More and more consumers pay attention to products previously considered reserved for a small group. An example is the Corona Fishing brand - work, opinions of craftsmen appealed to anglers who appreciate hand-made fishing equipment. How to promote a premium brand and whether – despite the difficult economic situation around the world – consumers still buy high-end products? Here's what action he must take PR agency to promote a premium brand.
Due to the COVID-19 pandemic, in 2020 the premium brand market shrank by 5%. and amounted to PLN 24 billion. This is not a high drop. Because its largest segment is made up of luxury cars. This one turned out to be exceptionally resistant to the crisis. In the following years, the market of premium brands increased in value. What range has gained popularity? An example here is the Corona Fishing brand - the work and opinions of craftsmen who make fishing rods and lures by hand have been appreciated by wealthy consumers. How to reach the right target group with this type of assortment? We present a case study of the Corona Fishing brand. The work we have done can be proof that it is properly selected communication strategy brand brings results.
Corona Fishing - work on building a brand
Corona Fishing is a shop that was created out of passion for fishing. Its range has been carefully selected to meet the needs of consumers. How to promote this type of brand? It was crucial to select a group of consumers. They include wealthy people who appreciate Corona Fishing products. The work of craftsmen - anglers consists in the precise selection of semi-finished products from which elegant fishing rods and lures are made. The scope of tasks performed for the brand is:
- Brand strategy
- PR campaign
- Brand Defense Strategy
- Content HUB 2.0
Corona Fishing - working on the brand strategy
A luxury brand strategy requires a special approach. It is necessary to verify the channels of reaching customers. However, the most important thing is to show the public the goals and mission of the company. In the case of Corona Fishing, the company's job is not to sell products. The main goal is to promote fishing among hobbyists, as well as to promote handmade fishing rods. It is also about promoting passion and spending time outdoors.
Research shows that when making purchasing decisions, affluent consumers seek advice from friends, read prestigious magazines and hobbyist websites. It is essential that the brand has an interesting history. And that's what Corona Fishing has. Working on building a sales strategy is easier when a company is created out of passion and love for a specific field.
PR campaign for the brand
Why is a PR campaign so important? Consumers are interested in the opinions of others. They look for interesting articles in the media and the message is important to them. There are experts behind the company. Brand building of each of them is also part of the PR campaign. How can the effectiveness of the actions taken be measured? Primarily by using KPI indicators. This is the number of publications in the media, the generated reach, as well as the advertising equivalent. What these issues look like in the case of the Corona Fishing brand - working on a luxury brand requires a specific approach.
In this case, working with standard KPIs is not necessary. The number of publications is not a determinant of success. A few news in high-reach and highly targeted media is enough for the brand to achieve success. Their range and target group are important. In the case of Corona Fishing, the work on the brand primarily means targeting anglers and potential anglers.
Brand Defense Strategy
Many companies struggle with image crises. How to prevent them? A brand defense strategy in the face of crisis is important. In the case of Corona Fishing, we have prepared extensive communication. The key is to answer the question: how does a crisis arise. We should also remember that this one can be turned to the advantage of the brand.
And what negative events can happen to the brand? It is mainly customer opinions. Corona Fishing has a strong position in the market. The rods produced by handicraftsmen are of the highest quality. Thanks to this, worrying about unfavorable comments is not a problem.
Content HUB 2.0
In the case of the Corona Fishing brand, Content HUB means extensive content activities. Content centers are necessary for brand promotion on the Internet. Here's how it is with Corona Fishing - the work of artisans is the company's best showpiece. They are the basic branch of business. Thanks to them, the best rods on the market are made.
Is it difficult to generate content in this case? Definitely not. Consumers are looking for relevant advice as well as inspiration. What rods to buy? What to look for? The task of the PR agency is to generate the right leads and brand positioning in terms of SEO.
The addressees of luxury brands expect from the company a comprehensive approach to the customer, but also to the production process. This should follow the eco principle and promote a healthy lifestyle. Fishing is a hobby that allows you to rest in nature. And on such pillars the Corona Fishing brand was founded.
