Branding

Bringing Home The Bacon: What Food Marketers Can Learn from Pork’s Success

The continued growth of the pork industry has made it the envy of food marketers for decades, and, come 2017, it shows no signs of letting up.

Pork sales climbed 20 percent over the past six years according to the Washington Post, and, by the end of 2018, U.S. farmers are expected to produce as much pork as beef – an unprecedented “score” for the industry. As of June 1, the nation’s hog and pig inventory – a reflection of global demand — was the highest on record.

Clearly, there’s a lot the pork industry is doing right, and a lot we food marketers can learn from its example. Here are a few bits to chew on:

Heed the herd – If you’re reading this article, chances are you’re familiar with the Pork Board’s “Other White Meat” campaign. What you may not know is that the highly successful, multi-decade campaign was born out of astute observations about meat sales and consumption trends.

In the mid-80s, chicken consumption was growing rapidly, and pork’s share of the consumer’s plate was dropping. In 1987, experts predicted chicken would outplace pork…

Digital Marketing

5 Ways to Heat Up Your Brand’s Instagram Engagement This Summer

Credit: Sporteluxe

These days, people don’t take a summer vacation from social, Instagram especially. Often the opposite is sad, but true in the days of constant connectivity and curation. Have you seen the amount of ‘grams from every boat, pool and beach people can get their ridiculous inflatable floats to?

So brands, if you think you can chill out this summer like you would by the pool, think again. Now is the time to heat things up!

Here’s five simple ways to start …

  • Refresh your hashtags – just like you would for your summer wardrobe, things need to be swapped out. Take a look at what’s still relevant and don’t be afraid to tap into other hashtags, i.e. if your food-focused, it does not mean you can’t leverage more lifestyle hashtags for discovery. And remember, you can have up to 30. That’s right, 30 — so there’s room for testing out a few new ones.
  • More meaningful seek and respond – we’ve all done it, thumbed through a feed as we like most of the posts having to do with our product, but how about developing more than just a short summer
  • Digital Marketing

    Game of Thrones: How HBO Fuels the Fire on Social

    Winter finally arrives this weekend in the much-anticipated seventh season premiere of HBO’s Game of Thrones. Even if you’re not a Thrones fan (shame), chances are you’ve heard of the world’s most popular show. Its complex character personas and layered plots rife with shock value have earned it a hungry cult following. Even during the show’s off-season, the internet can’t stop talking about it.

    HBO’s social media strategy has certainly helped online buzz surrounding Thrones spread like wildfire. Read on for a few examples of HBO’s brilliant social stunts.

  • A Facebook Live teaser quite literally consisting of fire and ice. Instead of the show’s usual spring debut, HBO announced in January that the season premiere would be delayed to accommodate the arrival of winter weather while shooting. To announce the series’ premiere date, HBO conducted a Facebook Live broadcast, using fire to melt a block of ice containing the date, asking users to comment “FIRE” or “DRACARYS” to reveal it. Though there were some technical difficulties with execution of the stunt, more than 162,000 people stuck around for reveal. And,
  • PR Industry Trends

    Amazon and Whole Foods, Verizon and Yahoo!, AT&T and Time Warner: What Does It All Mean for Marketers and Consumers?

    Amazon Acquires Whole Foods

    First on my list is Amazon’s acquisition of Whole Foods. The internet has been speculating how life as we know it will change forever. What’s clear is that the outlook for consumers is positive with theories that Amazon will create a wider selection of products at better prices tied together with a more convenient shopping experience.

    According to several sources, this could mean:

    • Lower prices achieved through Amazon’ supply chain to directly combat the biggest drawback of Whole Foods, otherwise known as “Whole Paycheck.” Organic food at lower prices with a convenience factor is sure to drum up business among millennials.
    • And speaking of convenience and customization, there are a multitude of theories that Amazon will create options to pick-up pre-ordered groceries, have them delivered to your door and/or select them in-store via tablets while they are collected for you.
    • Last but not least, the mashup of the brick and mortar experience without the hassle of lines. There is talk of eliminating the checkout process as devices are able to scan and automatically charge what customers put in their carts and then ultimately

    Healthcare

    Digital Revolution’s Impact on Patient Engagement

    Patient engagement has created a digital revolution in health care communications.

    Digital technology gives health care companies, providers and patients unique access to a wealth of information like never before.

    Mobile apps, patient portals, social media and many other web-based health care information channels are finding their way into health care communications strategies. Telemedicine is making headway, too.

    Keeping abreast of the complex and rapidly evolving health care ecosystem can be daunting and many health care clients are only just beginning to realize the enormous role digital technology can play.

    Joel Erb, Padilla’s new digital growth expert, says health care clients increasingly seek digital solutions for more patient engagement, particularly as the industry continues to shift from a fee-for-service model to a pay-for-performance one.

    Digital patient engagement is helping improve patient care outcomes and reduce health care costs. To learn more, I sat down with Joel to get his take on the connection and upsurge of digital patient engagement services.

    What trends are you seeing for patient and customer engagement?

    Patients want more access to not only their health records, but every aspect of the patient journey –…