Passionate about understanding how, why, and when consumers buy, and helping shape better solutions for the future. CEO of SmartCommerce (smartcommerce.co) 25+ years experience working with major B:C and B:B brands across a large range of CPG and related categories, in senior marketing and leadership positions, including CMO, mylist; SVP, Marketing of Channel Intelligence; VP, Marketing, APCO
- Back-to-school Can Mean Multiple Active Carts for Gen X Shoppers in
Marketing: CPG on
08/31/2017
Colin came home from his first day of second grade armed with a comprehensive list of supplies requested by his teacher. This year, he will need a pencil case that can hold at least six pencils (made
of cloth, not plastic or vinyl), a five-subject notebook with visible plastic tabs separating the subjects (wide-ruled, not college-ruled), and a pair of safety scissors with plastic blades. His
mother hits her favorite search engine with this list in hand to find all of the items.
- Redefining Conversion: The New (And Shorter) Path To Purchase For CPGs in
Marketing: CPG on
05/05/2017
At a recent trade show, a major CPG company shared what it thought of as its customers' typical "path to purchase." It involved an offline ad, a friend mentioning the product on social media,
consumers seeing the product in the store, engaging with a digital coupon in a digital ad, and then going to an online retailer to search for and buy the product online using that coupon.
- 3 Ways Smart CPG Brands Are Building Stronger Relationships With Customers in
Engage:Moms on
04/01/2016
CPG products and brand-consumer relationships are fundamentally different than any other category. CPG products are used intimately, actually going on and being ingested into customers' bodies,
arguably building and requiring a much closer connection with customers.
- 3 Ways Smart CPG Brands Are Building Stronger Relationships With Customers in
Marketing: CPG on
03/28/2016
CPG products and brand-consumer relationships are fundamentally different than any other category. CPG products are used intimately, actually going on and being ingested into customers' bodies,
arguably building and requiring a much closer connection with customers.
- Yes, Bad Adjacencies Hurt Brands
by
Erik Sass
(Publishing Insider on
06/14/2017)
Appreciate and agree with the content, which was hard because I so vehemently disagree with the first line! The marketers and brand managers I've worked with are among the LEAST risk-averse (sorry for the double-negative) people I've known. Great marketing embraces risk, and sometimes even uses it as a lever! Having said that, appearing next to bad news is not what I'd call risky - based on the data you show, it would just be dumb. Thanks again for the info.