Experience is the name of the game in FMCG Marketing! Shradha Nambiar, Brand Manager-SEA, Groupe-Bel

by  EVENTFAQS Bureau Industry Watch | September 22, 2023 | Feature

Shradha Nambiar FMCG The Laughing Cow ET Panache 35 Under 35

With 10+ years of experience as an experiential marketeer, Shradha Nambiar has built and promoted diverse brands across FMCG, Lifestyle, Media, Insurance, Fashion, Beauty, and Retail. As the Brand Manager at Fromageries Bel, she combines strategy and creativity to allow the brands to showcase their story in a compelling narrative through experiences. 

Shradha believes that in a world of constant change, upskilling is the asset that stays with you, providing adaptability and knowledge. Her personal vision is to lead and drive progressive change in the industry, shaping trends, creating impactful campaigns and building meaningful brands.

Shradha Nambiar was recently honoured with the ET Panache 35 Under 35 for her significant contribution in the Expeiential Marketing field. This magazine was launched at the 14th edition of WOW Awards Asia held on 13 July at Jio World Convention Centre in Mumbai.  

With a deep understanding of both strategic and executional aspects, Shradha Nambiar, speaks about the challenges faced by FMCG markets and why Experiential Marketing is important. ‘Tell me and I'll forget. Show me and I may remember. Involve me and I'll understand’, - Chinese proverb.. What better mantra to describe Experiential Marketing for FMCG industry?

The FMCG (Fast-Moving Consumer Goods) and retail sectors are poised for substantial transformations in the coming decades, surpassing the changes witnessed in the previous century. This presents leaders with a unique chance to distinguish themselves and maintain a prominent position in customers' preferences. Consequently, FMCG brands are anticipated to provide extraordinary experiences as a means of setting themselves apart, all while upholding the fundamental principles of marketing.

Challenges of FMCG market:

Cluttered market:

Branding within the FMCG industry can be quite demanding, as it necessitates the development of a product that distinguishes itself in an increasingly crowded market. Standing out becomes particularly challenging when your product is surrounded by similar "me-too" offerings, and numerous brands vie for the same customer base. In this competitive landscape, FMCG brands are continually searching for strategies to secure a competitive edge, down to the specifics of shelf placement and size. Consequently, it's hardly surprising that many brands encounter significant challenges in their quest for success.

Minimal consumer involvement:

Consumers, in general, put very effort into shopping around between brands, another limiting factor for these goods. Consumers often stick with a brand that suffices to save themselves time. Increasing this level of involvement is crucial to FMCG marketing success. 

How does Experiential Marketing help to overcome this?

Experiential Marketing is a strategic approach that places a strong emphasis on actively engaging consumers in meaningful and long-lasting experiences, gaining significant traction within the FMCG sector because of its ability to forge deep emotional connections with consumers, cultivate brand loyalty, and boost sales. It not only facilitates these interactions but also offers a non-intrusive way to gather data, creating a valuable feedback loop to refine marketing campaigns. Experiential Marketing affords brands the opportunity to set themselves apart from competitors who primarily invest in fiercely competitive traditional channels.  

Face-to-Face interactions Bridge Gaps in Consumer Knowledge: 

Activations and events serve as the hidden catalyst for brands to create an equitable environment and offer assistance both prior to and following a purchase. Imagine informative campaigns that aid consumers in unlocking the complete potential of their cherished FMCG products. Through educating consumers on seamlessly integrating these products into their daily routines, brands kindle a sense of enthusiasm and drive from the very beginning. The ultimate goal is to empower individuals to wholeheartedly embrace these products and experience their benefits to the fullest.

Building Trust and Credibility:

Trust plays the most important role in the purchase of everyday products, precisely why Experiential Marketing holds great importance for FMCG brands. By allowing consumers to engage with products firsthand, brands can convincingly showcase the effectiveness and reliability of their offerings. The crucial factor here is building trust through openness and genuineness. When consumers can directly observe how a product meets their needs, they are more likely to cultivate steadfast loyalty towards the brand.

Word-of-Mouth and Social Media Amplification:

Experiential Marketing focuses on crafting unforgettable moments that deeply resonate with consumers. An added benefit is the capability to share these experiences with friends and followers, both in real life and across online platforms. Social media has expanded the potential audience reach, allowing deserving brands to gain the recognition they deserve. Through sharing positive reviews, photos, and videos, individuals not only raise awareness about their favorite FMCG products but also inspire others to try them firsthand.

Gathering Consumer Insights:

Engagement events within the realm of Experiential Marketing offer FMCG brands a valuable opportunity to receive direct input from consumers. This feedback is immensely beneficial for enhancing products, gaining insights into consumer preferences, and shaping future marketing approaches. Brands can leverage this feedback to make data-driven decisions and refine their offerings to better align with consumer demands.

Versatility:

Versatility is a pivotal factor in Experiential Marketing, and FMCG products excel in this aspect. These products are typically compact, produced in large quantities, and necessitate only a brief interaction, making them well-suited for broad sample distribution. When FMCG sampling campaigns are conducted at the point of purchase, brands achieve an optimal synergy, minimizing the time gap between sampling and potential purchase. Their inherent simplicity offers an additional advantage, enabling brand ambassadors to engage with consumers without requiring extended periods. 

Conclusion: 

Experiential Marketing has become a vital strategy in the FMCG industry, offering numerous benefits that range from creating lasting impressions to building trust and fostering brand loyalty. By providing personalized, interactive, and memorable experiences to consumers, FMCG brands can establish a strong emotional connection, gain a competitive edge, and drive sustainable growth in the constantly changing consumer goods market.