The 4th step in planning an outline for your CPG brand’s social media calendar for the whole year is to fill in any gaps. Remember that the goal is to have everything already thought out so you’ll just need to create your content when you have more details. After you’ve outlined all relevant holidays, events, and promos, we can move on to the 4th and final step:
Create Evergreen Content to Fill in the Gaps
Evergreen content is what can continuously fill your social media calendar because the content can be reformatted and reused. Here are some suggestions:
Create recipes that feature your CPG. Be sure to include a variety of recipes:
Relevant to time of year (holiday, grilling, picnic, back to school, cold weather)
Covering all meal-parts (breakfast, lunch, dinner, snack, dessert)
Of different difficulty levels and time requirements
Write or link to blogs or resources on your website. Here are some ideas:
Feature a person or organization relevant to your brand
Give a brief history of your brand or industry
Share a valuable resource from you or someone in your industry
Share research by an employee or industry export—can be a study, report, audit or survey
Design Infographics with information such as:
Health benefits of your product
Popularity of your brand
Your brand vs other brands
Fun Facts
Brand History in a timeline
Post short, :30-:60 second videos
Making a meal/recipe
Teaching/showing a process
Promoting your brand campaign
Highlighting a product—its features, functions, and relevancy
Share an opinion or review from a customer, employee or industry expert
Other forms of content:
GIFs
Lists/Rankings
Quizzes/Games
Maps
You should now have your CPG brand’s social media calendar planned for the entire year! Now all you have to do is to create your content! Remember: A good way to stay on task for this is to create content three month’s worth at a time and schedule using a social media management tool.
If you’d like to learn more about how to optimize your food brand’s marketing plan for retail, we can help! Please reach out to the NewPoint team. If you are interested in more food marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
Maximize the economic performance of your CPG brand shopper marketing investment
Increase velocity at retail and consumer brand affinity
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Target market reach, integrated retail marketing support, promotional continuity & awareness, offers and incentives, and tactical execution timing
Go-to-market launch strategies, timing, and tactical execution
Deliverables
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Stephanie Bossung
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
Patrick Nycz
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Kristy Blair
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.