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Native Advertising Boosts CPG Brand Performance

Post Date: 7/29/2014

Creating advertising that resembles news and other editorial content is not new. The concept has been around for years in the form of advertorials and “special advertising sections” laid out to look like regular content. What’s newer is applying the concept i...

Post Date: 7/01/2014

Do you remember that sensation of walking into a childhood friend’s home and being greeted with a waft of a familiar scent that was somehow unique to that particular household? It’s as though every friend’s house had its own distinct smell with its own memori...

Post Date: 6/26/2014

Today, baby boomers and seniors account for the majority of all CPG expenditures. Over the next 25 years, the population of Americans aged 65 and older will double, and spending by this group will exceed $230 billion in less than a decade. This segment of the population spends...

Post Date: 6/13/2014

Mobile is not only becoming a prevalent mechanism for media consumption; it is also disrupting the advertising industry. Traditionally, mobile data was subject to cookie tracking, which has long dominated the digital media measurement/targeting ecosystem. Yet, cookie tracking ...

Post Date: 6/04/2014

Your market research is not reaching its full organizational and business potential.

Post Date: 5/30/2014

Do you remember the Pepsi challenge? The Pepsi Challenge was a marketing promotion campaign started by Pepsi in 1975 that pitted Pepsi and Coke against each other. In a blinded taste test, consumers were asked to pick the cola that tasted the best. The real glory came when the...

Post Date: 5/21/2014

The click is dead. While it was an important measure in the earliest days of the commercial Web, it has become meaningless, if not a negatively correlated data point. During the past year we’ve had multiple opportunities to present on the subject of how online ads are mo...

Post Date: 5/19/2014

In the last decade, emerging markets have become critical to global retail and consumer goods companies seeking low-cost sources of goods and high-growth sources of revenue. Companies around the world are drawn to the business opportunities these markets present, especially th...

Post Date: 5/16/2014

The volatile economy has left many consumers in a lurch, and as such, the CPG landscape remains mired in uncertainty. To navigate these murky waters, CPG retailers and manufacturers need sound product testing methods to assess opportunities, determine appropriate expenditures,...

Post Date: 5/15/2014

Have you wondered whether TV advertising is still worthwhile in this world where households have so many options and so many distractions? As a consumer, I love my DVR, but as a researcher, it is another complication in an already fragmented and complex marketing environment. ...

Post Date: 5/09/2014

It’s happened to all of us – you finish off the last of the peanut butter at breakfast and make a mental note to buy more next time you’re at the store. But on your next grocery run, that peanut butter slips your mind and you only realize you’ve forgott...

Post Date: 5/01/2014

After several consecutive quarters of cloudy skies and a particularly ominous end to 2013, IRI’s Q1 2014 MarketPulse™ finds all age groups, especially millennials, reporting a sunnier outlook. Consumers reported feeling that they do not need to make as many sacrifi...

Post Date: 4/30/2014

As we’ve noted in this space before, polling done in a recent webinar with more than 100 industry executives has been very revealing about their view of their business, current focus and action to address the impact of high value shoppers on their brands or banners. Howe...

Post Date: 4/24/2014

Part I of this three part series focused largely on the concept of “measure twice, cut once,” pertaining to the potential success of new products in the CPG market. Market contraction and SKU rationalization stemming from the Great Recession have led to a decr...

Post Date: 4/22/2014

The great English poet and romantic Lord Byron, usually the composer of flamboyant verse and intricate alliteration, when faced with the eternal question that comes before us all, chose to answer it with analytic simplicity: “What’s drinking? A mere pause from thin...

Post Date: 4/18/2014

Today’s CPG retailers and manufacturers have several variables to contend with in order to drive sales and meet company goals. As retailers, manufacturers and consumers do not exist in a vacuum, maintaining and gaining market share relies on implementing mechanisms to ac...

Post Date: 4/17/2014

We’ve been talking about the priorities and focus of CPG and retail industry executives using polling answers collected in a recent webinar. The answers to our questions illustrate the disconnect between the current market landscape and the focus of industry executives. ...

Post Date: 4/08/2014

In my previous blog post, I noted that during a recent webinar we surveyed more than 100 CPG and retail industry executives. Nine out of 10 respondents indicated that sales were moderately or highly concentrated in their category or business unit. What’s...

Post Date: 4/03/2014

My colleague, Dr. Ira Haimowitz, recently weighed in on the importance of pricing and promoting products correctly for major events, such as how much more beer is worth to a consumer during the Super Bowl than during the rest of the year.

Post Date: 3/31/2014

“Measure twice, cut once,” is a saying we hear every day that points to the need for carefully evaluating an opportunity or initiative before diving in.

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