More and more Consumer Packaged Goods (CPG) companies are seeking new and innovative methods to get in the hearts, minds and shopping carts of consumers, when their products are not necessarily top of mind for people throughout the day.

In our recent webinar, two industry thought leaders shared their perspective on social in the CPG industry. Bert DuMars, VP of E-Business & Interactive Marketing at Newell Rubbermaid, and Carole Irgang, President of Red Shoes Marketing & former SVP of Integrated Marketing Communications at Kraft Foods, offered their thoughts on the importance of social media in the industry, and shared examples of brands who have seen success in the space.

Here are three big ways CPG uses social commerce.

Tear down the wall between consumers and your brand.

Manufacturing brands can have a tendency to focus on their immediate customer – the retailers who carry their products – focusing on share of shelf when it comes to reaching consumers. But as more retailers leverage UGC to improve online and offline sales, they’re making active distribution decisions based on product review data. Connecting end users – both with your brand and with each other – to drive demand creates demand among retailers. Capture share of shelf among retailers and share of voice among consumers.

Consumers’ words breathe life into traditional advertising. Carole Irgang spoke to how user-generated content makes marketing more interesting, allowing CPG brands to “become part of the consumer conversation without interrupting it.” Don’t think about user-generated content a “silo” in certain media channels or marketing efforts. If used properly, consumers’ words are impactful everywhere throughout the marketing mix.

Easy Find LidsRubbermaid recently ran a print campaign for their Easy Find Lids product. The ad included a coupon and a snippet of real review content, with the products’ star rating featured. Rubbermaid saw a 10% lift in coupon redemption over a similar ad for the same product that didn’t include UGC.

User-generated content is the new focus group. Many brands hesitate to embrace UGC out of a fear of negative reviews, but 1-star reviews offer valuable information brand teams can use to improve products.

Consumer feedbackRubbermaid did market research and found that consumers were worried about swine flu and germs. They reformulated a popular sink mat to be bacteria resistant, but the new design gave up some stain-resisting power and started getting negative reviews – including negative feedback from a customer who had been buying the product for more than 45 years!

Rubbermaid reached out to the customers who wrote negative reviews, and found that bacteria resistance was less important  to their customers than stain resistance. They reformulated the mat back to stain resistance, and gave these negative reviewers the first new products off the line.

The customers were thrilled with this level of service. “If you can make a positive person a little more positive, that’s nice but they won’t be very verbose about it,” said Bert. “But if you can take a negative experience and make it positive, it’s a home run. These people were out on Facebook and Twitter talking about how we were responding to them – that’s the best response you can have.”

Have a question that wasn’t answered in the webinar? Share it in our comments section.

CPG webinarLearn how to create your own CPG social strategy.

Our full webinar with Bert and Carole is available for free download.

4 Responses to “Three ways consumer packaged goods win with social media”

  1. For all of you reading. Much of our reviews & ratings success has been due to the superb account management provided by Meghan. She always has great ideas and is very inspiring.

  2. For all of you reading. Much of our reviews & ratings success has been due to the superb account management provided by Meghan. She always has great ideas and is very inspiring.

  3. For all of you reading. Much of our reviews & ratings success has been due to the superb account management provided by Meghan. She always has great ideas and is very inspiring.

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