While the answers to this question may differ dramatically, the reality is that this is a very fair and warranted question. If you’ve done any research on this topic or have personal experience on how this question can be answered, you are keenly aware that the answer is very much related to the strategy and execution of the advertising campaign – aka, this is a loaded question. The truth is, every brand manager should be prepared with a strong rationale for how to answer this question.
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Blog
The Value Of Collaboration In Strategy Development
Getting your marketing strategy right is crucial for the success of your overall marketing plan. However, strategy development is not a straightforward process and requires continuous evaluation. Whether you’re in the discovery or execution phase, your approach to the process greatly impacts your chances of success.
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Modern Marketers Are Data Chefs – Building A Strategy Menu
Marketing is more complicated than it ever has been. We have unbelievable access to data and so much of it that we can use to improve our marketing and increase results. This can be overwhelming for marketers and brand managers because there are so many questions to ask:
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Mom’s Snack Quest
The pathway to purchase for moms buying snacks can be an emotional, trying journey. The struggle is real. Moms are on the frontlines, fighting the fight, battling against what her family wants vs what she feels is best or “better” for them, what will make her life easier vs what they will enjoy, and so on.
It can be a real quest.
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The 80/20 Myth
We all love a good cliché. Especially in marketing. And, if we repeat it enough, it becomes gospel. For instance, the 80/20 rule (the Pareto Principle). Have you ever said something like; “80% of my brand sales are coming from 20% of my consumers, so we need to focus on the loyalist”? Or “we need a better customer loyalty program”? Or better yet, “I want to focus more marketing dollars on my brand advocates, ambassadors, loyalists, yada, yada, yada”?
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Market Selection Strategy Vs. “I Think”
In a recent article, I discussed how to better understand what your data is telling you, which leads in to the important topic of market selection.
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The 8 Signs That Your Packaging Is Ready For A Refresh (Part 2 Of 2).
Last week, we touched on the importance of your packaging (hint: it’s the single-most critical and cost effective marketing tool you have) and the first sign (is it more than 3 years old?). If you missed the article, you can find it here [link]. This week, we’ll cover signs 2 – 8 that you should consider a refresh.
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The 8 Signs That Your Packaging Is Ready For A Refresh (Part 1 Of 2).
Dollar for dollar, your packaging is arguably the most important and cost effective marketing money you’ll ever spend. Consider that it’s your only branding vehicle seen by 100% of your consumers. What’s more, those consumers are influenced by it at the exact moment of decision. (Significantly, 90% of shoppers make impulse purchases. And statistics vary, but they all indicate that between 50% and 67% of ALL grocery store purchases are purely impulsive. Even with shoppers who use lists, the opportunity is always there to sway them to your brand at the last moment.)
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