Olga Yurovski

CPG brands need to focus on Retail Velocity Support as their main KPI. Plain and simple! Not followers - nor likes - nor comments - nor virality. While those things are all nice ancillary benefits of consistently putting out great content, they are not the main attraction. You want people to be aware (through content, paid social, and influencers), then consider (through great packaging and solid ingredient labels), and then generate trial (value, health benefits, etc.). I genuinely believe that they do not do this on a brand's website, especially for a lesser-known one. Back in 2017, sure...but not anymore! People buy new CPG and Beverage brands, primarily in brick & mortar stores. This is where they are searching to discover new products to integrate into their lives, and you must meet them on this journey. Brands should experiment with different formats that feel real, relatable, and current. Right now, that is leaning toward humaized, differentiated, "lived-in" content. You also want it to stand out from the clutter and be a little bit out of the box. Or in this instance, a little bit in the cart. 😜 Sircle Media has been supporting Retail for CPG brands longer than anyone else in the game, and we are here to help you move product now. With Expo West next week, it is time to talk shop. Let's go... Much love for Smood Sweets 🎯🛒 #cpg #socialmediacontent #socialmediaagency

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CPG Founders: Buy this book! Part of a series of three books in the $100M Series by Alex Hormozi, founder of Acquisition.com, it will give you some great foundational principles on how to find and target the right audience, and how to develop the right products for them. Alex has a straightforward, insightful and no B.S. way of explaining things, and the cool thing is that you can also find this book for free on his podcast, The Game. The other two books are $100M Leads: How to Get Strangers to Want to Buy Your Stuff, and $100M Money Models: How to Make More Money, which made the Guinness World Record for most book sales in a single day. Alex is also the Co-Founder of Skool, a platform that helps entrepreneurs scale their businesses. I'll link to the book in the comments below! #founder #entrepreneur #ecrmrangeme

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How do I get consumers to trade up? Or, to reframe: how do I find consumers who might trade up? In the better-for-you and startup CPG space, this is an always-on existential question. And it’s easy to bark up the wrong tree. We have a saying at Cartograph: “Cheetos are undefeated”. Some consumers are so loyal and some products have such stickiness (cheesy fingerness?) that you’re better off NOT trying to speak to them. This has always been a hard problem. One common solution: sell in the natural channel. Cheetos fans don’t shop at Whole Foods as much - or they don’t look for them when they’re there. The challenge with Amazon is basically everyone is in the same aisle, regardless of channel, price, or key selling points. So many categories are a price race to the bottom, and you’ll likely get beat on reviews if you use anything but high-tech, non-natural ingredients. Amazon’s Marketing Cloud has changed this, at least a bit. Now, with your PPC ad targeting “snacks”, you can exclude all the people who have bought cheetos in the last 365 days, or do a price-related audience filter, to carve out people who might not give your product a second look. Cheetos is a bit of a cheesy example, but consider beverages that sell at $35-40/12ct vs. $15-20, or higher priced beauty products not competing with mass or drugstore prices. That’s where it can be really powerful: take a shot at big search keywords without getting into traffic with folks who wouldn’t buy in your segment. This is why AMC audiences are table stakes for us this year: you can spend more with the people that matter, and less with those who probably don’t.

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