Shopper Journey – Consumer Purchase We have now followed our shopper on the shopper marketing journey through 2 phases thus far. We have reached a critical stage in the journey, the consumer purchase stage. As we mentioned in the introduction blog, there are two stages; Point of Purchase and Point of Sale. For marketers to…
Shopper Journey – Consumer Consideration We recently covered the first stage of the shopper journey, the awareness stage. After the consumer becomes aware of the product, they enter into the next stage, consumer consideration. The Second Shopper Journey Stage – Consumer Consideration Think back to the recent holidays as you were preparing to purchase items…
Shopper Journey – Awareness Stage Now that we’ve established the shopper journey stages, let’s dig in a little deeper to the awareness stage of the consumers’ path to purchase. One thing to remember, the consumer is not necessarily conscious of the fact they are in any of these stages, with the exception of possibly the…
The Stages of the Shopper Journey During a recent meeting with a new client, I asked a very simple question. “Why would someone buy your product?” The uncomfortable chuckle that followed revealed the typical response we get when we ask this question, “because it’s the best XYZ on the market.” The conversation continued with, “Okay,…
Utilize shopper marketing by inviting trial of your food brand Consumers and their path to purchase has evolved drastically in the past 5 years. The competitiveness of reaching shoppers during their shopper journey has changed. This is due to technologies within the marketing and retail environment. But now, since the shopper is ALWAYS connected (hello,…
Shopper Marketing for your Food Brand: Fundamental Questions and Strategies Food brands are constantly trying to get in front of consumers. This shopper-centric mentality helps shape consumer marketing in the form of various tactics, typically categorized as shopper marketing. Shopper Marketing is anything in or out of the store that relates to the shopper journey….
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…
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.