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Consumer goods

Can toilet paper, coffee machines and chocolate bars face similar challenges?

Communication for consumer goods always presents marketing with new challenges. Sometimes unpredictable consumer demand behaviour, direct distribution of goods via online shops, “everywhere commerce” and fluctuating brand loyalty can quickly put a successful marketing mix under pressure to change. “Business agility” is the name of the demand placed on the business model.

There is no shortage of products: 46,000 trademarks were registered with the German Patent Office as early as 2012. Even if around two thirds of new launches disappear from the market within the first year, companies will do everything in their power to provide optimum communication support for the market entry of their innovations.

This is where we bring our understanding of crossrelations into play. Equipped with the trust and content-oriented instruments of PR, we can make our contribution in all ways of a multi-channel approach:

  • Knowledge about the customer is relevant in every phase of the marketing and sales process. Wherever possible, we therefore work closely with psychological market researchers to formulate suitable communication approaches.
  • Whether corporate brand, private label or private label: Brands continue to be the most important orientation for consumers. In many industries, even brands with a problematic reputation are able to retain more customer confidence than most no-name products.
  • Whether corporate brand, private label or private label: Brands continue to be the most important orientation for consumers. In many industries, even brands with a problematic reputation are able to retain more customer confidence than most no-name products.
  • Content marketing offers new opportunities to bind target groups to the net and deepen the dialogue with them. But the idea that brands become media creates mixed feelings for branded companies. Find out with us which content strategy not only collects “likes” and risks for your brand, but also leads to real, resilient relationships.

Hardly any other sector is as closely monitored from a sustainability perspective as the consumer goods industry. In fact, production, distribution and consumption contribute significantly to global resource consumption and emissions. Consumers want to know how their brands behave in environmental and ethical terms.

Do you want to know how you can convince your customers with CSR commitment and sustainability? Then you’ve come to the right place.

Contact: Jörg Middelkamp
Office Rhine-Main
joerg.middelkamp@crossrelations.de
Fon 069 / 1532594-50