How to promote FMCG branding?

Brand promotion is actually not very difficult, you can do a planning and positioning in the early stage, and then go to study your peers and opponents, see what they are doing to promote, just follow the way of others to do it, we are also confused at first, and then let Jin Suitui do it, do a few years until now there is no promotion.

The words on the Internet are nothing more than increasing sales.

Then you have to make your information appear in large numbers online.

Find a post and spread team to help you post a lot of publicity.

Information That's it.

There are many cases of KOL marketing for FMCG products, and I see that this report is a report from this company (Parklu by LaunchMetrics) that I hope will be useful

I summarized the following points based on the report:

Clarify the purpose and core selling point of the promotion.

As a long-term "middleman" for brands dealing with a large number of KOLs, in order to serve customers more efficiently and help customers maintain the stickiness with KOLs, Parklu often listens to KOLs' cooperation feedback. According to the collection, the purpose of a KOL's cooperation, selling point, target audience, and the concept that they want to convey are the four points that KOLs want to understand clearly when they receive the brief, and they are also the key points to reduce later modifications.

2.Determine the promotion budget and match it with different levels of KOLs

After clarifying the promotion purpose and core selling point, it is time to choose KOL cooperation. Due to the different demographics of users on each platform, strategies that can maximize the promotion effect also need to be planned in advance according to the platform. The first thing the brand needs to determine is:

Which platforms do you want to promote, what effect do you want to get, and how does the budget be allocated?

Parklu's KOL Budget Calculator helps you estimate the approximate budget of your campaign with the latest KOLs** at the beginning of your campaign.

3.Carry out different KOL marketing content planning on different platforms.

It is also particularly important to distinguish platforms for different content planning, and people of different ages, interests and hobbies will use different social platforms. Brands need to understand the target audience you want to target in the campaign and find the corresponding social platforms.

This company (parklu by launchmetrics) has done a lot of marketing for companies in the fashion, luxury, and beauty industries, you can check out their official website and *** to find more marketing-related tips!

Traditionally, promotion emphasizes consumer pull. Precise distribution and display, on the surface, is the work of channel thrust, but in essence, it is to create the initial conditions for the outbreak of pulling force. In terms of the relationship between push and pull, enterprises must be viewed systematically and cannot be separated.

Precise distribution and display also means that enterprises should target the target group of products. For a street consumer product of a small and medium-sized enterprise, if it is displayed in the store, it may be of great benefit to the enterprise and brand image, but this is contrary to the consumption characteristics of FMCG and is not consistent with the target group, and the result can be imagined. Putting the product in front of consumers and displaying it in the hearts of consumers, regardless of the size of the enterprise, regardless of the product, is the key to promotion.

Guangdong McKinsey is doing this promotion. Hope.

The marketing of FMCG products should be based on online may be more effective, because it has now entered the mature period of the idler economy, so what is the idler economy? In fact, it is the leisure time economy, that is, a lot of transactions will occur during the time period when customers are idle, so we should think about what people will do when they are idle? I believe that the vast majority of people will say, brush Douyin, brush headlines, brush Weibo, etc., yes, this is right, because I am also that group of people, although not 100%, but at least occupy more than half of the customer group with purchasing power, and FMCG is a kind of my daily needs, I can buy it when I see it, and I can buy it immediately after I buy it, so only your product can stimulate their curiosity, or arouse their interest, basically it can be transformed, But just mentioned another word, has entered a mature period, that is, this channel has matured, you may not be able to eat the traffic dividend when you enter the market, you can only spend a greater cost to tap customers, so although it is a fast-moving consumer product, but also to choose a good selection, there is demand, the industry competition is relatively small, the cost of acquiring customers will be reduced, personal rough cognition, welcome to guide and discuss.

FMCG companies can consider the following aspects in product marketing:

1.Product positioning and differentiation: According to market demand and competition, determine the positioning and differentiation of products. Companies need to identify the target audience, unique selling points, and differentiation from competitors in order to develop a marketing strategy.

2.Establish brand image and value proposition: Establish brand image and value proposition through advertising, publicity, packaging and other means. Enterprises need to emphasize the core values and concepts of their brands in product promotion, so that consumers can recognize and trust the brand and improve brand loyalty.

3.Multi-channel promotion: Promote products through multiple channels, including offline channels and online channels.

Offline channels can include partners such as zero trillion credit sellers, supermarkets, and shopping malls, and online channels can include e-commerce platforms, social networks, search engines, etc. Choose the channel that suits your own products, and pay attention to brand consistency and image building in channel promotion.

4.Strategy: According to market demand and competition, develop an appropriate strategy. Businesses need to consider factors such as product cost, market demand, and competitors** to develop a reasonable strategy to attract consumers and maintain profit margins.

5.Events: Engage consumers and increase product sales by hosting events. Enterprises can choose different methods, such as coupons, discounts, gifts, etc., and flexibly adjust their strategies according to market demand and seasonal changes.

6.Customer Service: Provide good customer service to enhance consumer satisfaction and loyalty. Enterprises should establish a sound after-sales service system to solve problems and needs for consumers, and take timely measures to improve product quality and service levels.

1. Promote product innovation.

Product innovation usually includes two ways: form innovation, such as packaging, capacity, specifications, etc.; Content innovation, such as taste, variety, etc.

