Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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How Disruptor Brands Use PLAs to Gain Advantage

How Disruptor Brands Use PLAs to Gain Advantage | Integrated Brand Communications | Scoop.it
Can major CPG brands defend their turf against smaller companies with DTC capabilities?
Russ Merz, Ph.D.'s insight:
Do you know how CPG disruptor brands are using direct to consumer product listing ads (PLAs) to gain competitive advantages? See this article for details.
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Instant.ly Says It Can Tell Brands Which New Products People Will Actually Buy

Instant.ly Says It Can Tell Brands Which New Products People Will Actually Buy | Integrated Brand Communications | Scoop.it

If you recently found yourself hovering over a box of Chewy Chips Ahoy With Reese’s Peanut Butter Cups, and then took that box of chocolately cookie goodness up to the cash register, you are not alone. 

The product came in at No. 1 in a new index that purports to quickly and accurately rate purchase intent for a wide array of CPG brands and products recently released to supermarket shelves in limited runs.

Through uSamp's Instant.ly Shelf Score Index, each product is assigned a purchase intent score, measured through a platform that a company rep said "gathers in-context insights from consumers about new products as soon as they hit the shelves." The index also considers innovation and "category disruption from small or unknown brands."

 

 

Russ Merz, Ph.D.'s insight:

New #ShelfScoreIndex tool by Instant.ly claims to quantify customer #purchaseintentions for new #CPG products. The method apparently uses a panel of 300 respondents per concept with reactions gathered via #mobile devices.

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Branding Strategy Insider | How CPG Brands Can Win At Shelf

Branding Strategy Insider | How CPG Brands Can Win At Shelf | Integrated Brand Communications | Scoop.it

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Bill, a Senior Brand Manager in Chicago, Illinois who writes…

 

“I’m a long time reader who will be attending The Un-Conference. My question – After an initial success of our functional beverage product introduction, we have experienced a drop in sales within the retail channel. Our prices are competitive with other brands. We believe our label describing our functional benefits may no longer be resonating with consumers. We’ve tested various descriptive words in various decorative packaging design themes. We came away with a lot of information about what words and designs people like–but no useful information revealing why our brand is losing momentum and sales. What would you suggest we do next?”

 

Thanks for your question Bill. Fixing words on your packaging that need fixing is an easy thing to do. Influencing consumers to reach for your product at shelf rather than the other alternative is a very difficult thing to do. It’s tempting to go for the quick tactical fix – some clever copywriting and a few design tweaks. You must think bigger. To win the battle at shelf requires your product represent a greater, more valuable idea to the consumer than the words and decorations used on the label to describe its  its function and benefits.

 

Consumers must value “the reason to believe” your promise. Certainly, product attributes, functions and benefits form the building blocks that differentiate one thing from another. Being different from your competitors is not enough to win at shelf.

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Brace yourself – FMCG is about to weaponise content marketing

Brace yourself – FMCG is about to weaponise content marketing | Integrated Brand Communications | Scoop.it
Can you remember the last great piece of content marketing you stumbled across? It may have made you laugh, think or even cry. But I’m willing to bet it didn’t make you buy.
Russ Merz, Ph.D.'s insight:
Brace yourself – online shoppable content is about to weaponize CPG content marketing.
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7 Ways CPG Brands Can Leverage Location-Based Marketing | Street Fight

7 Ways CPG Brands Can Leverage Location-Based Marketing | Street Fight | Integrated Brand Communications | Scoop.it

Location-based marketing tools make sense for retailers trying to drive customers into their stores, but what about brand advertisers? Without their own brick-and-mortar stores or places for customers to physically “check-in,” many consumer packaged goods (CPG) brands have come to the conclusion that location-based marketing tools aren’t a viable option.


“Over the next few years we are going to see many new applications of location-based marketing. Wholesale brands will play a key role in the overall ecosystem, but the form of that involvement will likely evolve over time,” says Rob Murphy, vice president of marketing at Swirl, an in-store mobile marketing platform.


Here are seven strategies that brands can use to take advantage of location-based marketing tools right now, even without having their own physical establishments.

Russ Merz, Ph.D.'s insight:

This article describes the emerging ways #CPG #brands can leverage #location based technologies to reach customers in the vincinity of "point of purchase."

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Beginning of End For Big Box Retailers? Kimberly-Clark Tests Ecom

Beginning of End For Big Box Retailers? Kimberly-Clark Tests Ecom | Integrated Brand Communications | Scoop.it
Kimberly-Clark tests ecommerce options Warc "We're seeing significant growth in the online channel through our retail partners," Adrian Percival, senior manager of ecommerce at Kimberly-Clark UK, told Marketing Week, "and we're determined to win in...

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, March 6, 2013 12:05 AM

Wow, apparently big brands are takign the "publisher' thing seriously and are adding ecommerce and a direct buy component in Europe. Should P&G and a few other major consumer products goods retailers follow it will take a big chunk out of the Walmart-itization of the world.