- 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.