focus is to provide consumers with a live, engaging experience.

Many brands have found huge success in experiential marketing. Check out some great examples of successful campaigns below.

JetBlue- The Icebreaker

Who doesn’t want to take a trip to the beach in the middle of freezing cold winter? JetBlue airlines used this opportunity to promote their new direct flights from New York to Palm Springs in a very clever way. They put various summer-themed prizes such as beach attire, golf clubs, and free tickets to Palm Springs inside a huge block of ice and told passing New Yorkers that anything was up for grabs.

A social media campaign was launched along with this unique experiential strategy, resulting in a huge success for JetBlue. Everyone loves free stuff, right? Giving away prizes in a unique, creative way gave consumers an engaging experience they wouldn’t forget.

Gatorade Combine

The Gatorade brand is widely known for its close association with professional sports. To create an engaging experience for consumers, Gatorade used experiential marketing strategies to test individual athletic abilities in the form of a combine. A combine is an examination of athletic skills that athletes must complete before going to the professional league. Gatorade worked with a number of companies such as Xbox, Kinect, and Sparta Science to create electronic stations that executed interactive combine tests for each participant.

The results for the Gatorade combine tests provided accurate information for consumers, giving them data and knowledge to apply to other areas of life whether it be workout routines or dieting. Experiential marketing proves extremely impactful to consumers when it not only offers entertainment but also valuable information.

Red Bull- Stratos

The whole world held its breath when Redbull performed a record-breaking, supersonic skydiving jump. Known for its bold actions and involvement in extreme sports, Redbull decided to take its marketing strategy to new heights – – 24 miles about the earth’s surface to be exact! Redbull developed an experiential marketing campaign known as “Stratos” and partnered with Felix Baumgartner, a skydiver from Austria, to accomplish this incredible stunt.

Redbull streamed this event on YouTube and received over 8 million views (the highest viewing traffic of any live stream broadcasted on Youtube!) Don’t be afraid to think big and push the limits with your marketing strategies. Leave a lasting impression on your consumers by using the power of suspense and giving your audience something new to experience.

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Design Marketing

Email Design Trends for 2020

We’ve entered into a new decade of email design.

It’s important that we adapt our email strategies to appeal to new audiences and keep ahead of the competition. Check out the trending 2020 email designs below that will be sure to spark new interest and grab the attention of your readers!

Design for Dark Mode


We’ve all heard about Dark Mode. This new feature on digital devices displays copy on a dark background and a light foreground. This setting is gaining huge popularity and is a solution for those with light sensitivity. More people are using dark color schemes as the default setting on their digital devices and find bright designs to be a jarring experience.

Designers should start using darker background colors in their email designs to stand out against the many bright-colored email campaigns we saw in 2019.

Use Minimalistic Design

The power of minimalism is in the beauty of simplicity. Inboxes can get quickly jam-packed with emails, so cut through the noise with an easy-to-read design using plenty of negative space. By simplifying the content and making it easily digestible, you provide a clear call to action for the reader.

Minimalistic design in emails has been gaining attention over the last year and is expected to continue to soar in 2020.

Apply 3D Visuals

Designers are getting more creative with their use of visuals in emails. 3D visuals have already begun to gain popularity with big brands because it delivers imagery that is more realistic and intriguing. In contrast to traditional flat imagery, 3D visuals bring products to life and spotlight key messages.

Using 3D imagery in email campaigns brings a wow factor to the table and is expected to continue to gain major traction in 2020.

Ditch the Columns

Switch it up and don’t be so boring! So many emails follow the typical column layout which starts with the email header at the top followed by the product image, description, and so forth.

This year, think beyond the conventional email layout and start using broken grids in your designs to create a more engaging experience for your subscribers.

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Business Marketing

5 Tips for a Successful Black Friday

The holiday season is here and businesses everywhere are gearing up for the busiest shopping day of the year- Black Friday. Over 74 million Americans shop on Black Friday (if they were to form a country, it would be the 20th most populous on Earth!) Is your business ready?!

