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Consumer packaged goods (CPGs) are products that rely primarily on branding and marketing to thrive. This means for any business looking to support their CPG sales, forming partnerships with agencies is crucial for pushing their brand recognition. From digital marketing agencies that can help develop customer loyalty to branding agencies that can build the look of a brand, agencies are important to achieving your business goals.
However, agencies that specialize in CPG marketing are far more likely to understand what needs to be done to catapult your brand and its products to success. Here’s a guide on which CPG marketing agencies you can partner with.
10 Consumer Packaged Goods Marketing Agencies You Can Work With
Best for: direct-to-consumer products, influencer marketing, branding through engagement
The inBeat agency specializes in micro-influencer marketing, helping brands reach their consumers with a personalized approach and targeted campaigns. By building a familiar presence on their customers’ feeds and timelines, inBeat can help a business become a mainstay in an audience’s attention—a crucial component to succeeding in CPG marketing.
The agency leverages a curated selection of influencers with high engagements, making your product far more likely to reach an audience primed to buy. By using social media engagement, inBeat can help solidify your brand’s presence and make your products reach a dedicated audience.
For Influencers: If you are looking for agencies to represent you click here.
Best for: CPG expansion into new markets, brand strategy, packaging
Mucho creates narratives around a brand and its products, making sure that its values resonate with the culture and values of its target audience. It places a lot of emphasis on aligning a business with its customers’ backgrounds and building a brand that can keep its identity while still adopting the unique local sensibilities of its target market.
The agency helps businesses penetrate new markets by creating brand strategies that use market insights for the best brand positioning and messaging possible. Mucho can also help manage a brand’s design and art direction, giving it a unique visual identity that a business can use to connect to its clients.
Best for: live streaming/gaming marketing, organic influencer campaigns, strategic planning
The Outloud Group works closely with businesses and influencers, helping CPGs reach an engaged audience for a better likelihood of profit. The agency has a long history of working with some of the most recognizable brands in the world and has more than a decade of experience in helping businesses from different industries achieve success.
Outloud also supports marketing pushes across different social media platforms, ensuring that your product has maximum coverage and exposure to your targeted audience. It also evaluates campaign performances for even better insight into what works—and to apply it to your next product launch.
For Influencers: If you are looking for agencies to represent you click here.
Best for: social media marketing, influencer marketing, paid media
German-based Audiencly has worked with plenty of well-known brands across a variety of industries. It both connects and manages influencers for brands, matching businesses to the best influencer that can help market their CPGs. With experience in promoting across most social media platforms, the agency creates content that can reach audiences for maximum product exposure.
Audiencly particularly thrives in the gaming, lifestyle, and tech industries, helping brands become more future-facing by using the latest innovations to promote their products. Alongside its hand-picked and managed roster of influencers, the agency helps businesses connect to audiences that they may typically have difficulty marketing to.
Best for: TikTok marketing, content creation, social media advertising
Favoured takes a three-pronged approach to help CPGs succeed: marketing, creativity, and content. The agency strongly believes in combining form with functionality, helping brands implement robust SEO strategies and advertising to land on their customers’ radar.
From micro-influencer marketing to web and graphic design, Favoured’s comprehensive services can help bring any product from ideation to launch with expert support. Its work has been the backbone of many household brands with millions of customers while also still supporting just-emerging companies and industries.
6. Cave Social
Best for: content marketing, SEO support, social media ads
A small yet highly specialized agency, Cave Social prides itself on keeping a pulse on the ever-changing landscape of social media, monitoring trends, and using them to promote CPG effectively. Cave Social leverages visibility on social media for plenty of exposure and even higher engagement.
Cave Social strongly believes that the key to success lies in creating content for social media, which is why it specializes in strategizing, advertising, and promoting brands with a comprehensive strategy. It also emphasizes a profit-first approach, which can help businesses start sales soon after campaigns are launched.
7. Amra & Elma
Best for: general creative content, events/public relations, product launches
Recognized as one of the leading social media agencies in New York, Amra & Elma uses social media management, influencer marketing, and media buying to build up a brand and help it connect to its audience. The agency partners with many notable influencers, ensuring that CPGs get exposed to an engaged audience.
Amra & Elma also has extensive experience in different industries and fields, making its data-driven approach versatile no matter the business. Other strategies like integrated marketing can further help a business outperform its competitors, ensuring its products become the preferred choice for its target audience.
8. Impact Group
Best for: customer relationship management, food and beverage products, emerging product launches
The Impact Group has plenty of experience working with brands that operate within the food and beverage industries: two of the biggest and most profitable CPG markets. As a result, it has a deep understanding of the specific needs of a CPG to reach its target audience.
With the successful support of thousands of brands in its portfolio, the Impact Group has become one of the leading agencies to partner with for food and beverages. Its marketing, insights, and even logistics services allow it to create comprehensive CPG strategies and solutions, helping retailers reach their goals.
Best for: creative video content, brand development, general advertising
Beyond The Agency is one of the most trusted agencies to produce high-quality video content—a necessity for many CPGs looking to market on digital platforms. The agency sets itself apart by having all the latest tools and equipment needed to produce stunning visual content, with the expertise to help brands use said content to market and push themselves to their audiences.
The agency also has extensive experience in helping businesses build their eCommerce storefronts, ensuring that their CPGs have equally attractive marketing and retail spaces. Beyond The Agency builds these stores from the ground up, working closely with clients to determine the best possible visual identity to help set them apart from their competitors.
Best for: eCommerce marketing, social media management, branding, and communications
For an agency that implements omnichannel marketing strategies, brands can look toward C/C/G. This agency specializes in launching campaigns across different platforms, using content creation to best connect with an increasingly online audience.
