Research Perspectives

Begin With The End In Mind

Outside of our industry, it’s easy to overlook the complexity of the work we do. From finding the right segment for a new product, to understanding the appropriate medium for a brand refresh, there’s a strange array of factors to consider in the foodservice marketplace. Lucky for our clients, we’re experts in the category. Our experience has equipped us to solve any challenge and if something new comes to the forefront, we do our best work to find an optimal solution. For planners, that means improving how we measure success.

Michelle Johnson
Associate Media Planner

A Marketing Approach: Division vs. Brand

Most of the communication planning requests we get are tied to promotion of a particular brand or product, which makes sense – that’s where the sales happen. This approach, however, tends to isolate each brand plan, not allowing the company to take advantage of bigger, more integrated opportunities. For clients whose foodservice business supports a family of brands, we recommend establishing marketing initiatives at both the Division and Brand level.

Jackie Haldiman
Director of Integrated Communications

Is Content the Way to the Wallet?

You’ve heard it before … Content is King. You understand that companies are increasingly expected to publish valuable content to establish a relationship with end consumers. You can probably recollect a recent piece of content or social media post from a consumer brand you that caught your attention. Unfortunately, many B2B companies are unwilling to make the investment in content marketing, or are unsure where to begin. Here’s why investing in content marketing is important for B2B companies.

Meredith Daca
Senior Culinary Planner