POI Pulse July 21, 2014 POI July 21, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE Visit www.P-O-I.org View the Preliminary Agenda Here
Trends & Developments
Twitter Exec – Insights on BTS Shopping
We’ve seen brands start their campaigns progressively earlier to vie for top-of-mind awareness within consumer groups. Overall, the brand marketing push over the last five or six years is starting earlier. Learn more
Creating an Urgency to Buy through Innovation
Pinnacle Foods Corp., recognized the urgency-to-purchase concept may work for Duncan Hines cake mixes beyond the brand’s usual holiday-themed offerings. Earlier in the year, the company rolled out Spring Velvets, which bakes into a layered pink and yellow cake. Right now shoppers will find Summer Velvets, which bakes into one red and one blue layer. The cakes become patriotic when covered with white frosting. Learn more
Join 250+ of Your Peers at POI Summit in Dallas!
Your next opportunity to learn, network, and advance at the POI Fall Summit is November 2-4 in Dallas, TX. The agenda will once again be advanced (view the preliminary agenda here), and make your plans now to attend, as the POI April 2014 Summit was sold out!
More than 250 CPG and Retailers will join us —
Teams Taking advantage of early registration include:
Starbucks, Pinnacle Foods, Nestle, Stubbs BBQ, Johnson & Johnson, Utz Quality Foods, Kraft, ACH Foods, Pictsweet, Hormel, Clorox, Tyson, Lowes Foods, Unilever, Turkey Hill, Post Foods, 3M, Kellogg’s, PepsiCo, Philips Consumer, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros., Topco, Keurig Green Mountain, Continental Mills, P&G, AAFES, Ventura Foods, Michael Angelos, Hillshire Brands, Campbell Soup, Kroger, Jarden, Tree Top, Hormel, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products, Whole Foods Markets, Mckee Foods, Bi Lo Holdings, and many others. By now you should have received your invitation. If not, reach me today at firstname.lastname@example.org
Lay’s Reveals “Do Us a Flavor Finalists to Launch
Selected from more than 14 million entries, the flavor finalists are Lay’s Cappuccino; Lay’s Cheddar Bacon Mac & Cheese; Lay’s Kettle Cooked Wasabi Ginger; and Lay’s Wavy Mango Salsa. The four varieties will appear on store shelves this month. Learn more
Meet the Uber of the Retail World – Deliv
Deliv is a crowdsourced delivery service used by retailers like Williams-Sonoma and a growing number of malls. A shopper within a certain radius of the mall can have her purchase delivered to her the same day, whether she bought the goods online or at the store, with the offer for delivery typically made as she pays for the purchase.
The price is around $5 per delivery. In some instances, such as Chicago’s Water Tower Place where Deliv just debuted earlier this week, it is free for the time being, as mall owner General Growth wants to get shoppers acquainted with, and presumably addicted to, the service.Learn more
Candidates Gain Collaboration Skills w/ POI at SJU
Source: (POI CCM at SJU December 3-4, 2014)
If you plan to contribute more effectively, lead a customer team, or retail marketing team, you need to know all sides of the desk, and the CCM educational curriculum is the proven experience to ensure you’re skills are current. Enroll today!
Trading partners are coming to POI at SJU to learn the skills necessary, and be certified to collaborate effectively… The next orientation begins December 3-4. Learn more, and enroll today!
Social-Media Steps to Enable Impulse Purchases
Facebook unveiled a new test click-to-purchase product. Members on desktop computers or mobile devices will be able to click a “buy” button to make purchases through advertisements or other posts
Twitter Chief Executive Officer Dick Costolo has said that the effort would lead to “commerce in the moment.” The San Francisco-based company also recently signed a deal with Amazon, the largest online retailer, to let Twitter members shop by hashtag. Learn more
Reminder – TABS Group July webinar titled, Riskless Profits Through Trade Promotion – It Is Not Too Good To Be True.
Friday, July 25, 2014 at 12:00-12:30 PM EDT.
