CPG Marketing School

This season, we're taking a deep dive into creating a marketing plan that's not just a template-filling exercise but a roadmap to success for your CPG brand, using my signature framework R.O.A.D. In this episode, we explore the second step of the ROAD framework: Objectives. This phase is dedicated to setting an ambitious annual sales goal for your brand. We'll also identify specific marketing objectives essential for achieving this major sales target. Throughout the episode, we'll guide you through five powerful questions that form the core of building your marketing plan. These questions will help ensure that your objectives are strategic, measurable, and aligned with your overall business goals. Link to our FREE Brand Funnel to calculate your marketing goals:https://www.cpgmarketingschool.com/accessthebrandfunnelcalculator Link to episode How to Build a Marketing plan 1/5: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2148580834 Each episode of this series is designed to build upon the previous one, offering practical advice and actionable tips. Download our free guide: Recession-Proof Your Marketing with the S.U.R.V.I.V.E Framework: https://www.cpgmarketingschool.com/How-to-Recession-Proof-Your-Marketing Subscribe to CPG Marketing School Newsletter: https://www.cpgmarketingschool.com Other episodes you may enjoy: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2148024845 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147964139 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa

Welcome to Season 2! This season, we're taking a deep dive into creating a marketing plan that's not just a template-filling exercise but a roadmap to success for your CPG brand, using my signature framework R.O.A.D. In this episode, we focus on the first step of the ROAD framework: Review. Review is about understanding your products' performance, evaluating past marketing efforts, and gaining insights into what your customers want and how they respond to your campaigns. We'll explore how to analyze your sales figures to identify your best-selling products, understand SKU velocity, and what that means for your product lineup. We're talking about looking back at your campaigns to determine what truly connected with your audience and why. Plus, we're diving into the metrics that matter—from engagement rates to follower growth, and how to use this data to tailor your content and strategy. Influencer campaigns, search engine optimization (SEO), and pay-per-click (PPC) strategies are also on the agenda. We'll discuss how to measure the real success of your influencer partnerships, optimize your keywords for better online visibility, and manage your advertising budget more effectively. Events, collaborations, and price promotions are crucial, too. We’ll share insights on assessing the impact of trade shows, pop-up stores, and promotions on your brand and sales. Finally, we'll discuss the importance of monitoring industry trends and customer feedback to adapt your marketing strategies accordingly. Each episode of this series is designed to build upon the previous one, offering practical advice and actionable tips.   Download our free guide: Recession-Proof Your Marketing with the S.U.R.V.I.V.E Framework: https://www.cpgmarketingschool.com/How-to-Recession-Proof-Your-Marketing Subscribe to CPG Marketing School Newsletter: https://www.cpgmarketingschool.com Other episodes you may enjoy:  https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2148024845 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147964139 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa  

Welcome to Season 2! This entire season is dedicated to getting you ready to rock 2024! We will be taking you step-by-step through the process of crafting a robust marketing plan for the year. We'll tackle everything from defining your marketing goals to identifying the relevant touchpoints, and from setting KPIs to establishing a marketing budget. Each episode is designed to build upon the previous one, offering practical advice and actionable tips. We start with Episode 1, where we set the scene by reflecting on the key CPG trends for 2024, specifically in the food and snack sectors. Get ready to embark on a journey that will prepare you for a thriving year! Download our free guide: Recession-Proof Your Marketing with the S.U.R.V.I.V.E Framework: https://www.cpgmarketingschool.com/How-to-Recession-Proof-Your-Marketing   To subscribe to CPG Marketing School Newsletter: https://www.cpgmarketingschool.com Other episodes you may enjoy: part 1: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2148024845 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147964139 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa  

Download our free guide: Recession-Proof Your Marketing with the S.U.R.V.I.V.E Framework: https://www.cpgmarketingschool.com/How-to-Recession-Proof-Your-Marketing This is the second part of an essential two-part series tailored specifically to formulate a resilient marketing strategy that can withstand the pressures of a recession - a crucial subject, particularly in light of the ongoing cost-of-living crisis. However, it's not just about survival. We aim to equip your CPG brand to thrive and grow, regardless of the economic climate. This is where our S.U.R.V.I.V.E framework comes into play - a valuable guide to success amidst challenging times. In this episode, we'll meticulously dissect each aspect of this framework, ensuring you gain a comprehensive understanding and practical knowledge for its application. So, are you prepared to fortify your brand against recession? To subscribe to CPG Marketing School Newsletter: https://www.cpgmarketingschool.com Other episodes you may enjoy: part 1: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2148024845 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147964139 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa  

Download our free guide: Recession-Proof Your Marketing with the S.U.R.V.I.V.E Framework: https://www.cpgmarketingschool.com/How-to-Recession-Proof-Your-Marketing This is the first part of an important two-part series tailored specifically to formulate a resilient marketing strategy that can withstand the pressures of a recession - a crucial subject, particularly in light of the ongoing cost-of-living crisis. However, it's not just about survival. Our aim is to equip your CPG brand to thrive and grow, regardless of the economic climate. This is where our S.U.R.V.I.V.E framework comes into play - a valuable guide to success amidst challenging times. In this episode, we'll meticulously dissect each aspect of this framework, ensuring you gain comprehensive understanding and practical knowledge for its application. So, are you prepared to fortify your brand against recession? To subscribe to CPG Marketing School Newsletter: https://www.cpgmarketingschool.com Other episodes you may enjoy: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147964139 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa

Download our free guide: How to build a Consumer Persona https://www.cpgmarketingschool.com/how-to-build-your-consumer-persona In this episode, we delve into 6 Budget Friendly tools for Marketing Research. . To subscribe to CPG Marketing School Newsletter: https://www.cpgmarketingschool.com Other relevant episodes: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147964139 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa

Download our free guide: How to build a Consumer Persona https://www.cpgmarketingschool.com/how-to-build-your-consumer-persona In this episode, we delve into the critical components of consumer personas. We share real-life examples and provide tips and guidance on specific areas to research to build a detailed Consumer Persona that can step-change your CPG Marketing. To subscribe to CPG Marketing School Newsletter:https://www.cpgmarketingschool.com Other relevant episodes: https://www.cpgmarketingschool.com/podcasts/cpg-marketing-school/episodes/2147956035 Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa

Download our free guide: How to build a Consumer Persona https://www.cpgmarketingschool.com/how-to-build-your-consumer-persona Why are most consumer personas entirely useless? In this episode, we delve into consumer personas. We explore why traditional shallow personas are ineffective and emphasize the need for deeper understanding and insights. By tapping into the emotions and desires of our target audience, we can create meaningful connections and develop products that align with their preferences. We discuss the importance of researching our audience through social media, engaging with them, and conducting consumer interviews and observations. Going beyond surface-level data allows us to understand their dreams, aspirations, and needs, ultimately revolutionizing our brand and marketing strategies. To subscribe to CPG Marketing School Newsletter:https://www.cpgmarketingschool.com Website: https://www.cpgmarketingschool.com Instagram: https://www.instagram.com/cpgmarketingschool Follow CPG Marketing School's host Federica Ceresa: Twitter: https://twitter.com/federicamktg Linkedin: https://www.linkedin.com/in/federicaceresa