Sharing space in such a manner allows big brands to build brand affinity, and also allows small businesses to “raise their voice” to help deliver the big brand’s message.
With consumers increasing responding better to authenticity and community outreach, companies must take meaningful action to effectively shift brand perception and win consumer trust. Established brands can strengthen customer relationships and win more consumers by elevating small businesses, perhaps those adversely affected by the pandemic.
Big brands can consider handing over their organic and paid media channels to smaller businesses. They can also promote or highlight small businesses in their campaigns to authentically connect with prospects. For instance, Mastercard’s recent “50 Years and Running” campaign in support of New York City Marathon showcased three small business along the marathon route.
By putting small businesses at the center of campaigns, big brands can cultivate affinity and connect with audiences authentically. Further, leverage social channels like Facebook and Instagram to highlight small businesses’ struggle and achievements. Established brands can also proactively educate small businesses on finance, marketing and product.
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