Blog | Marketing and PR Insights from Girlpower Marketing

How Social Media and Influencer Marketing Will Propel Your CPG Brand Through a Recession

When facing a downturn in the economy, we often look to the past for lessons on how to deal with the present. What did other CPG brands do to weather the last recession? Which brands increased profit and exposure when consumer spending was down? Which marketing tactics helped them gain traction, and which were a bad use of their budget?

While we can learn lessons from the past, we must remember that consumer behavior is ever-changing. Attention spans have gotten shorter. Audiences are fragmenting into smaller niches, and new niches are overlapping every day. In other words, throwing content at the whole world doesn’t work. Instead, targeting is crucial, especially during a recession, because you need to reach the audience most likely to engage with and buy your products.

So, what can you do to ensure you’re reaching the people who are most likely to engage with your brand, buy your product and then tell their network about it? Following are a few tips. More

Making the Most of Food and Beverage Marketing During a Financial Downturn

When facing a financial downturn, many food and beverage companies start looking for ways to cut their budgets. Often, the first thing to go is marketing. Too many companies believe they can survive the difficult times with their current customer base. But unfortunately, it’s indisputable that sales will most certainly decline without marketing to new customers.

When saving money becomes an absolute necessity, you can still make powerful marketing moves for your food and beverage brand if you’re ready to make some changes to your strategy. More

Is Content Marketing Your Key to Capturing New Customers?

There is one undeniable truth about content marketing: It’s crucial to capturing new customers while retaining loyal buyers. Let’s break it down a little.

What Is Content Marketing?

Content marketing is a long-term strategy to deliver quality content to your target audience that aims to build trust, boost engagement, and ultimately increase conversions through creative content delivery. By offering unique blog articles and videos on your website, you can boost your search engine ranking by including the usual keywords and phrases consumers use when researching products online. More

3 Reasons Brands Should Be Using TikTok

Even at first glance, TikTok is a no-brainer for marketing, and brands are starting to notice. While the app does have a reputation as a social platform for younger generations—think Generation Z and even some older members of Generation Alpha—the truth is that TikTok appeals to people from all ages. Yes, that even includes Baby Boomers.

In fact, only 60% of the nearly one billion monthly TikTokers are Gen Z. Of the remaining, 30% are Generation X and Boomers. These adults are on TikTok for an average of 38 minutes per day. This alone is a great reason to use TikTok for your brand marketing. But there are a few other big reasons you may want to start using this platform. More

Understand Pet Owners Across Generations for Effective Marketing

Marketing in any industry requires a deep understanding of a brand’s target audience before creating campaigns and choosing distribution for those campaigns. One or two generations or cohorts comprise the target audience for many industries. When it comes to pet ownership, however, marketers must fully understand the preferences of all ages, from Generation Alpha to the Silent Generation.

Why? Because everyone loves their pets. Most are passionate about them. How they shop for their pets, however, is a different story. Each generation consumes information and shops in their own unique ways. Marketers also mustn’t overlook how the pandemic altered shopping habits, particularly online purchases.

Following are some tips for helping to understand how to speak to consumers and convert them. More

Social Media Trends to Embrace in 2022

In 2021, more than 72% of Americans used social media — an increase of more than 10 million people. These 240 million users spend an average of two hours and seven minutes on social media every day. It’s safe to say that as new platforms and features continue to emerge, even more people will jump on board.

Most of the social media trends we expect to see in 2022 are already here, as existing trends continue to pick up speed in 2022, and marketers continue to adopt these elements in larger numbers.

Though Baby Boomers hold more than $2.6 trillion in spending power and control 70% of all disposable income in the U.S., they are often overlooked by marketers, specifically when digital campaigns are created. That’s a lot of money that brands may be leaving on the table, and a massive cohort of shoppers left feeling ignored.

When 67% of Baby Boomers own smartphones and account for 59% of digital purchases, it’s clear that this generation is more technologically savvy than younger generations give them credit for. With brands and marketers continuing to ignore them, Baby Boomers have effectively taken matters into their own hands. That’s right; we’re now in the age of the “Granfluencer.” More

The Changing Face of TikTok

By the time TikTok burst on the U.S. scene in 2017, it already had a following due to its first iteration as an app called Musical.ly. Since then, it has overcome a long list of problems—including increased pressure from legislators and copycat features from long-standing social media giants—to become one of America’s fastest-growing social media companies. More

Influencer Marketing Strategies for All Generations

For years, well before adopting the moniker of influencer marketing, brands have sought endorsements from celebrities and people of note. Generations that came before Millennials, Gen Z and Gen Alphas—notably Generation X and Baby Boomers—can also be swayed by the right message from the right person at the right time.

Influencer marketing has become the catchall term for certain types of celebrities, experts, thought leaders, bloggers, and content creators who use their online presence to affect a group of people’s purchasing choices. It is one of the fastest-growing brand-building strategies, nearly tripling in value to an estimated $9.7 billion in recent years.

To develop killer influencer marketing strategies for all generations, it’s essential to understand the formula of the message, influencer, place, and time most effective for each generation. More

Five Big CPG Trends We’ll See in the Next Five Years

We don’t always need a crystal ball to see the future. However, the current state of CPG marketing trends gives us a lot of information about how things are going and how we can expect them to develop over the coming years. Although disruption can happen and evolving technology has the power to divert the current path, we can see some solid trends that are sure to be around for a while. More