“This industry is evolving, and it’s so exciting,” MarketPlace President Tracy Landau said. “Predicting and following these evolutions are a huge part of what MarketPlace does, and embody our commitment to ideating, incubating, and innovating alongside our brand partners.” Continue reading <span class="meta-nav">→</span>
These days, marketing requires brands to be highly responsive and integrated in their approach, able to generate the perfect social post at the perfect time or to push updates to their software on a daily and hourly basis. This challenge, among other factors, has driven an increasing number of consumer brands to shift to an… Continue reading <span class="meta-nav">→</span>
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 how can we as marketers… Continue reading <span class="meta-nav">→</span>
“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 extends to numerous considerations that… Continue reading <span class="meta-nav">→</span>
In my last blog post, I talked about the benefits of print advertising as part of an integrated advertising campaign for B2B companies. In this post, I’ll show you the power of papers – white papers, that is – as part of the mix. Fall is not only PSL season; it’s also media planning season.… Continue reading <span class="meta-nav">→</span>
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 best served by your product… Continue reading <span class="meta-nav">→</span>
Many market research projects begin with a simple request: “Can we get a number on that?” Though few of us have advanced degrees in math, marketers are used to dealing with a lot of numbers. We set numeric goals, evaluate sales figures, review market research data, and report on metrics. We’re not accountants, but we… Continue reading <span class="meta-nav">→</span>
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 has three key components that… Continue reading <span class="meta-nav">→</span>
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 applicable to the workplace, particularly… Continue reading <span class="meta-nav">→</span>
As a student of journalism, “don’t bury the lede” was one of the first lessons—communicate the most compelling and important part of a story clearly, early. In branding and marketing, the mantra also applies; don’t bury the lead! When further extrapolating this thought to leads, it is important to consider that timely delivery of a… Continue reading <span class="meta-nav">→</span>
We regularly say that a company’s website, designed and developed correctly, is more than a marketing tool; rather, it’s a brand asset that benefits all marcomm efforts and increases profitability for years to come. Typically, we develop websites as a result of or in tandem with a brand identity project (logo, tagline, positioning, etc.), though, as… Continue reading <span class="meta-nav">→</span>
For years now, we’ve been discussing the implications of transparency with our partners and on our blog. So we’re incredibly excited to be partnering with the Food Leaders Summit April 27-29 in Chicago. We’ll be in Booth 130, so we hope you’ll say hello while you’re there. If you’re registering for the conference, we invite… Continue reading <span class="meta-nav">→</span>
At MarketPlace, we pride ourselves on being not only a branding and business development firm but also experts in our chosen industries, including food + beverage. Most of the time, we put that expertise to work serving companies within our industries, helping them sell food products, ingredients, or sometimes appliances. Recently, however, we met with… Continue reading <span class="meta-nav">→</span>
From the samples to the demonstrations to the entertainment factor (yes, even the tchotchkes), trade shows make us happy. We especially love trade shows that combine the subject matter and disciplines that hit our collective sweet spot. Perhaps no show does that better than SupplySide West. If you’re reading this, you’re probably aware that we… Continue reading <span class="meta-nav">→</span>
I’ve had the pleasure of working with the food ingredient media for over 20 years, 11 years of which has been on behalf of MarketPlace. The media regularly tells me a version of “we love working with you because you really understand media.” At MarketPlace, our job is to provide value to our partners through… Continue reading <span class="meta-nav">→</span>