Here’s another fun acronym for you, CPG –>consumer packaged goods. Most would say that the brands that fall in to this category are within the realm of B2C marketing. Which might be true. But within every category of anything, there are sub categories and I’d like to think that products such as cookies and coffee, although both are consumable goods are very different & hence need to be marketed differently. For starters, perhaps those that drink a lot of coffee might eat fewer cookies as they consider themselves as constant movers & “fit” people. The latter point there, brings us to an entirely different realm of the B2C & CPG arena –> the health food market which in and of itself makes up a HUGE portion of the overall packaged goods & nutrition sectors. Organic foods alone are set to grow 14% between 2013-2018.
So with all of that, how do you market to all these different people/consumers? Think more about who your target customer is and what their needs are as well as HOW they consume your product. Is it on the go? Is it only on weekends? Is it at the gym or movie theater? All of these need to fall into a separate category that requires a different kind of message. I’ve always found it all pretty fascinating and have said that no matter what kind of “bucket” your business/service/product falls in to, you are selling to people. So, what void are you trying to fill?
Take a look at some more resources I dug up for you that speak to consumer product good marketing:
A Content Marketing Playbook from Top Consumer Brands –>Adweek mag
Digital Marketing Comes of Age for CPG Brands
From Oreo to Redbull CPG Brands are Transforming Marketing
CPG Branding and Marketing Forum
One things seems a constant in all forms of marketing…content is king. It’s just a matter of how you get it out there & attract your key customer base(s).