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,…
One in three US consumers are looking for foods that will help them achieve weight loss or weight management goals. Products marketed as “natural”, “healthy” and “better for you” are capturing the food industry. Now more than ever, people are connecting functional foods with longer, healthier lifespans and acting on it. Consumers are becoming more…
In the past decade, evolving technology has caused the number of consumers shopping in- person to dwindle. Now, it’s pulling people back into the stores. In a world with a powerful technology presence, consumers are becoming increasingly entranced by “quick and easy”. In the retail industry, this translates to fewer people coming into stores and…
I am one of those weirdos that actually doesn’t mind shopping for groceries… in a store. Am I becoming a ‘relic’? A rare sighting in these modern times? In a world where U.S. consumers who purchased groceries online has jumped from less than a quarter to well over a third in the past year, I…
The consumer demands retail strategies to look into new ways to draw customers into their store. But wait, isn’t retail dying? Doesn’t everyone order their stuff online now? While we’re seeing closures from apparel retailers and large brands such as Macy’s, J.C. Penney, and Sears, it’s not necessarily because retail has lost its edge. As…
Your Questions Answered: Q&A 4th Round of the Food Buyer’s Roundtable: Local Food in Big Stores Time to dial into the final installment of the last in our NewPoint Emerging Food Brands Conference workshop Q&A series. We began this journey with Social Media Marketing, attacked Vetting a Co-Packer, and followed that up with a Financing for Growth…
Clean Label Food Trend: Here to Stay The clean label is a food trend that is only going to get bigger. Consumers are spending more time reading labels and voting–with their wallets–to support food brands that are simplifying ingredients and engaging clear labeling practices for their food brand packaging. The quote that stands out the…
How can local food brands capitalize on Grocery Shopping Male? This isn’t exactly “new” news but Dad has found his grocery cart and he is not afraid to use it! The grocery shopping male has turned a corner in the marketplace. We’ve seen that an average 49% of men are taking up shopping duties in a…
Big national food brands know: Marketing is everything. And they make it look easy. “Big Food” has the budget to hire top CPG and Food & Beverage branding agencies. They purchase consumer trends reports. They hold focus groups and conduct brand research to hone their messaging and visual branding. Big Food knows appearances mean everything. A walk…
Can your brand go bulk and benefit from the package-less trend? At NewPoint, we’ve interviewed lots of category buyers. There’s one question we never fail to ask: What are some qualities you look for in a food manufacturer that would help you decide whether to carry their product? Over and over a common answer we hear: innovation…
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.