Vlad Lamadieu, Vice President, Business Development
If everyone is shouting, how can you be heard? Even if you have a product that’s clearly superior to your competition’s product, it can be incredibly challenging to get the word out and build a loyal base of satisfied, repeat customers. Consumers face so many distractions in the marketplace that traditional advertising and marketing programs are often relegated to “clutter” in the minds of your best potential prospects.
Samples and discounts – a one-two punch
So what’s a smart CPG company to do? The answer is so simple that it may surprise you. YA recently completed a survey of 1,001 adult Americans and found that 85 percent of respondents say they would try a brand or a CPG product they’ve never tried before if offered a discount or free product. Only 1 percent of respondents said they would not try a brand or product when given a discount offer.
Here at YA, we’re an industry market leader in delivering high-impact omni-channel marketing promotions for the nation’s most respected brands. That’s why we conduct periodic proprietary surveys like this one to help us get an understanding of key consumer drivers. We know from our blue chip roster of CPG clients that they’re facing increasing obstacles in getting prospective consumers to try a new or improved brand offering. That’s why we found these survey results so interesting, and why we’re working closely with our clients to leverage innovative technology to increase market share and gain more brand advocates among those 78 percent of respondents (82 percent of millennial respondents!) who say redeeming a CPG product offer has changed their habits to purchase one brand over another.
If you’d like to learn more about how YA can help you encourage trials, create ongoing one-to-one communication and measure the long-term value each consumer contributes, please contact me to get the conversation started.
See the full results of our CPG survey here. http://yaengage.com/changing-behavior-ya-survey-shows-discounts-offers-consumer-packaged-goods-increase-brand-loyalty-help-marketers-adapt-evolving-consumer-preferences/