CPG brands have seen a lot of success in recent years, and PR is a big part of that. But it’s important for CPG brands to set goals with their PR agencies.
Brands looking for CPG PR agencies may not know where to start or might have had an unpleasant experience with a PR firm before. For the best CPG PR results, we recommend starting with clear goals.
Lifestyle publications are always looking for the next hottest CPG product and PR has driven much of that awareness. Here are three goals CPG PR agencies should pursue in order to maintain that success:
Increase brand awareness among key demographics
For increasing brand awareness, PR agencies should focus on key demographics. These are the groups of people that are most likely to be interested in the CPG brand’s products, and targeting them with well-crafted messaging can cause more conversions.
Work with your PR agency to identify ideal media outlets and podcasts for your target audience. Prioritize the efforts and understand that there will be some easy opportunities, and there will be some larger goals to set.
Discuss your big hairy goal with your CPG PR agency too. Understanding the ultimate definition of success – it might be acquisition, or investment, for example – will help define the long-term strategy.
Increase conversions through targeted content marketing campaigns
Content marketing is another important tool CPG PR agencies can use to increase conversions. By creating targeted content that speaks to the interests of their target audience, CPG brands can convince more people to buy their products. And when it comes to garnering media attention, there’s no better way to achieve success than by getting featured in top lifestyle publications.
Let your PR firm help you if there isn’t enough capacity in-house to create owned content. Even if your PR firm doesn’t offer content creation services in-house, they’re guaranteed to know an entire range of outstanding media creators from blog posts to video.
Garner more media attention for successful CPG campaigns and products
Media relations is a critical service for CPG PR. Many companies think these media relation is the only service of a PR firm. That’s not true, but it is often one of the driving KPIs for brands, especially CPG brands when hiring a PR firm.
Each of these goals is important in its own right, and pursuing them all will help CPG brands reach new heights. However, it’s important to note that they shouldn’t be pursued in isolation; the CPG PR agency should always work towards integrating all three goals into a cohesive strategy.
These goals are important for CPG brands, but someone must pursue diligently and consistently them if they’re going to be successful. The CPG PR agency should always work towards integrating all three goals into a cohesive strategy. Only then can CPG brands reach new heights and continue their success.