food and beverage marketing

Converting CPG Consumers Wherever They Are in the Buyer’s Journey

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Most marketers are aware of the buyer’s journey in its simplest form: Awareness, Consideration, and Decision. But consumers aren’t simple, especially when shopping for CPG items. And both the pandemic and technology have served to further muddle today’s buyer’s journey.

The purchasing process for deciding between brands of paper plates or potato chips is much shorter than the process for purchasing a new car or designer handbag. Grocery stores are often where consumers make these types of impulse buys, not even touching on the first two stages of the journey and going straight to a final purchase decision.

Marketers must recognize that there are times and places where they must adjust how they address the traditional buyer’s journey and be ready to respond to current events, emerging technology, and evolving buyer behaviors.

Following is a look at the typical CPG buyer’s journey and ways to reach buyers when they’re ready to buy.     More

Expected Food and Beverage Trends for 2021: The Light at the End of a Long, Long Tunnel

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2020 has been an extremely long, difficult year for many brands. COVID-19 has changed the landscape for many industries, perhaps none so much as for the food and beverage industry.

Interestingly, many of the food and beverage trends that first appeared in 2019 actually prepared consumers for the sheltering-in-place and social distancing required beginning in early March throughout the country. In 2021, we can expect to see new food trends and marketing strategies that have evolved out of necessity throughout 2020.   More

Food & Beverage Marketing: Creativity Goes a Long Way

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In an increasingly crowded food and beverage industry, finding fresh ways to communicate your brand message can set you apart. But often it seems like every good idea has already been used. And while that might be true, revisiting old ideas with a fresh approach can jumpstart your food & beverage marketing to better engage your audience.     More

Six Holiday Tips for Food and Beverage Marketing

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Halloween may not be here yet, but brands are already pulling out the stops for holiday food and beverage marketing. And why not? It’s the time of year to eat, drink, and be merry! But it’s also a lucrative time of year for brands that make the most of their food and beverage marketing strategies.

Last year, consumers spent $707.5 billion, with a large chunk of that directed at holiday meals and parties. Those numbers are expected to climb by at least 4% by year’s end, for a total of  $730 billion.

Read on for tips on how to enhance your food and beverage marketing this holiday season.     More

7 Trends Expected to Impact Food and Beverage Marketing in 2018

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The food and beverage industry is no stranger to the power (and longevity) of some trends (avocado toast anyone?). But we’ve also seen trends fizzle and fade quickly.

Today’s consumers want their foods to do more than just fill their bellies. They want to know more about their food, and they want healthy food to be easier to find.

The trends uncovered by a variety of sources, show that these things will have significant impact on food and beverage marketing in 2018.      More

Food and Beverage Marketing: Reshaped by Influencers

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The marketing word of the year, if not “video,” must be “influencer.” Not even celebrity endorsements carry the same weight as recommendations made by popular online personalities. These bloggers and social media stars have changed the way we approach social influence, especially in the food and beverage marketing industry.

All indications are that influencer marketing isn’t going away anytime soon. Consumers are more likely to trust someone they know or follow than they are to believe the brand itself. As more and more brands come to terms with this reality, influencer marketing will only continue to grow. Here’s how we think influencers will impact food and beverage marketing in 2018.      More