Allebach
Chew On This!
November 2017
By Jamie Allebach
Chief Executive & Creative Officer

How often have you been under fire at a meeting with questions like these: “What’s going to be the ROI from this marketing program?” “How can you expect me to invest in those markets without a definitive ROI?” Or statements like: “There’s no ROI from TV, radio, and outdoor.” Mostly from well-meaning executives who want to make sure that marketing dollars are being stewarded and invested in the most effective way.

November 2017
By Christian Betlyon
Account Strategist

Every day there are countless pieces of content seeking our attention in social newsfeeds, on digital radio stations, podcasts, YouTube channels - you name it. We pay attention to the content that interests us, adds value to our lives or taps into a current emotional state. In essence, we give attention in exchange for content. To some, that means foodie grams and cat memes, others it's political pontification on Facebook or Fantasy Football blogs. Content takes on all shapes, sizes and formats, but capturing attention is the underlying objective of every single piece.

November 2017
By Todd Bergey
President

Wading through CPG Data can be daunting, so find what’s important.

Data without insights is just ones and zeros. While the data points are neatly arranged in columns and rows (Total Category Sales, Dollar Sales, Units, Percent Increase, BDI and CDI Index, ACV – and the list goes on and on), the amount of data in many reports makes scrolling and adjusting the screen to try and get it all in view, and readable, extremely daunting. It feels like setting your alarm for a 4:31am workout – you know you should, and you know you can, but it sure isn’t going to be easy.

November 2017
By Jamie Allebach
Chief Executive & Creative Officer

For years now, the holy grail of marketing has been to forge a love bond with your consumers. As marketers, we’ve been taught that creating a deep and lasting personal “relationship” with this core audience is the key to brand success. According to the Pareto Principle, 80% of our profits will come from just 20% of our customers. It’s the basis for targeting our “loyal” followers with the bulk of our marketing efforts and budgets.

October 2017
By Todd Bergey
President

Not so much.

In the CPG world, we all know the constant pressure that is placed on brands to deliver trade programs that retailers will like and in many cases – what retailers are dictating.

October 2017
By Scott Cooter
Creative Director / Senior Copywriter

What's the sweet spot for snack sales

In a word, Millennials.

According to the latest Mintel1 report, 15% of snackers are always hungry. But the real sweet spot is 18-34 year-olds, where one in four (25%) say they’re hungry all day, every day, seven days a week.

August 2017
By Jamie Allebach
Chief Executive & Creative Officer

More & More & More, Packaging Impacts Buying, Indulgence Outpaces Healthy.

#3 Consumers Are Snacking More & More & More
IRI data shows that there has been a 3% increase in the number of consumers snacking more than five times per day. Currently, 14% of people snack five or more times a day in addition to their regular mealtimes. IRI predicts this will continue to rise in 2017.

July 2017
By Jamie Allebach
Chief Executive & Creative Officer

Building, Maintaining & Leveraging
Memory Structures

The human brain is complex. So, too, are memories which utilize all of your senses to link and retain information: how things look, sound, feel, taste and smell are all part of it. Current research indicates each element is stored in different areas of the brain. The more sensory details and memories consumers associate with your brand over time, the more likely it is your product will be considered for purchase over a competitor’s and end up in the shopping cart.

May 2017
By Jamie Allebach
Chief Executive & Creative Officer

If you read between the lines of Kantar Worldpanel’s most recent Brand Footprint report, which tracks the “150 most chosen consumer brands,” you can connect the dots on some new ways to grow your brand you may not have considered before.

April 2017
By Jamie Allebach
Chief Executive & Creative Officer

Brands can market to their consumers in two major ways: TARGETED MARKETING, which is selling to a specific segment of buyers, and MASS MARKETING, which is selling to all buyers. So which of the two ways is most effective? In most marketing textbooks, TARGETED MARKETING has long been (and still is) touted as the smart, modern way to market. Spoiler Alert: This is a marketing myth. MASS MARKETING is more effective. –Source: Ehrenberg-Bass Institute for Marketing Science https://www.marketingscience.info

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