CPG Book title
Table of Contents

• Chapter 1: What Wakes CPG Marketers Up in the Middle of the Night
• The 7 CPG-Specific Online Marketing Nightmares
  
• Chapter 2: Strategic CPG Web Site Development
• What do consumers want from CPGs online?
• The five basic CPG site strategies
• Best practices in CPG site usability
• Who should build & maintain your site: A supporting IT structure
• Web Site Measurement Tactics & Tools
• What’s Important to CPGs
• A Web Reports Glossary
  Brand Profiles: SoBe Beverages, Hallmark, Olay, Tampax, Clif Bar
  
• Chapter 3: Online Ad Campaign Measurement & Return on Investment
  Four Imperatives for CPGs Imperative #1: Get your story straight. Identify and articulate your goals.
  Imperative #2: Understand the measurement picture.
  Imperative #3: Understand how online measures do and do not compare to offline.
  Imperative #4: Get Integrated
  
• Cost Effectiveness
• Brand Recall
• Brand Interest
• Brand Awareness
  
• Brand Profiles: Doritos, Dove, Purina ONE, Absolut, Florida Orange Juice, General Mills, McDonalds, Unilever
  
• Chapter 4: Online Advertising-- Specific CPG Tools & Tactics
• Top 10 Online Advertising Formats for CPGs
  #1. Banners and Buttons
  #2. Pop-Ups, Pop-Unders, SUPERSTITIALS and Interstitials
  #3. Co-Registration
  #4. Email List Rental
  #5. Email Newsletter sponsorships/ads
  #6. Over-Page Ads: Eyeblaster, DHTML or “Floating” Ads
  #7 Instant Messenger
  #8. Sponsored Content
  #9. Sponsored Links
  #10. Search Marketing
  
• Media Buying Tips & Tactics for CPGs
• Helpful Online Advertising Resources
• How Affiliate Marketing Applies to CPGs
  
• Chapter 5:Online Promotions, Contests & Sweepstakes
• Three Promotional Touch Points
• Four Basic Types of Programs
  #1. Contests
  #2. Games
  #3. Sweepstakes
  #4.Tie-to-Purchase and Loyalty Programs
  
• How Do I Run an Online Promotion?
• Coping with COPPA
  
• Brand Profiles: Pepsico, PETsMART, Planter's, Dr Pepper, Radio Shack, Doritos
  
• Chapter 6: Coupons & Sampling
• The Online Coupon Debate
• The Coupon Field
  #1 Third-Party CPA Solutions
  #2 The Low-Tech Solution
  #3 On Your Own Web site—Print-Restriction Solutions
  #4 Retail-Cooperative Coupons
  #5 WebBucks—Post-purchase coupons
  
• Sampling Tactics
• Online Samplers are Valuable CPG Customers
• Brand Profiles: Tide, Kimberly Clark, Stonyfield Farm, Goody’s, Crest White Strips
  
• Chapter 7: Email Programs for CPGs
• The Case for an Email Strategy
• How to acquire names for your house list
• Email append
• Single vs. double opt-in, and your privacy policy
• Which data points should you collect?
• Names don't last forever
• Testing
• What Does Good CPG Email Communication Look Like? Some Best and Worst Cases
  
• Brand Profiles: Chipolte, Petco, HP, Land's End
  
• Chapter 8: Ecommerce and the CPG
• The Impact of E-commerce on all CPGs
• The Small CPG and E-commerce
• Large CPGs and Ecommerce
• Consumer Attitudes
• The Players: Pure Plays vs Brick and Mortars
• Four Strategies for CPGs
  #1 Building Brands
  #2 Sampling
  #3 Co-operative Marketing
  #4 Counterbalancing the Force of the Big Retailers
  
• Brand Profiles: Annie’s Homegrown, Fresh Direct, E.D. Foods, Kashi
  
• Chapter 9: Conclusions & Action Items
• If I Could Pick (Just) 6 Things to Focus On
• A Quick Quiz for CPG Brand Managers
• Resources
  

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CPG eMarketing Guidebook: Stop Wasting Money & Get Measurable Results