Maximising the post-pandemic opportunity for FMCG brands
Posted on 2nd June 2021 in Articles of Interest
Published CMO.com.au
We have seen that brands which invested in communications during the pandemic have tended to emerge in a stronger position than those that pulled back. For FMCG brands, the requirement now is to remain well positioned in the mind of consumers, to both grow market share and to defend existing sales volumes from hungry challengers. That means retaining mental availability with consumers by ensuring their brand is always among the top three that any consumer is considering.
This means marketers need to continue investing in those channels which are reaching their target audiences. And nothing beats the mass reach of television.
ThinkTV’s Payback Series research has shown that television delivers the strongest returns for larger budgets, as it continues to yield incremental sales growth as spend increases.
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