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