Here at the end of 2020, we’re looking back at some of our favorite discoveries of the year in some of the sectors we serve. In this final post of the series, we look at the pet and animal category. As it changed so many things, the COVID-19 pandemic changed […]
More and more, when we eat, we look for food that meets a certain profile: what we might call, following the science writer Jo Robinson, “eating on the wild side.” In a previous generation, savvy consumers looked for food produced by human intervention through modern science, food that was hygienic, […]
In the fall of 2019, we conducted a survey to uncover insights into what consumers want in a supplement brand. These findings were presented at the SupplySide West conference in Las Vegas. To better understand how COVID-19 has affected supplement consumers, we recently conducted a follow-up survey. Our CMO Tracy […]
Here’s something that you don’t need team meetings for: showing empathy to your customers. This is the time to turn off your regularly scheduled posts and to communicate as thoughtfully as possible. To be sure, it’s not insensitive to try to continue business while flattening curves and social distancing, but […]
Now that 2019 has come to a close, we’re looking back at some of our favorite discoveries of the year in a series of posts covering each of the sectors we serve. In this, the third of the series, we look at the pet and animal market. As Americans have […]
Among the industries we serve, the pet products segment ranks as one of the most dynamic: new products and companies rise and fall on a regular basis, and consumers show themselves willing to at least trial new products frequently. In this ever-changing marketplace, however, pet food and products steadily mirror […]
“B2B or B2C?” Often among the first things agencies ask their prospective partners is this question of initialisms, delineating whether the company aims to reach an industry or a consumer audience. Conventionally, B2B and B2C marketing share little in terms of technique, channel, or sensibility. A categorical difference in audience […]
If you’re here, there’s a good chance you were at SupplySide West 2019 and you attended Tracy’s talk, “What Consumers Want in a Supplement Brand.” Firstly, thank you for attending! We hope it was a good use of your time in Vegas, where you otherwise could have been making a […]
It’s no secret that launching a brand requires significant investment, from product development and manufacturing to brand development and promotion. And while both consumer and B2B brands can benefit from a healthy media mix, digital marketing endures as one of the most cost-efficient ways to reach the audiences who are […]
Activity trackers have recently been making news with their data collection and aggregation capabilities—most notably, the heatmaps that fitness-tracking app Strava generated and published based on user data from around the world. While the conversation has largely been focused on tracking of military personnel and national security implications, the story […]
If I remember correctly, the first book I was assigned to read in high school is The Art of War by Sun Tzu. Arguably a relatively inaccessible piece of literature to expect a 14-year-old to rightly apply to life, it is one that I can now, years later, recognize as […]
Mark Zuckerberg recently announced a Facebook update in which posts from business Pages will no longer appear in users’ primary News Feed. While paid posts will continue to appear in the News Feed, an impending drop in organic engagement with Page posts means brands need to revisit their social media […]
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