The facial tissue industry has become highly competitive in nature, prompting companies to use different tactics to survive and succeed. Top facial tissue manufacturers and suppliers are constantly innovating to attract more and more customers.
Companies are focusing on using innovative manufacturing techniques to enhance their productivity and reduce costs. But this is not the whole story. There is another powerful tool that is helping companies to succeed and stand out from the crowd: Effective branding and marketing strategies.
Strategies like brand positioning, digital marketing, and packaging innovations are helping companies to differentiate their products as well as connect emotionally with consumers. Following is the breakdown of popular branding and marketing strategies for facial tissue companies.
Brand Positioning
- Understand Your Audience
An important factor for brand position is to understand consumer preferences in facial tissue products. Brands often conduct thorough research to identify the needs and preferences of their audiences. This helps them tailor their marketing strategies and product offerings to meet consumer expectations.
- Emotional Appeal
Psychological impact is a key factor when it comes to effective brand positioning. Leading facial tissue brands often position themselves around emotional values, including care, comfort, and reliability. Companies like Kleenex use these emotions to create a strong connection with consumers.
- Highlight Product Differentiators
What makes your facial tissue different if it looks like all the others? This is where product differentiator comes into play. Facial tissue companies often emphasize unique features of their products, including superior softness, eco-friendly materials, and hypoallergenic properties.
Many companies also offer premium facial tissue with additional features like lotion for sensitive skin. There is also a growing trend of developing travel-sized facial tissue packs for on-the-go customers.
Brands like Puffs and Seventh Generation position themselves as environmentally responsible amid rising consumer awareness about environmental issues. They emphasize the use of sustainable materials and eco-friendly production processes to woo eco-conscious consumers.
Digital Marketing for Tissue Brands
- Social Media Marketing for Tissue Companies
Facial tissue brands are increasingly using social media platforms like Facebook, Instagram, and Twitter to connect their audience. They use creative and engaging content to build an emotional connection and brand loyalty.
- Facial Tissue Advertising Trends
Targeting advertising is becoming an ideal tool for boosting sales. Digital advertising empowers facial tissue companies to use data-driven insights to target specific demographics. Brands use Facebook Ads, Google Ads, and other platforms to serve personalized ads based on user behaviors, interests, and browsing patterns.
- Influencer Marketing
Collaborations with celebrities or influencers help facial tissue companies enhance their brand visibility and connect with younger audiences. Through influencer marketing, brands can demonstrate the everyday use of their tissues in real-life scenarios.
- SEO and Content Marketing
Top facial tissue companies are investing in content marketing through videos, blogs, or infographics to educate consumers about the benefits of their products. They also focus on SEO to ensure they rank higher in search engines when consumers search for facial tissues.
Packaging Innovations in Tissue Products
- Sustainable Packaging
Facial tissue companies are shifting their focus towards using biodegradable, recyclable, or plastic-free packaging amid rising demand for eco-friendly products. Some brands go one step further by using minimalistic and interactive packaging to attract eco-conscious customers.
- Aesthetic Appeal
Packaging designs also play a key role in product differentiation. Courtesy of this, many facial tissue brands invest in stylish, modern, and eye-catching packaging to woo customers seeking luxury products.
Facial tissue companies use different branding and marketing strategies to stay ahead of the curve. Emotional branding, digital marketing, and packaging innovations are by far some popular strategies employed by brands to build a loyal customer base and solidify their position in the facial tissue industry.
Apart from these, some companies use pricing strategies for facial tissue products to boost their sales. This is expected to positively impact the target industry. According to Coherent Market Insights (CMI), the global facial tissue industry is set to record a CAGR of 7.3% during the assessment period. Total industry size will likely reach US$ 21.96 billion by 2030.
Sources:
Marketing Agency: HANGAR12 Agency
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