Finding Success During A Crisis - A Series

The COVID-19 pandemic has undeniably changed the way businesses are run and how consumers interact with them. Some of the hardest hit companies are those which have been unable to adapt their marketing strategies in the face of a crisis. No one has been left untouched, but there have been opportunities to start unique and successful marketing campaigns. 

This is the first in a series of local businesses that have led the way through COVID and inspired us at the same time through their unique way of positioning themselves in the community. There is no “correct” way to market yourself, but these businesses have found creative ways to keep their name

One of the businesses that caught our attention is Slutty Vegan. Starting from scratch in owner Pinky Cole's apartment and then growing into a successful food truck business, Slutty Vegan most recently expanded into brick and mortar stores in Atlanta with a planned expansion to Birmingham, Alabama.

Cole has become successful not only because her food is fantastic, but she has an equally great creative marketing strategy. Part of her success is built-in with the clever name of her concept, but additionally, Cole actively helps her community through her own Pinky Cole Foundation, which provides education and training for aspiring entrepreneurs of color.

Another opportunity Cole uses to connect her business with the world is her successful use of social media to hire many of her employees. Social media is an important tool for businesses to stay in touch with their customers. 84.2% of marketers say they have used social media for brand building and 54.3% say they have used it for customer retention during the pandemic. Given this focus, marketers have increased their investment in social media budgets by 74%. 

Social media connects you directly to your existing customers, curates relationships with new ones, and spreads the word about your business in the digital world. Interacting with potential consumers and increasing the visibility of your brand builds loyalty. Even the simple task of uploading stories about upcoming events to create buzz around your brand increases traffic and visibility, and in turn, profit.

Stay tuned for more examples of businesses leading the way through COVID.