How to advertise everyday products? What are the trends in promotion in the FMCG market?

Advertising on the FMCG market differs in the characteristics of consumer goods groups. Alcohol, tobacco, household chemicals, cosmetics, food – all consumer goods have their own promotional features.

Mass advertising in this industry is designed to intensively influence the buyer according to the principle of regular informational noise: the more you talk about yourself, the more often products under your brand are chosen on the shelves.

The main advertising medium is the label of the product itself. Color, shape, texture, graphics – everything matters. The name of the brand and product, logo and advertising image influence the consumer and often encourage them to make the first purchase, often spontaneous.

Trends in the FMCG market

The current promotion trend in the segment of consumer goods is an increase in the share of Internet advertising. A well-planned SMM approach, communication with users and the growth of activities is an excellent channel.

In the FMCG market, BTL marketing, promotion at points of sale, promotions, indoor advertising reach the maximum values of influence.

Consider all options for indoor advertising in shopping centers: promotional stands, light boxes, distribution of printed materials. Sound advertising and broadcasting of video clips on plasma panels will become your assistants during promotions – these media channels are especially effective for messages with fictional heroes and characters.

It is appropriate to use the possibilities of outdoor advertising on 6 * 3 billboards near shopping centers and shops, especially if a bright advertising message concerns an interesting promotion or advertising game.

Youth product lines (such as snacks, chips, chocolate and drinks) can and should be presented through billboards near universities, campuses and dormitories.

If the budget allows, duplicate the advertising message at public transport stops and through the transit advertising channel. Wide coverage and mobility – just what you need. An important nuance: when placing advertising on transport, keep in mind that the legislation in this area is more complicated than in the general outdoor advertising market and additional approvals will be required, including at the level of local and regional authorities. However, when planning marketing campaigns, leading companies in the FMCG market in most cases choose transit advertising as an additional channel for stimulating demand. According to estimates of the effectiveness of placing advertising messages in the FMCG segment, outdoor, indoor and transit advertising have been leading for several years.