And no, it doesn’t involve securing a public endorsement from Martha Stewart. (Though that definitely wouldn’t hurt.) It’s actually much simpler than that. It’s surprisingly old-fashioned. It’s… …feeding people. That’s right. In-store demos are the best support for a product launch. At NewPoint we talk to buyers often. We interview and survey them because we want…
Food Recall in the Headlines Consumer’s trust in the supermarket and food chain is essential to make the system work. You don’t need a Google Alert to see several food recall headlines in a given week. According to Food Safety Magazine 764 food products were recalled in 2016…so roughly 2 recalls a day. It’s a fact of…
According to the Point-of-Purchase Advertising Institute and the Meyers Research Center, 70 percent of purchasing decisions are made in-store and 68 percent of in-store purchases are based on impulse. With that in mind, doesn’t it make sense to invest in marketing strategies that think beyond consumers and focus more specifically on shoppers? After all, what…
We ask Retail Food Buyer questions so you don’t have to. The questions in this series have one goal: help your food brand get on – and stay on – the shelf. We asked these questions in interviews and surveys. or they were submitted by food companies that attended our Emerging Food Brands Forum. For…
Get on the shelf and stay on the shelf. You’ve crafted a product that your friends and family love. They give you endless praise saying you should get retail shelf space. But before you can go into a store, are you aware of the competitive landscape? Do you know who the ideal consumer is for…
It’s the start of a new year and that means one thing in the food world: predictions of 2018 food trends are upon us. We are going to be reading all sorts of new foods, flavors and eating trends that consumers will be looking to add to their menus and shopping lists. But does that…
On Monday, November 6th, 2017 at Purdue University, my firm hosted: 80+ Emerging Brand Indiana Food Companies. 200+ Indiana Food Entrepreneurs. 9 Food Retail Buying Groups. 8 Independent and Chain Restaurants / Caterers. Word has it that close to a dozen products got picked up by retailers and distributors. Commerce in action! We realize there…
Entrepreneurs ready with questions for retail food buyers If there’s one thing that 25+ years of consumer package goods marketing has taught me it’s this: If you want to sell your products to consumers in the retail shelves, you need to first sell it to the gate keepers. Also known as retail food buyers, AKA category…
The food entrepreneur is hungry for more than their delicious products—they want to grow… …and they want to grow NOW. Registration for the NewPoint food entrepreneur conference, the Emerging Indiana Food Brands Forum Fall 2017, has exceeded our expectations hitting over 75% capacity just one week after opening full registration with about 5 weeks to…
Pre-registration for this food conference ended last week and we are at 50% capacity for sample tables and 70% full for classes. We have a very large room for the lunch-time buyer’s roundtable panel so I don’t see that selling out—but I would love to be surprised! Here is our homepage link to learn more about the…
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.