Our (smartnimbledriven) Agency
Strategy > Creative > Results
Knowing the consumer is essential to understanding what the buyer is looking for in a food supplier
We believe in making informed decisions about growing your sales, margins and brand by making business decisions based on facts—not speculation—about your market.
We know that your first gatekeeper is the category manager or food buyer. So we start there because we believe that understanding their needs is essential to getting your product listed.
Bring on the Midwestern work ethic, which means we do the homework. It’s been proven time and again…the best insights come from full immersion. Our proprietary NewPoint Marketing process helps get you there:
- NewPoint Brand Reconnaissance™
- NewPoint Brand Advantage™ Positioning Strategy
- NewPoint Brand Growth™ Program
- Marketing Plan Execution
Strategy: Actionable Intelligence is in our DNA
In an over-communicated marketplace, clearly defined brands help make buying decisions.
We believe in the power of data to develop winning strategies. We will leverage FMI, IRI, Neilson, Technomic, Data Essential and other industry associations for the trends, sales and market share information side of the equation. We will help you consider investing in the right quantitative (surveys) and qualitative (focus groups and interviews) research to better position your brand and messaging for the right consumer. Together, this data will elevate your team to the category experts that buyers are looking to partner with.
Your brand strategy should be a long-term plan to achieve specific goals and touch on components of your business directly connected to buyer requirements and consumer needs in an increasingly competitive environment.
Creative: Finding your Brand Truth
Why does anyone care about your brand? That’s the cornerstone question to ask if your goal is to build a strong brand-positioning strategy. At the highest level, that question breaks down to two elements:
Audience & Competition
Together, a good brand position must be relevant to the prospect, relative to every other competitive option.
To own a good, strong “position,” a brand must be focused, succinct, real, and tangible. Good brand positioning is sticky. A brand’s position cannot be abstract.
Leveraging what makes your emerging brand unique, and supporting it with data and research, leads to a compelling strategy for earning a place on the shelf next to the industry leaders.
Results: In The Business of Growing Other Businesses
Every company has a different goal. NewPoint succeeds only when our clients succeed. We let our 45+ years of client success stand as proof that NewPoint marketing processes help our clients achieve their goals.
How much market potential does your food product really have?
Can it hit its best sales numbers with more consistency?
Beat those sales numbers with more consistency?
Every successful brand-building strategy starts with a clear goal—
a targeted, realistic “new point” on the sales-and-revenue growth chart.
Let’s find out how much marketing might you need to reach that goal. Contact us today about our complete Marketing Diagnostic.Start the Conversation
NewPoint is a seasoned collection of strategists and creatives with one goal: to Move Your Brand Up the Food Chain™. NewPoint evolved from and retains the 45-year-old DNA of idc Marketing; a full service strategic marketing and branding firm founded in 1972. Close to 4 decades of success in the food industry has led to a deeper focus and concentration in the category…and now, to NewPoint Marketing. The core values remain: like idc marketing, NewPoint is in the business of growing your business.
Patrick has spent virtually his entire 35-year career in consumer packaged goods—launching and managing successful brands in everything from hardware and office supplies to toys, games and, of course, food.
As Director of Marketing, Patrick led the R&D and brand management teams at RoseArt’s puzzle and game division where he helped apply consumer insights and research-based product development to grow the RoseArt puzzle brand to the #1 name in puzzles in the U.S.
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.
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 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.
Brant brings 20 years of experience to NewPoint as a chief brand communicator and marketing-plan contributor.
At the core of his skill set is an ability to hold an outside, investigative perspective on a business in a way that effectively uncovers and isolates that business’ true unique selling proposition—one upon which can be built a marketable brand that is compelling, creative and “sticky.”
Over his tenure, he’s applied these services to a broad and diverse range of business applications along the food supply-and-service chain—from the more conventional food and food equipment manufacturers to the more ancillary enterprises that partner with them, such as the Purdue University College of Agriculture.
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.