The leading strategy and branding firm focused on nutrition and wellness brands is exhibiting at this year’s Natural Products Expo West show in Anaheim, which serves as the impetus for some of the year’s biggest food and beverage launches. Continue reading <span class="meta-nav">→</span>
“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>
What does CVS stand for? If you answered “Consumer Value Stores” or “Convenience, Value and Service,” color me impressed. Someone recently asked if I knew what CVS stands for. I said “murky carpet, oppressive red, and rows of overpriced wine.” This is not about CVS. This could be about why the “aha moment” shouldn’t be… 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>
Walking the floors of a trade show can be a quick reference for emerging trends, up-and-comers, repositioning of brands in the market, new product launches and innovation, as well as stagnating or declining markets. Trade show participation has long been part of informing our perspective on the industries we serve—food, beverage, pet, and supplement. Our… 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>
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>
Beyond Pet Industry Trends We love pet industry trade shows. From Global Pet Expo to SuperZoo to the Petfood Forum, we attend these industry shows because, as brand development and marketing partners to pet product companies, we’re part of the industry. There are a lot of good trendspotting roundups (rounds-up?) from this year’s Global, so we… 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>
One of the biggest opportunities to make an impression with current and potential food industry partners is the Institute of Food Technologists Expo. A symposium of 1,191 exhibitors, thousands of attendees, and a million split-second opportunities to get the attention of your audience, companies rely on the IFT Expo to build brands, introduce new ingredients,… Continue reading <span class="meta-nav">→</span>
At a recent industry trade show, several attendees asked me, throughout the course of an afternoon, what a food marketing agency does and why an agency would have a booth at a food show. Though my colleagues will tell you I’ve never offered a simple answer in my life, the answers this time really were… Continue reading <span class="meta-nav">→</span>