They’re a small business taking on big competitors and they know the strength of their brand is the slingshot they need against the goliaths. When distracted customers are browsing supermarket shelves, or rushing to complete an online grocery order, the products they reach for will be the distinctive and memorable ones. For FMCG businesses, a strong brand keeps you front of mind and tip of the fingertips – it pushes you to the front of your competitor set.
No one knows this more than Faye Macgregor, General Manager at All Good.
Faye knows that what gets measured gets managed, so having a tool to measure brand growth has allowed for better planning, messaging, calculating ROI on marketing activity, and understanding which campaigns are working best. And, of course, proving market demand to retailers. Without being able to measure brand marketing activity, there’s no way of taking an evidence-led approach to brand building.
Brand tracking gives you inside knowledge on what people really think. Plus, which other competitors they’re considering.
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. And often, their budgets can’t stretch that far anyway.
“As a brand with small budgets, we were often challenged to find budget to support measuring brand health,” Faye explains, “understanding customers is of high importance to us, as our sales and marketing strategies are focused on a data-driven approach.”
Another consideration for a fast-moving, disruptor FMCG brand like All Good was the speed at which they could access brand insights. A quarterly brand tracker had been effective for measuring top-line metrics, but, Faye 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. The level of complexity delivered by Tracksuit is easily actionable for a smaller brands like All Good.
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.”
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