Want to win in the frozen aisle?
Be dull.
During a recent shopping trip to the frozen section at my local Walmart, I was struck by how difficult it was to find the products I was looking for, even when I had a general idea of where they should be.
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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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Love is cheap. Desire sells products.
Okay, we’ve written about Love and Love Brands before (spoiler alert: it’s really just ‘like’). Truth be told, love is not what you’re after.
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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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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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