How Chomps is Building Out Its Full-Funnel Marketing Mix
In the competitive landscape of the snack industry, Chomps has emerged as a notable player, transforming from an online-only startup to a recognized omnichannel brand. This evolution was highlighted by Stacey Hartnett, the Senior Vice President of Marketing at Chomps, during her presentation at the Modern Retail Marketing Summit in New Orleans. The brand’s strategic approach to marketing is a case study in executing a full-funnel marketing mix, which has been instrumental in its growth and widespread recognition in national chains such as Walmart, Trader Joe’s, and Whole Foods.
Chomps, known for its high-protein, grass-fed beef jerky snacks, initially launched with a strong focus on direct-to-consumer sales through its website. This approach allowed the brand to establish a loyal customer base and refine its product offerings based on direct feedback. However, as the brand gained traction, it recognized the need to transition to a more comprehensive marketing strategy that would support its expansion into brick-and-mortar retail.
Understanding the importance of a full-funnel marketing mix, Chomps has strategically aligned its marketing efforts across various channels. The full-funnel approach involves engaging potential customers at all stages of their buying journey, from awareness to consideration, and ultimately, to purchase. This strategy has proven effective in capturing a wider audience and increasing brand loyalty.
At the awareness stage, Chomps has invested in digital marketing campaigns that leverage social media platforms and influencer partnerships. By collaborating with health and wellness influencers, the brand has been able to reach potential customers who align with its values of quality and nutrition. For instance, influencer-driven campaigns showcasing the product’s convenience and health benefits have helped Chomps establish a solid presence on platforms like Instagram and TikTok. This focus on digital awareness is crucial, as research indicates that 81% of shoppers conduct online research before making a purchase.
Once awareness is established, Chomps shifts its focus to consideration through targeted content marketing. The brand regularly shares recipes, snack ideas, and educational content about the benefits of its products on its website and social media channels. This not only helps potential customers learn more about Chomps but also positions the brand as an authority in the healthy snack space. By providing valuable content, Chomps effectively nurtures leads and encourages them to consider its products over competitors.
The final stage of the funnel, conversion, is where Chomps has made significant strides by increasing its retail presence. By partnering with major retailers like Walmart, Trader Joe’s, and Whole Foods, Chomps has made its products more accessible to a broader audience. These partnerships have not only boosted sales but have also enhanced brand credibility. Consumers often trust products that are available in well-known stores, making retail partnerships a vital component of Chomps’s conversion strategy.
Moreover, the brand has implemented in-store promotions and sampling events to drive trial and encourage immediate purchases. Research shows that consumers are more likely to buy a product after sampling it, which is why Chomps’s in-store strategies are designed to create memorable experiences that lead to sales. These tactics are particularly effective in the food industry, where taste and experience play a critical role in consumer decisions.
In addition to its omnichannel approach, Chomps has harnessed the power of data analytics to refine its marketing strategies continuously. By analyzing customer behavior and sales data across various channels, the brand can identify trends and adjust its marketing efforts accordingly. For example, if data shows a spike in online sales during a specific promotion, Chomps can replicate that success in retail channels by coordinating similar in-store promotions.
Furthermore, the brand’s commitment to sustainability and high-quality ingredients resonates with the growing consumer demand for transparency in food sourcing. Chomps’s marketing emphasizes its use of grass-fed beef and no added sugars, which appeals to health-conscious consumers. By aligning its messaging with consumer values, Chomps strengthens its brand identity and fosters deeper connections with its audience.
As Chomps continues to expand its market presence, the brand remains focused on its full-funnel marketing strategy. The integration of digital marketing, content creation, retail partnerships, and data analytics exemplifies a comprehensive approach that addresses the needs of consumers at every stage of their purchasing journey.
In conclusion, Chomps’s evolution from an online startup to a prominent omnichannel brand serves as a powerful example of how effective marketing can drive growth and success. By building out its full-funnel marketing mix, Chomps not only enhances its visibility but also cultivates a loyal customer base that values quality and convenience in their snack choices.
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