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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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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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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While the answers to this question may differ dramatically, the reality is that this is a very fair and warranted question. If you’ve done any research on this topic or have personal experience on how this question can be answered, you are keenly aware that the answer is very much related to the strategy and execution of the advertising campaign – aka, this is a loaded question. The truth is, every brand manager should be prepared with a strong rationale for how to answer this question.
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Getting your marketing strategy right is crucial for the success of your overall marketing plan. However, strategy development is not a straightforward process and requires continuous evaluation. Whether you’re in the discovery or execution phase, your approach to the process greatly impacts your chances of success.
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Have you ever noticed that when you see those Red Lobster commercials, that all of the sudden, you’re craving seafood? Or when you see that thick juicy steak and hear the sizzle, why you’re heading to Longhorn for dinner? You may fight off that feeling once or twice, but you will eventually give in—it’s the art and science of appetite appeal.
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