Turning Fans into Promoters: Building User-Generated Content for Brand Advocacy

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December 5, 2023

The paradigm of traditional one-way communication has given way to a lively, two-way dialogue in the dynamic field of marketing. User-generated content (UGC) is a key component of this progression and a strong option that may turn devoted brand fans into passionate promoters. Choosing and elevating the real voices that capture the spirit of a company is the key to transforming fans into brand ambassadors, even in the absence of traditional marketing strategies.

User-generated content is more than just a hashtag or a retweet; it’s an organic outpouring of authentic experiences and expressions from the heart of a brand’s community. It can take various forms, from images and videos to reviews and testimonials, each telling a unique story woven into the fabric of the brand’s narrative.

The allure of user-generated content lies in its authenticity. Unlike polished marketing collateral, UGC captures genuine moments and unfiltered sentiments. Brands that embrace and celebrate this authenticity create a resonant chord with their audience, forging a connection that transcends the transactional.

Building user-generated content starts with cultivating a culture where users feel encouraged to participate. Whether it’s through interactive campaigns, challenges, or simply inviting users to share their experiences, fostering a sense of community engagement is the fertile ground where UGC blossoms.

Social Media as the Canvas

Social media platforms serve as the canvas where user-generated content takes center stage. Hashtags become rallying cries, and shared experiences amplify across networks. Brands that understand the nuances of each platform can curate and showcase UGC in a way that feels native and resonates with their audience.

Secondly, acknowledging the contributions of users goes a long way as it is a pivotal aspect of building brand advocacy through UGC. Whether through shoutouts, features, or exclusive perks, recognizing and rewarding contributors not only expresses gratitude but also incentivizes ongoing participation, creating a symbiotic relationship between brand and advocate.

The true magic of user-generated content lies in its potential to amplify beyond the initial share. Brands can strategically leverage UGC by repurposing it across various channels, turning individual stories into a collective narrative. This multifaceted approach ensures that the authentic voices of users resonate across a broader audience.

Curating Diverse Narratives

User-generated content is a treasure trove of diverse narratives. It’s not a one-size-fits-all solution; instead, it reflects the multifaceted nature of a brand’s audience. By curating and showcasing a diverse range of UGC, brands demonstrate inclusivity and create a mosaic that mirrors the richness of their community.

Further, brands must actively monitor and moderate content to ensure that the stories shared align with their values. This proactive approach safeguards against potential pitfalls and fosters a space where users feel comfortable expressing themselves.

Ultimately, the art of turning fans into promoters is about transforming brand advocacy into a movement. User-generated content serves as the fuel that propels this movement forward, giving users a sense of ownership and empowerment. Brands that successfully orchestrate this transformation don’t just have customers; they have a community of passionate advocates.

The alchemy of turning fans into promoters through user-generated content is a dynamic and evolving process. It’s about celebrating authenticity, cultivating a culture of participation, and strategically amplifying the collective voice of a brand’s community. In this era of interconnectedness, brands that master the art of UGC not only foster loyalty but also inspire a movement that transcends marketing and becomes a shared journey.

Customer Care Beyond the Sale: Nurturing Ongoing User Engagement

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December 5, 2023

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A brand’s essence goes well beyond the point of sale in today’s fast-paced, digitally connected business environment. Customer service has changed from being seen as a post-purchase formality to a strategic cornerstone for companies looking to build long-lasting relationships. Maintaining constant user interaction is an art form that turns one-time customers into passionate brand evangelists, not just a catchphrase for customer service.

Understanding the customer journey is the compass that guides effective ongoing user engagement. It’s a nuanced expedition that begins long before a purchase and extends well beyond it. By unraveling the intricacies of each touchpoint, businesses can tailor their approach to align with the evolving needs and expectations of their customers.

In the realm of ongoing user engagement, proactive communication is akin to a personalized concierge service. Anticipating customer needs and reaching out before an issue arises showcases a commitment to their satisfaction. This approach transforms the customer-service relationship from reactive problem-solving to a proactive partnership.

Personalization is no longer confined to purchase history; it extends into the entire user experience. Understanding individual preferences, whether related to product recommendations or communication channels, allows businesses to curate a tailored experience that resonates with each customer on a personal level.Beyond transactional interactions,businesses can engage users by providing valuable and educational content. Whether it’s tips and tricks related to product usage or insightful industry knowledge, this approach positions the brand as a partner in the customer’s journey, fostering a sense of empowerment and loyalty.

