In Crossing the Chasm, author Geoffrey Moore made a compelling case that trends and products don’t grow seamlessly up a bell curve. Rather, they hit a chasm in the growth curve between the early adopters and the mainstream market. Early adopters want to try everything new in a market and they want to be the people others turn to for advice on what’s good. But the mainstream market isn’t interested in risk. They want to know that the pioneers have taken the risk, safely “crossed the chasm” (where most new products fall), and the reward is now theirs for the taking.
While Moore’s adoption curve was written with new technologies in mind, marketers have found it applies to any growing market. And at 2018’s Expo East, New Hope’s VP of Business Insights, Eric Pierce, and Nielsen’s VP Growth and Strategy, Sarah Schmansky, shared their insights into developing ingredient trends in the natural products market. On one axis of their exploration of trends from birth to maturity are ingredients that have achieved broad adoption. Think almonds, coconut and kale. The other axis is defined by growth of purchase. Think moringa, maca and ashwaganda. These ingredients are embraced by a small group of early adopters, but will the mainstream market ever evolve for them? The trick for manufacturers, retailers and investors is where on that spectrum does one invest time, energy and resources?
Just as in any market, there are opportunities for success all along the adoption spectrum. Here are a few brands exhibiting at Expo East that offer strong appeal to both the early adopter and mainstream segments of the adoption curve. Continue reading “Placing Our Bets at Expo East”
Smith Brothers has been named agency of record for Dum-Dums, following a review. The #1 selling lollipop brand is owned by the Spangler Candy Company, a 4th generation family-run business founded in Bryan, Ohio in 1906. Continue reading “NEW CLIENT WIN: DUM-DUMS”
At the 2018 National Restaurant Association SuperSession: The Future of Restaurants, restauranteurs were urged to embrace technology or get left behind. Again, and again, futurist Daniel Burrus warned the audience to find a way to embrace technology or your competition will.
While interviewing Bear Robotics CEO, John Ha, Burrus confessed to the audience that he could use a little water before continuing and was soon joined on stage by Penny, Bear Robotics’ robot who runs food from the kitchen, so co-workers can focus on the customer.
Continue reading “Intersecting Trends at Restaurant Show”
At Smith Brothers, we look at every communication touchpoint as an opportunity. To increase awareness. To drive consumer engagement. And to do something pretty cool. So when we were asked to design a simple trade show booth, we knew we wanted to dial it up to “Wow!”
Okay, it’s the 2018 SXSW Interactive Festival in Austin, and UPMC has the opportunity to reach over 75,000 trade show attendees at the Health Expo—a four-day exhibition where participants from all over the world vie for the attention of health care providers, policy makers, entrepreneurs and investors.
Continue reading “Beyond the Booth: How UPMC Uses AR to Move from Screen to Reality”
“Hope is more verb than noun. Become hope, and take action.” – Anna Lappé
Hope and action are two words that truly embody the spirit of Natural Products Expo West, the annual event that has spurred both dramatic and lasting change in the CPG category globally. Now in its 38th year, the event drew more than 85,000 attendees to the Anaheim Convention Center March 7th-11th – including more that 3,500 exhibiting companies. Increasingly, Expo West has become a convergence point for the entire supply chain – from producers and regulators to investors, manufacturers, distributors and retailers. But it’s consumers that truly wield the power.
Continue reading “Expo West 2018 Trend Report: The Power of Conscious Consumers”
Every day, the physical and digital worlds continue to blur—whether it’s augmented reality applications in media and shopping or the integration of Whole Foods into the Amazon ecosystem. One aspect that excites us the most is the ability to measure the success of our digital campaigns for clients who historically have had difficulty translating online activity into business results. Continue reading “Facebook “Drive to Store” Ads Drive Customer Count”
The internet and industry is still aflutter over Sunday’s showing of Super Bowl ads. And, of course, all eyes are on the brand that turned every one of those spots into a marketing play of their own. Yep. This is a Tide post.
The series of spots was a smart approach, one that hijacked the commercial-watching holy day. It cleverly drew viewers into the concept, and tricked them into think about Tide during each and every spot, no matter the advertiser.
Continue reading “#BrandBowl52 Recap: This is a Tide Post”
P&G Leveraging Social Media to Stop People From Eating Tide Pods
Unfortunately, yes, this is happening. The “Tide Pod Challenge” is a thing and people are eating laundry detergent pods willingly. In response, P&G has gone into crisis mode. Impressively, they have managed to activate an effective anti-consumption messaging campaign in the matter of days – and, in some aspects, less. By tapping into their full set of resources, detailed below, they’ve been able to make sure their message is heard loud and clear. Continue reading “P&G Goes into Crisis Mode and Pinterest is Helping Us Predict the Future”
Facebook Optimizing Family-First Feeds
Zuckerberg kicked off 2018 by announcing major changes coming to Facebook’s feed and messenger. The platform is redesigning its algorithm to favor content and updates provided by friends and family, and overall commitments to provide more meaningful real-time engagements and conversations. The algorithm also downplays news and organic page posts as a second tier, bringing a new set of challenges for advertisers and reporters. – Fortune Continue reading “MORE baby pics coming to your Facebook feed”
Facebook testing location-specific segment of app
Facebook is testing a new area of its app called “Today In,” a mix of city-specific events, announcements and local news. Trial cities include New Orleans, Louisiana; Olympia, Washington; Billings, Montana; Binghamton, New York; Peoria, Illinois and Little Rock, Arkansas. Users in test markets will be able to access the feature through the bottom-right menu button (the three horizontal lines) in the core Facebook app. The move comes as part of Facebook’s Journalism Project Initiative, a program the company announced in January 2017 that seeks to build out local news partnerships. – TechCrunch Continue reading “Twitter Ramps Up Social Media Harassment Reporting In Platform”