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42 minutes | 6 days ago
When to Sell Your Company? – An Interview with David Biernbaum - Episode 35
On this episode of CPG Insiders, Mark and Justin are joined by David Biernbaum. David has brought more than 200 consumer brands to market over the course of decades in the consumer products space. David walks through some of the initial steps to get the processes moving and how to avoid some of the most common issues that entrepreneurs run into. Mark, Justin and David then discuss the various factors that go into determining the valuation of a company or brand, and the importance of understanding when to sell. Finally, they discuss the importance of distribution and finding the right broker when looking to sell. More about David Biernbaum: David Biernbaum is a nationally acclaimed consumer products retail business consultant, gifted strategist, and skilled master broker of national sales, who along with his teams has brought to market more than 200 successful consumer brands still in the marketplace today. An expert in consumer behavior with nearly 40 years of experience in the health and wellness space, David has a unique understanding of the retail marketing process and strong relationships with industry decision-makers, and executives. Connect with David Biernbaum: Website: http://biernbaum.com/ LinkedIn: https://www.linkedin.com/in/davidbiernbaum Facebook: https://www.facebook.com/David-Biernbaum-and-Associates-LLC-128614070533857 Twitter: https://twitter.com/davidbiernbaum To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
22 minutes | 2 months ago
New Year, New You - Episode 34
On this episode of CPG Insiders, Mark and Justin explore how you can use the past year to market your products in 2020 and detail ways entrepreneurs can get their products into a position to grow as the new year approaches. They also share some messaging and techniques that can help you to focus your advertising, including breaking down the importance of anchoring your product or brand, and outline some steps you can take to do so. Wrapping up, the two outline what to avoid with your advertising during these crazy times, and explain why brands should not let the Covid-19 overtake their advertising and messaging. To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
43 minutes | 3 months ago
Marketing to Seniors Citizens - Episode 33
On this episode of CPG Insiders, Mark and Justin break down the keys to marketing to seniors. They explain how the senior market is much larger than many realize, how society has not kept up with the changing lifestyles of senior citizens, and how that outdated mindset to too often reflected in marketing. Mark and Justin go on to break down the various groups that exist within the broader pool of senior citizens and the optimal medium to reach these different groups, as well as explaining how to avoid common messaging mistakes. Wrapping up today’s show, the guys discuss some useful messaging techniques, and explain how a thorough understanding of your target market can lower your advertising costs. To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
19 minutes | 4 months ago
Business and Politics - Episode 32
On this episode of CPG Insiders, Mark and Justin discuss how businesses are handling today’s volatile political landscape. They share stories of companies that have taken a political stance and survived the mob as well as explaining why political activism is not necessarily the right move for every company. Mark and Justin recommend what to look for and understand before attaching your company to a group or cause. They explain the importance of going “All in” and recognizing that that you’re putting your company at risk any time you choose to publicly align with a group or cause. The guys also discuss the pushback some companies receive for running ads on certain networks. They explain the importance of looking at these comments to see if they are legitimate, or if they originate with bots or groups that are paid to send these complaints. To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
17 minutes | 5 months ago
CPG Marketing Scams - Episode 31
On this episode of CPG Insider, Mark and Justin discuss some of the scams that are perpetrated on CPG advertisers. With the ongoing economic shifts, these scams are becoming more and more popular. The guys share some tips to protect you from falling for some of the common schemes that are out there. They explain how these schemes target both small and up and coming CPG products. Mark and Justin also share how you can tell if something is a scam or not. Finally, they explain that while the scams are run on unsuspecting victims nationwide, the Florida bankruptcy laws have allowed these scammers to base their operations there and flourish.