Dial: 1-805-309-5900 Conference ID: 128-305-027#
There’s more exciting news to announce this week, as the POICertified Collaborative Marketer (CCM) curriculum is the chosen coursework for a new Executive MBA class at Saint Joseph’s University this Fall. Promotion Optimization Institutes leadership is proud to have our curriculum strength recognized by SJU, and other leaders as the learning/training necessary for people and companies to advance their education and skills continuously adapt.
There have never been more examples of the need for adaptability than we have experienced in the last 5 years. Manufacturer, and retailer organizations are often counseled to develop strategies or strategic alliances to address changing market and political environments. But a deep recession, slow growth period, and changing customers has brought about the greatest need for continuous evolution of skills, strategies, partnerships, plus use of data and analytics. Now and for the foreseeable future Retail and CPG will experience fundamental changes (mergers/acquisitions, blurring channels, data/technology, etc.), which, because of its swiftness and permanence, will surpass the tremendous changes that have occurred over the past fifty years. As the structure of retail changes, so will the role and scope of FMCG Manufacturers, and Retail Merchants. In order for organizations to thrive, they will be forced to fundamentally restructure their focus, goals, and perhaps purpose.
Consequently, the application of Price/Promotion Optimization (including Trade Promotion Optimization, Predictive Analytics, Integrated Planning, Collaborative Marketing) concepts will be increasingly more important for these groups over the next decade than at any previous time. The purpose ofCollaborative Marketing is to build a strategic (or competitive) advantage which can lead to long-term above-average mutual growth for trading partners and our industry. Whether you employ a low-cost strategy, a differentiation strategy, or a focus strategy, collaborative Marketing drives targeted results. Your best strategy is ultimately a function of sensing and shaping consumer demand and the continuous understanding of product/service attributes, collaborative competencies, and talent/skills of each company.
Join us at the Promotion Optimization Institute (along with 250 of your FMCG/Retail peers)and immerse yourself and your customer team or retail marketing team with continuous skills development, collaborative relationships, and the next best practices via our Summits, Research, and our Curriculum/Certification.
Additionally, you can experiencePOI at the next Summit in Dallas Texas, November 2-4, 2014.See information, and testimonials from the last POI Summit here!
Reach me with questions, and have a sensational week!
POI Pulse is read by over 3000 Retail Merchandising and CPG Marketing Executives.
|Sponsor of this week’s issue of POI Pulse –|
Client Effectiveness Manager
Reporting to the Vice President, Client effectiveness, the Client effectiveness Manager will act as the primary client liaison to manage the relationships with the existing client base. The ideal candidate will have experience in account management and sales and have a proven track record for successfully attaining revenue objectives. In addition, significant experience within the North American CPG industry is a requirement. Learn more
Schwans Consumer Brands
Director Digital Marketing Director, Digital Marketing
The Director, Digital Marketing is responsible for developing the vision, strategies, goals and objectives that when executed will accelerate Schwan’s capabilities in digital marketing and dramatically enhance consumer engagement with our brands. Learn more
Trade Marketing Manager
Channel Marketing Manager
The Company is the US importer / sales & marketing agent for an international food company (speciality cheese). The Company has a strong position as an importer of speciality cheese in the US, which makes them an attractive partner for other cheese manufacturers who are looking for stronger positioning for their brands in the US (they represent several international dairy/cheese companies). The Company has regional sales offices from coast to coast in the US as well as in Canada, with the corporate office in Darien, CT.
The Trade Marketing Manager for the Away From Home Channel (Foodservice, Office Coffee Service, Hospitality, and Convenience Stores) serves as the conduit between Trade Marketing and Field Sales in providing guidance and training on effective management of trade spend within budgets and ensuring compliance in the Trade Promotion Management (TPM) system. The Trade Marketing Associate regularly collaborates with Finance on the trade spend accrual and Sales Planning to develop guidelines for effective promotional programs and helps to develop and deliver the messages to the sales team.
Manager of Strategic Pricing and Promotional Effectiveness