Radio is Boring, but Podcasts are Cool Now – How to Talk Millennial

Millennials; love 'em or hate ‘em they are a hugely lucrative market, so, how can marketers truly "get down with the kids" and engage them? Well, it’s sorta simple; make 'em feel special. Millennials put a lot of thought into their purchasing decisions. Not only do they put thought into the facts and figures, but… Continue reading Radio is Boring, but Podcasts are Cool Now – How to Talk Millennial

Breaking News: Consumers Don’t Want to be Lied To.

Whether it's a sugar-free yet, high-fat fiasco or a magic tablet where the only benefit is expensive piss, consumers don’t want to be lied to, and, while there are companies who succeed with a ‘bogus brand’ consumers are becoming wiser. Back in the day marketing or sales could make wild promises and spread crazy ideas… Continue reading Breaking News: Consumers Don’t Want to be Lied To.

Brilliant Insight. What it is and how to get it.

I’ve said a number of times in the past that brilliant consumer insight is fundamental to successful new product development and buy-in from retailers. But where does all this brilliant insight come from? While there are all kinds of academic ideation processes, I think most of that is bullshit. People are creative by nature. If… Continue reading Brilliant Insight. What it is and how to get it.

5 Things You Need to Know Before Presenting to a Retailer

Nail these five questions and you’ll be positioning yourself for new product ranging success in no time… 1) What is the retailer’s strategic aim? Each retailer has an over-arching strategic aim that they are working towards. If you can frame your new product presentation in terms of the retailer’s strategic aim, the Category Manager will… Continue reading 5 Things You Need to Know Before Presenting to a Retailer

New Product Development… A No Bullshit Approach

There are a whole bunch of academic-style new product development processes out there – Google “new product development” and you’ll see what I mean. Stage-gates, steps and phases… blah blah blah. FMCG / CPG product innovation isn’t rocket science. Basically it involves improving an existing product (incremental innovation), extending an existing product line (new flavour… Continue reading New Product Development… A No Bullshit Approach

Establishing Credibility When Presenting to Retailers

According to entrepreneur.com approximately 90 percent of new products fail. This is a very depressing statistic so if you’re just starting out in this game you might need an extra hand to establish credibility. Approaching a retailer with a half-baked idea, brand or product is not going to help your chances. Presenting your product to a retailer… Continue reading Establishing Credibility When Presenting to Retailers