How to increase the efficiency of CPG marketing by 20% in the shortest possible time

Key CPG marketing solutions for business growth, from experts: tips about scaling, optimization and testing. Read and become the best with CITY PROFIT.

What are the Consumer Packaged Goods (CPG)?

Customer packaged goods (CPG) are things that the average consumer uses every day and that need to be regularly replenished or replaced, such as food, drinks, clothing, tobacco, cosmetics, and household products.

What does using CPG provide for your company? CPG Marketing Analytics

1. Increase in sales.

Consumer goods companies can increase their sales by up to 5 percent. And this is a net increase in sales. Why does this happen? After all, these are goods that will always be bought, and they will always be in demand in society.

2. Increasing the effectiveness of CPG marketing.

Also, consumer goods companies can increase their CPG marketing effectiveness by up to 20 percent. To do this, they should use data-driven marketing on a large scale.

Defining the current state of the CPG market: consumer trends and trends in 2022 in 10 minutes

For the BEST CPG marketing, you need a complete overview of consumers, their real needs RIGHT NOW, and a set of marketing techniques to be able to deliver the right message, to the right customer. And you need to do it CONSTANTLY.

The premier CPG opportunity for marketers. The importance of consumer insights in CPG marketing

The most promising opportunity to hone key trends and strengths and become the best in your field!

Remember that difficulties are always development, and always new opportunities.

In the case of CPG, this entails avoiding overly simplistic mass media buys and focusing on the most important brand messages that will have the most impact on your top brand champions and influencers.

Aligning media and creative teams is essential to achieving this, as is talking about how to test creative messages throughout channels and across audience groups to see what is having the most impact and making sure success criteria are clear.

CPG Marketing: how to do perfect marketing strategy. Brands experience

For a perfect marketing strategy, you should use both broad coverage and have individual sights. It is necessary to optimize different segments, and personalize marketing. And perform detailed, focused and scalable work so that “the right message arrives to the right customer, at the right time and in the right place”.

1. Micro-audiences VS Micro-possibilities
in CPG Marketing

Reaching a larger segment of customers will help focus on more consumers who can be reached during their lifetime.

Such coverage can guarantee the opening of unknown doors in large audiences that may seem explored.

We can focus not only on a mother with two children, but also on a mother who has teenage children or who uses food delivery services.

2. The mechanism of consumer intelligence AI

To work with scaling the customer base, it is necessary to create an analytical mechanism that helps to always understand consumers from a 360-degree view.

You need to invest in data that the consumer directly shares with the company from the first purchase. And in order to gain trust and a sense of security, you need to provide something valuable to the client in exchange for this information.

The first and most important step will be to find and continue to use all available sources of customer data available in the marketing organization, because this information provides incredibly great opportunities.

3. Consumer-centric and tech-enabled

Companies need to create their own platform that contains consumer data, which will also send certain messages, which are supported by intelligence statistics.

In order not to approach the closure of technological needs in parts, CPG companies must conduct a holistic assessment of their needs based on a strategic, consumer-oriented choice of the most valuable and important uses.

4. Aligning the organization for sustainable impact

On the basis of the received data on consumers it is allowed to check consumer ideas and initiatives by flexible methods, and to react to already received knowledge.

For some tests, this affects about 10-15 percent of total marketing costs.

The next horizon is how to provide a solid foundation for cross-functional collaboration that will allow companies to scale such an impact.

Johnson's Bakery Example: About the Problem

Johnson's Bakery Example: About the Solution

Johnson's Bakery Example: Consumers and CPG

Johnson's Bakery Example: Sound Familiar?

Johnson's Bakery Example: What is the CPG?

Johnson's Bakery Example: Characteristics of CPG

Three priority actions by CPG Marketing Consultants

That can help build the right capabilities and embed new ways of working into a company’s DNA

1. Scheme for measuring and scaling successful tests

If you see in your small pilot experiments that this model works well, create a measurement system, scaling criteria, and a process to manage it from the beginning. Ask yourself what result you have, what it has led to, why you have learned, how you can scale to different audiences, brands or social groups.
You should also identify key performance indicators for CPG Marketing and determine what makes this test a success. Some companies are setting up a forum to bring together stakeholders and agree on results that will be scaled up and funded.

2. Make test-learn-scale the new business-as-usual

Learning results from Agile tests (software testing) should be configured to support business goals. For example, you can implement in the module brand managers who will monitor such results and help accelerate the achievement of business goals.

Such managers persuade to introduce new knowledge gained about consumers. By implementing such managers, the company will be able to conduct more CPG Marketing tests that the brand’s teams wanted to scale.

3. Embrace new ways of working

If you want to be a winning CPG entrepreneur, you need to support talents with digital skills and create a data-driven culture. It is important to fully invest and use new ways of working.

“One of the most important questions leaders need to ask themselves in the new world of data-driven marketing is who do you spend time with?” says one of the former technical directors of consumer marketing.

“If the answer is mostly your brand and creative function, you won’t have in-depth knowledge of what your data analytics teams need, how to help solve the problems they face, and how data and creativity need to come together to have the most impact. »

Make a chart of your organization in a year and work backwards – and get your direct contractors to do the same. ” Early thinking and planning of the necessary roles, the desired type of leadership and the structure to implement all this allows companies to “learn faster than competitors”.

Defining your CPG marketing mix

Content Marketing

Think ahead about your posts. Have a good content structure. Benefit the reader.

Social Media

Explore different social media platforms. Analyze and test trends right now.

Promotions and discounts

People remember and love promotions. Even if you need to go to an offline store for the promotion.

Mobile promotions

Personalized notifications. Constant interaction: brand and customer.

Customer community

Discussion chats where you can share your experience and recommendation. This is what brings not only customers, but customers closer to your brand.

Advertising

Promote your products with the right advertising. The most popular now is advertising on social networks, but focus on your product segment.

Become the best in CPG Marketing with CITY PROFIT

The winners will be those who deliberately change their entire marketing organization and successfully deploy all the innovations of the modern market.