Posts in category "Marketing Strategy"

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 »

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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Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?
How Adult Children Influence their Parents’ Growing Technology Demand With the holiday season upon us, new technology is high on everyone’s wish list. For example, I previously explored “Why iPad is #1 on Kids’ Wishlists.” According to eBates.com 2014 survey, teens want tech gear, with 6 out of 10 wishlist items focusing on technology. Meanwhile,... Read more »

Mini Market Strategy: The Era of the Skinny Sandwich

Mini Market Strategy: The Era of the Skinny Sandwich
Sandwiches are experiencing a renaissance in American consumer appreciation. Food Business News reports that 2014 has been one of the best years since the recession for bread sales, and Irene Chang Britt, president of Pepperidge Farm, Inc., attributes this growth to, “the growing popularity of sandwich behavior.” She continues, “In all cases, people are looking... Read more »

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks
When Kellogg’s Special K, Starbucks VIA and Target teamed up to offer a special promotion to a key demographic, the results were impressive. Brian Keefe, Senior Vice President and Scott Weller, Director of Client Solutions at Insight Promotions, LLC explain why: “This strategic partnership reaches the status of legend. The program was wildly successful, with... Read more »
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This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom

This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom
When my children were younger, each Mother’s Day I was regaled with a home-cooked breakfast in bed. On a normal weekday, by contrast, I focused on making sure my children had a nutritious breakfast before heading off to school, such as peanut butter on wheat bread or Quaker oatmeal. Like most moms, I believe breakfast... Read more »

For an Attention Boost, Include Food in Your Market Strategy

For an Attention Boost, Include Food in Your Market Strategy
Food sparks interest and brings people together. We recognize this aspect of culture at gatherings of all sorts—weddings, parties, family reunions and even blood drives. Many non-food brands also benefit from building market strategies around the concept of food. Even back in middle school, I remember when giving a presentation in my Spanish class that... Read more »

Make it About Mom: Positioning Your Brand for Moms of Babies

Make it About Mom: Positioning Your Brand for Moms of Babies
Successfully positioning a product or service to moms of infants and toddlers requires specific recognition and appreciation of Mom’s role. A simplistic focus on the product or service benefit won’t resonate with this market. Your brand will need to make it about Mom. Tylenol has a recent marketing campaign that does a brilliant job of... Read more »
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Forget What You Were Taught: The New Marketing Rhythm

Forget What You Were Taught: The New Marketing Rhythm
I was chatting recently with a friend who is the CMO of a leading CPG (consumer packaged good) food brand, and he mentioned that much of the training he received when starting out has been turned upside down in today’s marketing practice.  Specifically, getting the execution exactly correct is no longer highly valued, yet it’s... 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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