39 minutes | 6 months ago
Utilizing Social Influencers - Episode 30
On this episode of CPG insiders, Mark and Justin are joined by Cody Whittick, from Kynship. Cody joins the guys to discuss social influencers and how they can benefit your product. They discuss the true measure of leveraging social influencers and what your focus should be before pursuing a social influencer. Cody explains the importance of the content and sheds light on why you should not focus on the follower count of the influencer. He shares what really matters when looking at social media influencers. Mark and Justin also ask Cody to walk through the experience that you can expect when working with his agency. They also discuss the other benefits that come from social media influencers. More about Cody and Kynship: https://www.kynship.co/ To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
20 minutes | 8 months ago
Getting Back to Work - Episode 29
On this episode of CPG Insiders, Mark and Justin address getting back to work and what that will look like. They discuss the importance of mitigating risk for both employees and employers. They explain the importance sticking to your company’s long-term goals and discovering what adjustments your company must make following the pandemic. Mark and Justin share why it is importance to stay on the gas right now and why the companies that have done so have been successful. Finally, discuss some of the latest news from the PPE government loans and what you should watch out for. They share some tips on how to stay out of trouble when it comes to the loans. To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
40 minutes | 8 months ago
What You Can - and Cannot - Say About Your Products - Episode 28
On this episode of CPG Insiders, Mark and Justin are joined by Ashish Talati. Ashish leads an FDA practice and is one of the industry’s foremost experts on FDA regulatory matters. He is also very knowledgeable when it comes marketing law. Mark and Justin ask Ashish for his opinion of what can - and cannot - be said about certain products. They explore the importance of understanding what category your product will fall under and the difference between the categories. They address the differences between the FDA and the FTC and discuss some of the things that can land your company in hot water with these federal agencies. Ashish then explains the importance of working with a law firm that specializes in handling claims and the federal agencies. Finishing up, Ashish explains some of the ins and outs of copyrights and trademarks. They discuss the difference between the two and the importance of utilizing these to protect your business and products. More about Ashish Talati: Ashish R. Talati leads Amin Talati & Wasserman’s FDA practice and is one of the industry’s foremost experts on FDA regulatory matters. He has gained an exceptional reputation for his successful results at the cutting edge of FDA and regulatory law, where he has responded nimbly to changes in the regulatory climate and the marketplace, guiding clients through some of our industries’ most complex issues. Ashish primarily counsels clients on matters of regulatory compliance, helping them anticipate and address regulatory issues in their day-to-day business operations and strategic planning. He also advocates on their behalf before the FDA, FTC, Customs, USDA, DEA, and other federal agencies, and in court. He is considered a leading authority in the areas of Generally Recognized as Safe (GRAS) requirements and New Dietary Ingredients (NDI); Ashish and his team do more NDI and GRAS projects than many of their competitors combined, and are known for their representation in the highest numbers of NDI matters submitted to FDA overall. Considered a creative and strategic partner by his clients, Ashish works with companies all over the globe and is a trusted advisor at every step of the product life cycle, including product formulation, safety and efficacy studies, product launch, and ongoing marketing and sales. In addition to his pioneering background in FDA regulatory matters, Ashish is highly regarded for his wealth of knowledge on advertising regulations. He counsels clients on compliance issues and claims substantiation in connection with their advertising and marketing programs, and represents advertisers in both defending and challenging claims before the Better Business Bureau’s National Advertising Division (NAD) and other regulatory bodies. In addition to legal advice, he prides himself on providing business-oriented solutions which minimize risks and enable his clients to reach their corporate goals. The companies with whom he works prize his immediate accessibility, his wide range of contacts in the regulatory arena, and his deep expertise gleaned from a sharp focus on this area of law. Prior to law school Ashish worked as a Chemist and a GMP auditor for the pharmaceutical industry. He also brings a tremendous amount of GMP experience to help respond to FDA 483’s and Warning Letters. Contact Ashish Talati: Website: https://amintalati.com/professionals/ashish-r-talati/ Email: email@example.com LinkedIn: https://www.linkedin.com/in/ashishtalati To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
20 minutes | 9 months ago
Finding Silver Linings
On this episode of CPG Insiders, Mark and Justin share why you should not bail on advertising during the COVID-19 pandemic. They explain the affect this is having on American’s media consumption and how it’s a silver lining for advertisers. Specifically, they discuss where those opportunities to connect can be found. Mark and Justin also review two factors consumers need to buy a product: mental availability and physical availability. They explain the importance of expanding your mental availability with consumers during this time. To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
15 minutes | 10 months ago
Advertising in an Election Year
On this episode of CPG Insiders, Mark and Justin talk about buying advertising media for in an election year. They discuss the challenges advertisers can face with the increase in political ads and broadcasts, plus they talk about ways to effectively work in and around a more cluttered advertising space.
25 minutes | a year ago
Re-Evaluating Brick & Mortar
On this episode of CPG Insiders, Mark and Justin consider how consumer trends have changed significantly, with a long list of the brick and mortar stores closing in 2020 as evidence. CPG brands need to rethink how they view their business, in terms of where their consumers shop. They discuss the ideal business model of many digital-only businesses, and they talk about the CPG categories for which consumers prefer shopping online. They also consider how marketing for many online businesses expands outside of just digital advertising, even if sales are only direct to consumer.
16 minutes | a year ago
What Media Works Where
On this episode of CPG Insiders, Mark and Justin consider a question that clients often ask them. They run through a number of things to consider about your CPG product when you’re planning your creative and media strategy. This includes what kind of advertising it needs to effectively sell, where it is sold, who the target demographic is, as well as other constraints.
15 minutes | a year ago
On this episode of CPG Insiders, Mark and Justin talk about guarantees ad why they can help sales for your products. Most ad agencies push concepts like “awareness” (in its myriad forms) and intent-to-buy as goals for their clients to achieve through advertising. Jekyll & Hyde Advertising is different, focusing on measurable, tangible metrics like increased sales for your products. Because of this, J&H is the only agency to offer a guarantee on their work for new clients. Learn more about the Jekyll & Hyde Guarantee here: https://jekyllhydeagency.com/guarantee/.
