How CPG Brands Can Increase Advocacy to Drive Sales

#CPGadvocacy

Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.

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The CPG Industry

CPG industry generates revenues of more than $2

trillion annually in the US alone (Source: Forrester Research)

$2T

The Changing CPG Landscape

Social Media

Source: EdgeRank Checker / Internet Retailer

Facebook Cuts Brands’ Reach Once Again

“Facebook said it made the decision to cut the reach of brands’ promotional posts

following a user survey”

“Facebook is becoming even more pay-to-play”

Facebook Organic Reach Decline

#CPGadvocacy

Social Media

83% of people say they like - or even love - when a company

responds to them on social. (Source: ExactTarget)

It is critical for brands to engage with customers who

reach out on social.83%

#CPGadvocacy

Mobile - Reinventing Communication

Americans have an average of 3.1 connected devices

(Source: Statista)

3.1

#CPGadvocacy

MobileYoY Growth Of E-Commerce Sales By Purchase Device

US, 2014/2013

122%

15%

97%

12%

Consumer Packaged Goods Digital ContentSource: comScore

#CPGadvocacy

Online Reviews

72% of consumers say that positive reviews make them trust a local business more.

(Source: Search Engine Land)

72%

88% of consumers trust online reviews as much as personal

recommendations. (Source: Search Engine Land)

88%

#CPGadvocacy

Millennials vs Baby Boomers

Millennials Baby Boomer

• Quality

• Corporate Responsibility

• Transparency

• Quality

• Convenience

• Price Point

vs.

CPG & Loyalty

#CPGadvocacy

Challenges to Customer Acquisition

Traditionally, CPG brands have had to rely on coupons & brand awareness

CPG Retailer Consumer

#CPGadvocacy

New Ways Brands Acquire Customers

• Pick Strategic Distributors

• On April 6th Kind Bars Partnered with Starbucks to give away a free bar with the purchase of a coffee.

• They strive to make their employees super fans of the brand.

#CPGadvocacy

New Ways Brands Acquire Customers

• Loyalty: My Coke Rewards

• Personalization: Share a Coke

• UGC: Don’t underestimate the selfie.

Loyalty VS Advocacy

Advocacy (reach new customers through your fans)

Loyalty (retain existing customers)

#CPGadvocacy

Who Can Be An Advocate?

Employee Customer Influencer Endorser

Ways to Increase Advocacy

#CPGadvocacy

Be Responsive

Acknowledge followers on social – Respond to Tweets,

Mentions, Posts, etc.

71% of those who experience positive social

care are likely to recommend that brand to others.

(Source: NM Incite Social Care Survey)

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Get Advocates Involved

Get Advocate Feedback

Turn Employees into Advocates

5 Turn Employees into Advocates

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#CPGadvocacy


Run promotions that get fans involved

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#CPGadvocacy


Generate direct feedback from advocates by letting them give their opinion

and cast votes

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#CPGadvocacy

Turn Employees Into Advocates

CPG companies have large employee bases –

Turn them into advocates!

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#CPGadvocacy

Turn a Negative Into a Positive

If someone reaches out with a poor experience, go over and beyond to make it up to them.

US brands are losing approximately $41 Billion each year due to poor customer service.

(Source: NewVoiceMedia Study)

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#CPGadvocacy

Additional Option: Advocacy Program

Create an actual program around your

advocates

Cuff Supply Co.





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Bradley Martin [email protected]

[email protected]

How CPG Brands Can Increase Advocacy to Drive Sales

Marketing

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