Adapt your Innovation to Extended Retailer Reset Windows
How can brands adapt and navigate shifting environment? Dive into the causes of longer reset windows and explore the best ways to overcome associated challenges.
Kevin Gawronski
January Overview:
With Paid Social & Google, CPM’s have been extremely high in Q4 causing lower conversion rates across the board. We believe these are going to drop dramatically going into January, and F&B brands pushing “”better for you”/”new year new you” messaging will benefit tremendously:
“Better For You” brands should treat January and early February as an extension sale similar to what they were doing for Holiday:
Broader “healthy” keywords including diets, ingredients, recipes, etc. will see a significant increase in search volume:
Rest of 2022 Considerations:
Regarding Paid Social, Tik Tok, Pinterest, etc. Ad Content matters now more than ever.
Major Online Grocery platforms such as Instacart and Shipt will see a major increase in competition:
I hope these raw notes help. The one obvious external factor is increased covid cases, lockdowns, etc. It’s easier to gameplan paid media strategy around these now vs. a year ago as trends have become more obvious, but could still really complicate things.
If you have any questions or thoughts, please reach out.
Thanks,
Kevin Gawronski
Garwonski Food and Beverage does paid media marketing for Food & Beverage + CPG Brands. We find and engage the right audience with the most effective digital media platforms to grow sales, profitability and market share. Our services including, Paid Media Buying, Optimizing, Reporting, and Strategizing for Paid Social, Amazon, Adwords, Instcart, Shipt + additional Online Grocery platforms.
https://gawronskifb.com/
How can brands adapt and navigate shifting environment? Dive into the causes of longer reset windows and explore the best ways to overcome associated challenges.
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