36 minutes | a year ago
Smart Content Marketing
On this episode, Mark and Justin discuss content marketing (also called native content or native advertising), focusing most on long-form advertising. They discuss how content marketing has changed and how it has stayed the same. People now feel entitled to getting information for free on the Internet, and content marketing takes advantage of that. They discuss some different ways to reach your targeted audience with relevant, in-depth information about your product. They dive a little deeper into the logic behind running digital advertorials on third-party websites and the pathway to accomplish this kind of campaign successfully.
72 minutes | a year ago
The Science of Persuasion
On this episode of CPG Insiders, Mark and Justin skim the surface of neuro-linguistic programming and how J&H utilizes scientifically proven techniques in their neuro-persuasive advertising. They discuss the conscious mind and how much information it can process, versus the volume that the unconscious mind can manage. They go through a number of techniques to help change consumer behavior. They talk about “power words” that can be used to better land an advertising message with a listener, viewer or reader. Mark explains what implanting means, the reason for using “because” statements, embedded commands, metaphors and so much more. And they consider how advertisers can cut through all of the information that compete for consumers’ attention. Some recommended resources: Influence by Robert B. Cialdini Pre-Suasion by Robert B. Cialdini Thinking, Fast and Slow by Daniel Kahneman
69 minutes | a year ago
The 7 Deadly Mistakes CPG Challenger Brands Make
On this episode of CPG Insiders, Mark Young and Justin Girouard discuss 7 of the most common mistakes CPG brands make when starting to market their products. After decades of experience in the advertising industry, the team at Jekyll & Hyde have identified many common traps that challenger brands fall into when starting out in the CPG marketplace. Mark and Justin offer up some sound advice for new brands to avoid these pitfalls in order to put themselves on the path to growth.
33 minutes | a year ago
Direct Response, Then and Now
On this episode, Mark and Justin Girouard, Director of Accounts at J&H, talk about direct response advertising in the modern CPG space. They compare the original, typical model of direct response with what it can look like now, thanks in large part to the Amazon marketplace. Consumer behavior has changed, making people more willing to purchase things directly without ever seeing or touching them ahead of time. This opens up a lot of possibilities for direct-to-consumer companies, and the growing digital advertising space means you can reach potential consumers on a smaller budget. Mark and Justin discuss what your company needs to succeed with these kinds of consumers, the different reach of tradition and digital media, and how direct response can benefit your business.
33 minutes | a year ago
The Pros and Cons of Celebrity Campaigns
On today’s episode, Mark and Robb delve into the murky waters of utilizing well-known celebrity talent within a campaign. A recognizable face and voice in a TV or radio spot can help snag the attention of consumers, driving sales of your product, but there are many things to take into consideration before taking that leap. They discuss the steps that a brand should take before committing to using a celebrity for their campaign. They advise researching a celebrity's political and social viewpoints to make sure they align with your brand’s and avoid a potentially sticky situation down the line. They also stress the need to check and double check that your budget is in order, taking into account SAG-AFTRA fees and all that they imply. They finish up the show by sharing some of their own experiences working with celebrities and learning by trial and error. To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
51 minutes | a year ago
Trademarking Your CPG Brand – A Conversation with Abe Cohn
On this episode of CPG Insiders, Abe Cohn of the Cohn Legal Group shares his expertise involved with start-up companies and registering trademarks for brands and products. They discuss what makes it more likely for trademarks to gain approval with the Patent and Trademark Office, and what challenges companies can face when naming products. They also consider some of the legalities to be considered before starting a business. They take the conversation deeper as they explore the trademarking and legal intricacies involved in one of the fastest growing categories in the CPG market, CBD products. About the Guest: Abe Cohn is managing partner and an Intellectual Property Attorney at Cohn Legal, PLLC, a law firm designed specifically to provide a boutique and highly individualized experience for entrepreneurs and startups. Abe has personally counseled over 15 established startups in the food space and scores of other businesses launching in varied and diverse sectors. Follow him on Instagram: @cohnlg.
53 minutes | a year ago
Being Prepared for NACDS – a Discussion with David Biernbaum
On this episode of CPG Insiders, Mark welcomes David Biernbaum back to the show to discuss NACDS. They talk about what to expect from NACDS and how manufacturers trying to get into retail should approach the event. They also offer valuable tips to those attending who already have a place on retailer shelves. They talk about what buyers are looking for in the 12-minute meeting at Meet the Market, as well as what kinds of questions and answers you should have for buyers. You’re going in not to close a sale but to close a future contact opportunity. They talk about the other event days and offer essential, insider tips on how to make NACDS the most successful for your company and product. Special Guest: David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy. In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications. In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater. Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.
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