by Jenny Kosek for Chain Drug Review August 25, 2014 In a multipart series during 2014, our team will examine key product attributes and marketing tactics from two different perspectives — the retail buyer and the consumer/shopper. We believe readers will benefit from an objective picture of the viewpoints that contribute to a product’s success … Read More
manufacturers
Your brand and your business are not the same thing (and one is more important).
By Jenny Kosek Scenario 1: Your new product contains a unique ingredient that none of your competitors have even heard of. Your clinical trials prove that you’ve developed the most efficacious formula, and your consumer research has told you that shoppers are interested in this new product. Your packaging is gorgeous, your pricing attractive, and … Read More
How will anyone recognize your brand if you aren’t consistent?
By Megan Moyer Building a strong brand entails a number of factors and actions. Foremost is consistency. Consistency of message, imagery, logo standards, voice, tone, and style. There are times when you deviate from your corporate voice, tone, or style – depending on the message intent, the vehicle you are using, and the feelings you … Read More
A great image will sell your product
Introduction: If you are selling or showcasing your CPG products online, a clear, sharp image of your product – showing multiple sides and views – may increase sales potential significantly. In this post, guest blogger, Julie Massey, HRG’s visual assets coordinator, explains the importance of having uniformity of image content on your site. When you … Read More
How shelf placement impacts retail buyers, shoppers
by Jenny Kosek for Chain Drug Review In a multipart series during the balance of the year, our team will examine key product attributes and marketing tactics from two different perspectives: the retail buyer and the consumer/shopper. We believe readers will benefit from an objective picture of the viewpoints that contribute to a product’s success … Read More
Product Packaging Involves More Than Meets the Eye
by Dave Wendland for Chain Drug Review April 18, 2014 In a multipart series during 2014 our team will examine key product attributes and marketing tactics from two different perspectives — the consumer/shopper and the retail buyer. Our hope is that retail and wholesale buyers and product manufacturers will benefit from an objective picture of … Read More
Optimizing IT Solutions
by Shawn Theesfeld Does it sometimes feel like everyone else has a handle on data and technology – except you? Don’t be embarrassed if you’re overwhelmed. With so much buzz about big data, social media, content marketing, SEO, etc., you might feel like you need to be an expert on everything IT. Relax. Breaking down … Read More
The value of your brand — part two
by Megan Moyer In my previous post I talked about the importance of explicitly defining your brand from the outset and offered some things to think about when identifying the attributes you want your product to be known for. Today, I’m going to focus on how a well-established brand saves time by guiding marketing and sales … Read More
Choose your social media platforms strategically for best ROI
by Jenny Kosek Visit the website of one of your favorite brands. How many social media connect-to icons are plastered on the front page? Just Twitter and Facebook? Twitter, Facebook, Pinterest? Or do you see a dozen icons just begging you to connect? Just because the platform exists does not mean it’s worth your time and … Read More
The value of your brand — part one
Posted by Megan Moyer There are a lot of companies that struggle to find success with a new product introduction. While there can be any number of contributing factors to success or failure, one that is avoidable with proper planning and focus (and is most important!) is knowing and carrying through the value of your brand. I see … Read More