/* global wpforms_gutenberg_form_selector */ /* jshint es3: false, esversion: 6 */ /** * @param wpforms_gutenberg_form_selector.route_namespace * @param strings.theme_name * @param strings.theme_delete * @param strings.theme_delete_title * @param strings.theme_delete_confirm * @param strings.theme_delete_cant_undone * @param strings.theme_delete_yes * @param strings.theme_copy * @param strings.theme_custom * @param strings.theme_noname * @param strings.button_background * @param strings.button_text * @param strings.field_label * @param strings.field_sublabel * @param strings.field_border */ /** * Gutenberg editor block. * * Themes panel module. * * @since 1.8.8 */ export default ( function( document, window, $ ) { /** * WP core components. * * @since 1.8.8 */ const { PanelBody, ColorIndicator, TextControl, Button } = wp.components; const { __experimentalRadio: Radio, __experimentalRadioGroup: RadioGroup } = wp.components; /** * Localized data aliases. * * @since 1.8.8 */ const { isPro, isLicenseActive, strings, route_namespace: routeNamespace } = wpforms_gutenberg_form_selector; /** * Form selector common module. * * @since 1.8.8 * * @type {Object} */ let formSelectorCommon = null; /** * Runtime state. * * @since 1.8.8 * * @type {Object} */ const state = {}; /** * Themes data. * * @since 1.8.8 * * @type {Object} */ const themesData = { wpforms: null, custom: null, }; /** * Enabled themes. * * @since 1.8.8 * * @type {Object} */ let enabledThemes = null; /** * Elements holder. * * @since 1.8.8 * * @type {Object} */ const el = {}; /** * Public functions and properties. * * @since 1.8.8 * * @type {Object} */ const app = { /** * Initialize panel. * * @since 1.8.8 */ init() { el.$window = $( window ); app.fetchThemesData(); $( app.ready ); }, /** * Document ready. * * @since 1.8.8 */ ready() { app.events(); }, /** * Events. * * @since 1.8.8 */ events() { wp.data.subscribe( function() { // eslint-disable-line complexity const isSavingPost = wp.data.select( 'core/editor' )?.isSavingPost(); const isAutosavingPost = wp.data.select( 'core/editor' )?.isAutosavingPost(); const isSavingWidget = wp.data.select( 'core/edit-widgets' )?.isSavingWidgetAreas(); const currentPost = wp.data.select( 'core/editor' )?.getCurrentPost(); const isBlockOrTemplate = currentPost?.type?.includes( 'wp_template' ) || currentPost?.type?.includes( 'wp_block' ); if ( ( ! isSavingPost && ! isSavingWidget && ! isBlockOrTemplate ) || isAutosavingPost ) { return; } if ( isBlockOrTemplate ) { // Delay saving if this is FSE for better performance. _.debounce( app.saveCustomThemes, 500 )(); return; } app.saveCustomThemes(); } ); }, /** * Get all themes data. * * @since 1.8.8 * * @return {Object} Themes data. */ getAllThemes() { return { ...( themesData.custom || {} ), ...( themesData.wpforms || {} ) }; }, /** * Get theme data. * * @since 1.8.8 * * @param {string} slug Theme slug. * * @return {Object|null} Theme settings. */ getTheme( slug ) { return app.getAllThemes()[ slug ] || null; }, /** * Get enabled themes data. * * @since 1.8.8 * * @return {Object} Themes data. */ getEnabledThemes() { if ( enabledThemes ) { return enabledThemes; } const allThemes = app.getAllThemes(); if ( isPro && isLicenseActive ) { return allThemes; } enabledThemes = Object.keys( allThemes ).reduce( ( acc, key ) => { if ( allThemes[ key ].settings?.fieldSize && ! allThemes[ key ].disabled ) { acc[ key ] = allThemes[ key ]; } return acc; }, {} ); return enabledThemes; }, /** * Update enabled themes. * * @since 1.8.8 * * @param {string} slug Theme slug. * @param {Object} theme Theme settings. */ updateEnabledThemes( slug, theme ) { if ( ! enabledThemes ) { return; } enabledThemes = { ...enabledThemes, [ slug ]: theme, }; }, /** * Whether the theme is disabled. * * @since 1.8.8 * * @param {string} slug Theme slug. * * @return {boolean} True if the theme is disabled. */ isDisabledTheme( slug ) { return ! app.getEnabledThemes()?.