2. Accelerate cost reduction.

For manufacturers, how to improve profitability is no longer a simple problem of its own, let alone its own strength can be easily changed, channel members have become the key force to promote manufacturers to reduce costs.

Reduction in distribution costs. For the FMCG industry, the rise in the cost of sales has become a top priority and headache for many manufacturers. In recent years, facts have proved that FMCG manufacturers cannot build their own channels or direct distribution, and the three mountains of "distribution, logistics and settlement" are increasingly difficult for FMCG manufacturers to cross on their own, especially low-value FMCG.

Market management fees. It is undeniable that the professional ability of manufacturer marketers is generally higher than that of channel members, especially dealers; However, another undeniable fact is that the execution ability of channel members is generally higher than that of manufacturer personnel, and more importantly, the execution cost of market management is much higher than that of merchants.

The difference in labor cost alone is huge, and with the improvement of the professional ability of channel members, the market management efficiency of merchants will be further improved compared with manufacturers.

3. Promote brand concentration.

Without channel integration, it is impossible to scale products and brands as a tool for managing and segmenting the market. Therefore, manufacturers cannot ignore the existence of channels and their dominant power on the road of integration to improve profits through brand concentration.

1. The company should form a unique business philosophy. In a huge market, if a brand planning company wants to stand out, then it must show its unique characteristics and charm.

2. Should have a good business philosophy. Because if everyone is carrying out the same activities, then it is easy to make customers lose interest, and only if the operating company can master some unique concepts, and can design and package the brand with a serious, responsible, positive and advanced attitude, it can be truly recognized by everyone.

3. The company should pay attention to publicity and promotion. Consumers often choose according to the well-known degree of the company, because everyone often feels that if the degree of proof of a company increases, then his planning plan is often better, and the level of planning is also higher, so for the publicity planning company, it is also necessary to publicize and promote, and learn to use the Internet and other means to carry out appropriate publicity, which will bring huge opportunities for the development of the company.

Blog marketing, email marketing, micro-marketing, and search engine marketing are all known to everyone, WeChat, Douyin, Xiaohongshu, Bilibili, but in fact, these are just one of the ways to promote the Internet.

Email marketing, that is, email marketing, is an online marketing method that delivers valuable information to target users by email with the user's prior permission. There are three basic elements of email marketing: based on user permission, delivering information via email, and the message being valuable to the user.

None of the three factors can be called effective email marketing without one. Therefore, true email marketing is also permissioned email marketing.

Blog marketing, that is, a network marketing method that uses blogs to carry out marketing, is also considered to be a way of expression of community marketing to keep pace with the times. Mainly in the current Jing Ran Slip big blog** on the release of advertorials, advertisements to carry out marketing activities, such as Sina blog, NetEase blog, and Xun blog, blog bus, blog China and other blogs have become the focus of many choose to carry out blog marketing promotion**.

Community marketing, that is, Duan Debate uses WeChat, Douyin, Xiaohongshu and other BBS, forums, chat rooms and other online communities to publish advertising and marketing, but as the online community gradually moves towards standardization, it is often not welcome to publish advertising information, even if there is a special advertising area, the viewers are usually relatively few, and the success rate of relying on online community marketing is very low, so it gradually loses the value of network marketing. But with the rise of social networking such as SNS, there is a new field of community marketing.

Search engine marketing, English is searchenginemarketing, abbreviated as sem, its Chinese meaning is search engine marketing. SEM is a new form of network marketing, SEM is the effective use of search engines by enterprises for network marketing and promotion. Search Engine Optimization:

Leyun SEO is a very effective means of online marketing.

1.The packaging design of the product, the super symbol ruler, the positioning of the consumer group, the tonality, and the planning of the sales channel should be done well.

2.In the Internet era, the first thing is the product network, and the network platform channels do information optimization.

3.Look at what type of product, you can promote it in the vertical field (please star or big V) 4Participate in more product-related activities for brand promotion, and you can also do sponsorship.

5.To solve the problem of physical store goods, that is, others can buy them if they want to, which requires the spread of offline channels of large merchants.

6.If there is a rich promotion budget, it is to promote as much as possible: for example, a red book, big ***, headlines, Weibo, elevator advertising, bus advertising, shopping mall advertising, airport advertising and other channels are fully rolled out.

First, fast-moving consumer goods, its scope is very wide, each industry, each region, each product has different characteristics, to answer in a question and answer question, I am afraid that it will be satisfactory.

Second, fast-moving consumer goods lie in fast sales, fast production, fast sales, and fast service. If it is not fast, it will directly affect the fiber guessing shed pin. This is the most basic relationship of FMC.

Third, FMCG products are already a very mature and stable market, if there is no own brand, strong recognition of the service purpose, and the vertical group of highly targeted service content, it is difficult to stand out in the market.

Fourth, specializing in market segments, curing all diseases, and ensuring your satisfaction with one block ten, this sales concept must be abandoned. Treating the stomach is treating the stomach, and treating acne is curing acne, the key is to use easy-to-understand and case studies.

Fifth, first do product analysis, then do market research, then do fast sales positioning, four do top-level design, five do service architecture, six do action plan, seven do marketing, eight do integrated marketing.