As 2022 comes to a close, I’ve taken time to reflect on the 200+ content pieces that our industry experts here at Clarkston have generated over the past year. Below, I’ve highlighted just a few of our top consumer products insights for 2022. For all of our 2022 consumer products insights, you can read more here.
Top 8: 2022 Consumer Products Insights
1. 5 Key Considerations for Shopper Marketing in TPM
Trade Promotion Management (TPM) systems are vital to CPG companies for tracking and analyzing their trade promotions. In a market where shopper marketing encompasses dozens of programs, businesses may be tempted to simply include these withinin their TPM systems. Is that the right choice? In this piece, Amy Levine, director, breaks down what firms should consider before including shopper marketing programs in a TPM system.
2. Minimum Advertised Pricing (MAP) Assessment and Benchmarking for a Leading CPG Brand
For CPG companies looking to remain competitive and profitable in a growing eCommerce space, understanding their opportunities and capabilities in their Minimum Advertised Pricing (MAP) strategy is crucial. This includes assessing current and future MAP processes and technologies, too. In this case study, Aaron Chio, associate partner, and Drake Jaglowskiv, senior consultant at Clarkston, explore Clarkston’s process and recommendations for MAP success for a global CPG company with a leading presence in pet food.
3. Winning Strategies to Diversify Sales in CPG and Retail
Consumers in today’s market demand quality, fast access, and personalization from CPG brands. As a result, CPG and retail firms have to “transform” quickly to adapt and respond to these evolving expectations. In this piece, Evan Shirley, Client Solutions Executive, dives into the winning strategies to diversify sales in CPG and retail.
4. Choosing Your Trade Promotion Management Implementation Team
A solid Trade Promotion Management (TPM) implementation begins not with an external partner, but internally. As such, it’s important to have the right team to ensure organizational throughout the project and, perhaps most importantly, that you stay on track with your timeline. In this piece, Shatakshi Shekhar, senior consultant, discusses the role a strong internal TPM implementation team and considerations for selecting one.
5. Why is Consumer-First Marketing Crucial?
With the recent boom of online shopping, firms can no longer rely on blind brand loyalty. Instead, they must utilize strategies like consumer-first marketing to stay on top of the market. In this piece, Megan O’Toole, consultant, explains what consumer-first marketing is and how to best leverage it for consumer success.
6. What Type of Customer Attribution Model is Best for Your Business?
Customer attribution modeling is a key element of understanding a firm’s marketing effectiveness. But with so many ways of viewing marketing attribution, which is the best? In this piece, Brandon Smith and Brandon Regnerus, senior consultants, break down different types of customer attribution and when firms should consider using them.
7. How Can CPG Companies Engage Consumers in the Metaverse?
The Metaverse has huge potential for allowing CPG companies to engage with consumers in a personalized and innovative way. But since it’s such a novel space, how should firms approach achieving marketing success? In this piece, Lorraine Mackiewicz, manager, outlines the most important considerations for firms to create and maintain consumer engagement in the metaverse.
8. Leveraging Serialized QR Codes in Product Packaging
Brand transparency is an increasingly important aspect of shopping for consumers. For CPG companies, one such way to meet consumer expectations is with serialized QR codes on their product packaging. In this piece, Seth Brenner, director, touches on the value of QR codes and how they can be leveraged to generate brand loyalty.
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Contributions from Jake Park-Walters