When consumers are looking…is your CPG food or beverage brand anywhere to be found?
In order to be found, you have to occupy space in two places: 1) in the minds of consumers, and 2) on the shelf at retail.
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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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Just hearing the word audit can send even some of the most organized companies into a state of panic – that is if you are referring to a financial audit.
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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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As food marketers, we keep hearing it over and over again… “Consumers are looking for healthier eating options” – especially Millennials. In fact, according to the polls, 80% of people are “trying to eat healthier.”1 (As Yoda said, “Do or do not. There is no try.”) Meanwhile, everyone in the food industry is searching for the “Holy Grail” of healthy, nutritious, minimally processed and convenient. Oh, and it has to taste good too. But wait… in the real world, the relative significance of all of those factors is literally the difference between success and failure.
Last week, we touched on the importance of your packaging (hint: it’s the single-most critical and cost effective marketing tool you have) and the first sign (is it more than 3 years old?). If you missed the article, you can find it here [link]. This week, we’ll cover signs 2 – 8 that you should consider a refresh.
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Dollar for dollar, your packaging is arguably the most important and cost effective marketing money you’ll ever spend. Consider that it’s your only branding vehicle seen by 100% of your consumers. What’s more, those consumers are influenced by it at the exact moment of decision. (Significantly, 90% of shoppers make impulse purchases. And statistics vary, but they all indicate that between 50% and 67% of ALL grocery store purchases are purely impulsive. Even with shoppers who use lists, the opportunity is always there to sway them to your brand at the last moment.)
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