how cpg brands can increase advocacy to drive sales
Post on 17-Jul-2015
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How CPG Brands Can Increase Advocacy to Drive Sales
#CPGadvocacy
Spendsetter is a Advocate Marketing Platform that allows brands to identify and reward their most influential customers.
About Spendsetter
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Bryan Kemp
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Bryan Kemp
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#CPGadvocacy
facebook.com/spendsetter @spendsetterapp gplus.to/spendsetter
pinterest.com/spendsetter linkedin.com/company/spendsetter
#CPGadvocacy
#CPGadvocacy
The CPG Industry
CPG industry generates revenues of more than $2
trillion annually in the US alone (Source: Forrester Research)
$2T
The Changing CPG Landscape
Social Media
Source: EdgeRank Checker / Internet Retailer
Facebook Cuts Brands’ Reach Once Again
“Facebook said it made the decision to cut the reach of brands’ promotional posts
following a user survey”
“Facebook is becoming even more pay-to-play”
Facebook Organic Reach Decline
#CPGadvocacy
Social Media
83% of people say they like - or even love - when a company
responds to them on social. (Source: ExactTarget)
It is critical for brands to engage with customers who
reach out on social.83%
#CPGadvocacy
Mobile - Reinventing Communication
Americans have an average of 3.1 connected devices
(Source: Statista)
3.1
#CPGadvocacy
MobileYoY Growth Of E-Commerce Sales By Purchase Device
US, 2014/2013
122%
15%
97%
12%
Consumer Packaged Goods Digital ContentSource: comScore
#CPGadvocacy
Online Reviews
72% of consumers say that positive reviews make them trust a local business more.
(Source: Search Engine Land)
72%
88% of consumers trust online reviews as much as personal
recommendations. (Source: Search Engine Land)
88%
#CPGadvocacy
Millennials vs Baby Boomers
Millennials Baby Boomer
• Quality
• Corporate Responsibility
• Transparency
• Quality
• Convenience
• Price Point
vs.
CPG & Loyalty
#CPGadvocacy
Challenges to Customer Acquisition
Traditionally, CPG brands have had to rely on coupons & brand awareness
CPG Retailer Consumer
#CPGadvocacy
New Ways Brands Acquire Customers
• Pick Strategic Distributors
• On April 6th Kind Bars Partnered with Starbucks to give away a free bar with the purchase of a coffee.
• They strive to make their employees super fans of the brand.
#CPGadvocacy
New Ways Brands Acquire Customers
• Loyalty: My Coke Rewards
• Personalization: Share a Coke
• UGC: Don’t underestimate the selfie.
Loyalty VS Advocacy
Advocacy (reach new customers through your fans)
Loyalty (retain existing customers)
#CPGadvocacy
Who Can Be An Advocate?
Employee Customer Influencer Endorser
Ways to Increase Advocacy
#CPGadvocacy
Be Responsive
Acknowledge followers on social – Respond to Tweets,
Mentions, Posts, etc.
71% of those who experience positive social
care are likely to recommend that brand to others.
(Source: NM Incite Social Care Survey)
71%1
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3
4
Be Responsive
Get Advocates Involved
Get Advocate Feedback
Turn Employees into Advocates
5 Turn Employees into Advocates
Additional Option
#CPGadvocacy
Get Advocates Involved
Run promotions that get fans involved
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2
3
4
Be Responsive
Get Advocates Involved
Get Advocate Feedback
Turn Employees into Advocates
5 Turn Employees into Advocates
Additional Option
#CPGadvocacy
Get Advocate Feedback
Generate direct feedback from advocates by letting them give their opinion
and cast votes
1
2
3
4
Be Responsive
Get Advocates Involved
Get Advocate Feedback
5 Turn Employees into Advocates
Additional Option
Turn Employees into Advocates
#CPGadvocacy
Turn Employees Into Advocates
CPG companies have large employee bases –
Turn them into advocates!
1
2
3
4
Be Responsive
Get Advocates Involved
Get Advocate Feedback
Turn Employees into Advocates
5 Turn Employees into Advocates
Additional Option
#CPGadvocacy
Turn a Negative Into a Positive
If someone reaches out with a poor experience, go over and beyond to make it up to them.
US brands are losing approximately $41 Billion each year due to poor customer service.
(Source: NewVoiceMedia Study)
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Be Responsive
Get Advocates Involved
Get Advocate Feedback
Turn Employees into Advocates
5 Turn Employees into Advocates
Additional Option
#CPGadvocacy
Additional Option: Advocacy Program
Create an actual program around your
advocates
Cuff Supply Co.
Product TitleRedeem 4,000 pts
Product TitleRedeem 4,000 pts
Product TitleRedeem 4,000 pts
Product TitleRedeem 4,000 pts
All Products
Marketplace
42%Sketch 9:41 AM
You have a total of 12,000pts
Filter
MarketplaceLocations InvitationsPromotions
Cuff Supply Co.
Product TitleRedeem 4,000 pts
Product TitleRedeem 4,000 pts
Product TitleRedeem 4,000 pts
Product TitleRedeem 4,000 pts
All Products
Marketplace
42%Sketch 9:41 AM
You have a total of 12,000pts
Filter
MarketplaceLocations InvitationsPromotions
1
2
3
4
Be Responsive
Get Advocates Involved
Get Advocate Feedback
Turn Employees into Advocates
5 Turn Employees into Advocates
Additional Option
Bradley Martin Bradley@spendsetter.com
hello@spendsetter.com
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