Apart from that, loyalty programs are a classic tool, but their effectiveness lies in their evolution beyond mere points and discounts. Crafting a program that adds genuine value – exclusive access, personalized rewards, or early previews – enhances ongoing user engagement by creating a sense of belonging and appreciation.

Social media platforms provide real-time insights into customer sentiments and experiences. Actively listening and responding to social conversations not only resolves issues promptly but also demonstrates a brand’s commitment to an open and transparent dialogue.

Further, seeking customer feedback is not just a post-purchase ritual; it’s a catalyst for continuous improvement. Businesses that actively encourage and act upon customer feedback signal a commitment to refinement and enhancement, creating a feedback loop that fosters ongoing user engagement.

Creating a community around a brand transforms the user experience into a shared journey. Whether through online forums, social groups, or events, businesses can facilitate connections between users. This sense of community turns customers into advocates who not only engage with the brand but also with each other.

The era of customer care transcends the transactional and ventures into the realm of ongoing user engagement. By understanding the customer journey, embracing proactive communication, and cultivating a sense of community, businesses can weave a tapestry of connection that extends far beyond the sale. The art of nurturing these lasting connections not only drives brand loyalty but also transforms customers into active participants in the ongoing narrative of the brand.

Food on the Move: Crafting a Mobile-Centric Strategy for Modern Foodies

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December 5, 2023

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The culinary experience has experienced a tremendous metamorphosis in a world driven by technology and an insatiable demand for ease. A new era of dining that is centred around mobile devices is being steered by contemporary foodies who use their smartphones as their culinary compass. It’s not just a fad to develop a strategy that meets the active and mobile lifestyle of these foodies; it’s a savoury adventure that transforms how we view and value food in the digital era.

The term “foodie” has transcended its original meaning, evolving into a lifestyle that encompasses exploration, sharing, and a relentless pursuit of unique culinary experiences. These modern epicureans are not confined to traditional dining spaces; instead, they embark on a culinary adventure that extends beyond brick-and-mortar establishments.

Further, the ubiquitous smartphone is not merely a communication device; it’s a gateway to a virtual culinary world. Mobile apps have become the linchpin of modern food exploration. From discovering trending dishes to making reservations, these apps are transforming how foodies engage with the dining landscape.

The allure of street food has taken on a digital twist with the advent of food trucks equipped with social media savvy. These rolling kitchens, often fueled by an online following, redefine the concept of on-the-go dining. Additionally, mobile-centric delivery services are turning every doorstep into a potential dining table, offering a diverse menu of options without leaving the comfort of home.

Apart from that, it is fair to say that every dish is a potential star on the virtual stage. Modern foodies don’t just savor their meals; they capture and share them with a global audience. Restaurants and chefs, recognizing the power of visual appeal, are now curating dishes that are as Instagrammable as they are delectable.

The days of fumbling for cash or waiting for the check are becoming relics of the past. Mobile payment options are streamlining transactions, providing a frictionless experience for both customers and establishments. From digital wallets to contactless payments, the culinary world is embracing the efficiency of mobile-centric financial transactions.

Behind the scenes, data analytics are reshaping the culinary landscape. Restaurants and food services are leveraging customer data to understand preferences, predict trends, and tailor offerings to individual tastes. The result is a more personalized dining experience that anticipates and fulfills the unique cravings of each patron. The line between physical and virtual dining experiences is blurring. Pop-up restaurants and events, often announced through mobile channels, create ephemeral culinary adventures. Augmented reality is adding an extra layer to dining, allowing patrons to interact with digital elements while enjoying a real-world feast.

The integration of mobile-centric strategies into the culinary world represents a paradigm shift in how we experience and appreciate food. From the palm of our hands to our doorstep, technology is opening up new possibilities and reshaping the very essence of dining culture. As we navigate this flavorful journey, one thing is clear – the fusion of technology and gastronomy is not just a trend; it’s a celebration of innovation that continues to redefine our relationship with food.

