DSN recently had a chance to sit down and talk with Jay Lenstrom, general manager of Crossmark's Marketing Werks, an experiential and event marketing firm that helps brands pop at retail by engaging consumers on their path to purchase. Lenstrom calls what they do “engagement marketing” — creating a two-way conversation between brand and consumer. It’s a marketing arena that’s changed dramatically over the past five years and will continue to evolve in time with smartphones and social media.
"With advertising and other forms of traditional media playing a less dominant role in how consumers interact with brands, breaking through with packaging is more significant than ever," writes Crystal Bennett, partner at Little Big Brands, in her latest blog post.
Okay, I’ll admit it. I’m a fan of NBC’s "The Voice." It’s not because of the variety of talent that graces the stage and tries to wow the judges and the general public, but rather because of the blind auditions. For those unfamiliar with this popular television reality show, singers have a 90-second audition to make an impression on the panel of celebrity judges.
"The unusually cold weather has likely put a deep freeze on retail sales, also. Not only did the retail sector experience a lackluster holiday shopping season, but now they are also hit with the reality that some shoppers are simply not going out into the cold. The winners may very well be online retailers," writes Hamacher Resource Group vice president Dave Wendland.
Even though customers may only buy certain OTC categories a few times a year, for consumer healthcare brands, the opportunities to have a more meaningful relationship in the lives of their consumers has never been greater, Stefan Merlo, director of healthcare strategy, Novartis Consumer Health, told DSNtv in a special edition of DSN Executive Viewpoints.
The biggest challenge — and opportunity — facing retailers and suppliers today is partnering together to better understand consumer needs to grow existing categories and create entirely new ones, Jim Flannery, director of global business development for Procter & Gamble told DSNTV in a special edition of DSN Executive Viewpoints.
DSN caught up with Cigdem Topalli, brand manager for Geritol and Feosol at Meda Consumer Healthcare, to talk about what the company is doing to breathe new life into Geritol — a brand that resonates more with baby boomers — to better appeal to today’s 30-somethings.
Larry Freed, president and CEO ForeSee, sat down with DSN to discuss the factors consumers are looking for when shopping online and how omnichannel is meeting those expectations. More and more, shoppers are becoming better satisfied with their online shopping experience, with pureplay online retailer Amazon.com garnering the best consumer satisfaction scores of all online merchants. But what does that mean for omnichannel retailers?
Long gone are the days when growth in the beauty aisle was driven largely by manufacturers and marketers via packaging and promotion. Today, retailers and technology are playing an even greater role in the marketing process to further elevate the beauty experience.
Recent industry trends surrounding niche brands have elevated the role that business development organizations, master brokers, regional brokers and sales and marketing consultants play in helping to bring niche brands to market, stay on shelf and garner the greatest ROI from their marketing spend. To gain greater insight into how these industry professionals are helping niche brands find success at retail, DSN hosted a virtual roundtable discussion with some of today’s leading players.
With today’s still-recovering economy, retailers and manufacturers are walking a marketing tightrope, carrying a balancing pole with shelf pricing and promotions on one end and gross profit margin on the other. DSN caught up with Glen Davis, president and CEO of the Competitive Promotion Report, to get some perspective on how that’s being done.
Happy days are here again! Consumer confidence rebounded 1.6 points in April from a dip in March, according to the Consumer Confidence Index, despite the fact that high-gas-price stories are dominating the airwaves. That suggests consumers may be willing to try new things again — in other words, to buy something new — and that is excellent news for niche manufacturers. In this annual report, DSN calculates the value of niche brands.
Nail Media Group announced its new name, Nail Marketing 360. According to the company, this rebranding reflects the wide range of marketing services the agency has provided in recent years to better accommodate the growing needs of its clients.
On average, consumers say 64% of their back-to-school shopping will take place in-store, with the rest online via computer or mobile device. A new survey of 1,001 U.S. parents with school-age children from customer experience solutions provider Baynote and the E-tailing Group also shows that 40% of consumers say that paper catalogs influence their in-store purchases, more than any other channel.
Families this summer will spend slightly more on back-to-school items than they did in 2013. According to NRF’s 2014 Back-to-School Survey conducted by Prosper Insights & Analytics, the average family with children in grades K-12 will spend $669.28 on apparel, shoes, supplies and electronics, up 5% from $634.78 in 2013.
Industry consolidation continues as CVS Caremark has entered an agreement to snap up regional player Navarro Discount Pharmacy — a move that makes sense for CVS Caremark on several fronts.
Not only does the acquisition strengthen CVS Caremark’s position in the Hispanic marketplace, the fastest growing demographic in the United States, but the deal also includes Navarro Health Services, a specialty pharmacy serving those with complex diseases.
Beauty subscription company Birchbox has announced the opening of its first brick-and-mortar store in Manhattan, which leverages the insights and feedback gathered since the company’s launch in 2010 from its more than 800,000 active subscribers.
Kroger and Vitacost.com on Wednesday announced a definitive merger agreement under which Kroger will purchase all outstanding shares of Vitacost.com for $8 per share in cash, or approximately $280 million.