Scott Cooter Creative Director / Senior Copywriter

According to popular belief (and many old studies), millennials are not particularly brand loyal, with theories ranging from low attention spans to price-sensitivity due to lower income levels as being the cause. However, according to a new study just released by the National Retail Federation, all that begins to change once millennials become parents themselves and start shopping for their own families.
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Jamie Allebach Chief Executive & Creative Officer

“Our target audience is women, ages 25-54!”

For decades CPG food and beverage brands have used this key demographic targeting the primary, kingpin shopper of every household. So, why change? After all, women still do all the shopping, right? Sounds kinda stupid when you say it out loud.
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Jamie Allebach Chief Executive & Creative Officer

When it comes to marketing food and beverage, there are many nuances to an effective program. However, I have found that there are two foundational cornerstones that every successful brand has in common: MENTAL and PHYSICAL AVAILABILITY. Do consumers know and remember you, when they are ready to purchase—and can they find you, in-store when they are looking.
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Todd Bergey President

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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Todd Bergey President

Let’s face it, getting your strategy right is vital to the success of any marketing plan. It’s easy for strategy to be viewed in a very pragmatic way, when in fact, strategy development is never a straight line and should be pressure tested along the way. So, whether you are in the discovery or execution phase, how you approach the process plays a vital role in how you succeed.
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Jamie Allebach Chief Executive & Creative Officer

Have you ever noticed that when you see those Red Lobster commercials, that all of the sudden, you’re craving seafood? Or when you see that thick juicy steak and hear the sizzle, why you’re heading to Longhorn for dinner? You may fight off that feeling once or twice, but you will eventually give in—it’s the art and science of appetite appeal.
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Jamie Allebach Chief Executive & Creative Officer

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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Jamie Allebach Chief Executive & Creative Officer

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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Todd Bergey President

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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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.
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