Cultural Relevance: Adapting Your Brand Image for Different Audiences

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December 5, 2023

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In an interconnected world, where diversity is celebrated and boundaries blur, the adaptability of a brand to different cultural nuances has become paramount. The resonance of a brand relies not only on the quality of its products or services but on its ability to speak the language of diverse audiences. Navigating the delicate balance of cultural relevance is not just a marketing strategy; it’s an art form that demands a nuanced understanding of the intricate threads that weave our global tapestry. Diversity isn’t just a buzzword; it’s the kaleidoscope through which brands must view their audience. Understanding that every cultural context is a unique palette of colors allows brands to tailor their image to reflect and respect the rich tapestry of traditions, values, and lifestyles.

Language, both verbal and visual, forms the backbone of effective communication. Adapting brand messaging to resonate with different linguistic nuances goes beyond mere translation; it requires an understanding of cultural idiosyncrasies. The art lies in conveying the essence of the brand in a way that feels native, regardless of the spoken language. Beyond language, the visual elements of a brand are laden with cultural symbolism. Colors, symbols, and imagery carry diverse meanings across cultures. Adapting visual components to align with cultural aesthetics and avoiding inadvertent cultural insensitivity is an essential aspect of maintaining relevance across borders.

Local Influencers: Bridging the Gap

Collaborating with influencers who understand the nuances of their respective cultures can elevate a brand’s authenticity. These influencers bring a level of credibility and relatability that resonates with their followers, creating an organic connection between the brand and the audience. Understanding and incorporating local festivals and traditions into brand campaigns adds a layer of authenticity. Brands that align themselves with cultural celebrations demonstrate a genuine interest in the communities they serve. It’s not just about selling a product; it’s about being a part of the cultural fabric.

Cultural adaptation requires a delicate touch, and avoiding stereotypes is crucial. The pitfalls of cultural appropriation are real, and brands must tread carefully to ensure they are not perpetuating harmful stereotypes or appropriating cultural elements without understanding their significance. Leveraging analytics provides brands with valuable insights into the preferences and behaviors of different cultural segments. This data-driven approach allows for more targeted and effective cultural adaptation strategies.

Further, cultural relevance is not a one-time endeavor; it’s a continuous process of building trust. Consistency in cultural adaptation, coupled with a genuine commitment to understanding and respecting diverse cultures, is the key to establishing a lasting connection with a global audience.

The art of cultural adaptation is a dynamic dance between embracing diversity and maintaining authenticity. Brands that successfully navigate this intricate landscape not only expand their market reach but also contribute to a world where cultural differences are celebrated and understood. As the global village continues to evolve, the ability to adapt and connect across cultures will be the hallmark of brands that stand the test of time.

Biryani By Kilo secures $9M in Series C funding, eyes expansion and break-even

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December 4, 2023

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Biryani By Kilo (BBK), a cloud kitchen company, has secured $9 million (INR 72 crore) in its Series C funding round, with Alpha Wave Ventures leading the investment. This marks the company’s return to equity fundraising after a break of over two years.

According to regulatory filings sourced from the Registrar of Companies, Biryani By Kilo’s board has approved a special resolution to issue 18,086 Series C CCSP at a price of INR 39,800 per share, aiming to raise INR 72 crore or $9 million.

The Series C round was spearheaded by Alpha Wave Ventures with an investment of INR 28 crore. Additionally, Ivycap Ventures, Incred Wealth, and Clear Bridge Ventures contributed INR 16.5 crore, INR 8.2 crore, and INR 8.3 crore, respectively. The funding round also witnessed involvement from Vevek Ventures, DSP HMK Holdings, and various individuals who collectively injected INR 11 crore into the round.

After the recent funding, Alpha Wave’s stake will amount to 33.5%, while Ivycap Ventures, Incred, and Clear Bridge will possess 19.42%, 1.04%, and 1.05% respectively.

The firm has garnered approximately $55 million in total funding, which includes a Series B round of $35 million led by Falcon Edge in November 2021. According to estimates from TheKredible, the company is now valued at around INR 840 crore or $105 million post-allotment.

Biryani By Kilo has not yet submitted its financial statements for the fiscal year 2023. However, the company asserts a revenue of INR 300 crore for FY23 and anticipates achieving break-even in the initial quarter of FY24. In the preceding fiscal year, FY22, the company experienced a twofold increase in revenue from operations, reaching INR 133 crore, accompanied by a net loss of INR 42 crore.

It competes with Rebel Foods’ Behrouz Biryani and Biryani Blues, among other contenders in the market.

