by Dave Wendland This post assumes you have answered “yes” to these five critical questions about your product. Does the product fill an identified consumer need? Are the packaging and messaging ready for retail? Are there compelling reasons for the buyer to take a chance on your item? Can you handle the production demands if … Read More
Why I love marketing communications
Posted by Megan Moyer I’ve been in the marketing communications field for over 20 years and it still is interesting, challenging, and exciting to me. For many years I was in corporate marketing departments at insurance software companies where I wrote and executed b2b marketing plans that covered all of the marketing channels. It was … Read More
Henry Ford, Value Master
by Jenny Kosek I can’t stop thinking about Henry Ford. In 1913, the auto tycoon had a problem. Despite the tremendous boom of the newly hatched auto industry, Ford simply could not get people to work for him. Quickly exhausted and bored by the mind-numbing tedium of assembly line work, men quit as quickly as … Read More
Trade shows don’t have to break the bank
Posted by Amy Kasza It’s a simple fact: if you spend an arm and a leg to get your consumer healthcare product in front of buyers at a trade event, you will be left off-balance when it comes time to support that product’s success at retail. How do you wisely spend trade show dollars and … Read More
The kids want their summer back
by Jen Johnston Ah, summer is finally in full swing. The kids are finally out of school. Time for hot weather, vacations, bar-b-ques, and. . .back-to-school promotions? Perhaps I am just paying more attention in 2013, but back-to-school advertising seems to be happening earlier than ever. In fact, some retailers began their promotions on school … Read More
Why Gen Y?
by Jenny Kosek 80 million people between the ages of 17 and 34 currently comprise the much-buzzed about Millennial Generation. Considering that 40% of shoppers under age 25 purchase no OTC products at independent pharmacy, the industry is lagging behind when it comes to engaging this immensely important demographic. That means independent pharmacy is losing … Read More
Can you name that product in 12 hours or less?
by Amy Kasza The average shopper pauses at a drugstore shelf for mere seconds to make a purchase decision. First impressions are everything. At that “point of decision,” your product’s name can make or break the sale. Unless you have a multi-million dollar marketing budget to surround consumers in multi-channel messages that imprint your product’s … Read More
The ease of online, in-store
by Jenny Kosek Oh, woe is brick and mortar retail. For years now, retailers have watched their customers flee to the impersonal, cold embrace of technology. Whether they choose to shop completely online, or dare to come in, device at the ready, to showroom products with no intent to purchase in-store, those wily consumers have made … Read More