There are several flavors of food and beverage CPG brands these days. There's gluten-free, sugar-free seed butter that tastes like Nutella. There are non-alcoholic euphoria-inducing relaxation spirits and plain old American lagers that launch every single day. If you want to be seen through the noise that clouds your customers' information streams, you've got to differentiate in more than just your product. The key to nailing the go-to-market strategy for your food + bev product launch starts from the very beginning. Here are 3 tips to keep in mind as you approach that hallowed launch date.
Be present and have a consistent brand across all platforms
This may seem self-evident, but you would be baffled by the number of brands we see that use different colors across each of the channels or a different font or their copy sounds like it was written by 3 different people. Have a consistent brand voice on Facebook, Instagram, twitter, youtube, and your website. To take this a step further into, "yea, no duh" territory, your brand needs to be PRESENT on all of the appropriate platforms. When a potential customer hears about your sparkling CBD drink and wants to see what all of the fuss is about on Instagram, you've got to be there and your content should capture that person!
Have the SEO on your website dialed
Let's say your product is an organic, free-range beef jerky with cajun seasoning. When someone googles cajun beef jerky, your brand's web page needs to live in the top 5 organic results if you want to have a fighting chance of maintaining a low customer acquisition cost (CAC). In our experience, the traffic gained through organic search should be ~30% of your total traffic. There are several steps to make sure your website is search engine optimized. We've attached an awesome video that can give you the basics of what it is and why it matters! The important thing is to be aware of SEO's existence and make sure you're actively working to improve it.
Leverage local & regional news outlets
When I type these out they really do seem like no-brainers, but it's such a common mistake that we see. News outlets want to cover founders in their local area - they want a juicy story about your new bottled soda that's sweetened with monk fruit. Reach out to these media outlets and sell them on the prospect of interviewing you! You'd be amazed at how much good this can do.
If you're lost and looking for a bit of guidance, slide into our DMs.