Archives for Business Strategy

What’s the first question?

If you’re looking online for a marketing agency to help you, good luck.  We’ve poured over competitive websites and if you can tell us all apart, you’re a genius. But I may have figured out a way to help. I just got off the phone with a friend who runs a creative agency and while we were talking, I pulled
Read More

Specialty Food Marketing Meets Special Delivery

30 years of specialty food marketing teaches you that food people are a breed apart.   The passion for great food, delight at a clever new idea, and the compulsion to share our discoveries with others are the hallmarks of a group unlike any other. So for my fellow hopeless addicts, here’s great news: two really smart services that are taking
Read More

Focus Groups in the Digital Age

A conversation with Anne Brown, moderator with JSC Consumer Insights, Inc. AC:  Clients often ask us for help choosing the right type of research – and new methods are coming out all the time.  Our recent qualitative work with you and JSC led to significant changes in marketing strategy – and tangible successes.  So why does it sometimes feel old-fashioned
Read More

Budgeting for Small Brand Marketers needs Marketing Effectiveness

2015 is coming.  Time for ambitious brands with limited budgets to make really tough choices.  We’ve just won our second award for Marketing Effectiveness, for a project that came in under $350,000.  So we hope you’ll find this helpful: Two things to know about changes in Social Media Be aware that an algorithmic change will drastically reduce your Facebook exposure:  Facebook
Read More

Specialty Food Brands – David versus Goliath battles

  We worked with Rena through the creative food company she founded in 2000 with Tom Eckerle, Soup to Nuts.  Together they created and photographed over 200 recipes for our agency client, Arla Foods. Rena’s expertise in every aspect of food, from recipe creation for the home cook to food service design to the taste preferences of individual markets, was
Read More

Top Planning Tools for 2014

Is it August already?  For the kids it’s back to school, for the rest of us, it’s time to lock and load on our marketing plans for 2014.  If your frontal lobe is a bit rusty, these will help: some of our favorite planning tools and overviews. The Things to Come This will get you started with a 30,000-foot perspective. 
Read More

Get up to Speed: Marketing Automation

With promises to drive sales conversion through the roof, here comes marketing automation — delivering improved email targeting, real-time triggered messages, customer relationship management integration, and stay-in-touch campaigns. Businesses around the globe are implementing automation with success. Their seeing lower overheads and more customer intimacy. They’re gaining access to useful return-on-marketing-investment (ROMI) metrics, because automation tracks the effectiveness of marketing
Read More

Maximizing Mobile and Marketing Automation for Beauty

With the number of US smartphone owners officially passing more than 50 percent of the population, marketers realize that these devices are shaping consumer behavior and purchase decisions at astonishing rates. Shoppers’ ability to access the internet on the fly affects all stages of the purchase cycle. Consumers constantly reach for their phones for product reviews, price comparisons, coupons, and
Read More