Category: Marketing Strategy

Millennials Say AT&T’s Hold Music Actually Helps Them Look Forward to Conference Calls

Millennials Say AT&T’s Hold Music Actually Helps Them Look Forward to Conference Calls
Smiling and a positive outlook can help with your stamina and performance, according to neuroscience research. If you are like me, you’ve probably spent a fair amount of time dialing into conference calls and waiting for other participants and/or the host to arrive, essentially on hold. And maybe you’re not smiling while you’re waiting. Maybe,... Read more »

Try These 4 Modern Trade Show Practices

Try These 4 Modern Trade Show Practices
Experiences, Young Customer “Experts,” Social Media and Audio Branding Bring Pizzazz to Trade Shows Many B2B firms spend considerable time and energy on trade shows and industry conferences.   Several we experienced in 2017 focused on well-honed techniques, including thought leadership presentations and case studies along with attractive booths offering free samples, manned by knowledgeable executives.... Read more »

Avocado Sales are Growing Everywhere!

Avocado Sales are Growing Everywhere!
Growing in Supermarkets… Avocados were the fastest growing fresh produce in 2016, according to Nielsen’s “Who’s Buying Your Produce” report, growing at +10%. It’s interesting to note that unlike the value-added, fresh-cut vegetables category, avocados aren’t particularly convenient to choose, eat or store. Still, over the longer-term horizon, avocados have been a success story in... Read more »
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Not the Same Old B2B Playbook! Are You Overlooking a Proven Tool to Make Your Companywide Meetings and Trade Shows Powerful?

Not the Same Old B2B Playbook! Are You Overlooking a Proven Tool to Make Your Companywide Meetings and Trade Shows Powerful?
I’ve enjoyed talking with Sixieme Son USA’s Colleen Fahey since 2015 about the work she’s been leading in audio branding for B2B clients like the city of Atlanta and B2C clients like Huggies. But it wasn’t until reading the just-released book she co-authored that I really grasped the clear implications for B2B applications. The book... Read more »

Is Ultra-Filtered Milk the Next Greek Yogurt? Coca-Cola and fairlife Hope So.

Is Ultra-Filtered Milk the Next Greek Yogurt? Coca-Cola and fairlife Hope So.
In the dairy category, cow’s milk isn’t usually considered the prime area for product innovation or market share growth. We’re all familiar with the concept of grocery stores placing milk at the back of the store and following a loss-leader approach to encourage shopping for other items. Contrast with the yogurt category, specifically Greek yogurt,... Read more »

‘Empathetic’ Market Strategy Drives Outsize Growth for Beverage Bai

‘Empathetic’ Market Strategy Drives Outsize Growth for Beverage Bai
Beverage brand Bai has experienced meteoric growth since its 2009 founding, significantly by following a market strategy that focuses on empathy with consumers and distributors. In 2015, an Inc. profile reports Bai’s three-year growth at 2,210%, for 2015 revenue of $119.9M. In 2015, Forbes ranked Bai No. 13 in its America’s Most Promising Companies list.... Read more »
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How Smuckers and Similac Navigate Non-GMO vs. Organic Brand Strategies

How Smuckers and Similac Navigate Non-GMO vs. Organic Brand Strategies
Shifting Demand Means Choosing Between Non-GMO and Organic Market Strategies Won’t Come Naturally Organic has been a food trend for many years, and most food brands have a market strategy perspective on the issue, ranging from actively dismissing organic to embracing it wholeheartedly. Just as the “natural” market starts to settle down, a new popular... Read more »

Beauty Enthusiast Loyalty Blooms into 20% Sales Growth for ULTA Beauty

Beauty Enthusiast Loyalty Blooms into 20% Sales Growth for ULTA Beauty
Beauty is big and growing—this $60.58 billion industry has doubled since 2003. Women are very interested in learning about and trying new techniques and products. On YouTube, Beauty is the #2 channel, after music. Beauty is also democratic—92% of YouTube video views are for individual ‘vloggers,’ not corporate or brand-sponsored content. Women want authentic recommendations.... Read more »

Tidy Cats Lightweight Wins with Product Innovation and a Directed Marketing Strategy to Command Premium Pricing

Tidy Cats Lightweight Wins with Product Innovation and a Directed Marketing Strategy to Command Premium Pricing
Nestle Purina’s Tidy Cats LightWeight cat litter has a simple brand promise: It’s half the weight of other litter. This product innovation and accompanying marketing strategy has earned the product a spot as one of Nielsen’s 2015 U.S. Breakthrough Innovation Award Winners. As Rob Wengel, Senior Vice President, Innovation, Nielsen, describes, “Breakthrough Innovation winners identify... Read more »
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Glad, Sad or Mad? Driving Business Results with Emotional Marketing Strategies

Glad, Sad or Mad? Driving Business Results with Emotional Marketing Strategies
Have you ever wondered why some ideas catch on and others don’t?  There are at least five major reasons that Wharton Professor Jonah Berger identifies in his recent book: Contagious: Why Things Catch. I’d like to focus on one key driver for contagion: Emotion.  Common sense will tell us that content that carries an emotional... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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