04 June 2003
CEOs at CPG firms are paying attention to the buzz that Wal-Mart will require RFID-tagged pallets and cases by 2005. The rumor is sure to cause some sleepless nights for CIOs who are dreading the data overload. But help is on the way, as new supply chain systems providing RFID data management will become a low-cost reality in 2004 -- thanks to UCC and EAN's new role in Auto-ID standards.
Mark Your Calendars
I'll be in Atlanta on June 19 for a session focusing on driving marketing ROI through brand sites. Sponsored by ATG and Critical Mass, the event is open to all consumer goods manufacturers and retailers. To register, visit www.atg.com.
Hot Off The Presses
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CPG Digital Marketing Best Practices |
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The Minority Report: Selling To Ethnic Groups |
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Internet Coupons: Not Your Mother's FSI |
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CPG Brand Snapshot: Coke And Pepsi |
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Ten Email Best Practices To Live By |
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Upcoming Research
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RFID: Results From Pilots, by Christine Spivey Overby |
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What Are CPG Sites Good For? by Christine Spivey Overby |
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Online Grocers' Strategy in Europe, by Hellen K. Omwando |
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CRM Best Practices: CVS Loyalty Card Marketing, by Eric Schmitt |
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Strategic Services
* Interested in improving the effectiveness of your email marketing program? Don't miss the Forrester boot camp The Road Map For Email Marketing Success on July 24 in San Francisco. For more information, please contact Carrie Cerullo at ccerullo@forrester.com.
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Is your Web site effective? Ask Forrester's CPG analysts to review your site. We'll provide a comprehensive site evaluation and make recommendations for improvements based on what consumers want online from CPG manufacturers. To learn more, contact Amy Dash at adash@forrester.com. |
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Internet Coupons: Easy As 1,2,3?
In the first quarter of 2003, the top CPG Web site -- Kraft Food's candystand.com -- attracted 4.5 million unique visitors, and seven other CPG sites boasted audiences of more than 1 million consumers. Where does all this traffic come from? To find out, we audited more than 125 CPG product packages and 650 CPG magazine ads. Leaders like Kraft and the Campbell Soup Company make ample room in offline media for their URLs while emphasizing why consumers should visit their Web sites. Still, more than three-quarters of ads and packages have little or no site promotion. With promotional add-ons costing a fraction of a penny per unit, we wonder why more manufacturers aren't using offline media to drive consumers to their sites. |
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Digital marketing best practices vary by category -- and that's okay. Snack food companies like Frito-Lay will find advergaming on portal sites an effective way to attract the tween and teen market. On the other hand, health and beauty brands like CoverGirl and Dove should take advantage of high consumer involvement by filling their sites with the content and functionality that beauty buyers crave: free samples, fresh makeover ideas, and beauty advice. What's more, these site features are a huge hit with Asian, Hispanic, and African-American beauty buyers, making them an integral part of all ethnic marketing programs. View The Video: CPG Digital Marketing Best Practices
Best of luck putting these best practices to use!  Christine Overby Senior Analyst, Consumer Packaged Goods P.S. Throughout the summer, I will collect more CPG digital marketing best practices. As a new owner of two kittens, I am particularly excited about Purina's new plans for its email marketing program. But even if you don't sell pet products, I encourage you to share your favorite digital marketing practices with me. To do so, simply reply to this email.
EMAIL: Email this issue to a colleague.
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