[ slug ]; }, /** * Whether the theme is one of the WPForms themes. * * @since 1.8.8 * * @param {string} slug Theme slug. * * @return {boolean} True if the theme is one of the WPForms themes. */ isWPFormsTheme( slug ) { return Boolean( themesData.wpforms[ slug ]?.settings ); }, /** * Fetch themes data from API. * * @since 1.8.8 */ fetchThemesData() { // If a fetch is already in progress, exit the function. if ( state.isFetchingThemes || themesData.wpforms ) { return; } // Set the flag to true indicating a fetch is in progress. state.isFetchingThemes = true; try { // Fetch themes data. wp.apiFetch( { path: routeNamespace + 'themes/', method: 'GET', cache: 'no-cache', } ) .then( ( response ) => { themesData.wpforms = response.wpforms || {}; themesData.custom = response.custom || {}; } ) .catch( ( error ) => { // eslint-disable-next-line no-console console.error( error?.message ); } ) .finally( () => { state.isFetchingThemes = false; } ); } catch ( error ) { // eslint-disable-next-line no-console console.error( error ); } }, /** * Save custom themes. * * @since 1.8.8 */ saveCustomThemes() { // Custom themes do not exist. if ( state.isSavingThemes || ! themesData.custom ) { return; } // Set the flag to true indicating a saving is in progress. state.isSavingThemes = true; try { // Save themes. wp.apiFetch( { path: routeNamespace + 'themes/custom/', method: 'POST', data: { customThemes: themesData.custom }, } ) .then( ( response ) => { if ( ! response?.result ) { // eslint-disable-next-line no-console console.log( response?.error ); } } ) .catch( ( error ) => { // eslint-disable-next-line no-console console.error( error?.message ); } ) .finally( () => { state.isSavingThemes = false; } ); } catch ( error ) { // eslint-disable-next-line no-console console.error( error ); } }, /** * Get the current style attributes state. * * @since 1.8.8 * * @param {Object} props Block properties. * * @return {boolean} Whether the custom theme is created. */ getCurrentStyleAttributes( props ) { const defaultAttributes = Object.keys( themesData.wpforms.default?.settings ); const currentStyleAttributes = {}; for ( const key in defaultAttributes ) { const attr = defaultAttributes[ key ]; currentStyleAttributes[ attr ] = props.attributes[ attr ] ?? ''; } return currentStyleAttributes; }, /** * Maybe create custom theme. * * @since 1.8.8 * * @param {Object} props Block properties. * * @return {boolean} Whether the custom theme is created. */ maybeCreateCustomTheme( props ) { // eslint-disable-line complexity const currentStyles = app.getCurrentStyleAttributes( props ); const isWPFormsTheme = !! themesData.wpforms[ props.attributes.theme ]; const isCustomTheme = !! themesData.custom[ props.attributes.theme ]; let migrateToCustomTheme = false; // It is one of the default themes without any changes. if ( isWPFormsTheme && JSON.stringify( themesData.wpforms[ props.attributes.theme ]?.settings ) === JSON.stringify( currentStyles ) ) { return false; } const prevAttributes = formSelectorCommon.getBlockRuntimeStateVar( props.clientId, 'prevAttributesState' ); // It is a block added in FS 1.0, so it doesn't have a theme. // The `prevAttributes` is `undefined` means that we are in the first render of the existing block. if ( props.attributes.theme === 'default' && props.attributes.themeName === '' && ! prevAttributes ) { migrateToCustomTheme = true; } // It is a modified default theme OR unknown custom theme. if ( isWPFormsTheme || ! isCustomTheme || migrateToCustomTheme ) { app.createCustomTheme( props, currentStyles, migrateToCustomTheme ); } return true; }, /** * Create custom theme. * * @since 1.8.8 * * @param {Object} props Block properties. * @param {Object} currentStyles Current style settings. * @param {boolean} migrateToCustomTheme Whether it is needed to migrate to custom theme. * * @return {boolean} Whether the custom theme is created. */ createCustomTheme( props, currentStyles = null, migrateToCustomTheme = false ) { // eslint-disable-line complexity let counter = 0; let themeSlug = props.attributes.theme; const baseTheme = app.getTheme( props.attributes.theme ) || themesData.wpforms.default; let themeName = baseTheme.name; themesData.custom = themesData.custom || {}; if ( migrateToCustomTheme ) { themeSlug = 'custom'; themeName = strings.theme_custom; } // Determine the theme slug and the number of copies. do { counter++; themeSlug = themeSlug + '-copy-' + counter; } while ( themesData.custom[ themeSlug ] && counter < 10000 ); const copyStr = counter < 2 ? strings.theme_copy : strings.theme_copy + ' ' + counter; themeName += ' (' + copyStr + ')'; // The first migrated Custom Theme should be without `(Copy)` suffix. themeName = migrateToCustomTheme && counter < 2 ? strings.theme_custom : themeName; // Add the new custom theme. themesData.custom[ themeSlug ] = { name: themeName, settings: currentStyles || app.getCurrentStyleAttributes( props ), }; app.updateEnabledThemes( themeSlug, themesData.custom[ themeSlug ] ); // Update the block attributes with the new custom theme settings. props.setAttributes( { theme: themeSlug, themeName, } ); return true; }, /** * Maybe create custom theme by given attributes. * * @since 1.8.8 * * @param {Object} attributes Block properties. * * @return {string} New theme's slug. */ maybeCreateCustomThemeFromAttributes( attributes ) { // eslint-disable-line complexity const newThemeSlug = attributes.theme; const existingTheme = app.getTheme( attributes.theme ); const keys = Object.keys( attributes ); let isExistingTheme = Boolean( existingTheme?.settings ); // Check if the theme already exists and has the same settings. if ( isExistingTheme ) { for ( const i in keys ) { const key = keys[ i ]; if ( ! existingTheme.settings[ key ] || existingTheme.settings[ key ] !== attributes[ key ] ) { isExistingTheme = false; break; } } } // The theme exists and has the same settings. if ( isExistingTheme ) { return newThemeSlug; } // The theme doesn't exist. // Normalize the attributes to the default theme settings. const defaultAttributes = Object.keys( themesData.wpforms.default.settings ); const newSettings = {}; for ( const i in defaultAttributes ) { const attr = defaultAttributes[ i ]; newSettings[ attr ] = attributes[ attr ] ?? ''; } // Create a new custom theme. themesData.custom[ newThemeSlug ] = { name: attributes.themeName ?? strings.theme_custom, settings: newSettings, }; app.updateEnabledThemes( newThemeSlug, themesData.custom[ newThemeSlug ] ); return newThemeSlug; }, /** * Update custom theme. * * @since 1.8.8 * * @param {string} attribute Attribute name. * @param {string} value New attribute value. * @param {Object} props Block properties. */ updateCustomThemeAttribute( attribute, value, props ) { // eslint-disable-line complexity const themeSlug = props.attributes.theme; // Skip if it is one of the WPForms themes OR the attribute is not in the theme settings. if ( themesData.wpforms[ themeSlug ] || ( attribute !== 'themeName' && ! themesData.wpforms.default.settings[ attribute ] ) ) { return; } // Skip if the custom theme doesn't exist. // It should never happen, only in some unique circumstances. if ( ! themesData.custom[ themeSlug ] ) { return; } // Update theme data. if ( attribute === 'themeName' ) { themesData.custom[ themeSlug ].name = value; } else { themesData.custom[ themeSlug ].settings = themesData.custom[ themeSlug ].settings || themesData.wpforms.default.settings; themesData.custom[ themeSlug ].settings[ attribute ] = value; } // Trigger event for developers. el.$window.trigger( 'wpformsFormSelectorUpdateTheme', [ themeSlug, themesData.custom[ themeSlug ], props ] ); }, /** * Get Themes panel JSX code. * * @since 1.8.8 * * @param {Object} props Block properties. * @param {Object} formSelectorCommonModule Common module. * @param {Object} stockPhotosModule StockPhotos module. * * @return {Object} Themes panel JSX code. */ getThemesPanel( props, formSelectorCommonModule, stockPhotosModule ) { // Store common module in app. formSelectorCommon = formSelectorCommonModule; state.stockPhotos = stockPhotosModule; // If there are no themes data, it is necessary to fetch it firstly. if ( ! themesData.wpforms ) { app.fetchThemesData(); // Return empty JSX code. return ( <> ); } // Get event handlers. const handlers = app.getEventHandlers( props ); const showCustomThemeOptions = formSelectorCommonModule.isFullStylingEnabled() && app.maybeCreateCustomTheme( props ); const checked = formSelectorCommonModule.isFullStylingEnabled() ? props.attributes.theme : 'classic'; const isLeadFormsEnabled = formSelectorCommonModule.isLeadFormsEnabled( formSelectorCommonModule.getBlockContainer( props ) ); const displayLeadFormNotice = isLeadFormsEnabled ? 'block' : 'none'; const modernNoticeStyles = displayLeadFormNotice === 'block' ? { display: 'none' } : {}; let classes = formSelectorCommon.getPanelClass( props ); classes += isLeadFormsEnabled ? ' wpforms-lead-forms-enabled' : ''; classes += app.isMac() ? ' wpforms-is-mac' : ''; return (

