You know what the best thing about the holidays is? The food. Yea, family time is great and all, but let’s be clear…very few things compare to Thanksgiving Dinner. Turkey, stuffing, mashed potatoes, gravy, sweet potatoes with those little marshmallows on top, the carbs, the desserts – Yes, please! Don’t worry. We only have to wait 26 more days for the feast to commence. However, that means we have some grocery shopping to do (and maybe some crunches).
Food for thought: we tend to associate the holiday shopping season with retail store madness, yet according to the NRF, CPG sales for 2015 beat out clothing and department stores by over half! Surprising, I know. You wouldn’t believe it after trying to get a parking spot at the Town Center Mall in Boca Raton the day after Thanksgiving. Trust me.
And Magnetic search data shows huge spikes around these key holidays during the fourth quarter, with “entertaining” and “recipe” terms hitting their peak the day before and on Thanksgiving day and then peaking again around 12/25. Another food for thought: Use search data as an indicator of intent to understand when consumers are starting their cooking and recipe research and shopping.
The CPG vertical is different than most in that they focus on brand marketing rather than driving direct sales. Furthermore, they rely heavily on third parties to sell their products. Traditionally, CPG purchases are made in physical locations such as grocery stores, but as the ‘Uberization of Everything’ era continues, purchases on Amazon Prime and FreshDirect are becoming the new normal. Because of this unique difference, CPG brands need to get creative with their holiday advertising efforts, as simple branded banner ads just don’t give CPG marketers the influence they are looking for during the holiday season.
As consumers start layering for the chilly weather and drinking up their Pumpkin Spiced Lattes, they are hungry for any holiday themed content they can get their hands on. Twists on traditional recipes, cooking hacks, and unique dinner party and decor ideas are just a few ways to get the attention of these CPG consumers, and native advertising, video formats (from pre-roll, in-article to long-form) and social media platforms are the best way to do it. In addition, a cross device strategy is important, as 44% of people will use their mobile device to search for recipes during Thanksgiving. Be sure to weave your way into their holiday content and stay top of mind before they head to the store.
And with that, I leave you with my favorite stuffing recipe, courtesy of William-Sonoma.
Put a fork in me – I’m done!
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.