There’s a light at the end of the tunnel for CPG brands when the new normal comes around. According to a recent survey by Mattson, 50% of CPG executives think brands will come out even stronger post-COVID, and not only that, 65% are still working on new products.
Consumers absolutely will have an appetite for those new products after this unfathomable period is over. Heck, given all the time we’ve been spending at home, the interest in what’s new that can entertain, satisfy an indulgence, offer a healthy alternative, or solve a problem is here now!
So, how do CPG brands use communications to prepare for what’s to come? Here are three tips:
- Share how you’ve fixed e-comm problems. There’s no doubt e-comm has blown up during COVID-19. In fact, Nielsen found $18.8 billion was spent on online CPG items in March alone. Along with that, many CPG brands saw their systems fail at fulfilling orders accurately and efficiently. Hopefully, most brands have not only fixed their issues, but have a process in place to ensure consumers have a solid experience moving forward. Fixed, all done, right? Yes, but now you need to communicate the changes you’ve made to your consumers. Sharing the steps you’ve taken to improve specific processes and the purchase path will help build confidence and trust and shape the perception of your brand moving forward.
- Give consumers a real deal. Value is top-of-mind right now, but so is honesty. Savvy consumers don’t want to feel like a brand is capitalizing on this moment to make a sale. Lean into your brand’s key strengths and don’t let your purpose go by the wayside. For example, in May, PepsiCo created PantryShop.com and Snacks.com to meet consumer demands and add value – no gimmicks, just an easy experience that’s been welcomed and appreciated – while also driving purchases. Consider how you can solve a problem and create a positive engagement, and then build awareness of the offering to drive participation and sales.
- Build direct relationships with consumers. If you haven’t already been doing so, now’s the time. Focus on collecting data through loyalty programs, social media, email marketing and consumer surveys about your products. We now have the capability to understand consumers in incredible detail, like what time of day they buy your product or if they’re a parent living in Michigan. Once you have the information, focus on creating a personal experience for every customer and keep your communication consistent. For example, based on data, generationally or geographically is your customer very concerned about their well-being right now? Make sure video content, ads and texts show support. While we’re spending more time at home, is another customer, again based on data, overwhelmed by work and home school happening at the same time? Make sure you’re offering time-saving solutions in what you share with them.These data-driven, tailored touchpoints are sure to build lasting and meaningful relationships with your consumers.
Linhart PR has a long history of developing strategic communications programs for CPG brands that create positive experiences, build loyal customers and help to drive sales. To learn more, contact me at egarten@linhartpr.com.
