Blog
Blog

What marketing ways should choose companies offering FMCG products?

09.10.2020

If you start your business in Russia and sell FMCG products, you should know the most effective marketing methods to promote them.

In this article we will explain how to do it, taking into account particularities of Russian market.

FMCG products market in Russia

In Russia FMCG commerce segment growth in 2019, the volume of sales in monetary terms grew more than twofold. At the same time, offline FMCG segment growth is at a paltry 4%.

Online shopping is becoming increasingly popular in Russia: 90% of internet users have made at least one purchase online in the last couple of years.

As a result, FMCG purchases are shifting to the online sphere, leading to double-digit growth for online categories with stagnating or barely growing offline sales. For comparison: coffee, shampoo and cat food sales online grew by 125%, 103%, and 122%, respectively, while offline in retail stores the growth was at 0%, 2% and 9%, respectively.

According to this statistics, you could understand that it is more profitable to promote your business in Russia online.

Content marketing

By creating informative content, you can drive conversation among your consumers and build strong communities. Having a solid community is crucial to developing a loyal consumer base.

Also clever use of content marketing is essential because it helps establish your authority in the space. It helps brands promote their products more effectively than ever before.

Another facet of content marketing that is essential for FMCG brands is creating SEO-friendly content. Incorporating a strong SEO plan as well as including strategies for content amplification is crucial because it drives consumers to your website, enabling them to become more aware of your brand.

So it is indispensable for you to have a good-developed blog on your site or maybe create a different project. A perfect example of the last one is a Tinkoff journal which was invented of Tinkoff Bank where authors tell about their experience in all spheres of life.

SMM

Digital marketing for FMCG brands needs to be integrated over various channels to have the maximum impact. This includes ads which play before a Youtube video, promotions through VKontacte, Instagram posts and much more.

If you develop your communities in Social Media, you will have a good channel to increase loyalty of your target audience and to attract new buyers.

Videos have emerged as one of the most consumed forms of content. The massive growth of platform like TikTok in Russia is a testament to this renewed interest in video content. Because of this, any successful digital strategy for an FMCG brand should include a strong video strategy. One of the main advantages of using videos for your product is the unlimited room for creativity it offers.

Influencer Marketing

Influencer marketing is proving to be one of the most important digital marketing trends in FMCG. Through the use of influencers, your brand can tap into their huge number of followers and increase consumer awareness of your products. Influencer marketing is also very useful for FMCG brands because consumers are more likely to believe in the credibility of your brand when an influencer whom they trust recommends it to them.

E-mail marketing

Drip email campaigns are one of the most effective lead nurturing strategies. These automated mails can target consumers at a number of different stages, ultimately guiding them towards making a purchase. This technique can prove a very effective step in digital marketing for FMCG companies by helping influence the consumer decision making process.

Automated emails which are sent when consumers abandon their shopping carts are particularly effective, because it pushes the consumer to complete the purchase. Drip emails also help you retarget consumers who have already purchased your products. Research show that consumers who have purchased your products in the past are more likely to do so again in the future.

Some tips to run your advertising campaign in Russia

  1. If you want to succed in promotion FMCG products in Russia, take into account regional particularities of Russian market.
  2. Try different channels of marketing.
  3. Run a smoketest if you aren’t sure if your product or service are really in demand among target audience.

If you are looking for the best digital marketing agency in Russia, reach out to us and grow your business.

Merchandising for “Integra” in the retail chain “GiperGlobus”

Scattered on the shelves, the products are unlikely to be able to increase sales in the store. In order for the products to look attractive and you want to buy them, you need competent merchandising.   We have an extensive theoretical base and practical experience in the use of such an advertising tool that directly works to increase sales.   Today we will tell you about how we designed storefronts for Scoro (part of the Integra group of companies) in hypermarkets “GiperGlobus”.   Goals and objectives   Our goals were set:   1. Placement of products.2. Checking the expiration date, eliminating the delay.3. Rotation of perishable products to more prominent locations to increase their saleability.4. Tracking the popularity of certain products, recommendations for the purchase of the head of the section.5. Updating and laying out price tags.   To achieve the goals, the following tasks were assigned:   1. Search, hire, and train employees.2. Control over the work of the staff.3. Analysis of the effectiveness of our work.4. Reporting.   Geography: Moscow and Moscow region, Tver, Tula, Ryazan, Kaluga and Vladimir.   About the customer   “Integra” is a Russian manufacturer and distributor of sausage, cheese and salad products.   The company has been on the market for 23 years and during this time has created 5 brands, including: brands of sausages Dym Dymych, Rossiyanka and Honest recipe. This also includes Good Monica cheeses and the healthy food brand Scoro.   Scoro offers delicious and healthy salad sets, mixes, and fresh vegetables. They have a large number of trace elements and vitamins that have a positive effect on well-being. We have been cooperating with the company for 2 years, and this time our task was to create high-quality projects.   Implementation   We have been working on such projects for a long time, so it was not difficult for us to quickly recruit a team of performers who perfectly coped with their duties.   The main task of the staff was to visit the outlets 5 times a week and design the salad sales section.   Now we will tell you about the points of what the working day of the merchandiser consisted of:   Product placement on shelves   The placement was carried out several times, because during the day, customers purchased goods, which is why the storefronts quickly lost their attractive appearance. In addition, it is important to regularly monitor the availability of products to avoid having empty shelves.   This also includes the placement of advertising materials (signs, posters) in such a way that they attract the attention of customers, are bright and readable.   Inventory tracking and elimination of expired products   During the working day, merchandisers tracked the presence of leftovers or delinquencies on the shelves. When they were found, the damaged goods were immediately removed from sale.   Delinquency is something that can quickly destroy a brand’s reputation, so it is extremely important that all salads and vegetables are fresh.   Recommendations for the…

