POI Pulse June 8, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & Developments
Six Digital Marketing Traps CMOs Should Avoid
Digital media is evolving rapidly and requires more than traditional marketing. In this opinion piece, Suzie Reider, Google’s managing director for brand solutions, and Gopi Kallayil, Google’s chief evangelist for brand solutions, highlight six common traps that new-age marketers must avoid.Learn more
How A-B InBev Is Using Food in Its Beer Marketing
The goal is to create “snackable content” that is “very easy to access and digest, especially through your mobile phone,” said Ricardo Marques, VP of high-end marketing for A-B InBev, which gives him responsibility over premium brands. Stella’s sales surged 13.7% in the 52 weeks ending April 19 to $234.5 million, according to IRI, which does not include bar and restaurant sales.Learn more
Join 300+ of Your Peers at POI Summit in Dallas!
More than 300 CPG Manufacturers and Retailers will join us –
JBSS, AAFES, DairyPure, Mondelez, Mars, PepsiCo, McCormick, Starbucks, Pinnacle Foods,Coca-Cola, Food Lion, Starbucks, Pinnacle Foods, Nestle, Kimberly Clark, Red Gold, DPSG, Johnson & Johnson, Perfetti Van Melle, Kraft Foods, Pictsweet, Hormel, Clorox, Tyson, Kellogg’s, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros.,Topco, Keurig Green Mountain, Hillshire Brands, Giant Eagle, Jarden, Hormel, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products, Mckee Foods, Borden Dairy, SC Johnson, and many others. By now you should have received your invitation. If not, reach me today at email@example.com
McMillon: Investments ‘a Turning Point’ for Walmart
They highlighted effects of a new attention to detail around merchandising and service, pledging stores would be “clean, fast, friendly and in-stock” by the start of the holiday shopping season in October.Learn more
Lone Star State Shines Bright for Retail
Source: (Grocery HQ June, 2015)
More “high-end” grocery supermarkets are becoming the top destinations for these and other unique offerings. National specialty chain Trader Joe’s has created a niche across the state, however local chains are finding ways to connect with loyal residents. Learn more
More CCM Candidates w/ POI SJU
CCM graduates and candidates included sales, marketing and merchandising executives from Starbucks, Ahold USA, Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, Keurig Green Mountain, Wakefern, Campbell Soup, Mondelez, Continental Mills, and others. Learn more
Mondelez Launches ‘Shopper Futures’ Program
“Through Shopper Futures, we’re collaborating with the brightest minds in the industry and startup world to shape the future of retail, both in-store and online. This time around, we’re focused on solving real shopper challenges in our snacking categories and unlocking new opportunities for growth.”Learn more
It Takes a Team to Win – New ConAgra CEO
Sean Connolly says it will take both a renewed focus on what consumers want and the agility to respond to that to win in the highly competitive, slow-growing food business. He’s trying to rid the company of any hierarchy or cultural practices that get in the way of responding to consumers’ needs, and said it will take all 32,000 employees, contributing innovative ideas.Learn more
Walmart Using Robots for Grocery Pickup in UK
Kieran Shanahan, VP of grocery home shopping at Walmart Global eCommerce, demonstrated how the new pickup model works at a media session as part of Wal-Mart shareholders week in Bentonville.
He said shoppers start their orders online either by phone or desktop devices. They pay online and select a convenient pick up time. They notify ASDA by alert when they start toward the destination. They scan a QR code into the kiosk upon arrival and their order is dispensed with seconds. The frozen food is bagged separately and kept cold. Fresh food is bagged together at the correct temperatures.Learn more
This week we celebrate returning Certified Collaborative Marketers, and new Candidates at Saint Joseph’s University. As such, I am reminded of an article by Mehran Mehregany, the Goodrich Professor of Engineering at Case Western Reserve University, summarized here: “As the convergence of digital technologies drives unprecedented levels of change in global marketplaces, it is very much a reality that a company must, as Bill Gates put it, “innovate or die!” In the race for relevance to future customers, the greater a company’s innovation capacity, the greater its chance of success.
So how does a firm build its power and agility in innovation? The answer is simple and, to my mind, obvious – yet, it is not the direction in which most innovation-seeking firms seem to be channeling their efforts. Having designed and managed innovation programs in a variety of settings, I know that a company’s innovation capacity comes down to its talent pool, and its commitment to building knowledge and competencies one individual at a time.
I can see how this foundational requirement – good education and ongoing training of people – has been obscured. Innovation is emerging as an industry of its own; an ever increasing number of suppliers provide a wide range of products and services to help companies be more creative, collaborative, and inventive.
First, they need to ensure that the professionals they employ are current in their fields. Every discipline is experiencing accelerated development, and the rapid knowledge obsolescence that goes with it.
As in any subject, developing innovation skills requires learning some fundamentals and mastering them through repetition. But fundamentals of innovation are not usually taught as part of science and technology training. It befalls organizations to train their talent pool accordingly.
Some mistaken beliefs on management’s part make it even harder to fuel innovation with education. It is a known human tendency that to overestimate our depth of knowledge and the strength of our abilities. I’ve often thought that this was why, in the first three years of pitching NineSigma to a wide range of companies (from 2000 to 2003), only one management team, Procter & Gamble’s, quickly grasped its value proposition and integrated it into its innovation strategy (which it called Connect & Develop).
Data from employee surveys consistently shows that a focus on talent development is a key factor in whether a firm ranks as a “best employer.” Talent recognizes that, while learning is hard work, and the value is not quantifiable, it is the only way to remain valuable in an economy that thrives on innovation. The more you invest in your people’s knowledge, the more innovation you can expect to reap. IBM’s Founder Thomas J. Watson, Sr. captured it well: “There is no saturation point in education.”Read the full article here
The output of this is experienced through the POI Certified Collaborative Marketer, Research, and global events. Reach me to discuss any or all of the above in detail at firstname.lastname@example.org
Have a sensational week!
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Schwans Consumer Brands
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POI Fall Summit 2015
Collaborative Marketing to Supercharge Profitable Growth Summit November 4-6, 2015
View the preliminary agenda, and register here.