Tag Archive for: #1 consumer product PR agency

3 PR Goals for CPG Brands You Can’t Ignore

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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 have had an unpleasant experience with a PR firm. 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:

  1. 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. 

  1. 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. 

  1. 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.

 

Read more about our CPG experience and our proud CPG case studies.  And if you’re looking for a CPG PR agency, we’re happy to talk with you about our distinctive approach to PR success.

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Consumer PR Trends for 2023

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Today’s digitally native consumer brand challengers need to know how consumers are changing in order for their  DTC brands to grow.  The media landscape is distributed and yet overwhelming. The average daily time spent with major media, including television, newspapers, magazines, radio, and digital formats, amounted to 12 hours and 30 minutes (Statistica). This means that consumer brands and their consumer PR agencies need to stay engaged with how consumers are discovering and purchasing products. When looking at consumer PR trends for 2023, several things stand out.

Consumers are More Socially Conscious Than Ever Before. 


Emerging consumer brands and emerging industries can not afford to ignore this trend, because it has been on overdrive since the pandemic. Whether the brand dives deep and engages in purpose-driven PR or takes a stand on social impact issues, consumers are voting with their wallets, and the up-and-coming generations have big expectations for businesses to contribute to improving society, not just the bottom line. 

  • 68% of consumers say brands celebrating what brings us together and emphasizing our common interest would strengthen the social fabric
  • 63% of consumers buy or advocate for brands based on beliefs and valued (Edelman)
  • 59% of consumers will pay more to purchase from a favored brand — a 4% increase since 2022 (Marigold)

Consumers Want To Find Products Through Trusted Sources

Let’s face it: everyone from your niece to your Mom is looking for credible information, and search is still one of the most critical places for consumers to find trusted information. Google knows this, and they’re doubling down on making sure their search results are from trusted sources. From consumer tech to CPG, consumer brands who want to grow must align with trusted sources.  It is no surprise that, over all, social media is not a trusted source for adults; however, they still use it as a discoverability tool. They then go search for more information.

  • 90% of searchers haven’t made their mind up about a brand before their search. (Zippia)
  • 68% of GenZ adults turn to social media for new at least once per week. (Morning Consult)
  • A considerable 82% of consumers trust print ads more when making a purchase decision. (Zippia)
  • Only 20% of GenZ named Instagram their favored platform. (The Atlantic) TikTok and SnapChat were #1 and #2, respectively.
  • 90% of U.S. consumers find targeted ads intrusive and annoying. (Zippia)
  • Online-only news sites are second only to social media as the most commonly used GenZ medium (Morning Consult)
  • The average person is now estimated to encounter between 6,000 to 10,000 ads every single day (lunio)

New Technologies Give Rise to Consumer PR Trends

The era of AI search is here – owned content needs to shift to long-tail search (Algolia) and there’s more. Voice search, most often done on mobile phones, is also on the rise. Consumer brands need to create content that reflects these new search methodologies and remember to take full control of their owned content in order to feed the algorithms.

  • 41% of US adults use voice search daily, higher in comparison to countries globally. (Google Mobile Voice Survey)
  • 25 to 49-year-olds use voice search more often than any other age group (PWC)

As you look at these trends, consider how you will use these ideas in your consumer PR strategies and with your consumer PR agency. You also might appreciate our report on how to make your earned product reviews more Google-friendly. As a consumer PR agency, we have a distinct approach that sets us apart. If you’d like to learn more, contact us today.

 

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