Let’s talk SHOPPER MARKETING for a minute aka how to create a path-to-purchase for your brand.
“Where can I find <insert your product name here>?” is one of the most frequently asked questions across the 25+ accounts I manage. For eCommerce-focused brands, it’s pretty self explanatory [but really that’s a WHOLE separate post, stay tuned]. But lets not forget, there is an ENTIRE brick and mortar world out there that needs and is begging for support.
For brands that have fragmented or regional distribution and industries that are regulated ( looking at you Wine, Beer, & Spirits!) alike, it can be tough to connect the dots between your consumers and a place where they can actually purchase your products. You spend SO much time, money, and energy getting your products in-store, you must invest in the right ways to get them off the shelf and in to the hands of your consumers. And that’s where the power of digital and social marketing comes in. Here are my three tips for you to start to master your shopper marketing strategy:
Invest in an online product locator. This is such a no-brainer and yet there are WAY too many brands that skimp out here. An online product locator will help save customer service resources that get tied up searching for and answering the infamous “Where can I find your XYZ?”. And will also help capture sales from the instant gratification crowd that expect, demand, and quite-frankly, deserve to know where the heck you stock your products. There are countless options out there, but I have to say, Destini is the go-to platform I recommend to clients.
Create content that directs people to your retail channels. Again, another no-brainer. Don’t get so wrapped up in your inspirational Instagram-feed that you forget to actually talk about the basics of your product, like you know, where you can find it! Create simple graphics or perhaps a template that you can easily update to feature new or priority retailers. Get creative and shoot retailer-specific photography (seriously, Target Shelfies are a real thing). Share, share, share your product locator link on Facebook and in your Instagram bio. Create a library and share these assets with your retail partners. Trust me, the small mom and pop retailers will especially appreciate it and gladly re-share.
Develop retail-specific campaigns. Remember, it’s one thing to create content. It’s a whole different ballgame to promote it- which you NEED to be doing. The best retail-specific campaigns will include #1 and #2. But to maximize your impact on social, carve out a budget and create a dedicated target audience. This target audience should be built to focus on the location(s) of your retailer, demographics of your consumer, and keywords related to both your brand and theirs. Be aware, some retailers, like Walmart, require brands to go through a review process before launching campaigns like this. And lastly, SHARE these results with your retail partners. Show them how you are investing in your mutual success. Leverage these results when it comes time for negotiating shelf-space, new products, and additional campaigns.
Does this sound like something you aren’t but should be doing? I can help.