{ strings.use_modern_notice_head } { strings.use_modern_notice_text } { strings.learn_more }

{ strings.lead_forms_panel_notice_head } { strings.lead_forms_panel_notice_text }

handlers.selectTheme( value ) } > { app.getThemesItemsJSX( props ) } { showCustomThemeOptions && ( <> handlers.changeThemeName( value ) } /> ) } ); }, /** * Get the Themes panel items JSX code. * * @since 1.8.8 * * @param {Object} props Block properties. * * @return {Array} Themes items JSX code. */ getThemesItemsJSX( props ) { // eslint-disable-line complexity const allThemesData = app.getAllThemes(); if ( ! allThemesData ) { return []; } const itemsJsx = []; const themes = Object.keys( allThemesData ); let theme, firstThemeSlug; // Display the current custom theme on the top of the list. if ( ! app.isWPFormsTheme( props.attributes.theme ) ) { firstThemeSlug = props.attributes.theme; itemsJsx.push( app.getThemesItemJSX( props.attributes.theme, app.getTheme( props.attributes.theme ) ) ); } for ( const key in themes ) { const slug = themes[ key ]; // Skip the first theme. if ( firstThemeSlug && firstThemeSlug === slug ) { continue; } // Ensure that all the theme settings are present. theme = { ...allThemesData.default, ...( allThemesData[ slug ] || {} ) }; theme.settings = { ...allThemesData.default.settings, ...( theme.settings || {} ) }; itemsJsx.push( app.getThemesItemJSX( slug, theme ) ); } return itemsJsx; }, /** * Get the Themes panel's single item JSX code. * * @since 1.8.8 * * @param {string} slug Theme slug. * @param {Object} theme Theme data. * * @return {Object|null} Themes panel single item JSX code. */ getThemesItemJSX( slug, theme ) { if ( ! theme ) { return null; } const title = theme.name?.length > 0 ? theme.name : strings.theme_noname; return (
{ title }
 ); }, /** * Set block theme. * * @since 1.8.8 * * @param {Object} props Block properties. * @param {string} themeSlug The theme slug. * * @return {boolean} True on success. */ setBlockTheme( props, themeSlug ) { if ( app.maybeDisplayUpgradeModal( themeSlug ) ) { return false; } const theme = app.getTheme( themeSlug ); if ( ! theme?.settings ) { return false; } const attributes = Object.keys( theme.settings ); const block = formSelectorCommon.getBlockContainer( props ); const container = block.querySelector( `#wpforms-${ props.attributes.formId }` ); // Overwrite block attributes with the new theme settings. // It is needed to rely on the theme settings only. const newProps = { ...props, attributes: { ...props.attributes, ...theme.settings } }; // Update the preview with the new theme settings. for ( const key in attributes ) { const attr = attributes[ key ]; theme.settings[ attr ] = theme.settings[ attr ] === '0' ? '0px' : theme.settings[ attr ]; formSelectorCommon.updatePreviewCSSVarValue( attr, theme.settings[ attr ], container, newProps ); } // Prepare the new attributes to be set. const setAttributes = { theme: themeSlug, themeName: theme.name, ...theme.settings, }; if ( props.setAttributes ) { // Update the block attributes with the new theme settings. props.setAttributes( setAttributes ); } // Trigger event for developers. el.