Allebach
Chew On This!
February 2018
By Jamie Allebach
Chief Executive & Creative Officer

“Consumers are currently purchasing my brand 5 times. If I could increase their buy rate to 6, I could grow sales by…” I’ve heard this theory/thought-process a thousand times. And the fact of the matter is—it doesn’t work. If your goal is to grow your brand, this strategy will never get you there.

February 2018
By 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.

February 2018
By Jamie Allebach
Chief Executive & Creative Officer

Appetite appeal rules the day for food and beverage CPG brands. And one of the best social media platforms to showcase your brand is Instagram. There are many tasty reasons why food and beverage is such a popular visual on Instagram. Let's be honest: we all love a mouth-watering food shot — well-lit, crisp, close-up, cool context, it just makes us hungry or thirsty!

January 2018
By Jamie Allebach
Chief Executive & Creative Officer

Having been in CPG marketing, and primarily working with food brands, for nearly 30 years, there have always been certain constant pivotal drivers in consumer purchasing — the “go-to”s that always drive consumer response. Well, things are changing. In fact, there has been a definitive paradigm shift that all marketers should be paying close attention to.

January 2018
By Dale New
Vice President of Account Services

As food marketers, we keep hearing it over and over again… “Consumers are looking for healthier eating options” – especially Millennials. In fact, according to the polls, 80% of people are “trying to eat healthier.”1 (As Yoda said, “Do or do not. There is no try.”) Meanwhile, everyone in the food industry is searching for the “Holy Grail” of healthy, nutritious, minimally processed and convenient. Oh, and it has to taste good too. But wait… in the real world, the relative significance of all of those factors is literally the difference between success and failure.

January 2018
By 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.

January 2018
By 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.

January 2018
By 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.

December 2017
By Christian Betlyon
Account Strategist

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:

December 2017
By Allebach Communications

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.

Let’s look at this journey in stages, it will help better identify the needs of mom along the pathway to purchase, therefore assisting marketers on appropriate messaging, tone, and of course, tactics.

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