FMCG is a challenging sector. If you want to win your customers’ attention, you need to organize consumer promotions that check all the right boxes. And there are several of them to consider! In this post, we’ll show you some of the elements you ought to take into account to organize and conduct the perfect FMCG consumer promotion.
FMCG companies have a lot of options when it comes to consumer promotions. You can create promotions that are based on vouchers, promo codes, limited product lines, and more. It all depends on your creativity and the type of your product. However, regardless of what you decide to do, you should cover all bases to ensure your promotion will be a success. Let’s have a look at them!
Be straightforward
Above all else, your promotion should be easy to understand and participate in. People don’t have the time to figure out your promotion, so it should offer a short and engaging CTA, for instance:
- Buy one, get one free
- Scan and win
- 50% off every purchase
- Welcome summer with a new ice cream taste, etc.
This way, consumers know what to expect and don’t need to think too much about whether to participate or not. Remember that every moment of hesitation decreases your chances of getting this customer to participate!
Take timing into account
Timing is crucial for the success of any FMCG consumer promotion because it determines when consumers are most likely to engage with the offer and take the intended action. It’s no secret that timing impacts consumer behavior and purchasing patterns (not many people will want to try your new taste of an ice cream in the middle of January).
It’s also vital to align your consumer promotion with specific seasons or holidays because consumers are typically more willing to spend money or test new things during such special occasions. Making your promotion seasonally relevant can significantly boost sales. For example, a promotion on chocolates during Valentine’s Day aligns perfectly with natural demand peak for this product. In other words, it’s a good idea to conduct a promotion when consumers are already inclined to buy similar products. And as we mentioned, seasonal timing also adds relevance to the promotion, thus making it more likely for many customers to participate.
Offer quick gratification
Consumers will be more motivated to engage in your promotion if it offers some immediate return, e.g., rewards or discounts. A promotion that provides instant discounts, cashback, or a reward right at the point of purchase (both online and offline) encourages people to participate and does so very effectively!
For example, instead of offering a future discount after a purchase, you can think of some sort of an instant-win mechanism, e.g., scratch-off cards or immediate digital coupons.
Integrate your promotion with the production line
Frequently, FMCG promotions are based on limited products or specific product codes printed on the box or wrapping. If that’s the case, you should strive to integrate your promotion with the production line so that you can create a limited product line with codes printed on the selected products. That’s what our e-couponing feature enables.
Take real-life conditions into account
Does your promotion include any outdoor activities? In some areas, weather can change quickly. You should take those elements into account. With our iPresso Satellite feature, you can trigger personalized scenarios that are based on changes in the environment, e.g., weather parameters. Our system can run a different scenario for the appropriate customer segments when it is raining, another one when it is hot, and a different one when it is cold and snowing. As a result, you can make your promotion fully tailored to what’s going on outside, thus making it more interesting and engaging to your target audience!
It’s important to mention that iPresso Satellite can take various real-life circumstances into account, not just the weather. For example, you can track the economic situation (e.g., inflation rates) or other relevant external events that can influence the effectiveness of your special promotion.
Collect consumer data
Every promotion attracts many new customers. It would be a wasted potential to let them go without taking their contact details for future marketing purposes. That’s why many FMCG companies organize some sort of lotteries or other special events where customers need to register (typically using their name, email address, and maybe a phone number) to take part in the event. We are fully aware of that and make collecting customer data very easy for FMCG companies. Furthermore, our contact management feature enables you to track the activity of your customers, e.g., when they use the specific promo code:
Make your promotion a multichannel one
FMCG companies operate in many different channels, both online and offline. This includes social media, mobile apps, brick-and-mortar stores, shopping centers, text messages, email marketing, etc. Ensure every channel you utilize for your standard activities also communicates your special events and promotions. This way, you can increase the reach of your campaign and reach out to consumers using different channels and devices.
Take localization into account
Multichannel campaigns or special promotions should be differentiated based on the given consumer’s location and perhaps nearby stores as well. With iPresso, you can tailor communication the given customer based on their location using advanced contextual mechanisms. As a result, your campaign is more engaging because consumers receive messages and offers that are tailored to their localization and the specificity of their area.
Summary
FMCG is a tough game, but with the right amount of planning and a good strategy, you can use consumer promotions to get more customers and drive brand loyalty in your business. Here at iPresso, we have a special version of our marketing automation platform intended for FMCG companies. If you’d like to give it a try, just go to the linked page and arrange a free presentation with our team!
Leave a Reply