In CPG advertising, Mom rules. And for good reason: moms still have the most influence when it comes to the food decisions for her family. P&G has spent billions, and created some beautiful, emotional ads thanking mom over the last few years. But… have you noticed more men walking around the aisles of your nearby grocer?
In a recent study from Edelman, more than 50% of households reported both parents shared the food planning and purchasing responsibilities. To quote Edelman senior food and nutrition strategist, Mary K. Young, “As dad continues to elevate his role within the home, we believe he’ll become an even more influential force in the food purchases.”
I had the pleasure of speaking at Pittsburgh TechFest again this year, which took place back in early June, and it was amazing! This was my second year as a presenter and I was slotted for the late afternoon to close out the day. It’s a rough time slot but I viewed it as a great opportunity to make an impact at the end of the conference.
A few weeks ago, the SBA Wellness Committee held our very first Healthy Potluck. For weeks beforehand, people were buzzing about this event, and it was well worth the wait.
Three of my colleagues and I were fortunate enough to attend a seminar here in Pittsburgh hosted by the 4 A’s entitled “New Leadership Skills for Client Service Professionals: Moving from Account Manager to Brand Leader.” This seminar, led by Tim Williams, forced us to think about our role in a different way and taught us how to create the transformational switch from simply managing client accounts to leading our clients in new and dynamic directions.
Below are a few takeaways that might help in your every day client interactions.
How do you measure success?
Okay, all of you CPG marketers out there: how do you measure the success of a promotion?
If you said, “ROI,” we need to talk (and you need to keep reading). If you said, “Against past performance,” well, now we’re getting on the same page.
Past performance, after all, allows us to gauge growth (or loss) by isolating our most valuable variable—our own brand. Now that we’ve established this crucial point, let’s back up a bit.
For this week’s Try it Tuesday, the agency team and I thought we’d compare different examples of the world’s second most favorite chemical compound—good old H2O (O2 being first!). We found multiple brands of the bottled variety, and I had the bright idea to suggest a blind taste test—only to be immediately held to it. But after comparing a bunch of brands, we all concluded that, while there were more differences in flavor and texture than we’d originally anticipated, there were no “HOLY S**T” moments. And here at SBA, when we do a Try it Tuesday, scrutinizing yet another consumer packaged goods segment, we always strive for what we call the “HS” moment.
As an ad guy, I’ve always appreciated the simplicity and memorability of Michael Pollan’s mantra from his book, Food Rules:
“Eat food. Not too much. Mostly plants.”
We recently had a chance to listen live to a conversation between the author of The Omnivore’s Dilemma (2006), The Botany of Desire (2001), and Cooked (2013) and Bill Fuller, Corporate Chef of Big Burrito restaurants. Per his simple mantra, Pollan appears to be a guy with a pretty pragmatic, not-too-strident view. However, if you’re a food manufacturer, like most of Smith Brothers’ clients, Pollan’s call to eat local and steer away from corporate farming and processed food can make him appear to be the enemy.