$window.trigger( 'wpformsFormSelectorSetTheme', [ block, themeSlug, props ] ); return true; }, /** * Maybe display upgrades modal in Lite. * * @since 1.8.8 * * @param {string} themeSlug The theme slug. * * @return {boolean} True if modal was displayed. */ maybeDisplayUpgradeModal( themeSlug ) { if ( ! app.isDisabledTheme( themeSlug ) ) { return false; } if ( ! isPro ) { formSelectorCommon.education.showProModal( 'themes', strings.themes ); return true; } if ( ! isLicenseActive ) { formSelectorCommon.education.showLicenseModal( 'themes', strings.themes, 'select-theme' ); return true; } return false; }, /** * Get themes panel event handlers. * * @since 1.8.8 * * @param {Object} props Block properties. * * @type {Object} */ getEventHandlers( props ) { // eslint-disable-line max-lines-per-function const commonHandlers = formSelectorCommon.getSettingsFieldsHandlers( props ); const handlers = { /** * Select theme event handler. * * @since 1.8.8 * * @param {string} value New attribute value. */ selectTheme( value ) { if ( ! app.setBlockTheme( props, value ) ) { return; } // Maybe open Stock Photo installation window. state?.stockPhotos?.onSelectTheme( value, props, app, commonHandlers ); const block = formSelectorCommon.getBlockContainer( props ); formSelectorCommon.setTriggerServerRender( false ); commonHandlers.updateCopyPasteContent(); // Trigger event for developers. el.$window.trigger( 'wpformsFormSelectorSelectTheme', [ block, props, value ] ); }, /** * Change theme name event handler. * * @since 1.8.8 * * @param {string} value New attribute value. */ changeThemeName( value ) { formSelectorCommon.setTriggerServerRender( false ); props.setAttributes( { themeName: value } ); app.updateCustomThemeAttribute( 'themeName', value, props ); }, /** * Delete theme event handler. * * @since 1.8.8 */ deleteTheme() { const deleteThemeSlug = props.attributes.theme; // Remove theme from the theme storage. delete themesData.custom[ deleteThemeSlug ]; // Open the confirmation modal window. app.deleteThemeModal( props, deleteThemeSlug, handlers ); }, }; return handlers; }, /** * Open the theme delete confirmation modal window. * * @since 1.8.8 * * @param {Object} props Block properties. * @param {string} deleteThemeSlug Theme slug. * @param {Object} handlers Block event handlers. */ deleteThemeModal( props, deleteThemeSlug, handlers ) { const confirm = strings.theme_delete_confirm.replace( '%1$s', `${ props.attributes.themeName }` ); const content = `

