Welcome to The CPG 3 Newsletter!
In each edition, we share three ways to fast-track your CPG brand.
These insights come from conversations inside of CPG Fast Track, the private network for high-achieving CPG founders.
Ready to fast-track your brand? Just apply here!
Today in the newsletter:
- Find the best influencers
- Start Meta ads for free
- Train your retail broker
Here we go!
1. How to find the right influencers
Want to use influencers? Here's your strategy: test small and wide.
Everyone wants to know: "Which influencers will work best for me?" But there's no way to know just by looking at their work.
"Your biases will affect your decision making," says Montgomery Bernardi, senior director of marketing at Goli, who recently spoke with our members. "But when you test a person, in terms of engagement rates or sell-through power, you could be wrong."
Here's his plan for finding the right influencers:
- Forget about major creators — for now!
- Start with many different micro-creators, who have small but meaningful audiences.
- Pay them all for small tests. You'll see them execute a wide range of storytelling — and learn what works for your audience.
- Double down on the ones that converted.
CPG Fast Track cofounder Markus Karjalainen has seen this in action: At Four Sigmatic, he once paid a small influencer $5K and a big one $80K — and they both delivered the same results.
2. How to start with Meta ads for free
Ready to push on Meta ads — but not sure where to start?
Many founders think they need an agency to get started. They don't.
Instead, just watch this video. It's 10 minutes long, and is the most straightforward account setup process you'll find.
What to know...
- Meta setup can be incredibly simple, and can scale from your first dollars to 6-figure spend.
- You don’t need to even set audience targeting. Let Meta find the right people.
- It consolidates machine learning, and your AI gets smarter.
- Your role shifts: you become the creative strategist who makes sure Meta has enough fresh content to test.
3. The best way to train your retail broker
Can your broker really sell your product? Here's how to find out.
One of our members, Matt Adelmann, does this activity with new channel brokers — and he says it works great.
- First, take your broker through your sales presentation just like they were a retailer you were pitching.
- Next, have all their sales team use your presentation — and present to back to you as if you're the retailer.
Matt says: "You’ll get a great grasp on A.) How well they understand you and B.) what part of your presentation might need some cleaning up to make easier to understand. Simple idea that I wish I would’ve thought of years ago!"
Want more personalized help and advice?
That's what we do at CPG Fast Track! We've helped members increase conversion rates, lower their ad costs, navigate rebrands, succeed in retail, and develop game-changing relationships with founders like them.
Here's what members get:
- Join a small group that meets twice a month, made up of CPG leaders like you and led by one of our experienced founders.
- Monthly "office hours," where our group of CPG pros (and other members!) answer your questions.
- Monthly expert sessions, where we dig deep with industry experts
- Online courses, access to an always-on community platform, and more!
Ready to fast-track your brand? Just apply here!
Not ready yet? No problem. Stay tuned for future editions of the CPG 3 Newsletter.
Talk soon,
Jason + the CPG FT team