What Are Customers Really Craving From Your Brand?

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In the digital era, vying for clicks, customer face time and conversions is increasingly more difficult. As is establishing customer loyalty. Mid- to low-tier consumer packaged goods (CPG) brands often have a competitive edge that their big box competitors don’t—family heritage, tradition and a unique story that can impact their bottom-line. More than ever, consumers are drawn to these products because of their rich stories and the trust they instill. They want to experience products first-hand and make their own conclusions. Authenticity is key and success lies in connecting your product with the right customer and working to build a relationship between the two. Consider these six strategies to connect your product to your target audience:

Narrow your focus. While big brands can be all things to all consumers, medium- to small-tier food brands must understand who their audience is and should utilize hyper-targeted marketing strategies to maximize budgetary impact. A number of marketing technologies can help you create a micro-moment that will allow you to connect with your customer on a first-name basis.

  1. Consider the journey of the buyer. Walk through your customer’s journey and understand what they are experiencing. Ask yourself: is the experience consistent at every touch point? Is the message targeted to your audience? Is the journey unique, fulfilling, easy and engaging? If you can’t answer yes to all of these questions, you should reconsider your tactics and work to create a consistent and easy journey for your customers.
  2. Tell your story. Craft your authentic story to connect with your target audience. Allow your customers to experience your product through its history, ingredients and process while threading in the pillars of your brand’s heritage, its values, its humor and even its challenges into your story.
  3. Make online engagement personal and easy. Your online experience should mirror your products offline story so buyers have a consistent brand experience. It should be just as easy to buy your product in-store as it is online. Keep checkout quick and easy and let users know what steps they have left. Use first names in email and shopping carts to keep things personalized. Continue engagement after purchase on social media or in email so they feel connected to your brand.
  4. Customer service builds brand loyalty. A product is only as good as the method in which it is delivered. High-velocity marketplace consumers are savvy and place all their loyalty—and money—on brands that provide great customer service, convenience and consumer experience from pre-purchase, to purchase to delivery and follow-up.
  5. Capitalize on your data. The online marketplace is inundated with consumer data that can work to your benefit. As marketing experts, BBR translates your data into consumer insights and uses the information to adjust the customer experience, refine tactics and deliver fresh and surprising customer experiences regularly.

Mid- to low-tier consumable goods have opportunities to grow their market share in a highly-competitive industry. Success lies in understanding where your product fits in the marketplace and staying hyper-focused on your target audience while connecting with them utilizing intentional and specific marketing tactics.  Find opportunity by going against the grain and creating a product experience that will keep your customers craving more.

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