Former Karnataka CM Basavaraj Bommai launches men’s shirt brand ‘Kut For You’

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December 4, 2023

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On Sunday, Basavaraj Bommai, the former chief minister of Karnataka, unveiled the premium men’s shirt brand “Kut For You.” These shirts are crafted by women from his assembly constituency in Shiggaon, located in the Haveri district.

During the event, he additionally disclosed plans for a new facility in Shiggaon, stating that it would generate approximately 500 employment opportunities for women in the local community.

“This facility represents not just growth for us, but a chance to uplift even more lives,” Bharath Bommai said at an event marking the launch of the brand in Bengaluru.

“Our product offerings are not just about fashion, it is more about empowerment of women, Bharath Bommai, the former CM’s son, who advises the family-owned shirt brand, said.

The Shiggaon facility presently has a workforce of around 700 women, and Prabhanjan Apparels, the associate company of Kut For You, operates an additional modern unit in the nearby Davanagere, employing approximately 400 women. According to Bommai Jr, within a year, the combined workforce of both units is expected to reach around 2,000 women.

He further mentioned that Prabhanjan Apparels has been a supplier for various global brands. While Kut For You shirts will be exclusively sold through the brand’s portal in India, efforts are underway to make them accessible through online marketplaces in Europe, the US, the Middle East, and Australia.

Subway takes a leap towards sustainability with 100% recyclable platters in Australia and New Zealand

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December 4, 2023

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Subway is set to introduce 100% curbside recyclable platters, replacing the current plastic catering takeaway trays, in all of its restaurants throughout Australia and New Zealand.

As per an official statement, this initiative is expected to eliminate the equivalent of 26 garbage trucks filled with plastic from the environment annually.

Shane Bracken, Managing Director of Subway Australia and New Zealand, stated that this decision aligns with the brand’s goal of ensuring that 100% of its packaging is recyclable, compostable, or biodegradable.

“Packaging, in particular, plays a huge role in the choices we make towards our sustainability commitments. It’s critical that we’re considering the circular economy and how our packaging can be better designed for sustainability through its entire lifecycle, versus focusing only on the end product and how it is disposed of,” Bracken said.

Detpak, a division of the South Australian packaging company Detmold Group, will be producing eco-friendly catering platters for Subway establishments throughout Australia and New Zealand.

Developed and validated at Detpak’s LaunchPad R&D laboratory in Adelaide, South Australia, the innovative fiber-based catering platter is anticipated to contribute to the removal of 205 tonnes of plastic from the environment annually.

Sip on the aura of the 80s at LARRIKIN: Mumbai’s upscale bar that echoes the Godfather era

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December 4, 2023

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Mumbai gets a taste of the 1980s with its first premium neighborhood bar, LARRIKIN, inspired by the Godfather Era, creating a unique experience for patrons.

With a name reflecting playfulness, mischief, and wit, LARRIKIN introduces an intriguing element to the establishment. Nestled by the beach, it emerges as the ultimate destination for those in search of a unique experience.

The visionary entrepreneur Ankit Tamang, a second-generation owner and the mind behind this exceptional venture, is also the proprietor of the renowned China Gate Group.

“At China Gate, we’ve delved into a myriad of cuisines. Larrikin, on the other hand, springs from an understanding of contemporary preferences, shining a spotlight on the current trend of exceptional cocktails. Our thoughtfully curated menu seamlessly blends innovation with classics, mirroring the evolving palate of our patrons. Acknowledging a shift in dynamics, we’ve observed a growing preference for laid-back yet comfortable settings, coupled with exquisite cocktails and a premium dining experience,” he explained, emphasizing that Larrikin is their response to creating an environment where patrons can unwind in style, relishing both the artistry of mixology and the pleasures of refined dining.

The enchantment of their dimly lit, shadowy interiors significantly contributes to establishing the atmosphere. The ambient lighting fosters an intimate and welcoming aura that radiates warmth and elegance. Unique animal art installations gracing the walls narrate captivating stories, introducing a layer of depth and character to the surroundings, paying tribute to the region’s heritage, traditions, and distinctive identity. This amplifies the authenticity of the experience, fostering a sense of belonging and familiarity for patrons.

The bar showcases a selection of meticulously crafted cocktails influenced by local culture, curated under the expertise of renowned mixologist Chetan Gangan. They take pride in their premium cigar assortment, accompanied by a dedicated and spacious area where patrons can enjoy their cigars alongside an extensive array of single malt whiskies.