${ confirm } ${ strings.theme_delete_cant_undone }

`; $.confirm( { title: strings.theme_delete_title, content, icon: 'wpforms-exclamation-circle', type: 'red', buttons: { confirm: { text: strings.theme_delete_yes, btnClass: 'btn-confirm', keys: [ 'enter' ], action() { // Switch to the default theme. handlers.selectTheme( 'default' ); // Trigger event for developers. el.$window.trigger( 'wpformsFormSelectorDeleteTheme', [ deleteThemeSlug, props ] ); }, }, cancel: { text: strings.cancel, keys: [ 'esc' ], }, }, } ); }, /** * Determine if the user is on a Mac. * * @return {boolean} True if the user is on a Mac. */ isMac() { return navigator.userAgent.includes( 'Macintosh' ); }, }; app.init(); // Provide access to public functions/properties. return app; }( document, window, jQuery ) );

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$primary: #9ebaa0; // $secondary: #aa9d88; // $background: #738e96; // $text: #fff; // $menu_hover: #9ebaa0; $menu_hover_text: #fff; $header_background: #738e96; // $header_text: #fff; // $subsection_background: #627c83; // $subsection_background_hover: #627c83; // $subsection_text: #d5dde0; // $active_menu_text: #fff; $active_submenu_text: #fff; $text_shadow: 1; @import "../_admin.scss"; How to use Instagram to promote your business: 6 tips from Haus CEO Helena Hambrecht - Top Lad

How to use Instagram to promote your business: 6 tips from Haus CEO Helena Hambrecht

By /

While scrolling through Instagram, if you’ve ever come across images of a laid-back yet sophisticated cocktail party filled with effortlessly cool people drinking colorful cocktails and spritzes, that’s probably because of Helena Hambrecht.

Hambrecht is the CEO, co-founder, and branding mastermind of aperitif brand Haus. Before Haus, Hambrecht cut her teeth in brand consulting for big names like Facebook, Google, Twitter, Uber, and Airbnb. In other words, Hambrecht has “this really weird, but the useful skill set of learning how the internet sausage is made.”

Haus isn’t like other alcohol brands, it’s a cool brand

“Historically, there just hasn’t been a lot of innovation in liquor,” says Hambrecht. From ingredients to distribution, Big Liquor is very much a gatekeeper industry that Hambrecht and her co-founder saw an opportunity to shake up. (Pardon the pun.)

Other brands add sugar, and preservatives, aren’t transparent about their ingredients or where they’re sourced and have high alcohol content, which is a pretty nasty combination for a hangover. Instead, according to the website, Haus uses responsibly-sourced “natural fruits, herbs, and botanicals,” has lower alcohol content (more than wine, less than whiskey), and is made sustainably.

But it’s not just better-tasting booze with less of a hangover. According to alcohol distribution laws, aperitifs that are mostly grape-based, like Haus’s product, can be sold online. And that’s how Haus became a business-to-consumer brand for the Instagram era.

“Because we have the freedom to sell online, we just re-thought what a brand could look like.”

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The Instagram effect

Since its launch in 2019, Instagram was an inherent part of its brand strategy. Today, Haus has 65,000 followers. “I wanted to make something that you could recognize from 200 feet away,” says Hambrecht. “That has made Instagram really successful for us because when you see the Haus bottle, there’s nothing else that looks like it, even if it’s 10 pixels high, you can recognize it.”

From day one, Instagram was a part of Haus’s strategy. Credit: Haus

Building an online presence had a major advantage of working with distributors that normally wouldn’t give indie alcohol brands like Haus the time of day, said Hambrecht. “We could go to them and be like, ‘Look, we built the brand for you. We already have this national audience that knows who we are and they’re all waiting for us to get into wholesale. So all you have to do is clear it for us and take a chunk of our money.”

Currently, Haus is in the middle of launching wholesale in 24 states.

Yes, TikTok is currently the most popular app, but Instagram is a key asset for consumer brands who want to build a following. We asked Hambrecht our burning questions about the importance of promoting your business on Instagram and here’s what we learned.

