CPG and its New Direction: Emerging vs. Legacy Brands

The marketing efforts and strategies within the consumer packaged goods (CPG) industry are evolving faster than ever. Nearly all aspects of the CPG category has changed, including the classifications, the way brands develop products and go-to-market strategies, and how consumers learn about and purchase the actual products. Our VP of Marketing, Karla Crawford Kerr provides some insights and pro tips to navigate the new landscape of CPG.

Read the full article on Multichannel Merchant.

12 steps to take after experiencing failure in your business

Question: What’s one of the 12 steps to take after experiencing failure in your business?
Answer: Be prepared to pivot.

“Failure can lead to opportunities in disguise, including those that you were not previously aware of. Recognize those aha moments and be prepared to pivot when necessary.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “12 steps to take after experiencing failure in your business” at The Business Journals.

14 Innovative Ways Agencies Are Leveraging Machine Learning Ad Tools

Question: What Is One Of The 14 Innovative Ways Agencies Are Leveraging Machine Learning Ad Tools?
Answer: Determining Baselines For Campaign Data And Success Metrics.

“Machine learning is key in advanced marketing analytics. First, you determine baselines for data and success metrics for a campaign with data scientists and analysts. Then, when the campaign is effectively running, machine learning can help take over data sets and support core marketing plans.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “14 Innovative Ways Agencies Are Leveraging Machine Learning Ad Tools” at Forbes.

10 key strategies to help B2C businesses maintain consumer trust

Question: What’s one of the 10 key strategies to help B2C businesses maintain consumer trust?
Answer: Solicit customer feedback.

“Having direct feedback from your customer is important. It can both increase loyalty and create the opportunity to correct any challenges that might have occurred during their interaction with your brand.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “10 key strategies to help B2C businesses maintain consumer trust” at The Business Journals.

7 essential items for every business’s holiday season to-do list

Question: What’s one of the 7 essential items for every business’s holiday season to-do list?
Answer: Ensure you have enough staff members and products to meet a sudden rush.

“With the holiday rush, ensure you are properly staffed with both people and products to meet demand when a rush comes in suddenly. Make sure you haven’t overlooked overlapping travel schedules or potential product shortages.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “7 essential items for every business’s holiday season to-do list” at The Business Journals.

10 helpful strategies for restructuring your management team

Question: What’s one of the 10 helpful strategies for restructuring your management team?
Answer: Integrate new leaders with the existing team.

“Don’t switch out the entire management team at once. Keep reliable key leaders, and allow for new leaders to step up and integrate with the proven management team structure for strong growth.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “10 helpful strategies for restructuring your management team” at The Business Journals.

The Path of Today’s CPG Brands

Increased competition from niche brands has not only weakened traditional brand loyalty, but has also created a paradigm shift for how CPG brands do business. Our Director of Client Development, Cyndi McMaster, explores the challenges and opportunities for today’s marketers.

Read the full article on Retail TouchPoints.

14 Ways Brands Can Win Eyeballs On TikTok With Relatable Videos

Question: What Is One Way Brands Can Win Eyeballs On TikTok With Relatable Videos?
Answer: Get Creative With First-Person-POV Camera Angles.

“TikTok viewers enjoy first-person angles and points of view in content (such as videos that allow them to go on a roller coaster without having to ride it). So try to be creative in your camera angles when capturing imagery of your brand experience so that viewers can feel as if they are the ones in the driver’s seat.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “14 Ways Brands Can Win Eyeballs On TikTok With Relatable Videos” at Forbes.

How 16 Agency Pros Find Inspiration For Creative Campaigns And Copy

Question: What Is One Way For Agency Pros To Find Inspiration For Creative Campaigns And Copy?
Answer: Find Time For Quiet Reflection Every Day.

“Inspiration can come from virtually anywhere if you find time for quietness and reflection during the day—even in a board meeting. If you’re actively and quietly listening, you can have an “aha!” moment or inspirational idea at those times, or when driving, walking or reflecting on your day.”
Jessica Hawthorne-Castro, Hawthorne Advertising

For the full article go to “How 16 Agency Pros Find Inspiration For Creative Campaigns And Copy” at Forbes.

What marketers are missing about zero-party data

What is zero-party data? It’s a key that can unlock entirely new models for customer engagement, if marketers embrace it. It can also fulfill the promise of true personalization and build a foundation of loyalty and trust with your audience.

Our SVP of Marketing & Client Development, Christian Jones, examines how to leverage zero-party data to drive successful engagement. Read the full article on VentureBeat.