Optimising FMCG & CPG Digital Brand Experiences

FMCG and CPG Brand Strategy, Tactics and Activation

Today’s consumer is looking for different types of products.

They have higher standards for what they consume, and they consider the environment much more.  Consumers care far more about how products are made, and also by whom?

Consumers are also changing the way they shop.

In this very mobile age, consumers are now researching and buying products online, via mobile, at the office, through on-demand delivery, in meal kits and personalised services, by using smart home and voice technology, and much more.

You can’t stop this change, but you are far more advantaged if your brand moves with it.

Today’s brand marketer must be across numerous aspects of how the consumer reacts to your brand.  Getting control of packaging, brand marketing messages, digital campaigns, influencers, category management, all play a part of how you will ultimately deliver the best result.

Bain and Co released figures showing $11 billion, or two-thirds, of the total sales in beauty and hygiene products, will be influenced through digital marketing and online customer experiences.

Something that appears to work for one products in one category, may not be the best approach for another brand in a different segment.

Developing and maintaining a clear approach to managing brand development and marketing within the FMCG and Consumer Packaged Goods (CPG) industry is getting harder.

rev™ Branding (rev™) is a specialist brand marketing agency for brand manufacturers, suppliers, and retail distributors.

Our rev™ Go-to-Shelf Solutions have been used by 70 of the top 100 FMCG / CPG companies to optimise their new product development and product launch projects.

rev™ Go-to-Shelf Solutions Include:
 Brand & Product Launch Services
 Category Management Programs
 Sales Training, Coaching and Mentoring
 NPD / NPI / PLM Services
 Product Development Workflow.

Getting your Brand Strategy and Activation RIGHT!

We’ve seen some of the most iconic brands struggle to adjust their brand marketing programs to meet the changes in the consumer shopping behaviours.

Based on our experience, in order to get this right, there are five questions that EVERY brand marketer needs to answer.

(1). Where do you want your brand to be?
(2). What do you need to say to get it there?
(3). How should you say it?
(4). Who should you say it to?
(5). When do you say it?

It’s the answers to these five brand questions that will form the basis of all our brand development and marketing projects.  Once our rev™ Branding team workshop these answers, the outcomes become the foundation for your Brand Marketing Strategy.

rev™ Branding will workshop these questions with you, turning the outcomes into an ‘actionable’ brand and marketing strategy which becomes the foundation for all future marketing tactics and advertising investments.

Optimising Brand Marketing

Digital has changed the landscape for consumer brand marketers.
No longer do traditional brand marketing and price promotional campaigns produce the desired results for brand manufacturers or retailers.

EVERY brand manufacturer and product supplier has embarked on their digital transformation project to support key digital brand objectives;

1. Optimising the digital customer experience and journey
2. Increase the engagement and interaction with consumers on social media
3. Support omnichannel marketing (website, marketplaces, retail marketplaces)
4. Increase reach and brand perception.

Digital trends across FMCG and CPG sectors show that marketers have been able not just to capture the consumer at the final buying stage, but also to establish a connected relationship with them from the beginning of the brand launch.

To increase brand reach and adoption, brand marketers need to formulate a holistic digital strategy not just to influence their consumers, but also to engage and connect with them at a personal level.

Distinguishing your brand:

The FMCG sector is congested by numerous “like products”. Having a compelling and engaging digital marketing strategy helps brands to create a unique brand identity. This allows consumers to form a strong opinion of the brand, which will ultimately influence their purchase decision.

Innovative ways to connect brands with consumers:

Consumers are visual creatures, so the more attractive your packaging, the higher the chance of it being noticed. Think about your digital campaigns in much the same way. By making your campaigns visually exciting and engaging, BUT incorporating advanced targeting tools available on Google, Facebook etc, you will quickly and cost-effectively reach a greater audience.

Never underestimate the power of social re-marketing campaigns using digital tracking pixels and social targeting tools.

Increase your marketing ROI and consumer insights knowledge:

No argument from us that TV and radio (perhaps also print) campaigns are effective. However, they are expensive, and the results are extremely hard to measure (in detail). Digital marketing, on the other hand, helps you track and measure and improve every aspect of your campaign.

With the help of analytic tools, brands can recover information about the number of impressions, clicks, conversions and what influenced them to make the purchase decision. More advanced digital campaign applications can automatically refine campaign based upon real-time transaction results when linked to your shopping store.

Increase brand reach and perception:

Brand reach is one of the key measures for any FMCG brand marketer.
This is where the strength of omnichannel marketing proves its value. Not every consumer segment watches TV or reads magazines. Millennials and other generation segments find Social Media, Instagram Stories, YouTube, and global marketplaces such as eBay and Amazon more appealing.

Brand Influencers:

Influencer marketing is proven to be one of the most important digital marketing trends for consumer brands.
With minimal effort (and a small investment) your brand can tap into their vast and loyal network of followers and fans to increase consumer awareness of your product brand.

