Marketing strategy Archives - Page 2 of 3

Don’t stand still

August 20, 2015 by Megan Moyer

Victor Kiam, former business executive best known for his purchase of Remington Products, once said “In business, the competition will bite you if you keep running. If you stand still, they will swallow you.”

Most branded manufacturers are well aware of their competitors – and healthy competition makes companies better. Consumers are constantly seeking products with more features and capabilities, products that cost less but can do more, and products that solve their needs and wants better than any other product can. Simply put, when companies compete, consumers get what they want.

The best ad I’ve seen all week – and why!

August 13, 2015 by Megan Moyer

by Jen Johnston

Recently I was browsing the Independent Choice^® circular of one of our local natural food stores, Good Harvest Market. Good Harvest Market is a member of the Independent Natural Food Retailers Association, which makes the Independent Choice circular possible.

Besides the grocery listings and encouragement to celebrate “hemp history week” (yep, that’s a thing!), there was a manufacturer ad that caught my eye. I must be in the target market sweet spot because I just LOVE this ad.

Sell a product or build a brand

July 17, 2015 by Megan Moyer

by Jen Johnston There are manufacturers out there in the world who solely want to sell product. You might be thinking, well yeah, that is the point of being in business, right? True, but your business will not be sustainable if you have more interest in selling a product than building a brand. You need … Read more

Your competitors might be different than you think

July 6, 2015 by Megan Moyer

by Jen Johnston

If your HBW brand is crossing over from the natural market to conventional channels, you may need to look at your competitors differently.

For example, say you are a brand that is very well established and successful in the natural space — a true leader in your category. Now you are crossing over to conventional channels — mass retail, drug chains, and grocery — and are developing a strong story for the retail buyers.

As part of a competitive SWOT analysis, you decide not to include a popular homeopathic product despite the fact they have the same delivery system and are used for a similar purpose. Your reasoning? “That brand is homeopathic and we are natural — it’s a completely different shopper base.”

Three Steps to Building an Effective Strategy

May 21, 2015 by Megan Moyer

By Dave Wendland Many companies seem stuck when it comes to developing their go-to-market strategy. Often it’s the result of having too many chefs in the kitchen who don’t seem to agree on direction, because they fear the unknown, or are unwilling to budge from the status quo (a.k.a. “safety net”). Sure there are countless … Read more

Thorough planning is a must for product launches

May 14, 2015 by Megan Moyer

By Megan Moyer “By failing to prepare, you are preparing to fail.”― Benjamin Franklin When you are launching or re-launching a product, it is so important to plan, and plan thoroughly. A necessary stage in planning will include pouring over data and research to make sure what you are developing, positioning, and manufacturing is a … Read more

Do you know what your customers really want?

April 23, 2015 by Megan Moyer

by Megan Moyer The product development process is complex and there are plenty of risks along the way. We’ve always advocated for research to be a part of this cycle to mitigate those risks and ensure you’re going to market with a product that is meeting a need and/or filling a gap. Do you know … Read more

Define your brand story to reach Millennials

September 24, 2014 by Megan Moyer

By Jen Johnston If your brand is trying to reach people in their 20s and 30s and you are still asking the question “Can a brand have a personality?”, then you may be missing the bigger picture. The idea that a brand can have a personality goes without saying; in fact, a brand must have … Read more

Total Recall

April 4, 2024September 17, 2014 by Megan Moyer

By Dave Wendland Do you know what your potential shoppers recall in just three seconds? It’s a fact: that’s how much time you’re afforded in today’s fast-paced, attention-starved retail world to make an impression. Despite ever-increasing competition, more fickle shoppers, and waning loyalty, the goal of retail has remained largely unchanged: You want your customers … Read more

Branded together

September 10, 2014 by Megan Moyer

By Dave Wendland Can a brand have a personality? Yes! A corporation, a product, even an individual has an opportunity to be “branded.” My definition – not dissimilar from others far more learned than me – is simple. Brand identity is what people say about you or your product after you’ve left the room. So, … Read more