Secrets to an Effective Satellite Media Tour Don’t get hung up on the fancy jargon. SMT is simply short for Satellite Media Tour, a tactic used to connect brands to consumers via tv or radio. Here’s how an SMT works; radio and tv stations across the country with local morning/noon programs are constantly looking to…
Invest in a CPG Creative Brief to Save Time, Money, and Heartburn. “You Only Get Out of the Agency as Good as You Put In.” This is a client quote. A client that champions our insistence on using a CPG creative brief for most projects. This comes from his experience working with a wide variety…
Demographic Shift: How changing demographics affect media buying A couple of years ago, our office had a running discussion on what age/birth year determined if you were a millennial. At the time, being a millennial had a certain connotation, and not necessarily a good one. Yet, there didn’t seem to be sources of authority as…
It’s Now Time for the CPG Photoshoot Yay, you! You’ve just read steps 1-4 about the importance of surrounding yourself and your product with the best in the business of selling food. You have planned your CPG photoshoot, and you are now armed with the perfect photographer and food stylist to make your product shine…
Invest in a CPG Photoshoot First Things First. . . Stock Photography vs. a CPG Photoshoot of Your Actual Product Investing in good photography of your actual product is paramount for its success or failure. You would think this would be a “no-brainer.” You would think. However, many (many!) companies rely heavily on stock photos,…
Inbound and Outbound Marketing First, you’ll need to understand the difference between inbound and outbound marketing. In a nutshell, outbound marketing is when you advertise to consumers without knowing if they are a qualified lead, or if they are interested in your product or service. Inbound marketing is a strategy that focuses on creating content…
Top 3 Clues to Help Hire the Right Food Marketing Firm When you make the decision to hire a food marketing firm, you are on the path to growing your business. Marketing plays a crucial role in your business and can do wonders for your business’ success. A good food marketing agency will inquire about…
CPG Marketing Trends as a Result of Digital Technology With the digital age, the path to purchase is no longer linear. Marketing trends have adapted to meet consumers where they are; both in-store and online. Technology has made it easier for consumers to shop and browse, which makes it critical for your CPG brand to…
Your Food Brand Planogram: Know Your Consumer Buying Behavior There are several questions you need to ask yourself when determining consumer buying behavior. Destination Purchase? Is your food product a destination purchase—one that consumers go to the store specifically to buy? Or is it an occasionally on-the-weekly-menu product? Consumer Buying Behavior: Brand, Price, or… When…
CPG Food Brands Need Planogram Expertise We asked retail food buyers how much of the job requires food manufacturers to be experts in their category, and how do the best manufacturers show their planogram expertise? Buyer answers to the first question were unanimous and absolute: 100 percent of the responsibility is on the food manufacturers…
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.