Jul 19 2017
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…
Jul 11 2017
For many companies today, it’s more difficult than ever to attract and retain great employees. Organizations have had to adapt their strategies to better align with the millennial generation’s workplace preferences and expectations. They also have to work harder to keep their employees: according to Gallup, 51 percent of U.S. employees say they are actively looking for a new job or watching for openings, and millennials in particular are more likely to switch jobs than any other generation.
So what can you do to make sure you are attracting and retaining great talent? It all starts with having a strong employer brand. I sat down with two of Padilla’s employer brand experts, Barry Saunders and Natalie Smith, to better understand what an employer brand is and why companies should be paying attention to theirs.
Q: What is an “employer brand” and why is it so important?
Natalie: To put it simply, your employer brand is the perception your stakeholders have of what it’s like to work for your organization. It can have…
Jun 6 2017
In two weeks, we officially welcome summer (whether your local weather agrees or not). These next couple of months usually bring an increase in tans, relaxed faces and vacation stories to the office. And despite all the empty desks, there’s a renewed energy swirling around the halls. A lot of fun things take place in our personal lives over the Summer – why shouldn’t your employees experience the same in their professional lives? No matter your business or industry, I’m confident your workplace culture could stand even just a teeny bit of an upgrade in the Fun Department. I get that it’s a job and you’re paying people to be there and well, work… but what about infusing some fun experiences into your employees’ work lives, too? Give them joy beyond the paycheck.
Spoiler alert: By doing something above and beyond for them, you’re getting something in return. When employees encounter positive experiences at work, they feel appreciated and valued – and perhaps even compelled to share the story with family and friends. You’ve now enhanced your workplace culture with the bonus…
Apr 21 2017
In August 2016, Target’s Chief Marketing Officer Jeff Jones left the company to join Uber as its new President.
Just over six months later, he resigned, saying that “…the beliefs and approach to leadership that have guided my career are inconsistent with what I saw and experienced at Uber…”
That’s pretty damning, but it shouldn’t be all that surprising. In Jones’ first year, he spent a good deal of time talking to Uber drivers to hear about their issues and experiences. While our firm doesn’t work for Uber or its rival Lyft, I’ve been doing roughly the same thing for the past 18 months – asking drivers who work for both which one they prefer.
My informal tally of roughly 100 drivers shows that they prefer Lyft to Uber by a 9 to 1 margin.
You’d think the reason would be economic – that Lyft pays more than Uber, or that Lyft allows passengers to tip in the app (it does). But the reasons drivers cited were often less tangible – the policies on surge pricing (Uber being viewed as predatory), the method for doing auto safety checks (Lyft slower, but more deliberate), and the tone and tenor of
Mar 29 2017
Christian Markow and Barry Saunders have spent decades thinking about brand strategy and customer experience while working on top-notch brands, such as GE, Chick-fil-A and Target. They also lead Joe Smith, Padilla’s brand consultancy. I sat down with Christian and Barry a few weeks ago to discuss how B2B companies should approach branding.
Q: How is digital disruption affecting B2B branding?
B2B customers have been influenced by extreme improvements in customer experience and design on the consumer side. Everything we deal with in our daily lives – from the way we pay bills, buy stock and order sandwiches – influences how we think about our business relationships. So we have wonderful, dynamic, interesting and joyful experiences that are equally influenced by both digital and human interaction on the consumer side, but then our B2B interactions are total “BS.” They’re laden by horrible procurement processes, impossible invoicing and a customer experience with sales people who just spit stuff at us. Or we end up in the silo the salesperson represents when we need…
Jan 31 2017
Millennials are changing the face of the wine world. And they’re doing a pretty kick-ass job of it.
Propelled by a thirst for authenticity and discovery, this new generation of drinkers is embracing both old-world traditions and experimental styles. They’re not just drinking more, they’re drinking better.
Producers around the world are eagerly trying to engage this lucrative yet elusive market. And overall, they are not doing such a kick-ass job.
With a mass of curious new-comers on their doorstep, most of those trying to sell to them are doing so in the cryptic lingo of the wine aficionado—with promises of “bramble berries,” “old saddle leather” and “forest floor” as an attempt to start the conversation. While others, fueled by trends reports and superficial demographic data, are pursuing an opposite yet equally flawed strategy, of bending over backwards to show their audience how well their wine will fit into a mundane, millennial existence. (“You can pair it with pizza! You can take selfies with it!”)
Neither strategy is…