Stop Hiding Your Business Problems: Why Transparency Could Be Your Best Marketing Tool
In a globe of protein bars and better-for-you snacks, Elavi stands out by turning dessert-inspired favorites into low-sugar high protein treats. Founders Michelle Razavi and Nikki Elliott met while working at Equinox, a fitness club chain with locations throughout the US. It was there, in 2020, that they knew they needed an alternative to the workout bars that were currently on the economy. Elavi was born out of their personal require to discover indulgent options that wouldn’t spike their blood sugar or factor digestive issues.
Michelle’s previous encounter on Sephora’s corporate innovation throng experimenting with marketing and different growth tactics helped Elavi discover its initial spectators. She knew how to make a throng and back meaningful relationships with customers online.
Starting off with its signature blue vanilla frosting cashew butter spread and expanding to protein brownies, the brand has grown from kitchen experiments to securing shelf space at major retailers like Costco. Throughout the years, it’s maintained a direct connection with its customers through social media surveys, polls, comments, and DMs.
Things were not always straightforward. Elavi faced major manufacturing mishaps and countless rejections, but ultimately landed on Costco shelves.
Ahead, Michelle shares the strategies and lessons behind Elavi’s most pivotal moments.
How to capitalize on problematic moments to economy your brand
Turn setbacks into opportunities
As an business owner, problems will arise that are out of your control. When a crisis occurs, it’s significant to respond with honesty.
Elavi discovered a major production mishap when a large batch of its nut butters weren’t sealed properly. Michelle made a bold selection: Instead of throwing the product out, or hiding the circumstance, she turned on her camera and went straight to their customers with complete transparency. The outcome? A month’s worth of sales in just one week.
Using adversity as an chance to connect with your spectators allows them to comprehend your corporation on a deeper level.
When faced with a sealing issue in their production run, Elavi could have quietly dealt with the issue behind the scenes. Instead, it:
- Immediately addressed the issue on social media
- Rebranded the affected products as “oopsie jars”
- Offered a significant discount while being transparent about the standard issue
- Created content around the circumstance
“We didn’t desire to sweep it under the rug. We wanted to be very forward-facing about it,” Michelle says. “It was very nerve-wracking, almost didn’t even post the video. And thank God we did because … we did a month’s worth of sales in one week.”
Customers appreciate authenticity and are often more forgiving than brands expect. This transparency has become a cornerstone of Elavi’s brand identity, helping it construct depend in an industry where tidy ingredients and truthful communication are increasingly significant to consumers. Michelle suggests entrepreneurs discover ways to embrace vulnerability in their day-to-day operations and maintain radical transparency with their throng whenever feasible.
Put the KISS principle into action
Elavi follows the Keep It straightforward, Stupid (KISS) principle in its marketing, limiting itself to one to two key messages at a period. This way helps online customers and social media users to remain tapped into the brand and everything going on.
When it first launched, the number one point of confusion for customers was why the nut butter was blue. The rationale is the spirulina and other superfood ingredients in the Elavi nut butter recipe.
While that was the most popular question, Michelle sought to respond as many questions about the product as feasible. Here are some specific examples in her marketing language:
- Use comparison marketing: “We’re like a healthier alternative to Nutella, but 10 times less sugar and no dairy.”
- Make messaging straightforward to distribute: “Is it straightforward enough where someone can then leave inform their partner about the product, or what they just saw?”
- Track patterns in customer questions and reviews to inform messaging, and focus on the most frequently asked questions for each product.
Elavi makes it obvious the blue color comes from superfoods, and when you click on the ingredients tab for more information it shares its 100% blue spirulina.Elavi
This simplified messaging made it easier for Elavi to navigate its production mishap and explain what the oopsie jars were. After Michelle shared the oopsie jar narrative, she received more than 100 comments in back of the brand on Instagram alone.
Maintain a sustainable social media presence
Elavi’s social media marketing way is all about connecting with the viewers on a very vulnerable level. Beyond the period commitment, it takes a sure amount of emotional vigor for Michelle to distribute openly and honestly online about her struggles growing the brand. In order to display up consistently, she maintains well boundaries with Elavi’s social media to avoid burning out.
For founders struggling with social media demands, Michelle shares her sustainable way:
- Implement a day for a “social media detox” by logging out of all social accounts.
- Batch make content in advance.
- Repurpose successful content: “One of the best pieces of advice from my angel investor, Tori Dunlap … is that it’s OK to repost and reshare content that did really well.”
- Delegate social media management when you can, while maintaining authenticity.
This balanced way has helped Elavi maintain powerful engagement across platforms while preserving the founders’ mental health—a crucial consideration for any business owner managing both business operations and brand presence.
When things leave incorrect, as they invariably will, consider being open with your throng, your throng, and even the investors or supporters around you. It can strengthen customer relationships, drive sales, and instruct you invaluable lessons.
Be sure to catch the packed Shopify Masters episode to listen Michelle’s best throng engagement tips and how you can construct a throng online that converts to sales!
Post Comment