From building brand awareness to driving sales and fostering consumer loyalty, a well-executed FMCG / CPG marketing strategy is crucial for brands.
With many consumer brands now being omnichannel – it can seem overwhelming to think of the vast amount of ways a brand can market themselves.
Often brands can feel like they partake in marketing activities without a clear understanding of the goal or what they are looking to activate.
Here we outline a formula to take consumers down the “path to purchase” – and show example marketing activities to fit each pillar. The goal is to pass consumers down this funnel and convert them into customers and brand advocates.
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Stage 1 – Awareness
At the very first stage, how can we make consumers aware our products exist?
- Brand Experience / Brand Activation
- Product Launches
- Tradeshows & Events
- Digital Ads (Google, Meta, TikTok)
- Social Media Content Strategy
- SEO
Stage 2 – Consideration
Now consumers are aware of our product, how do we get them to consider buying?
- Sampling Referral Codes & Testimonials Influencer Campaigns (I tried this and here’s why it solved X problem I was having)
- Partnerships Which Align (If you liked this, you will love us)
- Content Before Purchase (Here’s why we’re different)
- PR & Publications (You are seeing us everywhere for a reason)
Stage 3 – Trial
How do we convert these consumers who are on the fence and convince them to make a first purchase? The goal here is to derisk the purchase in some way.
- Discount Codes
- Retail Incentive Apps
- Buy One Get One Free
- Refund Guarantee
- Brand Promises (If X doesn’t happen for you, we will do Y)
Stage 4 – Repeat Purchase
Getting our customers to purchase again and gaining lifetime value.
- Subscribe & Save
- Newsletters
- Targeted Marketing & Automation (Trigger Repurchase, SMS, Newsletters)
- Exclusive Content, Community & Added Value (Your other brand isn’t doing this and offering this value)
- Feedback Loops (We value your business so much we want to know how to make it even better the next time)
- Product Recommendations & Cross Sell (You liked this so maybe you will like this even more)
- Brand Activations & Memorable Experiences (Now you can never forget about us)
- Express Brand Personality (We are clearly the brand for you)
Stage 5 – Brand Advocate
Turning your customers into loyal brand advocates who tell their friends about you and why they love your brand.
- Loyalty Programme Inner Circle (Be the first to try our new range – you are valuable and we want your opinions first)
- VIP Brand Experiences (Obviously you are the first person we wanted to invite!)
- Personalise The Experience (We know you know and we will keep getting better at providing for you)
- Keep On Giving (Get to know the consumer and give more than you take, newsletters with birthday discount codes etc)
By utilising the path to purchase as a framework for your FMCG Marketing Strategy – you can ensure you have a definitive goal with your marketing activities, and a clear understanding of where and how you are converting customers.
Looking for some support with your FMCG marketing strategy?
We work with brands big and small from product launch, through to major grocery and retail listings.
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