Allebach
Chew On This!
December 2017
By 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.

Do you currently have a process and criteria that you use to segment markets to inform you and your team as you develop a marketing plan (i.e. Core, Opportunity and Expansion market segmentation)? If so, have you established a strategy for each market segment as it relates to advertising investment?

Why is this so important? Let’s keep going.

November 2017
By Dale New
Vice President of Account Services

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.

November 2017
By Dale New
Vice President of Account Services

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.)

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.

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