When it comes to consumer packaged goods (CPG), brands are constantly fighting for space in the hearts, minds and shopping carts of consumers. With a number of options to select from across the board, from which laundry detergent is best to what’s for dinner tomorrow night, digital marketing campaigns help brands cut through the clutter to position themselves as the premier option for select targeted segments. Our team at Morgan & Co. has executed a number of consumer packaged goods (CPG) marketing strategies, and fully believe that understanding the customer journey is the way to drive solid results for our clients.
We’ll say it time and time again – our Morgan & Co. strategists are numbers people, and applying data is our passion. This is why we’re excited to share how, through strategic planning and audience segmentation, we were able to lift one CPG brand’s sales by 48% throughout a recent campaign.
Recently, a New Orleans-based food product, Jambalaya Girl, was ready to expand product onto Costco shelves in five key southern markets. Our team set out to create a plan that would help lift weekly sales of their four-pack kit to more than 50 units at the pre-determined Costco locations, shorten the purchase cycle and grow overall customer base.
After identifying the challenges at hand, we did a deep dive into the brand’s target audiences and consumer behaviors. We learned that warehouse clubs like Costco and Sam’s produce the largest percentage of sales for the brand, and Costco shoppers specifically index higher than average on the “foodie” scale for packaged dinners/season mixes (168 vs 76 index). We also learned that while consumers seek convenient options for meal planning, the purchase frequency is limited to once every two months, and the target shoppers rely heavily on digital technology for meal planning, including before entering the store and while checking out. Lastly, we learned that more than 75% of Costco shoppers live within 25 miles of their nearest Costco store, giving us a geolocation range.
This led to developing the customer journey (above) and identifying which pivotal points would be most effective to connect with the audience segments. For the campaign, we developed a mix of targeted social media and display ads including a coupon that would reach potential customers who purchased less frequently than a four-week period.
We’re pleased to share that Jambalaya Girl saw tremendous results compared to a similar promotion several months prior. The results: 48.4% sales increase over the previous promotion! Jambalaya Girl saw a 32% increase in the weekly average unit sales, pushing 1,195 units throughout the four-week period.
This campaign showcases why a digital and trackable CPG campaign guides a product from the shelf into the consumers shopping cart. With a strategic approach to introducing consumers to your brand and following along the customer journey, the Morgan & Co. team understands how your target audience thinks and can lead them to not only the point of purchase, but to becoming a loyal customer. If your CPG brand is in need of a unique media strategy to elevate sales and expand your customer base, contact us today.