“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>
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 serendipitous connection or donning a… Continue reading <span class="meta-nav">→</span>
Why repackage your products? Surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse-driven**. These packaging preferences are based on many factors, and in this economy, price is usually close to the top of the list, but not always. I’ve found myself buying a product… Continue reading <span class="meta-nav">→</span>
Who are the best food marketing agencies? Chances are, you’re reading this because you searched for “best food marketing agencies” or something similar. That would make perfect sense; though your need for a partner is specific, even unique, it’s much easier to start a search on a broad scale and narrow down as you go.… 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>
Who is the best pet marketing agency? Chances are good that you’re reading this because you searched for “best pet marketing agencies” or something close to it (“pet industry marketing,” e.g.). That would make perfect sense. Though your situation is personal and specific, it’s much easier to start big and narrow from there. This is… 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>
The FDA recently announced changes to the Nutrition Facts label, with more details about sugar. Starting in 2018 [1], the FDA will require Nutrition Facts labels to distinguish between sugars found naturally in ingredients and sugars added, both in grams and a percentage of daily recommended value. The FDA is recommending no more than ten… Continue reading <span class="meta-nav">→</span>
With a nationwide GMO labeling bill now signed into law, brands are attempting to sort out what the new requirements will mean for their products. Although the FDA has until summer 2019 to establish the full rules for the law—and even longer to enforce them—the length of supply chains means that brands are already pondering… Continue reading <span class="meta-nav">→</span>
Pet Marketing Insights The above list isn’t a sampler of pet industry trends. Rather, it’s a list of realities that we, as a brand growth firm and full-service marketing agency, treat as basic facts informing our pet marketing insight, strategy, and tactics. What really gets us excited are the deep cross-connections among trends and consumer behavior… Continue reading <span class="meta-nav">→</span>
Since our beginning as food industry consultants 15 years ago, we’ve remained focused on the food industry. We’ve done so partly because the food industry is where we started and what we love. But we’ve also done so because we place great importance on the value of focus. Effective food industry branding and marketing require… 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>
I can remember my first encounter with marketing materials from our local independent hardware shop. While still a student at the nearby university, I glanced at a campus bulletin board on the third floor of an anonymous campus office and saw, tacked among the posters for campus theatre productions, a black-and-white business card with a… Continue reading <span class="meta-nav">→</span>
New technology has enabled food companies to create aggressive and successful customer loyalty programs, from the grocery programs we’re all familiar with to the new Starbucks mobile app, which facilitates brand loyalty through convenience. The value of loyalty to food companies is obvious: loyal customers equal consistent sales. A recent post by eminent coffee roaster… Continue reading <span class="meta-nav">→</span>
Much like healthy foods for humans, healthy pet foods are booming. As increasing numbers of people view their pets as members of the family, they understandably seek out foods meant to support their health rather than simply buying the cheapest or most convenient food. Popular health features range from the generic “natural” to the inclusion… Continue reading <span class="meta-nav">→</span>