Consumer Goods brands have the ability to connect to their audiences in a way that other brand categories can’t. Social media in particular has been a great channel for CPG brands to engage and have direct dialogue with current and potential consumers at any given moment. It’s an easy channel to promote the latest products, provide exclusive offers and have direct dialogue with users who engage with your branded content.
Many CPG brands look to digital channels for awareness that may lead to a word-of-mouth purchase. Social has played a huge role for brands as a place for consumers to review or recommend products. However, there are some companies that have been diving a bit deeper— finding ways to convert social followers into paying customers. Summer months are often an easy time to relax and regroup- but here are several holidays CPG brands should be planning for now so they can get the most out of their digital and social efforts. By focusing less on engagement and more on converting customers who are talking about products, brands will be set up for success when summer is over.
Back To School
Back to School doesn’t just mean clothes shopping. Brands across categories including technology, food & beverage as well as household items are in their prime when the kids are headed back to school. According to recent data, people are getting ready to shop for Back To School almost 4 months early this year. With young adults and moms looking for the next best deal and ways to save money, brands should be thinking about how to get coupons, specials and deals in the hands of the consumers asking for them.
There isn’t a more important holiday for candy brands than Halloween. The most important thing candy (maybe even toothbrush) companies should be thinking about is amplifying their message above others, while staying top of mind of the consumer who is rushing to the store to pick up the sweets. According to the NRF, average spending on Halloween has increased 54.7 percent since 2005, with total spending estimated at $6.9 billion in 2013.
There are many ways to get creative on social & grab attention but running a promotion using Actiontags or giving your consumers a call-to-action enables your brand message to come from the consumer instead of straight from you. Having insight into what your consumer wants by giving them a choice to ask for it allows you to analyze and adjust your social strategy overall.
(or any other occasions where you have to cook a meal & prep the house for extended family members)
Between October and December there are handfuls of events and holidays that require people to get to the store for house, travel and meal prep. These times are extremely important and present unique opportunities for CPG brands to get in front of their audience. Direct e-commerce strategies should no longer be ignored by the CPG giants. More and more consumers are getting comfortable making easy one-click purchases using their mobile devices.
“Currently only 2% of all CPG sales occur via e-commerce – but this trend is beginning to build momentum, with 33% of consumers reporting that they buy grocery products online”
By allowing your potential customers to ask, opt-in and receive access to the best deals, new products and recipes at a moments notice is crucial for continuing them down the purchase funnel. Brands should be thinking about the last quarter of the year right now and planning ways to get their best products in the hands of their best customers.
Sometimes this looks like social rewards or VIP programs, and sometimes, if at scale, the brand should automate it’s messaging to users who are asking from something in return for the brand. The clock is ticking as households are already thinking about back to school, in some places, next month. Get to work!