“B2B or B2C?” Often among the first things agencies ask their prospective partners is this question of initialisms, delineating whether the company aims to reach an industry or a consumer audience. Conventionally, B2B and B2C marketing share little in terms of technique, channel, or sensibility. A categorical difference in audience extends to numerous considerations that… Continue reading <span class="meta-nav">→</span>
If you’re here, there’s a good chance you were at SupplySide West 2019 and you attended Tracy’s talk, “What Consumers Want in a Supplement Brand.” Firstly, thank you for attending! We hope it was a good use of your time in Vegas, where you otherwise could have been making a serendipitous connection or donning a… Continue reading <span class="meta-nav">→</span>
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In my last blog post, I talked about the benefits of print advertising as part of an integrated advertising campaign for B2B companies. In this post, I’ll show you the power of papers – white papers, that is – as part of the mix. Fall is not only PSL season; it’s also media planning season.… Continue reading <span class="meta-nav">→</span>
Although the food industry has historically been dominated by entrenched major brands, startups and venture capital have begun to move aggressively into food and beverage and agriculture, rightly perceiving the industry to be both exciting and profitable. High-profile food startups like KRAVE and Blue Bottle Coffee have found success bringing an entrepreneurial, tech-centric ethos to food and… Continue reading <span class="meta-nav">→</span>
Perhaps no label has more power over the health-focused consumer than that of “superfood.” A superfood is a whole food with uniquely valuable nutrition benefits. One food after another has been labeled a superfood, from blueberries to açai berries to kale, resulting in booming sales. A study identified newly-popularized superfoods as one of the top 10 food… Continue reading <span class="meta-nav">→</span>
Why repackage your products? Surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse-driven**. These packaging preferences are based on many factors, and in this economy, price is usually close to the top of the list, but not always. I’ve found myself buying a product… Continue reading <span class="meta-nav">→</span>
NPR’s food blog The Salt recently reported on a pop-up restaurant in Washington, D.C., serving a menu devoted to insects. Sponsored by an exterminator and called the “Pestaurant,” the eatery features grasshoppers, crickets, mealworms, and ants. As it happens, we talked last year about whether eating bugs could be one of several new food trends,… Continue reading <span class="meta-nav">→</span>
I ’m no dog food thief, but I wouldn’t be surprised to find my name on a “Beware These Up-to-no-Goodniks” list shared among St. Louis pet stores. On my way home from work and on the weekends, I go to Petco and PetSmart and Walmart and Target and farm & feed stores and independent retailers… Continue reading <span class="meta-nav">→</span>
Food companies confront no more sensitive topic today than the debates over genetically modified organisms (GMOs). Consumers are deeply concerned, asking questions like “What are GMOs doing to our food supply,” “Are they dangerous,” and, whether they are or not, “Should they be labeled?.” Many of us have strong opinions about these questions, and even… Continue reading <span class="meta-nav">→</span>
The secret to every successful food photo Like any art, mastering food photography requires time and hands-on doing. That hands-on part is multi-layered, skill built upon skill built upon skill. From restaurant dishes to protein ingredients to pet treats to gourmet ice, food styling is a complex art, and the skill underpinning any successful photograph… Continue reading <span class="meta-nav">→</span>
We Do Have Time for Faster Survey Results There’s a lot of waiting around in consumer research. Days go by waiting on folks to take your survey. It could take a week for focus group transcripts to arrive. You most likely have no time for that. The CEO definitely has no time for that. In… Continue reading <span class="meta-nav">→</span>
Every consumer trend has a life cycle, and food trends are no exception. Many observers have recently proclaimed that cupcakes’ time is up. Is that true? And what does the answer mean for manufacturers and retailers of similar products? A combination of influential bakeries and a high-profile cameo in 2000 on Sex and the City… Continue reading <span class="meta-nav">→</span>
It’s no secret that launching a brand requires significant investment, from product development and manufacturing to brand development and promotion. And while both consumer and B2B brands can benefit from a healthy media mix, digital marketing endures as one of the most cost-efficient ways to reach the audiences who are best served by your product… Continue reading <span class="meta-nav">→</span>
We live and work in St. Louis, which means that we’re particularly fond of beer and baseball. We love October, and we can regularly be found after-hours gathered in a sports bar enjoying beverages and pub grub and rooting for the Cardinals. Game One of the 2013 World Series is Wednesday, and we’re already dreaming… Continue reading <span class="meta-nav">→</span>