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We’re back! In our previous RangeMe column on consumer packaged goods (CPG) Marketing, we gave a top-level view of understanding your audience, holistic branding, and the types of advertising strategies you need to consider in order to influence merchandise buyers in your niche (click here to read the column).

In this column, we’re going to dig a little deeper into all the unique variables of branding as we explore how to develop a brand that breaks through the clutter and tells your unique story in a way that resonates with both merchandise buyers and consumers— so it’s your product they can’t stop thinking about!

Let’s dive in!

The power of branding

You probably know what we’re going to say… that to succeed in today’s market, you have to create a strong brand presence. Whether you’re a product supplier, business owner, entrepreneur, or product innovator, effective branding can make all the difference in capturing the attention of merchandise buyers and their consumers.

Branding is not just about having a pretty logo or a catchy slogan. It is about creating an emotional connection with your target audience and conveying the value proposition of your product. And you have to do all of …

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Mastering the Three Pillars of A Successful CPG Business

For CPG founders looking to expand their brand recognition and sales through wholesale accounts, success doesn’t happen overnight. It requires a well-thought-out strategy and a strong foundation. In this blog post, we’ll explore the three pillars that every successful CPG brand has put into place in order to find stability on the shelf. These foundational keys will help you take your packaged food business to new heights in the competitive world of wholesale distribution.

Pillar One: Effective branding and marketing

By the time you get to the shelf, we assume that you have a fantastic product line (Delicious! Values-oriented! Sustainable! Functional! Craveworthy! And on and on and on…) that attracts a specific target audience. But your product is just going to sit on the shelf unless it’s eye-catching enough to stop a new audience and convert them to buyers. 

From that point, what will turn your audience into repeat customers and raving fans? Aside from your delicious taste, or undoubtable functionality, it’s memorable branding and marketing that is going to do it. Think about your favorite brand: can you recall the way it makes you feel? The colors on the packaging? Maybe a cheeky tagline they use, or the vibe of …

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The author’s full interview with Pauline and Johnny Paterson of Dr.PAWPAW on location at an ECRM Beauty session

Dr. PAWPAW is a RangeMe Premium Verified beauty brand based in Bromley, UK. It was founded in 2013 by husband and wife power couple Johnny & Pauline Paterson as an alternative natural solution to help soothe their young daughter’s eczema. The company launched with its Dr.PAWPAW Original Balm – a soothing multi-tasking clear balm that can be used on lips, skin and hair. The soothing and nourishing properties from our Dr.PAWPAW balm formula that consists of PAWPAW (Papaya Fruit), Castor Oil, Aloe Vera and Olive Oil. The overwhelming success of this product led to a line extension with Dr.PAWPAW Tinted Balms and then to hand creams, hair care, and more innovative lip products. 

All of the brand’s plastics are post consumer-recycled and its cardboard is already 70% recycled. It uses water soluble ink on all cardboard packaging, eco tape on all orders big and small and whenever needed use eco alternatives such as Eco Foil used on Dr.PAWPAW X Teenage Cancer Trust Shimmer Balm.

In addition to giving back to the planet with its sustainable packaging, the company also gives back to …

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Why EDI Compliance is Important for Retailer Onboarding

As an entrepreneur selling a product, odds are you are dreaming big in terms of distribution. Your path may have started by selling hyper-local in mom-and-pop shops, or on a website or two, but now you feel ready to take that next step and sell through a major retailer. 

Before making connections with retailers through RangeMe and ECRM, take a step back and make sure you are fluent in your target retailer’s supplier guidelines. Don’t lose sight of the fact that you need to successfully sell yourself and your product to the retailer first before leveraging their platform to sell to consumers. But you will also need to demonstrate that the business is credible and that you’re fully capable of fulfilling orders. Do you have the right knowledge to talk the talk with your future retail partners?

Here’s how decoding a few supply chain best practices can boost your ability to scale.

Understanding the landscape

When your goal is to leverage a retailer’s platform, you’re going to have to play by the retailer’s rules. A basic requirement of selling anywhere, outside of maybe your local farmer’s market, is to properly and uniquely identify your products. 

To do that, sellers are …

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How to Create Your Own Basic Product Photography Studio

If you’re part of a scrappy CPG startup, there’s one thing you know very well – you’re required to wear a lot of hats. And one of those hats is that of a product photographer. In the fast-paced world of food and consumer packaged goods, captivating imagery is a non-negotiable aspect of your brand’s success, particularly if you have an ecommerce site or a RangeMe profile.

However, building an in-house photography studio can be a daunting endeavor. In this comprehensive guide, we’ll unveil the secrets to crafting an efficient and cost-effective photography studio built for food and product photography. (Just a quick note: while I specialize in food photography, the tips and examples here also apply to all CPG products).

Keep reading to discover how you can transform your CPG brand’s visual identity and drive unmatched growth by leveraging a lean photography studio.

It starts with the camera (a real camera!)

The first thing you’ll need in your studio is, of course, the basic photography equipment. With today’s advancements in smartphone cameras, it may be tempting to reach in your pocket for your iPhone or Android device rather than your wallet to purchase a DSLR camera. However, while phone cameras …

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The Latest Consumer Buzz About Sports Nutrition Products

The sports nutrition market is rapidly expanding. Driving this trend is a growing awareness of the benefits of proper nutrition on athletic performance. Sports nutrition products have become integral to an athlete’s diet and training regimen. These products aim to improve performance, aid recovery after intense workouts, and reduce muscle soreness. 

Today, sports nutrition products are consumed by athletes and non-athletes alike as part of a healthy lifestyle. As consumers continue to demand more from sports nutrition brands, companies must find new ways of staying ahead of trends. Using Evergi Social Listening data, let’s explore the sports nutrition ingredients and products that got consumers talking on social media over 2022.

Sports nutrition products getting the most buzz

In 2022, consumers continued to actively discuss sports nutrition products online. We observed a particular focus on protein powders, post-workout/recovery drinks, and sports drinks. Of all recorded sports nutrition products, mentions of sports gummies and jelly beans saw the highest growth rate. The category experienced a 343% increase in conversations between the first half of 2022 and the latter half of the year. 

The sudden growth of this market may reflect the increasing popularity of easy-to-carry, hyper-portable products. We see gummies becoming more …

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