CPG MARKETING

CPG MARKETING

How can brands survive amidst a changing, chaotic CPG landscape?



Shopper marketing strategies must quickly adjust to drive activation


The rules of the CPG game have changed dramatically as digital momentum continues, niche brands emerge and private label improves, and consumers question the stability of the economy. Finding a way to break through the noise means taking a hard look at existing media strategies. Then adjusting to achieve the reach that drives big volume while moving toward personalized messaging. With help from Valassis, the right consumer and retailer insights are within reach, and activation is seamless.




PROOF OF ACTIVATION

CASE STUDY

To launch a new product, a leading brand of cough drops tried a fresh approach to drive sales at Walmart. As a result, sales lift was 2X greater in markets that integrated digital media with an FSI buy than print alone. See details…

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KEY CUSTOMERS


Promotion sensitive

In-store shoppers are more likely to claim this designation


In-store shopper Online shopper Omni-channel shopper
Food 52% 53% 53%
Household goods 33% 39% 38%
Health & beauty care products N/A 40% 45%

Promotion sensitive: aware of sales, coupons & discounts

(All consumers: 47%)

Base: all respondents (Note: insufficient sample size to include an omni-channel food shopper)
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2K18 Valassis Coupon Intelligence Report


CHANGES IN BEHAVIOR


Personalization matters


FOR HEALTH & BEAUTY:


31 percent of shoppers say they avoid retailers who recommend products that don’t make sense to them

Source: BazaarVoice, 2018


new-product-launches

New product launches


Coupons can tip the scale for millennials

  • 94% say they use coupons; up 6 points from 2016 to 2017
  • Nearly 90% of all shoppers try new products if there is a coupon
Source: 2018 Valassis Purse Strings Survey


Private label threat

Millennials have strong affinity for private label solutions compared to national brands


83-percent-just-as-good-quality
cpg-75-percent-better-value

Source: Consumer Connect, Q3 2017

HOW TO IMPACT


Coupons #1 influencer

by far for grocery purchases among 25 – 34 year olds


how-to-impact-grocery-purchases

Source: Prosper Insights & Analytics MBI 2018


Optimizing the cross-media-multiplier effect

“It’s not about replacing one method with another, but leveraging a mix of online and offline approaches that work together to achieve a whole greater than the sum of its parts.”

Source: 2018 Brand Media Mix Research by EnsembleIQ and Valassis Digital


Rethink your ad spend

Let “influence” be your guide for a greater ROI


media-influence-on-grocery-purchases

Source: Prosper Insights & Analytics, Media Behaviors & Influence Survey, 2018, Grocery

Preferred media for consumer packaged goods clients




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We’re happy to help businesses big and small – to plan, activate and measure campaigns that inspire consumers and lift results.


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