Avatars (your ideal shopper) - visibility & engagement.

Too often, we are seeing International brands with a low competency in creating digital awareness of their brand. It's gold and it is necessary. Leveraging off-platform marketing for Consumer Packaged Goods (CPG) brands can significantly enhance visibility and engagement both in the marketplace and in-store.

1. Increased Brand Awareness

• Reach a Wider Audience: Off-platform marketing channels like social media, influencer partnerships, and traditional media can expose the brand to a broader audience than the marketplace or in-store channels alone.
• Cross-Channel Promotion: Promoting products across multiple channels ensures that the brand is seen by potential customers who may not frequent a specific marketplace or store.

2. Enhanced Customer Engagement

• Interactive Content: Utilizing off-platform channels allows for the creation of engaging content such as videos, contests, and user-generated content, which can foster a deeper connection with the audience.
• Two-Way Communication: Social media and other interactive platforms provide opportunities for direct interaction with customers, leading to increased engagement and customer loyalty.

3. Improved Brand Perception

• Storytelling: Off-platform marketing allows brands to tell their story and convey their values, which can enhance brand perception and build a stronger emotional connection with consumers.
• Influencer Partnerships: Collaborating with influencers can lend credibility and authenticity to the brand, positively impacting how it is perceived by the audience.

4. Higher Conversion Rates

• Targeted Advertising: Off-platform advertising can be highly targeted, reaching specific demographics and psychographics, leading to higher conversion rates.
• Remarketing Opportunities: Off-platform channels enable remarketing to individuals who have shown interest in the products, increasing the chances of conversion.

5. Data Collection and Insights

• Consumer Insights: Off-platform marketing provides access to valuable data on consumer behavior and preferences, which can inform future marketing strategies and product development.
• Performance Metrics: Tracking the performance of off-platform campaigns can offer insights into what resonates with the audience, helping to refine and optimize marketing efforts.

6. Boosted In-Store Traffic and Sales

• Omnichannel Experience: Off-platform marketing can drive online audiences to physical stores through promotions, events, and exclusive in-store offers.
• Geo-Targeting: Using location-based marketing tactics can attract nearby customers to visit physical store locations.

7. Enhanced SEO and Online Presence

• Content Marketing: Creating valuable and relevant content off-platform (blogs, articles, videos) can improve the brand's search engine rankings and online visibility.
• Backlinks and Mentions: Gaining backlinks from reputable off-platform sources can boost the brand's online authority and search engine performance.

8. Flexibility and Adaptability

• Experimentation: Off-platform marketing allows brands to experiment with different formats, messages, and audiences without being confined to the limitations of a specific marketplace or in-store environment.
• Real-Time Adjustments: Campaigns can be adjusted in real-time based on performance data, allowing for agile marketing strategies that respond to consumer behavior and trends.

9. Cost-Effective Marketing

• Lower Costs: Off-platform marketing, particularly through social media and content marketing, can be more cost-effective compared to traditional advertising methods.
• High ROI: With the ability to target specific audiences and measure performance, off-platform marketing can yield a high return on investment.

By integrating off-platform marketing strategies, CPG brands can not only boost their visibility and engagement but also create a more cohesive and effective overall marketing strategy that drives sales both online and in-store.

• Charles Kochel, CEO at Infinity Blue North America.