Personality influencers or brand agency influencers can really boost the credibility and trust of your brand.

Leveraging the functions of mobile devices and apps:

Mobile devices offer fast and easy access to online information. They empower consumers to make more informed purchase decisions at the retail shelf. HARNESS THIS POWER and use this to your advantage. Think about investing in mobile tools with inbuilt location services to personalise the shopping experience for your customers.

Use content marketing to leverage communities (tribes):

If your brand is not seen, then it’s dead!
In a digital world, you want people talking about your brand and engaging with your online campaigns. Consumers are eager to learn how your brand provides them value, and how it will enrich their lives.

A loyal brand following (a tribe) builds brand ambassadors. Utilising social networking groups e.g. Facebook or LinkedIn and publishing informative, educational, and engaging content (blogs), you can drive conversations among your community and develop a loyal audience.

Learn how to become a subject matter expert, and use community group to build brand ambassadors.

Strengthen digital presence through social media:

Facebook is undeniably the most significant avenue for digital marketing and the BEST channel for consumer engagement.

Using the advanced social media targeting tools, refine your audience and create focused marketing messages to drive engagement and conversions. Using custom audiences and tracking pixels can help you widen your audience and overall brand reach. Use these tools to also gain deeper insights into consumer behaviour, interests and buying trends.

Give your audience the attention they desire:

Digital can drive audience engagement in real-time.

The use of polls, Q&A, competitions etc on social media can provide an immediate reaction from shoppers. Unlike traditional forms of advertising, brand marketers and can publish content and receive real-time engagement with their online audience.

Conquer the “I want it now” demands of the consumer:

Think about adopting new chatbot technologies to automate the response time from online messaging tools e.g. Facebook Messenger. Chatbots, when set-up correctly can automate real-world conversations with your audience and provide them with information, tips or even help tools.
Victoria Emergency Services have been trialling chatbots to automate and direct support calls.

Adopt a single view of the customer:

Today’s digital tools can provide integration to pretty much any internal CRM or customer database system. It’s paramount that you can link your marketing campaigns, conversations and online behaviour to your contacts in a central system.

Software can help you to use this information to create customer personas which can be used to refine your campaigns, but also identify “like” customers for new business targeting. Having a single view of the customer allows you to control your overall digital customer experience and journey.

Workflow driven personalised email marketing:

Personalised and contextually relevant content is the only way to retain the interest of your audience.

Review your email marketing system and ensure that it supports;
1. Workflow Management – the ability to drip-feed email messages (create sales funnels) for contacts based on their online actions e.g. clicks and opens.

2. Reporting and Analytics – identifying the top 10 openers of the email. Links most clicked. Tracking their digital journey. Trends of that contact across multiple emails

Expand your online shopping experiences:

There isn’t many brand manufacturers or suppliers selling their products on their website.

Traditionally, the distribution channel would always be their loyal retail partner. In today’s market, consumers want to shop wherever and whenever they choose. Brand marketers have had to adopt omnichannel marketing and sales strategy and provide many more purchase options e.g. Google shop, Facebook Marketplace, eBay, Amazon, MyDeal, TradeMe, Kogan, Catch, Alibaba, Jet, Fishpond etc as well as their website shopping store.

This doesn’t mean they abandon their loyal bricks and mortar retail partners!

It just means that you should adopt a multi-channel sales and distribution model that caters for broader shopper requirements. as an example, buying from your online store might attract a high postage fee as opposed to buying it from your retail partners. There may also be exclusive ranges sold across different locations?

Think global, not just local:

Marketing across digital platforms exposes your brand to the world.
Consider how to support social media and digital marketing across multiple countries and languages. Also think about your sales, distribution, and of course support in these locations.

Develop an omnichannel marketing strategy:

Mix up up your online marketing and sales channels.

Developing this unique media mix requires a deep understanding of your customer, the category, and also consumer buying behaviours. By having campaigns and advertisements spread across multiple platforms and channels, brands can develop consumer awareness and influence purchase decisions.

Look at expanding your direct sales channel to areas such as eBay, Amazon, MyDeal, TradeMe, Kogan, Catch, Alibaba, Jet, Fishpond, GraysOnline, Rakuten, Etsy, Newegg, Overstock or even Google shop and Facebook Marketplace.
Learn how to sell on eCommerce Marketplaces

How we can help!

Do you want better results from your brand marketing?
Book in for one of our free 30-minute complimentary Business Consults.

This complimentary review and improvement session is a great way to have an external set of eyes to look over your campaign strategy and tactics and provide some simple ideas that can potentially make a huge difference to your campaign results. We also include a documented improvement plan.

Contact our NPD / NPI Expert Robert Durrant on [email protected]
or +61 3 9863-7444 for more details on how we can help your brand.

Learn more about our rev™ Go-to-Shelf Solutions