Combine PR and Social Together for CPG Brand Success
There’s good news and bad news for any brand trying to break into the consumer packaged goods (CPG) industry. First, the good news: The value of the CPG market in the United States alone was estimated at $635 billion in 2019, so there’s a ravenous audience for these products. The bad news, though, is there are so many brands within the CPG space it can be difficult for newcomers to make their mark and reach potential customers.
Many CPG brands rely on social media to increase their reach and engage with their audience. This is an excellent strategy, but it shouldn’t be the only approach aspiring brands take if they’re looking to expand. A well-crafted public relations campaign can enhance the benefits of social media while also furthering a brand’s reach in other ways. A strategic public relations campaign can do things that social media can’t, and vice-versa, so brands should incorporate both PR and social media into their marketing.
At Avaans Media, our innovative PR and social media tools make us the ideal team to help your CPG brand extend its reach and better engage with customers. With our proven track record of success and dedication to helping purpose-driven brands find success, we can help you reach your goals and make a positive impression on consumers. We’ll craft an innovative, personalized campaign highlighting what makes you unique and put that message where it will produce the best results for your brand.
If you’re ready to see what a truly modern, virtually enabled PR agency can do for your purpose-driven brand, get in touch with us. We have team members in Los Angeles, New York, San Diego, Denver, Honolulu, Phoenix, and Washington, D.C.. You can also set up a call by filling out the form on our contact page. We look forward to hearing from you.
CPG PR vs. CPG Social Media: Why Not Both?
It’s a mistake to think of PR and social media as an “either/or” choice for how you market your CPG brand. While social media has tremendous influence, it should not cannibalize all of your marketing efforts. Social media may have a broader reach than PR, at least in the abstract, but marketing is about more than the number of people who see your content. If you don’t put that content in front of a receptive and engaged audience, all your efforts will have been for nothing.
The key reason to incorporate PR in your marketing efforts is the inherent skepticism many people have about the messages they receive on social media. A study from the Content Marketing Institute found that 70 percent of consumers prefer to get information about a company from articles rather than advertisements.
The preference for third-party articles makes sense when you consider the issue from a consumer’s viewpoint. Many consumers tend to distrust what companies say about themselves because consumers generally have no way to verify the message they’re receiving. If they get that same message from a blog, newspaper, magazine, or some other platform they already trust, they’re much more likely to believe the content of the message.
How To Use PR In Combination With Social Media To Promote Your CPG Brand
Your PR and social media campaigns shouldn’t compete with each other or be siloed. To get the best results for your company, you need to harness the strengths of PR and social media in ways that enhance both efforts. Here are a few ways CPG brands can combine PR and social media in their marketing:
- Branding- With so many iconic brands already established in the CPG space, a clear and distinct visual identity is essential for any newcomer. You need a consistent color scheme, logo, text style, tagline, tone, and imagery across all your marketing channels. This is where PR shines, and once you’ve established your brand, you can send the materials to your social media team. This way, you know all your content has a clear, concise, well-established theme that reflects your company and your values.
- Media relations- The cornerstone of PR is getting positive coverage of your CPG brand in various media outlets. However, social media can supplement and amplify the efforts of your PR team. If you generate enough social media buzz, media outlets will come calling to find out more. And once you’ve gotten some coverage in third-party outlets, your social media team can post those stories across your channels, creating a positive feedback loop.
- Live events and affiliate marketing- One of the best ways to get other people interested in your product is to show someone else using it. There are two key ways to do this: Live events and affiliate marketing. If your PR team stages a live event to show off your products, your social media team can share photos and video clips from the event to reach new customers. And if your PR team can get other social media influencers to market your product, you can use social media to piggyback off the influencers’ content and their built-in trust with their audience.
Work With Avaans Media PR Firm To Help Your CPG Brand Find Its Potential
At Avaans Media, we’ve already showed how we can help CPG brands reach the next level. One of our biggest successes involved our PR firm’s ability to combine social media and public relations a hemp-based CPG wellness brand that was looking to grow its customer base ahead of its initial public offering (IPO). We offered personalized review opportunities for journalists, hosted live events, and used branded social media content to shape the client’s image in a more positive light.
By the time of the client’s IPO, we had generated more than 200 pieces of positive press coverage over three years. Our custom content also generated more than 10 billion earned media impressions, at an estimated value of more than $5 million. Best of all, the client’s share price had risen by 300 percent.
It’s always a challenge for CPG brands to find new audiences, but a quality PR firm can make a massive difference. If you’d like to see what Avaans Media can bring to your organization, let’s talk. You can set up a call by visiting our contact page or contact one of our team members across the United States. We look forward to working with you.