A quick Google search can get you all the latest trends, algorithms, or strategies to reach whatever social media goal you want, right? Self-appointed influencers and other social “experts” know exactly how to make your brand successful, right? Everyone thinks they have the answers on social media. Most of them are probably wrong. But we’re in the wild west, so really anything goes.
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According to popular belief (and many old studies), millennials are not particularly brand loyal, with theories ranging from low attention spans to price-sensitivity due to lower income levels as being the cause. However, according to a new study just released by the National Retail Federation, all that begins to change once millennials become parents themselves and start shopping for their own families.
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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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In today’s cluttered environment, it is becoming more and more difficult for a small CPG brand to make an impact in the marketplace. However, if these small and upcoming brands follow a few basic marketing and advertising strategies, there is a way to cut through and make a name for themselves.
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“Consumers are currently purchasing my brand 5 times. If I could increase their buy rate to 6, I could grow sales by…” I’ve heard this theory/thought-process a thousand times. And the fact of the matter is—it doesn’t work. If your goal is to grow your brand, this strategy will never get you there.
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When it comes to marketing food and beverage, there are many nuances to an effective program. However, I have found that there are two foundational cornerstones that every successful brand has in common: MENTAL and PHYSICAL AVAILABILITY. Do consumers know and remember you, when they are ready to purchase—and can they find you, in-store when they are looking.
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Appetite appeal rules the day for food and beverage CPG brands. And one of the best social media platforms to showcase your brand is Instagram. There are many tasty reasons why food and beverage is such a popular visual on Instagram. Let’s be honest: we all love a mouth-watering food shot — well-lit, crisp, close-up, cool context, it just makes us hungry or thirsty!
