Targeting Grocery Buyers
September 3, 2009 by Benjamin Christie
We recently wrote a blog called Online Drives CPG Sales which was inspired by a Comscore study which found that online advertising can be as effective as television advertising in lifting retail sales of CPG brands. The study indicated that online advertising lifted retail sales of CPG brands by an average of 9% compared to 8% for TV advertising. With more CPGs moving online with increased budgets I thought it might be good to talk about how Gourmet Ads targets Grocery buyers, as well as where they actually do their grocery buying.
First off, here’s a little about the Gourmet Audience in regards to the grocery buying;
- They are the primary household grocery buyer
- They make more than 3 trips to the grocery store each month
- They spend anywhere from $200 to over $500 a month on groceries
- They search for food products online such as gourmet and organic
What are they buying?
Across a range of products, our Grocery Buying audience are typically buying week to week the following food products; Baby Foods, Carbonated Soft Drinks, Carbonated Water, Cereals, Cheese, Crackers, Dairy products, Dried Pasta, Juice, Gourmet Frozen Meals, Pizzas Frozen and Packaged Meats. Apart from foods, also high on the list are baby products such as diapers, baby formula as well as pet related products such as pet food and cat litter.
Where do they shop?
Some of our Grocery Buying audience are shopping online, but the vast majority are heading to the grocery store and placing products in the shopping trolley. They are heading to Albertsons, Aldi, Bi-lo, Food Emporium, Food Lion, IGA, Kroger, Lowes Foods, Pathmark, Pick’n Save, Publix, Ralph’s and Safeway to name a few.
So what are the takeaways from this ?
There is no doubt that the Gourmet Ads audience spends on groceries multiple times a month across a range of products (food and non-food) and grocery/supermarkets. Add to this they are also very active online researching food products such as gourmet and organic.
So if you’re a grocery store / supermarket, then running campaigns with Gourmet Ads to drive our audience to your store makes sense. You can run campaigns such as discounts, this week’s specials and more. For those advertising food products, its about building brand awareness prior to the trip to the grocery store / supermarket. You could use discount coupons or promotions to influence our audience to buy your products.
If you’re tasked with marketing to Grocery Buyers, then download our media kit, or request a proposal for your next online campaign.
Blog Tags
advertising, consumer, CPG, FMCG, grocery, grocery buyers, grocery stores, media buying, media planning, online advertising, supermarket, targeted advertising, targeting grocery buyers, vertical advertising networkCategorySocial Bookmarks
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