Yandex Zen: what it is and how to use

Yandex is a big company and not only search engine. In addition to Yandex.Direct and other services, holding has its own platform for authors, brands and mass media, a service of content recommendations (articles, posts, photos, videos), which is selected personally, taking into account the user’s interests and behavior, location, time of day, and many other factors.   We know how you can use Yandex. Zen to promote your business on the Internet, increase awareness and attract traffic. The best solution is to run a corporate blog or buy advertising from bloggers. For more details – read our article.   What is Yandex Zen   As we have mentioned previously, Yandex Zen is a platform where bloggers and companies can run their blogs in different formats – videos, texts, photos and etc.   The main difference from the other Social Media is that it works by machine learning and artificial intelligence technologies. Also it has an algorithmic feed.   The  principle is really very simple: the more a user uses Zen, the more he likes/dislikes publications, the more he actually just reads what is there – the better Zen learns what he likes, the more interesting this feed becomes, aimed entirely at this user.   Yandex. Zen is developing in every possible way: the audience is regularly increasing, new formats, metrics, etc. appear. Yandex plans to make Zen a competitor to Instagram, VKontakte and YouTube with a cost of several billion dollars.   As a result of the constant improvement of the product and the trust in Yandex itself, media and brands come to the platform after authors and bloggers who want to make money on monetization. The latter, according to the service in December 2018, owns about 100 active channels. How Yandex Zen can be useful for your business in Russia   1. The audience of the platform is 40 million users per month, according to Yandex. Radar.2. Ranking algorithms find readers, even if they are not subscribed to the channel. This is a plus for those who need free coverage: they start from scratch, can’t “pull up” their subscribers from other platforms. The Alpha Centauri algorithm is currently in effect. About the algorithm updates-in the blog ” Yandex.Zen.”3. The CTR (click-through rate) of going to an article from the feed is 6-10%, and the average viewing time of the publication is 1-2 minutes. Keep in mind, huge longreads are unlikely to be readable).4. 70-80% of the materials are read in full, while the average for Russian media is 45%.5. Integration with Yandex. Metrica and external pixels, internal statistics on coverage, read-throughs, and time in your personal account.   The most important advantage of Yandex.Zen as a content marketing tool — an opportunity to get free coverage and gain an audience from “zero”.   Coverage of Yandex. Zen includes an audience not only in Russia, as many people think. Statistics show a wide geography of influence. According to the infographic of the Director, Daniel Trabun, it is read in…

Targeted advertising in Instagram for dealer and manufacturer of medical equipment

Our agency has a large experience in setting up targeted advertising in various social networks. Before launching a campaign, we will analyze the audience, create relevant ads and develop creatives based on the customer’s wishes.   In 2020, we set up targeting for Endomed – a distributor of medical equipment.   Read more in the article.   Goals and objectives   The goal of the project was to increase the number of orders for products.   To achieve it, the following tasks were set:   1. Analysis and parsing of the target audience2. Creating the concept of advertising publications (texts, creatives)3. Launching and tracking campaigns4. Summary of results, preparation of reports   Before we share the project, let’s have a few words with the company.   About the customer   Endomed is a dealer and manufacturer of endoscopic and electrosurgical equipment, endoscopic systems and systems for the diagnosis of osteoporosis, as well as devices for video capsule endoscopy. In addition, the company is a service center – repairs devices, provides advice on their operation for medical personnel and conducts training sessions.   The brand has been cooperating with private and public hospitals for 24 years, providing them with high-quality equipment.   Over the years, Endomed has managed to serve more than 3,000 customers.We started working with the organization in 2020, and one of the areas of promotion was setting up targeting in the social network Instagram.   Implementation   Analysis and parsing of the audience   The company has a website, and is also promoted through Instagram. The page contains news, information and sales posts.   When collecting the audience, the following parameters were taken into account: gender, age, social status, field of activity and interests.   We used several sources for parsing:   1. Subscribers to the pages of your competitors 2. People interested in these topics: medicine, endoscopy, gastroenterology, rheumatology and osteoporosis3. Medical organizations (selected addresses based on the “medicine” interest).   Using the collected categories and selected parameters, we created a look alike audience.   A Facebook pixel was also installed to collect visitors from the client’s site.   After collecting and segmenting the database, we started preparing texts and visualizations.   Development of advertisements   Images and videos play a key role in Instagram. They should be attractive, bright and catchy. We have created a number of creatives in the corporate style (red and white colors). Examples of announcements We had several campaigns, so the creatives changed every week.   We also wrote sales texts taking into account the wishes of the customer and the needs of customers, described the characteristics and advantages of the products. Examples of announcements The last stage was summing up the results and preparing reports.   Analytics and reporting   We provided the client with both interim reports and full-month totals. During the operation we monitored the reaction of users.   Each individual campaign was analyzed by performance parameters, which helped to make changes in time and offer ideas that…