Scott Jones

Articles by Scott All articles by Scott

• Sticky, Gooey Fun! in Marketing: CPG on 08/05/2015
  

  I've got a special technique. While I'm slowly roasting the marshmallow at the base of the fire I'm also melting the chocolate inside the graham crackers. It's usually a precarious balancing act, that requires the perfect stick, but when everything comes together, it's pure magic. Some people prefer the flameout, others prefer to roast-and-peel, but regardless of the approach, s'mores are a summertime institution. So much so that Aug. 10 is National S'mores Day.

• Minions, Minions, Everywhere in Marketing: Entertainment on 07/16/2015
  

  While the new movie "Minions" was not the most critically acclaimed movie so far in 2015, it has a good chance of being the biggest box office hit. In its first weekend, it pulled in a reported $115.2 million in North America alone, making it the second-largest opening for an animated film in history. The early success of the movie can be attributed in large part to a huge marketing push by Universal Pictures.

• 6 Trends That Are Driving CPG Innovation in Marketing: CPG on 07/02/2015
  

  Future CPG innovation and marketing success relies on identifying and leveraging signals that represent opportunities for action. While most signals are brand-specific, and often based on proprietary product development initiatives and marketing activities, broader trends can sometimes be gleaned through the analysis of market research reports. Through the first half of 2015, analysis of CPG research from firms such as Deloitte, Accenture, Forrester, Kantar, PWC, Nielsen, and IRI, to name a few, has identified six trends that are driving the near future of the CPG sector: Convenience; Portability; Environmental Impact, Health Consciousness; Value; and Specialization. By embracing these trends we have the opportunity to accelerate business growth.

• The Value Of Great Experiences: My Time At The Women's World Cup in Marketing: Entertainment on 06/18/2015
  

  I haven't been to Whatever USA, I didn't see "Jurassic World" on it's opening weekend, and, unfortunately, I won't be attending any of this Summer's Grateful Dead Fare Thee Well concerts. I did, however, recently have the pleasure of immersing myself in the Women's World Cup experience in Vancouver, B.C. And I have to commend Vancouver, FIFA, and all of the corporate sponsors for making it very memorable ... for me, but more importantly, for my daughter and son.

• The Era Of Food Enlightenment in Marketing: CPG on 06/03/2015
  

  It's taken over a half century, but I think we may be entering into a new era of food enlightenment. A time when farming, manufacturing, and logistics scale are being combined with organic, sustainable, and transparent. Where convenience and cost are working with, not against, healthy and right. From CPG companies to fast food chains, this renaissance is exciting to witness, and I believe we will look back at the 20-teens as the time when we returned to "old-fashioned" ... for the better.

• Great Context + Association = Great Marketing in Marketing: Entertainment on 05/21/2015
  

  Last weekend I had the fortune of attending "Wishes in Wine Country," an annual fundraiser benefiting the Greater Bay Area chapter of the Make-A-Wish Foundation. What an amazing day! A croquet-themed event hosted at Sonoma-Cutrer Vineyard, the beauty of the location was only outdone by the quality of the guests. Hundreds of individuals from all walks of life, coming together to support the Make-A-Wish mission of enriching the human experience of children with life-threatening medical conditions with hope, strength, and joy was wonderful to witness. And everyone dressed in white - the standard for a croquet match - was quite a vision.

• Digital Video Advertising: Time To Take Notice in Marketing: CPG on 05/06/2015
  

  If you're a CPG marketer and you're not yet leveraging digital video ads, it's time to start. What makes digital video such a natural fit for CPG brands? CPG brands are already experienced TV advertisers. They are experts at using videos to tell great stories and make emotional connections with their audiences. So the leap from TV to digital video is actually a natural transition. Digital video advertising can also be closely coordinated with TV schedules so that multi-screen exposure can reinforce and enhance connections and messaging.

• Reframe Your Approach; Think Experiment, Not Test in Marketing: Entertainment on 04/16/2015
  

  While still the steward of brands, marketers have relinquished much of the brand control to the audience they are trying to attract. As a result, experience management has become a main responsibility of the marketing team. From first impression, through bonding, and ultimately long-term loyalty, marketers are faced with an ongoing challenge of changing customer preferences, new interaction options, and an advertising environment that is ever expanding.

• Smart Homes, The Internet Of Things, And The Autonomous Purchase Path in Marketing: CPG on 04/01/2015
  

  What happens when the path-to-purchase model no longer exists? For years CPG companies have relied on focused efforts and investment to get their products onto the shopping list - the bridge between in-home and in-store experience. From brand preference, to need (identified by replenishment), to in-store trade-up or add-on, the model has been an effective strategy for influencing shoppers.

• Marketing Madness: An Outsider's View Inside March Madness Advertising in Marketing: Entertainment on 03/19/2015
  

  Should we advertise as part of the NCAA Men's Basketball Tournament? That's the question I recently heard that got me thinking. Why would a company be one of the 80+ that officially participate in this year's March Madness? A multi-faceted decision, the answer really is "it depends." From company to company, marketing strategy ultimately guides such a decision. But that didn't feel good enough to me, so although I'm not a media buying insider, I thought it would be interesting to investigate how to value a March Madness commitment.

Comments by Scott All comments by Scott

• The Era Of Food Enlightenment by Scott Jones (Marketing: CPG on 06/03/2015)
  

  Mark, thanks for the comment. I also use citrus juices in my food, but I've never added just ascorbic acid...and that's the point. Lime juice is much more complex than just ascorbic acid. In fact, lime juice actually contains more calcium and potassium than ascorbic acid. If a producer of guacamole is keeping things real and simple, then they would add lime juice to their recipe and label, not just ascorbic acid. And just an FYI...here's a great post from a chemistry teacher in Australia, named James Kennedy, about the chemical in eggs, bananas, and blueberries. https://jameskennedymonash.wordpress.com/2014/01/11/bananablueberryegg-ingredients-posters-pdfs/

• Visa Heads Into World Cup Fray by Aaron Baar (Marketing Daily on 06/12/2014)
  

  Great holistic, integrated, global strategy. Amazing to witness a behind-the-scenes view of how Visa are measuring impact and success...http://bit.ly/ol-140613

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.