In the competitive world of CPG retail, one question can help you stand apart:
Does it pass the Who Cares? Test?
With an almost endless array of options available at their fingertips, why should consumers consider your brand over another?
If your initial reaction is to quote the features of your product (i.e. all natural, award winning, etc.) then you’re probably going to fall short getting consumers to engage. It’s very easy to fall into the trap of speaking in boastful, brand-centric ways. But today’s consumers shop by asking themselves, “What’s in it for me?”
Start by understanding your brand from the consumer’s perspective. Let’s flip the script here.
Consumers begin to care when you stop making it all about you and focus on them.
From brainstorming the concept to activating the idea, work to ensure your efforts will pass the Who Cares? Test and resonate with consumers. Tackle the test by answering the following questions:
Are you driving value for your target audience?
Beyond price, identify the benefits to your ideal consumer. There’s no competitive advantage in pricing, especially in the ongoing fight against private label.
In addition, consumers are looking for more than a product’s features, like great taste or clean label. They want to see that the brands they buy make a difference in their lives and in their communities.
For instance, Prairie Farms Dairy activates Ice Cream Sundays with the St. Louis Cardinals every year, offering free ice cream to fans and fun activities for kids. For nearly 20 years, this promotion has showcased Prairie Farms’ support for their home market, while reinforcing their products as wholesome and family friendly.
Food for thought:
Take advantage of online tools like Facebook Insights or Google Analytics to better understand your end customer – the person who actually purchases your product. This helps you determine where you should focus your efforts.
Is your content product-centric or people-centric?
If you follow a highly engaged brand online, consider how their content sets them apart.
Rather than an endless stream of product shots, they launch content that speaks the language of their followers.
For example, barbecue sauce brand Country Bob’s uses social media contests to offer useful and playful prizing, like a brand-new grill or a gift card to purchase supplies for a family cookout. Country Bob’s products are made for families by a family-owned company. And that sentiment is reflected throughout their online content– fun and driven by family values.
Summed up, consumers are more likely to engage when it’s relatable and relevant to them.
Do you measure results?
Effective consumer engagement is the result of ongoing trial and error.
Be bold. Try new things to see what resonates with your audience. No matter what you do, remember that the most important thing is to track your efforts. Data-driven insights can provide a clear picture of what’s driving engagement and what’s falling flat.
To put it simply: Try. Track. Tweak. Repeat.
Whether making a social post, sampling in-store, or even updated your website, make sure to ask yourself, “Does it pass the Who Cares? Test?”
With so much competition in the market, it’s important to stand out and resonate with your target audience. If you need a little help, motivating consumer action remains at the heart of everything we do as a company.