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.
Food ingredient suppliers are gathering this week in Las Vegas for the annual SupplySide West trade show.
And food and beverage marketing teams will be paying attention.
Credit: SupplySide West.
That’s because, in recent years, marketers have realized they can win with food ingredients – if they do it right. Keys include science-based credibility, great taste and mainstream-type products. It’s not easy, but there are wonderful opportunities. Consumers care about what they put in their bodies, more so than ever. They are proactive about what they want to eat and don’t want to eat.
As someone who has worked on the both the ingredient marketing and consumer brand management side of the desk, it’s been interesting to monitor how suppliers and marketers are increasingly coming together. Continue reading