Today, the consumer-packaged goods industry faces a paradox: demand for CPG goods is robust-with Millennials poised to spend over 65 billion dollars on CPG goods in the next decade- but competition within the space has never been greater, and consumers have never been more difficult to advertise to.
Despite being projected to reach 763 billion dollars in revenue in 2016 as a collective industry, the top 100 packaged-goods brands saw a significant slip in sales and market share in the past year. According to the study done by Catalina, “62 of the top brands had declining sales, and the 38 brands with rising sales still lost share, with sales up 5.5% instead of the average category growth of 7.2%.”
The CPG space is getting more crowded every year, and brands are struggling to reach and engage with their current customers, let alone attract prospective ones.
In an industry defined, created and fueled by the everyday consumer, there is no better way to rise above the noise of other advertisers on countless social media channels than through the consumers themselves.
For the modern CPG brand marketer, there is one solution to reigniting the human connection between brand and consumer that has been lost: influencer marketing.
Mavrck’s latest eBook, “The Ultimate Influencer Marketing Playbook for CPG Marketers,” breaks down the role that influencers can play within any CPG strategy. Details include several key takeaways:
- Brand Challenges and Solutions for CPG Marketers
- Ideal Program Structures for a CPG Influencer Campaign
- Creating a Content Strategy on Facebook, Instagram, Pinterest and Twitter
- Case Study for a CPG Brand Influencer Strategy