Expert Space Planning

From the desk of Colleen Volheim, category research and analysis manager, for the Focus on Fixtures blog series In the retail industry, space planning is a term that is often associated with optimizing the store layout for sales. That means departments, displays, and products are placed in ideal areas so customers can easily find and […]

Smart brands and retailers can use recovery or wellness plans to help shoppers buy more

Posted by on Aug 15, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager  I was very impressed recently with the Earth Mama® Organics brand by how they connect with their primary shopper – soon-to-be moms and new moms. One of the ways they do this is by offering two sets of plans on their website that appeal to this […]

Aim, Ready, Fire: Three steps to meaningful research

Posted by on Jul 31, 2018 in Brand Marketing, Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, May/June 2018 To advance virtually any business initiative, effective market research is critical. Too often this step is overlooked or shoddily conducted, resulting in less than ideal outcomes. Time spent adequately preparing can increase the likelihood of success and eliminate significant angst and […]

Resolution: Study my brand competition

Posted by on Jul 27, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager, for the Resolutions blog series  When was the last time you took a good, thorough look at competitors to your health, beauty, or wellness (HBW) brand? Perhaps you did a SWOT analysis when you first launched, however new competitors come into the market every year. Furthermore, old competitors often […]

Keeping the end in mind

Posted by on Jun 21, 2018 in Brand Marketing, Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, November/December 2017 It was Lewis Carroll in the Alice in Wonderland Through the Looking Glass book that said, “If you don’t know where you’re going, any road will get you there.” I personally like Yogi Berra’s twist on the phrase, “If you don’t […]

Stop advertising your features and benefits and start telling your story

Posted by on Jun 20, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager  No matter how great they are, your product’s features and benefits alone are probably not going to sell your product. Features and benefits are like informational data, and consumers don’t buy based solely on reason and logic; most purchase partially based on their feelings. In this […]

Resolution: Eliminate two items from my product line

by Steve Choate, business development manager, for the Resolutions blog series Adding new items or extending a product line seems like the best way to build your business and increase your brand awareness. However, sometimes less is more! Adding items can oftentimes dilute individual SKU sales, and make shopping the shelf for the consumer more […]

Are you using feature symbols on your packaging?

by Jen Johnston, CHHC, senior marketing services account manager  People don’t want to read anymore. We knew this was coming, didn’t we? First we went from hand-written letters to emails, which tended to be much shorter. Soon emails became too long and we moved to text messages and tweets – bite-sized bits of copy that […]

Certified, verified, accredited, and approved

Posted by on Apr 19, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager As the mom of a young boy with celiac disease, one certification matters to me above all others – Certified Gluten Free. When I see the symbol, I know that product has been verified to be under 10 ppm gluten by the Gluten Intolerance Group and is […]

Resolution: Look at my brand as if for the first time

by Dave Wendland, vice president, strategic relations, for the Resolutions blog series Before joining HRG I was running a small marketing consultancy in San Diego focused on software start-ups and their go-to-market strategies. Not surprisingly, the founders of many of these companies were very proud of their accomplishment and felt strongly that others would simply see it through similar […]