Despite the yearning for disruptive marketing ideas, the challenge in much of the day-to-day world of marketing is identifying and applying new ways of thinking about existing products or services.
Take canned vegetables. The process of canning goes back about 200 years. So what’s the marketing team assigned to launch a new brand of canned vegetables to do?
Use packaging innovation as a marketing change agent.
South Carolina-based McCall Farms has introduced a new brand of ready-to-eat vegetables called Glory Farms. The kicker: the products are packed in “see thru” composite containers.
Credit: McCall Farms/Glory Farms.
The packaging innovation achieves three crucial, marketing and sales objectives: Continue reading →
Topgolf is a marketing story.
It’s a cool example of being able to think creatively and reimagine a commodity activity.
Consider: a golf driving facility where nearly half of its customers play regular golf once or less per year! If that makes no sense, it’s because Topgolf is something completely different.
The team behind Topgolf took an existing, mature business (golf driving range practice) and transformed that into a new business concept that’s a fun, social, entertainment experience. With a much broader customer base. And with much greater revenue potential.
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You wouldn’t expect to hear “differentiation” and “wholesale fish” in the same sentence.
Credit: Red’s Best.
Boston entrepreneur Jared Auerbach created a company that brands wholesale fish under the Red’s Best name. He’s combined brand management, technology, a keen understanding of end users and storytelling to craft his go-to-market business strategy: Continue reading →