  1. Define an aesthetic.

Instagram is all about aesthetics, which is why it works best for consumer brands like Haus.

“A big reason why people will buy food or beverage or really anything online is that they can see how it lives in the world,” says Hambrecht. “For us, we’ve been able to use photography on Instagram to show, ‘this is how you drink it, this is where you drink it, this is who you invite over, where you put the bottle.’ All of those things can be answered visually and that’s where Instagram is just so much better at education and brand marketing than most social channels.”

Hambrecht says they wanted to create a visual style that was aspirational, but attainable. “What we found is it resonates a lot with people, it makes it feel approachable, it makes it feel like maybe something that they could bookmark as inspiration.”

  1. ‘The less you sell, the more you’ll sell.’

Sound counterintuitive? Allow Hambrecht to explain. “It’s obvious that you want them to buy [the product], you don’t need to say that.” Customers should want to buy a product based on what they see and feel, Hambrecht, explains. “It’s less about selling and more about how can we use this as a brand extension to give our community what they want?”

  1. Give the people what they want.

A key part of promoting your business on Instagram is figuring out what your followers may want. “You may not even have a community yet, but say you’re making a food product. You can take a wild guess that the community might want to have some food recipes, or they may want to have your recommendations for other products that could accompany food,” says Hambrecht.

“What can you give the community that isn’t necessarily tied to your product, but makes them really love your brand and think of you as creative and generous and thinking about what the community cares about,” she continues. “That’s how you build that brand loyalty and that’s going to make people want to follow you.”

If you’re thinking of Instagram as more of a content and community engagement channel instead of a sales channel, your posts will be genuine and align with the followers you’re looking for.

  1. Build community around your brand.

According to Hambrecht, Haus learned from its customers that they loved seeing other members of the community, so the company started featuring them in more Instagram posts. “It’s really awesome for our audience who wants to see who else is part of this community, who else is drinking this product and they can follow them or they could reach out to them.”

Haus didn’t spend any money on marketing for the first six months, which Hambrecht attributes to investing in branding and customer experience early on, which generated lots of word-of-mouth buzz. Having a strong engaged community proved to be critical when the worst happened…

  1. Always be willing to adapt.

Haus was just six months old when the pandemic hit. For a business that built its brand around gathering, Haus suddenly faced huge challenges. Hambrecht says they had to rethink how Haus would live in their customers’ lives during that time. “We shifted our focus to things that were still relevant, like educating our community on the product, how it’s made, the ingredients and where they come from, and recipes they can make at home.”

There was also the practical issue of how to photograph and create new content during social isolation. Hambrecht says they crowdsourced their customers and team about how they were staying connected to each other during the pandemic, which became the genesis for an interview series called “My Haus.”

“We were like, ‘Well, we can’t go and like meet these people in person, it’s dangerous to send a photographer. So why don’t we start sending disposable cameras?'”

“It’s an interview series where we send members of our community disposable cameras, and they photograph a day in the life in their home. We interview them about their home rituals and how they stay connected with the people in their lives in this strange time, whether that’s over zoom, or in-person with whoever they live with at home.”

Of course, these were extreme circumstances that forced businesses to adapt for their very survival, but it taught Haus some important lessons.

“Don’t feel so stuck in one strategy. Whatever works today, may need to change six months from now or a year from now,” says Hambrecht. “It’s just a matter of paying attention to what’s going on in the world, and paying attention to what your community cares about or what they need help with.”

  1. Play it cool — and be patient.

In other words, it’s all about the long game. “We didn’t take shortcuts, we weren’t begging for followers. You just gotta be cool. Play it cool and be patient.”

Hambrecht built Haus’s following through “building genuine connections,” which has carried the brand through a global pandemic. “Whether it’s with your customers, reporters, retailers, partners, or investors, you’ve just got to play the long game and know that those the relationships you’re making today might come around in two to three years for you.”

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