Marketing

Packaging changes are an integral part of every brand’s lifecycle. Many changes are routine, but some are more radical; driven by changing consumer trends, the need to modernize, or signaling a more premium offer. However, even slight changes can dramatically impact sales, making it critical to get your packaging transition strategy right.  by Tara Prabhakar – Global Director, Qualitative, Client Impact Insights Division, Kantar and David Lansanah Global Head of Innovation Insights Division, Kantar

With the U.S. multicultural population projected to grow by 98 million people in the coming decades, Acosta expects multicultural shoppers will continue to have significant influence on the grocery shopping experience.

From a context perspective, client-agency relationships are entering a new cycle with many players on both sides misreading needs, tensions, and responsibilities. By Robert Rakowitz, Global Media Director, Mars Inc.

When the idea for a consumer packaged goods (CPG) product is born, it’s immediately assessed in terms of the consumer. Will consumers buy it? Will they buy it at a price that makes you a profit? Will they love it? Will consumers love this product so much, they tell their friends about it? Will those consumers buy and love it?

The price and promotion of a consumer packaged goods (CPG) product can make or break its success. Price can directly affect a product’s ability to sell, and at what velocity. And promotions have the ability to influence consumers’ purchasing decision in a particular moment. Combined, these two factors can significantly impact a product’s success on and off the shelves.

Government regulation is the top obstacle threatening marketers’ data projects this year, according to a recent survey of US marketers by Winterberry Group and the Interactive Advertising Bureau (IAB).

It’s the media industry’s new favorite four-letter word:  data.  True, it has always been an important factor in how campaigns are built, executed and evaluated.  But now, thanks to myriad technological advancements, data has become the heart of all things advertising, giving life to campaigns in ways we never thought possible.

Small and mid-sized consumer packaged goods (CPG) manufacturers come in as many different varieties as the products they make and sell. Yet one thing they all have in common is their desire to grow—their distribution, their market share, their revenues and ultimately their companies.

At the 2019 Annual Leadership Meeting, IAB released the second version of its Direct Brand Economy report entitled How to Build a 21st Century Brand. This study is an in-depth illustration and analysis of how direct brands are driving a tremendous transformation in the way consumer goods and services are created, marketed, and sold.

Consumer packaged goods (CPG) manufacturers that walk into retail buyer meetings fully prepared are more likely to walk out with their products on the shelf. In today’s competitive market, that means coming equipped with the right knowledge to discuss your product goals and achievements with confidence.

The right music makes or breaks an ad. A carefully chosen song can enhance an ad’s memorability, emotive power, and informativity. A 2015 study by Nielsen found that ads that incorporated music performed better across four key metrics: creativity, empathy, emotive power, and information power. While licensing popular songs can come with a hefty price tag, music, the study points out, can deliver significant returns for brands.

Increased complexity has become the new standard in marketing.  Increased complexity has been exploited to justify advertisers’ increased control over marketing and to marginalize ad agency involvement.  Yet, brands continue to languish.  The complexity trend needs to be reversed.

We bet that you got into the consumer packaged goods (CPG), sometimes referred to as fast-moving consumer goods (FMCG), business because you knew how to make a great non-durable, consumable product that you believe in and that people will love.  But then you have that first meeting with a retail buyer, and all the buyer wants to know is if your product is going to increase retail revenue. And the buyer uses an array of words, terms, acronyms and metrics to describe exactly that: “if we bring in your product, what do you project your unit sales per million to be in the next quarter?” Or, “We see you already have placement in Midsize Retail Chain X. What’s the % ACV of your product in that channel?”

Brand and item ranking are important for both consumer packaged goods (CPG) manufacturers and the retailers that sell their products. Primarily, this ranking provides performance metrics for brands and individual products at the account and channel level. But it is also instrumental to gauging the size and opportunity of a market, and to enabling manufacturers to have more specific conversations with their retail buyers.

HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE.  Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson.  To download this year’s edition CLICK HERE.

Brandlive and IBM have partnered together to evaluate the state of companies using live and/or pre recorded video solutions. Last year, the report we released focused specifically on live video. The data gathered for this report comes from the responses of over 200 marketing, training, and sales executives across multiple industries.

Once upon a time, TV was the undeniable gold standard for advertisers. No other medium could deliver TV’s reach, effectiveness or creative possibilities. Today, the plethora of media, channels and devices consumers use pose a challenge for advertisers and media planners. Which of these platforms deliver the greatest reach? Which ad formats are most effective? How can brands engage consumers with relevant messaging and creative?  By Adriana Waterston, Horowitz Research

We all know the age-old adage: If a tree falls in the forest and no one is around to hear it, does it make a sound? So, too, it goes with innovation in digital transformation. If a bright new technology is developed, but the right audience never sees it, will it really make an impact? As we’ve seen with numerous technologies—for instance, Virtual Reality —the answer is no (for now). Innovation, in and of itself, will rarely lead to success. Innovation needs marketing to create disruption and purpose in real life.  By Daniel Newman

A small number of innovative chief marketing officers (CMOs) are helping their organizations generate shareholder returns 11 percent higher than those of their industry peers by delivering hyper-relevant customer experiences, according to a new report from Accenture.

At the outset of 2019, we have unequivocally entered a new era of extreme customer disloyalty. Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.