LARRIKIN’s culinary offerings take inspiration from European cuisine, showcasing imported prime-cut meats. Chef Dil Gurung has carefully curated a delightful array of dishes, meticulously prepared to gratify the most discerning palate.

The music choices are finely tuned to cultivate a relaxed and refined ambiance. In addition to that, LARRIKIN organizes weekly jazz nights, featuring live jazz performances that take the spotlight, offering patrons a dynamic and culturally enriched experience to further enhance their visit.

Bahri Group to roll out 30 Délifrance outlets in India within five years

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December 4, 2023

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Bahri Hospitality and Cuisines Pvt Ltd, a subsidiary of the Bahri Group, is planning to open 30 Délifrance outlets in India over the next five years, according to Hemant Bahri, the founder and Managing Director of Bahri Group.

The group is set to launch three store models in India, including an express model covering 450-500 sq.ft, a coffee and bakery model spanning 600-1,000 sq.ft, and a bistro model ranging from 1,200-1,500 sq.ft.

Talking about the CAPEX involved in each format, Bahri said, “The CAPEX involved in opening express store stands at INR 40-50 lakh, cafe and bakery will cost us INR 80-95 lakh, and the bistro format can be opened in INR 1.10-1.40 crore. We expect these outlets to reach the break-even point in the 15-18 months of operations.”

By the end of next year, the group plans to open a minimum of 5 stores in Delhi/NCR, with one already operational in the cafe and bakery format in Defence Colony.

“Out of 30 outlets, we plan to open 10-12 outlets in Delhi/NCR. Apart from this, we will be opening outlets in cities like Hyderabad, Bengaluru, Goa, Kolkata, and Punjab. We will be investing approx INR 20-30 crore to open 60 per cent of these outlets and the remaining 40 per cent outlets will be run by sub-franchise partners,” he stated.

To meet the online demand, the brand has partnered with Zomato and will also introduce its own delivery fleet for product distribution.

“We are confident that we can open one more outlet this fiscal and we expect 30-35 per cent of our revenue will be contributed by online,” he said.

In addition to this, Bahri Hospitality and Cuisines Pvt Ltd, holding the master franchise rights of Délifrance, a century-old French bakery, has committed an investment of Rs 9.5 crore for the establishment of a production unit in Delhi, spanning across an area of 8,000 sq.ft.

“We will expand the production facility in a phased manner and it can cater to pan-India supply. As of now, the first phase can cater to 30 to 35 outlets per day. We also have sub-franchise rights, however, initially we will be opening stores on our own,” he asserted.

Délifrance currently distributes its products to over 100 countries, with production units strategically located worldwide.

Celebrated Chef Fabio Trabocchi brings Italian flair to South Florida with new Fiolina Pasta House

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December 4, 2023

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Chef Fabio Trabocchi, known for the Fabio Trabocchi Restaurants, has opened a new dining venture, Fiolina Pasta House, in Boca Raton, Florida, USA.

Situated at Restaurant Row in the heart of Boca Raton’s midtown, the recently unveiled 7,000 square feet restaurant can host 182 patrons. It boasts an open exhibition pasta room, a kitchen with a mozzarella bar, a charcuterie station, a pantry, and a bar.

Additionally, there’s a showcase kitchen featuring counter seating and a refrigerated station dedicated to salads and desserts, highlighting Fiolina’s culinary expertise.

The recently opened eatery presents patrons with an extensive selection of both individual and family-style dishes crafted from locally sourced ingredients procured from nearby farms, fisheries, meat suppliers, and Italian goods providers.

Fiolina features a bar that extends from indoors to outdoors, offering a variety of classic cocktails and wines.

The establishment also boasts a selection of meticulously crafted Italian specialty cocktails, such as the Amalfi Lemon Spritz, Aperol Spritz, and Basil Cucumber Cooler Al Fresco, complemented by seasonal offerings that vary throughout the year.

The bar, spanning both indoor and outdoor spaces, showcases a 1,500 square feet patio adorned with red patterning and operable window walls.

Chef Fabio said, “Fiolina is not just an ode to Italian culinary heritage, but also a restaurant dedicated to South Florida and the wonderful community of Boca Raton, a city that Chef Fabio now calls home. It has been created as an instant classic: for people, celebration, gatherings, networking, and socialising with an Italian flair.”

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