In a nutshell
- Brand is a major asset for most FMCG products. Being distinctive and memorable is a critical success factor when trying to catch the attention of distracted customers.
- Smart marketers in FMCG, like the team at All Good, are investing in brand-building activity. They understand that what gets measured, gets managed.
- For All Good, the Tracksuit platform is an effective solution to provide real-time, automated brand tracking that works for their budget.
Every brand wants to know who uses them, how many people know about them, who is considering them, and how their competitors perform.
Brand tracking answers these questions.
But different brands have different tracking requirements. It’s not one-size fits all. Smaller brands don't need the same level of customisation, consulting and deep analysis that a full brand tracking programme offers.
So, with our partners at Previously Unavailable, TRA looked to come up with a brand health tracking solution that fits the needs of small businesses. Inspired by the world of SaaS innovation, we created Tracksuit, an automated platform that delivers brand insights simply, affordably and beautifully. Tracksuit uses a single, syndicated survey, comprised of five questions, and an automated app for data delivery. This solution offers brand tracking at a level of complexity that’s actionable for smaller brands.
Here, Faye MacGregor, GM at All Good, shares their journey with the Tracksuit brand health tracking platform.
“The platform is very user friendly, so it makes tracking awareness and consideration vs our competitive set very easy to review”.
All Good is a 100% New Zealand owned and operated business that works with Fairtrade and organic growers to bring Kiwis ingredients and products they can trust. They’re a small business making a big difference in the world of FMCG – and are actively building and investing in their brand.
Brand is a major asset for most FMCG products. Being distinctive and memorable is a critical success factor when trying to catch the attention of distracted customers browsing crowded supermarket shelves, or rushing to complete an online grocery order. It’s simple – strong brands help push you into the customer choice set.
Smart marketers in FMCG, like the team at All Good, are investing in brand building activity. They understand that what gets measured, gets managed. So when looking to effectively build a brand, having a tool to measure brand growth allows for better planning, diagnosing messaging issues, calculating ROI on marketing activity, and identifying which campaigns are working best. And, of course, proving market demand to retailers.
However, timeliness and cost are often barriers to entry for challenger FMCG brands looking to understand the value of their brand spend via brand tracking. And without being able to measure brand marketing activity, there’s no way of taking an evidence-led approach to brand building.
“As a brand with small budgets, we were often challenged to find budget to support measuring brand health,” MacGregor explained, “understanding customers is of high importance to us, as our sales and marketing strategies are focused on a data-driven approach.”
“As a brand with small budgets, we were often challenged to find budget to support measuring brand health”
For a fast-moving, disruptor FMCG brand like All Good, a quarterly brand tracker had been effective for measuring top-line metrics, but, MacGregor said, “it was harder to understand the impact of media and tactical marketing activity on a monthly basis.”
For All Good, the Tracksuit platform is an effective solution to both of these problems. It provides real-time, automated brand tracking that works for their budget – all thanks to an innovative, syndicated survey, and delivery of insights in real-time via an app.
For MacGregor, the app is part of the appeal. “The platform is very user friendly, so it makes tracking awareness and consideration vs our competitive set very easy”, she says, adding “We love working with the Tracksuit team! They’ve been nothing but supportive and incredibly helpful.”
As a result, MacGregor says, All Good has been able to really focus on what’s important from a marketing and media perspective. The insights are proving so useful, that they’re sharing them beyond the marketing team. MacGregor explains that the key data from the platform is presented to everyone in the All Good team, so they have the information and data they need when talking to customers.
“The beauty of Tracksuit is there are so many ways we can cut the data to understand what is going on in the categories we play in. Tracksuit has helped us reassess our strategy in terms of simplifying our approach, and focusing on activity that will shift the dial on the key brand health metrics we are tracking.”