CPG business owners are constantly sold the next best strategy to capture consumer attention. With changing algorithms and the evolving nature of retail, it can be tempting to fall into the trap of shiny-object-syndrome. However, oftentimes when it comes to consumer engagement, the fundamentals of shopper marketing make the biggest impact.
With 22 years of experience in the retail grocery industry, Cliffedge Marketing knows a thing or two about capturing consumers’ attention. One of our fundamental mantras when creating a successful consumer promotion is “Keep it Stupid Simple” or KISS. While the acronym may sound funny, it’s meant to disrupt our thinking and remind us of a fundamental truth:
Consumers have very short attention spans and need to be told what to do.
If you want to disrupt the market and get consumers to engage with your brand, simplicity is key.
Why Simplicity Matters in Retail Marketing: Grabbing Attention in a World of Distractions
We’re trying to grab attention in a world of distractions. Today’s complex, fast-paced world makes this no easy task. A 2021 study by Microsoft found that the human attention span has dropped to eight seconds – shrinking nearly 25% in the past few years. Since the average attention span is now shorter than ever before, direct and concise messaging is essential.
Whether online or in-store, consumers are inundated with information. Overstimulated and distracted, people often shop with blinders on. Although it may be a hard pill to swallow, the fact is most shoppers don’t care about your brand; they care about how it can benefit their lives.
In order to connect with your ideal consumer, you have to start speaking their language. As counterintuitive as it may be, if you want to stand out, you need to fit in and use familiar language that’s benefit driven and easy to understand.
Let’s take a look at a couple of examples of targeted messaging from the CPG industry:
- “Enter-to-Win” Promotions
When it comes to driving engagement, few tactics are as effective as sweepstakes and contesting. The simple call-to-action of “Enter-to-Win” has stood the test of time. It taps into consumers’ desire for excitement and the chance to win something valuable.
- “Buy One, Get One” Offers
Once you engage consumers through simple and benefit-driven messaging, you can easily weave it into the back end of their experience.
Another tried and true approach is the classic “Buy One, Get One” promotion. This straightforward message instantly communicates value to consumers. It appeals to their desire for savings and encourages them to make a purchase.
Why Audience Interaction Matters: 3 Benefits of Consumer Engagement
Consumer engagement serves as the driving force that moves shoppers through the buyer’s journey, from awareness to consideration and conversion. It’s important to understand the tangible benefits that come with better engagement.
Here are a few reasons why it’s important to measure consumer engagement:
- Proof of Relevance
When consumers engage with your brand, it’s a clear indication that your creative and messaging are resonating with them. It shows that your brand is relevant to their lives and aligns with their values. For example, if your CPG brand focuses on sustainability, engaging consumers through eco-friendly initiatives or product innovations demonstrates relevance and builds brand loyalty.
- Improved ROI
Effective consumer engagement leads to improved return on investment (ROI) for your marketing efforts. When your engagement numbers are strong, it means you’re spending your marketing budget more efficiently. Engaged consumers are more likely to convert into loyal customers, leading to increased sales and revenue. By simplifying your engagement strategies and focusing on what truly resonates with your target audience, you can maximize the impact of your marketing spend.
- Impact on Sales
Consumer engagement plays a pivotal role in driving sales. Every small action, such as link clicks or email opt-ins, brings consumers closer to conversion. The more times people actively participate in your brand, the higher the chances of conversion. Engaged consumers are not just passive observers; they become active participants in your brand story. For CPG brands, this means crafting compelling narratives, providing valuable content, and creating seamless shopping experiences that lead consumers to make a purchase.
Amplify Consumer Engagement with the KISS Philosophy
To improve your engagement rate, embracing the KISS philosophy is essential. From social posts to consumer promotions, a simplified strategy across all platforms will help you reach your target audience.
Here are a few best practices we’ve picked up over the years that will help you out:
- Create Value
To truly resonate with consumers, consider what’s in it for them. Consumers engage with brands that go beyond transactional relationships. Show them how your brand makes a difference in their lives and communities. For example, a CPG brand that prioritizes health and wellness can create engaging content that provides helpful tips, recipes and educational resources to empower consumers on their wellness journey.
- Craft a Clear Call-to-Action
To drive engagement, focus on a single, straightforward message that tells consumers exactly what you want them to do. Whether it’s entering a sweepstakes, visiting a store locator or exploring recipe ideas, ensure your call-to-action is clear and compelling. By using familiar and easily understandable language, such as “Enter to WIN,” you can capture consumers’ attention and motivate them to take the desired action.
- Build Your Brand on the Backend
While getting consumers to act is crucial, it’s equally important to deliver a compelling brand message. Once consumers are engaged, you can share your brand story and build deeper connections. Craft well-designed landing pages, ensure a seamless user experience and provide valuable content that aligns with your brand values. This approach helps create a lasting impression and encourages consumers to become brand advocates.
Harness the Power of Simplicity for Better Shopper Engagement
By embracing the KISS method and simplifying your consumer engagement strategies, you can create better connections with your target audience. Simplicity cuts through the noise, captures attention and motivates action. It leads to improved ROI, increased sales and a more meaningful relationship between your brand and consumers.
The next step is the simplest of all. Reach out to our retail marketing specialists to truly transform your retail brand experience. Learn about more consumer engagement and how to drive success for your CPG business today.