Consumer packaged goods (CPG) brands dominate the aisles of groceries and supermarkets, from diapers and shampoo to snacks and beverages. However, within the ecommerce realm, CPG brands have experienced a rocky road, leading ecomm to be regarded as less profitable than brick-and-mortar sales. 2022 was a difficult year…

The internet as we know it is changing, and it is a driving force behind marketers scrambling to figure out how to approach zero party data in an evolving landscape.  The 2010s will likely be regarded as the wild wild west of data collection. Browsers had given advertisers a firehose…

Having a strong consumer insights strategy is imperative for brands to stay competitive in today’s world. Without it, it’s impossible to effectively navigate decisions to best meet your consumer’s needs and preferences.  Think of it like trying to go on a road trip without a GPS – you can try…

Brand teams today have an abundance of marketing channels at their fingertips, from digital and social advertising to email marketing and beyond. However, with so much competition in the marketplace, cutting through the clutter and making a meaningful impact can be challenging.  That’s why a Community Powered Marketing…

Now more than ever, your strategy for product sampling marketing must utilize numerous channels to maximize success.  While product sampling is a time-honored marketing practice that can provide significant brand building benefits, it can be one of the most expensive forms of marketing. Not only do marketers have to pay…

For most of its history, product sampling marketing has been relatively straightforward. The venues and creative execution have expanded, but the premise of distributing complimentary product to entice prospective buyers has stayed the same.  Like most things, technology has revolutionized how we approach age-old marketing tactics. In the past decade,…

As published in the International Festivals & Events Association’s “ie: the business of international events” magazine. Designed especially with a focus on the business side of events, “ie” also features event and professional profiles, regional and international perspectives, resource and book reviews and much more. “ie” magazine is…

One scroll through social media and it’s clear that user-generated content has taken over the feed. Consumers love seeing brand communities and customers share their experiences. They’re asking brands to post UGC – and scrolling past brand-created content at a, seemingly, faster rate than ever. Each year, we…