Posts Tagged “Branding”
Posted by Ed in Business, Events & Travel, Home, Reviews, Weather, tags: Branding, farm, Food, Fundraising, Haxlr84, Kickstarter, Loyalty, mobile, Pebble, Retail, snowpack, TV
On the Calendar
I will be at Naturally Boulder’s Spring Fling event this Wednesday, May 23, 2012
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Consumer Products
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- What if Your Life Could be More Engaging Than Television? ow.ly/b1uir Great friggin’ post by one of my favorite writers.
- Our extremely low snowpack in Colorado – 11% of normal statewide. Click link to see image:ow.ly/aXTdF
 Recent picture with my lovely wife
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Consumer Products (food, farming, pets, outdoor products)
Miscellaneous
- Word of mouth vs. online reviews vs. paid advertising: ow.ly/ad6H2 No surprise in this survey, but still good to know.
LinkedIn/Quora Answers
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Posted by Ed in Animals, Business, Reviews, tags: Branding, CPG, Dog, Expo West, Facebook, Food, garden, Kleiner Perkins, Nordstrom's, Wal Mart
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How to develop your brand (subscribers)
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Retail/CPG (Consumer Packaged Goods)
- Interesting service: they build and maintain your food garden for you. ow.ly/9tYm4 I think this is a viable biz idea
- Analysis: Wal-Mart’s price push tests manufacturers’ prowess: ow.ly/9ucwx
- RT @dhgisme Kleiner Perkins Explores Next-Gen Agriculture Investing bit.ly/wBlsAn Sorry, KPCB, fake chicken not for me.
- RT @RethinkRetail: CPGs Increase Account-Specific Marketing:supermarketnews.com/latest-news/cp…Great data here.
- A peak at some possible organic food trends here: Top 5 Organic Products at 2012 Expo West: ow.ly/9CSkP
- Nordstrom’s offering free shipping for items bought in-store: ow.ly/9Da9E I don’t foresee many other retailers doing this.
- Kale is hot, and other takeaways from a huge food show: ow.ly/9FSQn Expowest tradeshow write-up
Dogs
Miscellaneous
- How to embrace Facebook’s Timeline:ow.ly/9x43W Nice how-to with the why for brands
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There was an article earlier this week titled, “Why Amazon Needs Stores“. In summary, the article states that Amazon needs a distribution channel for brand experiences as opposed to simply products. I would agree with the statement for many products. The best example I can think of are outdoor retailers, which have made their stores destinations packed with activities that allow consumers to test out products. REI and Cabelas are great examples.
 Inside of REI Denver with the climbing wall So, what’s Amazon’s brand experience at retail? Most likely its Kindle product, which the article states and I agree. Apple has done a great job with its stores in creating a great brand experience and I think Amazon is moving in the same direction.
But what about other products, like food and consumables, which is where I do most of my work? How can a manufacturer or brand create a brand experience for these products at retail to help motivate sales? Its stretching it to say that food brands can create a retail experience on a level equal to outdoor or electronics products. However, here’s a few ways to think about how to maximize brand experience at retail:
1. Packaging: stand out and differentiate to grab the customer’s eye, either with colors, size or packaging format (i.e.: glass jar vs. carton vs. plastic);
2. Messaging and Call to Action (CTA): have compelling messaging on packaging to interest consumers; include CTA’s that drive them to use their phones right there in the aisle to visit the brand’s mobile enabled webpage to learn more about the product or receive valuable offers;
2. In-store signage: take advantage of any cost-effective opportunity to grab attention via shelf tags, posters, etc;
3. Multiple in-store locations: where can the product be sold? In the aisle, on an end-cap or stand-alone display?
4. Store-prepared foods: sell the product to the retailer who can use it in its own store-prepared foods or when it teaches cooking classes;
5. Sampling: I rarely recommend sampling because it is very expensive, but it can be very effective;
6. Advertise in store circulars: try ads in store circulars or other store-sponsored advertising mechanisms.
So, depending on the product, there could be many ways to really maximize a consumer’s experience with it in stores.
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Posted by Ed in Business, Reviews, Training, Weather, tags: Amazon, Aurora Borealis, avalanche, backcountry, Berthoud Pass, Branding, Chocolate, Colorado, Delhaize, Echo Mountain, Fancy Food Show, Food, Google Offers, green, Keystone, local, Meijer, organic, Save-A-Lot, Ski, startup, Target
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Channel Conflict
General-Uncategorized and Public
Retail/CPG (Consumer Packaged Goods)
Training (run, ride, hike, alpine-telemark-XC ski, shooting, weightlifting, rock climb)/Outdoors/Health/Food/Weather/GPS
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