A Food Marketing Plan that Moves the Needle One of the most frequent questions we get from emerging food brands is, “Where should we be spending our marketing dollars?” This completely makes sense. We understand brands are eager to grow. However, these brands need guidance on how and where to invest in the right food…
Of course, brand messaging is important. But how many times do words alone get your attention? Photography is the driver that reels people in to learn more, to read that headline or body copy. It’s what makes shoppers slow their shopping carts when scanning the shelves. It’s what stops an Instagram-scrolling thumb. “Okay. So, why…
LAFAYETTE, Ind.—In the growth and development of its subscription-based online community for food entrepreneurs and young food brands trying to establish themselves on major retail shelves, the Food Marketing Institute (FMI) has recently added NewPoint Marketing to its roster of professional mentors. The addition of NewPoint to FMI Emerge, as the initiative is called, further…
Is your website mobile-friendly? If it isn’t, you may want to rethink your design. Google announced that it is rolling out mobile-first indexing. To recap, our crawling, indexing, and ranking systems have typically used the desktop version of a page’s content, which may cause issues for mobile searchers when that version is vastly different from…
In recent years, millennials have populated headlines. Some report that they’re an important demographic and others argue against their disruptive attitudes and buying habits. But what if millennials are the key to success? What if the way you advertise and promote your food brand depends on the millennial cohort? Their segment alone is a buying…
A Market Trend Can Shift Your Market Segments A food market trend in 2014 was private labeling. In 2015, grocery stores begun utilizing grocery delivery or pick-ups. That same year, a U.S. Census Bureau reported that millennials, the demographic of young people born between 1985 and 2000 with the highest familiarity of emerging technologies in…
National vs. Local Food Brands: We ask Retail Food Buyer questions so you don’t have to. This series has one goal: help your food brand get on – and stay on – the shelf. We asked these questions in interviews and surveys for my book or they were submitted by food companies that attended our Emerging Food…
When most manufacturers imagine it’s time to call in some innovative food marketing ideas as a starter fuel for sales, they’re probably on the cusp of launching a new product. But what about when it comes to existing products? Longstanding or even, perhaps, steadfast category leaders? Can an innovative marketing twist alone, without some crazy…
You are the first Brand Ambassador for your product. As founding “Brand Ambassador,” of course you love your food product. You are the living, breathing embodiment of passion for your product. But in talking to any person outside your family – because your family is obligated to love everything you create – you will see…
Hiring a Food Marketing Firm? Contemplating hiring a food marketing firm to help bridge the gaps between brand awareness and brand trial and brand preference to brand loyalty…and grow your business? Here are 3 things it helps to have when initiating the conversation: 1. Specific Business Goals 2. A Marketing Budget 3. A High Value…
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.