With so many stores offering huge deals on Black Friday, it can be difficult to stand out against all the noise. However, incorporating a few simple strategies can help your business provide an excellent Black Friday experience and leave a lasting impression on your customers.

Staff well

The crowds….the lines. We all know what this national shopping day is like. Make sure you have plenty of staff to get your customers through the checkout lines quickly. If your store is understaffed, it will be a very long and frustrating day. Black Friday shoppers are expecting lines, but your store can offer a refreshing experience by being extra organized and efficient.

Make it fun

Black Friday is a long and busy day for your staff, so make it fun by bringing in lots of snacks and goodies for the break room. You can even offer contests and prizes for meeting goals at the end of the day. Making it fun for your employees will help to create a positive atmosphere which will translate to a great customer experience with your store.

Keep your store looking extra special

According to a recent study, foot traffic to big box stores is expected to increase by 34% this year. Many small and medium retailers located near these stores could expect a spike in traffic as well. It is important for your businesses to prepare for this additional traffic by making sure your store looks in tip-top shape. Bringing out your latest merchandise, sprucing up your window displays and keeping things in order throughout the big day will be sure to leave a great impression on your customers.

Don’t try to compete with the big box stores

Let’s face it, the retail giants will always be able to offer bigger and better deals on Black Friday. Trying to compete with the big stores will only hurt your business by eating up all your margins. Instead, your business needs to focus on what those box stores can’t offer- a personal experience. As a smaller business, putting community and family values first is essential for generating loyal customer relationships. So, don’t bother opening on Thanksgiving because your customers will appreciate your businesses more for staying closed on the holiday.

Offer coupons with future dates

With the influx of traffic to your store on Black Friday, it is important to implement a strategy to encourage those shoppers to keep coming back. A great way to do this is by handing out coupons to customers at checkout. Be sure that those coupons are dated for a week or two in the future. This will bring shoppers back to your store during a less rushed time and could lead to long-term customer relationships.

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Business Marketing

What is UGC and Why are Brands Using it?

In a fast paced, digitally-run world, it is becoming increasingly harder to grab the attention of consumers. If brands want to stand out in this highly competitive market, they must get creative with their messaging and their marketing strategies. Customers are looking for authenticity in a brand and one of the best ways to establish this is with user-generated content (UGC).

UGC is content related to a certain brand that is voluntarily produced by individuals with the potential to drive conversation and build engagement. If a customer has a great experience with your brand, they are inclined to share that experience with their peers. Word-of-mouth referrals are extremely profitable for businesses because it provides authentic information from previous customers, boosting brand credibility and recognition.

The power of user-generated content has proved to be so beneficial that brands are integrating this into their marketing campaigns.

Share a Coke With…

When Coca Cola launched its “Share a Coke” campaign, people went crazy over the personalized bottles. Coca Cola changed its traditional label to “Share a Coke with” followed by a name. This multi-national campaign, which used 250 of the country’s most popular names, aimed to have people find a coke bottle with their name on it and then share it with friends.

To keep the hype going, Coca Cola asked customers to share pictures of themselves enjoying a coke with their personalized bottles on social media. This lead to massive amounts of user generated content, raising awareness and increasing user engagement with the brand. This massively successful campaign resulted in Coca Cola’s customers stepping into the role of advertiser.

The Royal Wedding

We all remember the highly anticipated royal wedding of American TV star Meghan Markle and Prince Harry of England in 2018. The lavish royal weddings of the past have always been real affairs, but this time, things were a little different.

Along with sending traditional reporters, the BBC news channel also sent 50 people from the general public to watch the wedding and share their experiences on social media. This built a connection with the public by providing them with a way to view the wedding through the eyes of every day people.

The individual stories shared from these 50 viewers were a form of user-generated content. The BBC news used this strategy as a way to attract more viewers and engagement from the public.

People trust the opinions of peers which is why it is so important for brands to incorporate UGC. The more trust and transparency a brand can establish with its customers, the stronger the brand will become.