Consumer goods companies continue to pour money into trade promotion to boost sales. The typical company spends between 11% and 30% on the effort. These budgets are divided between
trade marketing and consumer marketing. In 2012, the latest research
suggests that consumer goods companies will increase their digital
consumer promotions significantly.
Many of these promotions require manufacturers to work with their
retail partners but these two entities do not always agree on which
shopper marketing strategies are most effective. Manufacturers say the
following strategies are most effective for driving sales and brand
loyalty. Retailer percentages appear in parentheses:
- Iconic brand with strong equity among shoppers 50% (22.4%)
- Solutions-based content 15.6% (17.6%)
- Special packaging, promotions, ancillary displays 11.9% (22.2%)
- Behind the scene collaboration 8.7% (19.5%)
- Brand marketing platform 6.9% (6.7%)
- Other 6.9% (11.6%)
In the past year, CPG companies have also upped their mobile
marketing investment with 35% rolling out scanable QR codes and 21%
deploying mobile sites.
Read more here
No comments:
Post a Comment