How Chomps is Building Out Its Full-Funnel Marketing Mix
In recent years, the snack industry has seen a significant shift towards healthier options, and one brand that has successfully navigated this landscape is Chomps. At the Modern Retail Marketing Summit in New Orleans this week, Chomps’s Senior Vice President of Marketing, Stacey Hartnett, shared insights into how the brand has transformed from an online-only startup to a prominent omnichannel presence. Today, Chomps products can be found in major retailers such as Walmart, Trader Joe’s, and Whole Foods, reflecting a robust full-funnel marketing strategy that has propelled its growth.
Chomps, known for its high-quality, protein-packed meat snacks, began its journey as a digital-first company. The initial marketing efforts primarily focused on e-commerce, leveraging social media and online advertising to reach health-conscious consumers. However, as the brand gained traction, it became clear that a more comprehensive approach was needed to sustain growth and widen its reach. This realization led to the development of a full-funnel marketing mix, strategically designed to engage customers at every stage of their buying journey.
The first stage of the marketing funnel is awareness, where potential customers first learn about Chomps. Hartnett emphasized the importance of social media channels in this phase, stating that platforms like Instagram and Facebook have been instrumental in creating brand awareness. The brand’s visually appealing content and customer engagement strategies have allowed it to connect with target demographics effectively. For example, Chomps has used influencer partnerships to amplify its brand message, showcasing its products in a lifestyle context that resonates with health-focused consumers.
Once awareness is established, the next step is consideration. At this stage, potential customers assess whether Chomps products meet their needs. To facilitate this, the brand has invested in content marketing efforts that highlight the nutritional benefits of its products. Educational blog posts, recipe ideas, and user-generated content have created a wealth of information for consumers to consider. Hartnett noted that providing value through content not only helps in building trust but also positions Chomps as an authority in the healthy snack space.
As consumers move further down the funnel towards the decision-making stage, Chomps has implemented several strategies to drive conversions. One notable approach is its presence in various retail chains. By partnering with established retailers like Walmart and Trader Joe’s, Chomps has made its products readily available to a broader audience. This omnichannel strategy not only enhances visibility but also allows consumers to experience the product firsthand, which can be a decisive factor in their purchasing decision.
Moreover, promotions and in-store marketing play a crucial role in this phase. Hartnett highlighted that Chomps has executed various sampling events and promotional displays in stores to encourage trial. When consumers can taste the product, they are more likely to make a purchase. These hands-on experiences help bridge the gap between online awareness and in-person transactions, which is vital for a brand looking to expand its market share.
After the purchase, the focus shifts to retention. Chomps understands that acquiring customers is just the beginning; retaining them is equally essential for long-term success. To foster loyalty, the brand has developed a robust email marketing strategy to keep customers engaged post-purchase. By sending tailored content that includes exclusive offers, product launches, and recipes, Chomps maintains an ongoing relationship with its consumers. This effort not only encourages repeat purchases but also turns satisfied customers into brand advocates who share their experiences with others.
Finally, the last stage of the funnel is advocacy, where loyal customers promote the brand to their networks. Hartnett noted that Chomps encourages word-of-mouth marketing by creating shareable content and engaging with customers on social media. The brand’s commitment to customer satisfaction and feedback loops has cultivated a community of passionate supporters who actively promote the brand’s values and products.
In conclusion, Chomps is a prime example of how a brand can successfully build a full-funnel marketing mix that caters to consumers at every stage of their buying journey. From establishing awareness through social media to driving in-store purchases and fostering loyalty, Chomps has effectively adapted its strategies as it transitioned from an online startup to a national omnichannel brand. As the snack industry continues to evolve, Chomps’s commitment to a comprehensive marketing approach will likely keep it at the forefront of the healthy snacking revolution.
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