Actions Speak Louder Than Awards: The Importance Of Building Campaigns With Purpose
by Dave Wendland, CommunityVoice for Forbes Agency Council, as appeared on Forbes.com August 1, 2018 Have you noticed? Companies seem to be switching to rely more on smaller, boutique agencies that focus on client needs rather than on building an additional bookshelf for their next marketing award. Now, before you jump through your computer screen or send me […]
Two overlooked factors in product introductions
By Jen Johnston, CHHC, as seen in Chain Drug Review, July 9, 2018 When evaluating new products to the market, retail buyers and Hamacher Resource Group category analysts look at five factors — innovation, promotion, earning potential, product orientation and category growth. While manufacturers tend to focus a lot of energy on mastering the first […]
Aim, Ready, Fire: Three steps to meaningful research
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 […]
Lessons from a lucrative housing market
By Dave Wendland for Drug Store News June 22, 2018 Not unlike other communities across America, the Milwaukee metro area where I reside has been experiencing a real estate boom. Homebuyers are over-bidding on the asking prices of homes in the most desirable area of town and sellers barely have time enough to put a sign […]
Dissecting The Shopping Experience: Consumers Are Not Defined By Format
by Dave Wendland, CommunityVoice for Forbes Agency Council, as appeared on Forbes.com June 13, 2018 I recently had the privilege of presenting to an international audience of consumer packaged goods (CPG) distributors from over 35 countries. My discussion focused on the changing retail landscape and how to effectively navigate today’s consumer shopping experience. As I prepared for this […]
Learn From The Good, The Bad And The Ugly In Product Launches
by Dave Wendland, CommunityVoice for Forbes Agency Council, as appeared on Forbes.com May 24, 2018 Preparing for a brand launch or reintroduction to the market is not for the faint of heart. For more than 25 years, I’ve moderated numerous collaborative strategy sessions with consumer packaged goods (CPG) manufacturers on behalf of our company and have worked with […]
Keeping the end in mind
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 […]
Rearranging furniture
by Dave Wendland for Drug Store News May 14, 2018 As spring approaches in Wisconsin — finally — it’s always a great time to renew, refresh, and, for me, rearrange some furniture. There’s something about a “winter arrangement” that keeps my living room chairs situated for cozier and more intimate conversations. However, come spring, I […]
Communication is a game of catch
By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, March/April 2018 One of the lessons (and there are many) from my days as a member of an improvisational comic troupe that continues to have tremendous value in everyday conversation centers on the true art of communication. The experience taught me the […]
Newfangled collaboration: part two
By Dave Wendland for Drug Store News March 28, 2018 I first offered ideas on this topic a little over a year ago and remain passionate about the possibility of unlikely bedfellows creating new shopper experiences. With recent news of relationships between Kohl’s and Aldi, and Kroger and Ace, and recent innovations in the grocery channel […]