How The Fluid Project Used Digital Marketing To Their Advantage
How The Fluid Project Used Digital Marketing To Their Advantage
In today's modern society, digital marketing is one of the most powerful ways to build a successful business. Through digital marketing, awareness about a brand and powerful engagement can be achieved. With effective digital marketing, potential customers can be converted into first-time customers and later converted into long-term ambassadors that can promote your products/services through word of mouth, and social sharing which can be converted to social media referrals.
A prime example of a business that has utilised digital marketing to its advantage by using social media is an art workshop located in Homebush called "The Fluid Project". I have watched co-owners Allen and Fiona build their business from the ground up and am in awe of how they have utilised influencers and other digital mediums to successfully engage their customers and fan base.
Taking their audience on their business journey
As a new business, Allen and Fiona strategically took the approach of taking their audience on a learning journey as they opened their new store. Fiona created vlog-style videos such as "setting up a creative warehouse, day 1" which featured her and her team cleaning up the warehouse, painting the warehouse, painting the tables and chairs and so many more behind the scenes that peaked the audience's interest. These types of videos received 15.7k views, which helped their socials start off strongly. As Fiona utilised a humble approach of showing behind the scenes of how everything was made, their mistakes such as not having enough stock available and always thanking her audience for all their support, the audience is more likely to continue supporting this business through likes, shares, saves and booking a session with them.
Eye-catching content on social media
The Fluid Project on both Instagram and TikTok have ensured to feature new, unique and eye-catching canvas and bear painting designs to make sure their audience doesn't miss out on potential designs they could create themselves. Their content is always bright, bold and high quality which helps interest the audience and increase engagement which can convert into bookings/sales for their store. Furthermore, all their content showcases their personalities. For example, prior to their official launch, Allen and Fiona uploaded a post (featured below) thanking their close friends and family for supporting their soft launch. They both clearly showcase their unique personalities with Allen using their bear key rings as earrings and Fiona making a funny face. This makes the audience feel more connected to them despite potentially never meeting them before. Not to mention, Allen wearing the keyrings as earrings is a subtle way to showcase their products without it coming across as an advertisement.
Utilising connections for strategic marketing
Fiona is a digital creator who has a rather large following of 19.3k. Fiona utilised this to her advantage and invited numerous influencers she has good connections with to her soft launch. These Instagrammers and TikToker's create engaging content to hype up The Fluid Project, making it go viral. Throughout this process, Fiona kept her humble approach by being very appreciative of all the support and continuously kept everyone updated on how their business was going by sharing Google reviews uploaded and content of her influencer friends who uploaded their paintings.
Incorporating customers and staff into their content
All the images and videos posted always involve at least one of the owners and either their fellow staff or their customers. A lot of their videos showcase the work of their customers and show behind the scenes how easily it was made. This encourages potential customers to book a session with them as the process and broken down and less intimidating. Furthermore, their content strategy appears to be uploading 3 reels and 1 image, repeating that pattern. This way Instagram is able to push out their videos as Instagram tends to focus on video content in comparison to pictures, but The Fluid Projects makes sure not to neglect image content as well (see below).
Overall, The Fluid Project has utilised a range of different techniques to really take its digital marketing to the next level. They have been able to reach where they have within 2 months with over 3k followers on Instagram and almost selling out most days. There is a lot to learn from The Fluid Project's marketing strategy.
