To truly see a shift in sales and consumer loyalty, shopper marketing is a vital component in any brand’s business plan if they want to see results on supermarket shelves. With new brands and competition emerging every day, you must learn how to enhance each part of your shopper marketing (link to blog) strategy to rise above competitors.
Paid Search & Social Campaigns
Launching a successful organic campaign on both search and social media can yield long-term profitability for a brand, but can take several months, even years to achieve. In the CPG world, time is money and that’s exactly why solutions like paid social and paid search have become an integral part of a brand’s marketing strategy. These tools get your products in front of consumers’ eyes instantly.
Whether you are an emerging brand or a legacy brand, digital media is the best way to build and promote brand awareness. Consumers are more likely to purchase a product they have seen before and these paid solutions can quickly build an engaged audience. According to a 2019 survey conducted by Bizrate Insights, 34 percent of US internet users have made a purchase through social media. Tools like Google AdWords and Bing Ads are another route to get your brand directly in front of consumers who are in market for a product like yours. According to Google, 65% of all clicks made by users who intend to make a purchase go to paid ads.
Consumers are shifting towards spending their time and money on experiences and the best way for brands to reach their audience is through experiential marketing tactics. One of the best-known ways to reach new consumers is through off-site demos. Of course, in-store demos can reach shoppers directly at the retailer but including marketing off-site can help brands level out their marketing landscape. Consider promoting product samples at events like music festivals and concerts to engage with your audience in a unique and memorable way. In return, customers will associate your brand with a positive life experience, ultimately generating new leads and impacting future sales.
Another way to reach your consumers and influence their buying decisions is through influencer marketing. It’s simple, shoppers are more likely to try something new when it’s recommended by people they can relate to and deem trustworthy. Not only that, but these programs are able to reach consumers in a more organic way, therefore impacting their future buying decisions. Forty-nine percent of consumers depend on influencer recommendations to determine whether to buy something. With such a high return on investment, it is vital that brands incorporate influencer marketing into their business plans to see a spike in brand loyalty and profits.
Though these tactics shouldn’t take up all the marketing budget, it is vital to integrate each of these into your plans to enhance your shopper marketing strategy. Consumers are looking for product recommendations more and more through online searches and trustworthy sources. Get a step ahead and market your brand through various channels to dominate your competition and increase sales in a timely manner.