More and more shoppers are considering the entire lifecycle of a product and its impact on the environment as part of their decision to choose a brand.
Here are five ways your product packaging can reduce its environmental impact or even sustain life:
Read MoreEvery marketer has a few tools up their sleeve, and every good toolkit should include maps. No, I am not actually a secret cartographer moonlighting at a marketing firm, but I do love a good map. Hubspot says it best, "A content map is a plan to deliver the right content, to the right people, at the right time."
Read MoreDigital access to messages, media and streamlined search engines has never been more prevalent than it is today. This environment has created a consumer market that expects quick, convenient and easy experiences at all points of the sales funnel. It has become easier and easier for consumers to educate themselves about products that they are interested in.
Read MoreAll clients and creative partners have ideas about capturing attention, content creation, and lead generation. So often, marketing firms are hired to do one tactical thing that the client wants immediately, but as marketers we know there’s more to it. A marketing plan is a business plan, with most major decisions made at the C-Level. There should be concrete numbers tied to all of your actions based on an annual budget. Once that budget is set, the year tends to become a list of projects. Because there are so many projects on that marketing calendar, all vying for attention, it’s easy to fall into the habit of creative problem solving without a strategic foundation.
Read MoreAh, photoshoots. Most marketing teams have a love/hate relationship with them. Of course, you want your product to look great, but great-looking product is only half the battle. Organizing a photoshoot is a huge undertaking. You have to flawlessly coordinate everything from location to props and everything in between. Product photoshoots are a considerable expense. It is crucial that you don't waste the opportunities that a photoshoot can afford. In this article, I'll go over some helpful tips that will get you the most bang for your buck when it comes to product photoshoots.
Read MoreContrary to what some marketers believe, your website is NOT merely a silent salesman. It’s an engaged ecosystem of product information and promotion, with a goal to become a communication tool that successfully identifies and targets good-fit leads. Product launch doesn't happen in a vacuum; your site is in constant competition for your audience’s attention.
Read MoreYou've landed here because you are either naming a product or perhaps are looking for a new approach to naming strategy. The good news is- we live in the wild world of product launch, and I've assisted in naming quite a few things, from technologies to actual product, even a division of a corporation. Notice I said assisted, and it’s for a good reason. Naming something should never be a one-horse show. It doesn’t matter if you have the genius and intuition of Don Draper; naming a product (or anything else, really) is strategic, and should fundamentally be based on data, testing, and research.
Read MoreWith Easter right around the corner, store shelves are slowly starting to fill with pastel-colored and egg-shaped versions of our favorite products. We’ve uncovered examples of four growth-focused benefits brands have reaped from their special edition products. Let’s explore 4 ways major retail manufacturers revamped their products to earn these advantages in the market.
Read MoreCombining relevant static content with the appropriate variable data provides a powerful and highly-customizable solution for your brand to leverage. Think about your weekly trip to the grocery store. Have you ever spent hours searching for the Coke® bottle with your name on it, or the Snickers® bar that matched your current mood? Do you rifle through the refrigerated section for your favorite yogurt flavor, or have you purchased a product that required registration? All of these examples highlight how variable data technology has useful applications in the day-to-day lives of consumers.
Read MoreFood manufacturers received a reprieve this year when the U.S. Food & Drug Administration (FDA) moved the compliance date for updating nutrition facts panels from July 26, 2018 to January 1, 2020. The new requirements aren’t just a design update; the nutrition information also gets an overhaul, with changes to the serving size, sugars, and nutrient headings required. By law, serving sizes on packaged food must reflect typical portions of an American consumer. The key to food packaging is to be transparent and honest and to never mislead shoppers.
Read MoreWe write a lot about how effective landing pages can be at bringing in new digital leads through your website. However, a landing page can only perform well if you also create a smart nurturing strategy to support it. Did you know that it takes 6-8 touch points to close a sale? Your landing page might generate new leads, but it's important not to let them sit idle. Instead, use a strategic progression of friendly, relevant emails to gauge their interest in your products.
Read MoreSearch the term “product landing page,” and you’ll find many solutions for eCommerce pages that handle direct-to-consumer sales. B2B2C brands are unique to online sales in that the most significant deals come from distributors and retail chains. Whether you are listing a product on a distributor’s dashboard, using an online sales tool like RangeMe, or building a custom landing page, a B2B product landing page must have some essential information to support retail sales. Besides the list price, four things make a landing page for B2B products perform well: Brand, Product, Program, and Design.
Read MoreBy 2020, Gen-Z's will command 40% of consumer shopping, and they spend on average up to 5 hours a day online. This generation will affect the economy and food manufacturers dramatically, considering their favorite items to spend their money on (36%) are food and drinks according to [Visa]. They are a foodie buying force that needs to be reckoned with, ASAP. Here are 10 things food manufacturers need to know about Generation Z:
Read MoreIt doesn't matter how many people see your page in their Google searches if they're not interested in your products or content. After all, converting visitors into qualified leads is the name of the game, here. Landing pages are a great way for manufacturers to convert visitors into qualified leads. By focusing on your content and audience, your landing pages should target all stages of the sales funnel, not just the top. That's not to say SEO isn't important; it's but one strategy you should employ when creating landing pages for your products/services.
Read MoreThe struggle is real for every brand when it comes to social media conversion and getting your audience to become your buyer. I bet you’ve faced this question many times before: “We made some fans now how do we get them to buy?” If you have landed on this page looking for a marketing magic wand that creates immediate social media conversions, you are going to be disappointed.
Read MoreDo you find yourself continuously trying to solve new problems in marketing and business? Do you get bored and decide to reinvent, redesign, rebrand, and repeat. Even if there isn't a problem, sometimes you may create one so that you can then solve it. This is actually a pretty common trait in leaders, especially ones involved heavily in marketing. So, how do you know that it’s time to rebrand and that your mind isn't just playing tricks on you? Could a tune-up get you the results you need without buckets of time, energy and money being poured out for an actual rebrand overhaul? Let's find out.
Read MoreManufacturing seems to be one of the last segments to embrace online sales tools. As recently as last year, industry research revealed that few sales reps were using the web to optimize sales. The digital trend is rising rapidly, and if you are still managing your website like it is a digital brochure, you are missing the chance to connect with shoppers and close sales. Wait too much longer and your brand will be left behind.
Read MoreWondering if you should utilize landing pages in your marketing efforts? Now, I may be biased, but absolutely you should! There are a lot of contradictory definitions of what makes a landing page, but there are some basic principles that remain the same. First and foremost, a landing page must contain a form. Secondly, a landing page's sole purpose in life is to capture a visitor's info via that form.
Read MoreTo stay golden means to be true to yourself. Telling a brand story successfully via social media requires just that, and with a bit of ‘brand focus’ you can get to the essence of your story. You will then be able to hone in on the channels that matter to your brand audiences by delivering information that is at least one of three things: unique, interesting, or useful. Also, please don't forget the details.
Read MoreHave you ever seen a commercial or viral campaign that was captivating and entertaining, and yet, an hour later you couldn’t remember what they were selling? It happens more often than you’d realize, and it’s a symptom of a campaign that got caught up in the creative process but lost sight of its goal. No matter how high or low the production value, if there’s no brand recognition, then there is no ROI on that marketing spend. An audience needs to be aware of your brand and the value it provides them through every stage of the journey, from awareness through purchase.
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