C/C/G targets each step in the consumer experience with personalized marketing of your brand, helping customers shop easily across different platforms. It helps CPGs connect to an audience with creative content, taking advantage of consumer habits for reliable exposure and engagement.
Why Should Businesses Partner with A CPG Marketing Agency?
CPG is a growing market. While in-store purchases of CPGs have always been a reliable source of profit, online sales have grown past 30% in 2022, showing that there’s still room for additional growth in the industry.
To take full advantage of this, businesses should consider partnering with agencies that have specific experience with CPG marketing or have handled clients in CPG industries to ensure that their products receive the support that they need to reach a wider audience.
Here are a few reasons why CPG marketing agencies can help optimize your operations as a CPG business:
An Understanding of CPG Itself
One of the biggest misconceptions about CPG marketing is that it’s the same as content marketing. While the two areas do have some overlap, there are significant considerations about CPGs that content or digital marketing alone can’t achieve.
The primary concern that CPG businesses need to face is that while demand for CPGs is constant, it’s still a highly competitive space for three reasons:
- Customers have little to no incentive to switch products when they’ve developed a preference
- Low consumer cost associated with switching preferred products
- High market saturation with plenty of alternatives, like white-label products
While any agency can develop a strategy to address these core issues with CPG marketing, only a CPG-experienced agency can adequately help a brand overcome these issues and bring it closer to its goals.
Emphasis on Branding and Marketing
Arguably, branding is the most important concern for many CPG companies—with marketing being a close second—since it’s crucial for customer retention. Because CPGs are short-term goods that need to be bought often, the question is less about staying in the minds of an audience and more about being noticed by them.
In many cases, branding and marketing are the best ways to accomplish this, but it’s also a step that agencies may sometimes misunderstand. Given that one of the best indicators of ROI with CPGs is profit, messaging and marketing need to be profit-centric: a consideration that agencies may not always meet.
However, a CPG marketing agency will always account for profit. With around 92% of CPG leaders using data specifically toward growth, partnering with an agency that accounts for this mindset can help businesses reach their goals easier.
Thorough Market Research
Understanding audience demographics is a basic practice for any good marketing agency, but what CPG marketing agencies do better is the scope of their research. Since CPGs need to ingratiate themselves with their target audience, market research should be involved, comprehensive, and directed toward gathering actionable data.
Much of this data is only accessible by taking a direct approach to research customers, like:
- Conducting focus groups to better understand their preferences
- Using A/B testing to optimize specific parts of the marketing strategy
- Developing the right strategies in response to the data gathered—sometimes in real time
Not all agencies may be equipped to handle this level of research or have the experience and expertise necessary to make the most out of it. CPG marketing agencies often have the experts required to not only acquire this data but also make good use of it.
Additional Support Aside from Branding and Advertising
Most agencies will usually focus their efforts on the business and its brand, with all other marketing efforts as an offshoot or support for the primary push. However, CPG companies are in the somewhat unique position of their products having equal or more prominence than the brand itself.
This means that marketing agencies need to pivot their focus primarily toward the product and often direct the spotlight toward it and away from the actual manufacturer/primary seller. This often requires extra work since it’s not just the brand of the business that’s being worked on, but the brand of the product itself.
Considering that CPG products can diversify into different categories and are increasingly accounting for issues like consumer concerns about sustainability, both brands and agencies need a far more involved partnership and work to succeed long-term.
Why Tap Influencers for CPG?
One particularly effective way that businesses can bring CPGs to a wider audience is by tapping into the influencer market. While traditional agencies have (and still) shown success in helping CPG companies reach their goals, the potential of influencer marketing is also considerable for any business looking to launch a product.
A little under 60% of consumers purchased goods in 2022 because of influencers. Most CPG agencies have taken note of this and now have a roster of influencers (either partnered or trained) that can partner with brands, helping them reach their audiences.
This approach has a few benefits that agency work alone can’t achieve, like:
Influencers often have higher engagement with their audiences. This engagement means that their audiences are far more likely to support their endorsement of a specific product.
This effectively gives brands a shortcut toward an audience’s preferences. Since influencers are already seen as a trusted source, this clears the usual hurdle of establishing a rapport that brands usually need to work through.
Low investment, high returns
Most influencers have significant overlap with content creators—which means businesses can leverage the content they create to promote their products. This approach doesn’t require much on the part of the business, agency, or influencer, but it guarantees high CPG visibility because of the pre-existing audience rapport.
In essence, brands can “piggyback” on an influencer’s audience without the need for too much investment of time and resources and still have some assurance that their product reaches a ready and listening audience.
A flexible approach to any industry
Given the nature of influencer content, the only limitations to what CPGs influencers can promote are their own creativity and the direction that the agency/business wants them to take. Companies can choose to partner with an influencer who operates strictly within a certain niche or someone who can generally recommend products to their audiences.
While this does rely on the influencer’s own capabilities for promotion and creating content, it’s a flexible approach that can accommodate most CPGs across a variety of industries.
CPG marketing will likely remain a lucrative market for years to come, which incentivizes CPG businesses to find experienced and reliable agencies to handle their marketing. By finding the right partner agency, you can develop, launch, and maintain a product that your customers will love—and will continue being profitable long-term.
Frequently Asked Questions
Are CPG marketing agencies necessary to succeed as a CPG company?
Strictly speaking, any marketing agency can fulfill many of the needs required for a successful CPG campaign. But as discussed earlier, CPG marketing agencies are far more likely to have successful results and can be tapped for specific concerns that most marketing agencies can’t handle.
Can CPG marketing agencies also handle brick-and-mortar sales?
While the trend for CPGs has been moving toward online retailers (especially post-COVID), many CPG marketing agencies still produce content for traditional methods of sales and marketing. Some agencies specialize in the creation of video content, while others can help design packaging and labels for specific products.