The CPG media buying process is a lot more than just placing ads. It’s an art form that requires knowledge of market trends, creative vision and execution skills to make sure your company gets the best bang for its buck when it comes time to advertise your products or services on any given platform, especially for those with direct to consumer models.
Brandettes agency is your CPG media buying agency with the digital experts and depth of experience to maximize your strategic media buying and drive meaningful, performance-based results – but how does a brand get started?
When it comes to consumer packaged goods (CPG), the D2C channel is crowded, with a host of new brands entering the market on daily basis. Simply put, the competition is out there (and aggressive) for any brand category and CPG media buying agency. An effective and cost-efficient media strategy to assist your brand in standing out in an increasingly competitive market is essential to driving early ROI. It makes sense to work with an experienced CPG media buying agency like Brandettes. We work with our food, beauty, natural CPG products and celebrity clients one-on-one to plan and budget for smart performance marketing and digital media programs. From idea through the execution, setting up accountability and conversion metrics to track and adjust performance is part of our DNA as an agency, and where we differ from others working in the D2C space.
As your CPG media buying agency expert team, Brandettes agency works with you to thoughtfully evaluate your current program and resources. We strategically evolve your paid media strategy (and usually simplify) through our unique discovery process. After all, you know your CPG brand and audience best and extracting your brand ethos in order to move forward is what we do well. Our CPG media buying agency will outline your ultimate brand goals and establish the right budget and tactics to help you drive true growth with direct ties to ROAS.
“...It’s not just their technical skills that impress me. Brandettes was a joy to work with because of their amazingly positive attitudes and attention to detail. Nikola and team are experienced and refined marketing professionals with great insight and instincts.”
For those who are just entering the world of performance marketing, CPG media buying is the process of selecting and placing ads in front your ideal audience at just about any given moment, across a wide variety of channels. There are many different ways that this can be done by your CPG media buying agency, but they all center around one goal: attracting your ideal audience and inspiring them to take action or make a purchase.
The market is vast and the ideal tactics for any CPG media buying agency to employ depend on the brand. However, it’s usually a cross-channel approach that our agency uses and recommends. Channels can include but not be limited to:
What we haven’t covered yet is content and its role in a strong media program. Content and messaging are key (and something Brandettes CPG media buying agency can help you with). To provide a few ideas on content, one area to consider is leveraging public relations and media-related testimonials in advertising. It works well, offers a third party endorsement and is still a pretty clever approach that builds trust amongst consumers. Producing content, designing social ads and strategizing audience is not only best-practice, but an essential tactic a CPG media buying agency like Brandettes, employs. We can also look at programs for retargeting, geo-fencing, keyword and contextual advertising along with optimized landing pages that extend the life of your paid media program and help drive meaningful ROI.
Lead generation is another important part of the paid media experience and employing follow up tactics is a big part of what we would discuss as your CPG media buying agency. As you follow up on leads (with a big thank you to your CPG media buying agency, wink wink) and turn those leads into new customers, media buying and planning can help to keep your brand top of mind with your target consumer. A promotional or incentive-driven plan to deliver value to the customer and educate them on what helps your brand stand out is essential. It also encourages them to tell friends. Tactics can include:
Absolutely, no brand (or budget) needs a “shoot first, aim second” approach to media buying. Employing any marketing tactics without a well thought out strategy is, in this CPG media buying agency’s playbook, a waste of time, effort and limited resources. Ideally, an effective and measurable strategy is employed to generate positive results for the campaign and brand. Each brand’s media buying strategy is different and the measurement tools might not always be the same (depending on distribution channels). However, it must demonstrate value to the brand and company- our CPG media buying agency is laser focused on this. The value must extend beyond the simple act of buying ad space. Strategizing channels that will have the most impact on the audience while ensuring the advertiser pays the lowest possible costs is the ultimate goal of a good media buying strategy, one that Brandettes agency employs as your CPG media buying agency of choice.
The end goal of any meaningful strategy and campaign is to enable the brand to control (or minimize) the ad spend, and at the same time maximize conversions. It’s how we demonstrate positive return on ad spend (ROAS), which we report on monthly. In some cases, programmatic advertising may be ideal to employ. It removes the hassle of negotiating with publishers, and automatically chooses the best ads for a media outlet and the best space for advertisers. As your CPG media buying agency of record, Brandettes will plan out the best program to meet your CPG brand’s ultimate set of objectives and use the best tools for the job.
Understanding the nuances will help level up your knowledge. Media buying and planning fall into the same category, but they’re two very different applications. In media purchasing (or “buying”), our CPG media buying agency team prioritizes capturing as many impressions from right audience at lowest cost during a specific campaign. Media planning is the act of planning out that campaign- it’s more strategic and the phase that is essential to forming a solid action plan. The strategies Brandettes agency employs as your CPG media buying agency could involve a keyword focus, channel focus or seasonal push. It all depends on goals and specific budget. Our comprehensive planning phase will bring to light strategic thinking behind campaign objectives that can then be executed across the given channels that make the most sense for goals, timing and brand budget. It’s a CPG media buying agency planner’s job to provide a solid recommendation for not only strategy, but execution, in the pursuit of connecting with a target audience- Brandettes CPG agency will guide you through that process.
Our first step is to schedule a discovery call so we can properly quote out a proposal for your full program. Entering the onboarding stage, Brandettes CPG media buying agency conducts in-depth competitive, lifestyle and keyword research to outline the right programatic strategy for your brand- we like to call it an audit. Our agency’s digital team will evaluate a wide range of criteria including target audience, along with your advertising budget and put together a comprehensive recommendation that makes sense. Once we align on the plan, we’re off and running.
We offer comprehensive CPG media buying services to meet all of your brand goals and objectives. Schedule a 30-minute consultation to meet our team, review your goals and get started.
Brandettes agency is a branding and marketing agency focused on consumer packaged goods brands (CPG), your ideal partner for making your food, beauty, natural product or lifestyle brand stand out from the crowd.
Book a free 15-minute consultation with our agency
