I hope there’s no one reading this article who is still targeting women 25-54, to advertise their food or beverage brand. If you are, please call me. I can help.
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Marketing vs. Sales—an age-old rivalry. “Sales are down because ‘marketing’ isn’t supporting our brand with the consumer.” “The new product launch failed because ‘sales’ didn’t do their job!”
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Having been in CPG marketing, and primarily working with food brands, for nearly 30 years, there have always been certain constant pivotal drivers in consumer purchasing — the “go-to”s that always drive consumer response. Well, things are changing. In fact, there has been a definitive paradigm shift that all marketers should be paying close attention to.
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No, seriously—would you date your brand? Humans are designed for personal interaction with each other. Basic attraction, compatibility, and the desire for relationships are what draw us together.
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“Our target audience is women, ages 25-54!”
For decades CPG food and beverage brands have used this key demographic targeting the primary, kingpin shopper of every household. So, why change? After all, women still do all the shopping, right? Sounds kinda stupid when you say it out loud.
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I wrote an article about 5 years ago about how “Likes” are good, “Comments” are great, but “Sharing” is GOLD! Although social media has radically changed over the past few years, some of this thought process still remains relevant. Yes, engagement has changed, but it’s still key to success.
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Food and beverage brand managers often dream of the idea that consumers are having wonderful conversations about their brand. That people everywhere are sharing the good news of the glory of their brand. Telling all their friends. Sharing on social media. Talking to strangers in the supermarket.
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Think about your ownable brand assets that are distinctively yours, and no other brand can claim. It may be your name, logo, art, icon/symbol, personality, jingle, packaging, tagline, etc. Do you have such assets, AND, are you leveraging these assets to their fullest?
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