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45 minutes | Aug 5, 2022
Sustainability, Inflation, Looking Ahead - an Interview with Julie DiNatale - Ep. 55
Content Outline: 1. Segment 1: Organic Farming (costs, results, future casting) 2. Segment 2: Can you leverage this into messaging for brands? 3. Segment 3: With continued inflation hitting these “more expensive” brands what does that look like in the future? Julie DiNatale has been working in sustainability and agriculture for over two decades and is Truterra’s Commercial and Strategic Partnerships Leader. Julie has been involved in the emerging ecosystem services markets and regenerative agriculture programs across North America. Prior to joining Truterra, Julie worked for Corteva Agriscience, an ag tech start-up, consulted for large agribusinesses, and was an ag-sector analyst for a sell-side Wall Street firm. Before her career in agriculture, Julie spent a decade in sustainability, health, and safety for a large chemical manufacturer. Julie grew up in Western New York where she spent summers on her cousin’s dairy farm. Julie earned a B.S. from Michigan State University’s College of Agriculture, and an M.S. in Environmental Science from the University of Rochester. Website: https://www.truterraag.com/ LinkedIn: https://www.linkedin.com/in/juliedinatale/ Twitter: https://twitter.com/juliedinatale4
21 minutes | Jul 14, 2022
Saving Your Product from Being De-Listed – Ep. 54
Content Outline: Segment 1: One Shot at a First Impression. Nielsen and IRI Data makes failure public. Operating at a loss, before you even get started. Segment 2: Which Products Can Survive and Which Ones Can’t. This is no time for Brand Building. Segment 3: What Retail Survival Requires If you want to learn more about saving your product from being de-listed you can contact us through jandhlabs.com. We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
50 minutes | Jun 7, 2022
State of Our Health - an Interview with Dr. Sarah Marion - Ep. 53
Content Outline: Segment 1: COVID – How it took over our lives over the past 2 years. How the population has moved to 30 percentages of the population claiming anxiety. Macro shifts / large scale changes from pre-pandemic times. Waves of the pandemic have shown changes in behavior. Segment 2: For CPG companies, more people now are engaged now with nutrition to the tune of 12 million more people who were not focused on eating healthy or shopping healthy before COVID. Mindfulness / stress relief has been a slow steady rise as well, how people are dealing with the stress of the Pandemic. Good news for health focused brands. Segment 3: Sources of Influence – Dr. Marion goes into some detail on how Murphy Research goes about gathering the data, and how some of the small details of this data. Post Pandemic, people are turning more to digital influence than they ever used to. Sarah Marion, Director of Syndicated Research, joins Murphy Research with experience in both syndicated and custom research. With a background in cultural anthropology, Sarah excels in triangulating between different types of data, connecting the dots to build compelling stories from primary qualitative and quantitative research and secondary sources. Before joining Murphy Research, she led The Hartman Group’s syndicated research program, and she has special expertise in food and beverage, CPG, health and wellness, sustainability, the natural and organic market, and shopper insights. Sarah has led a wide variety of projects, but has special expertise in qualitative methods, longitudinal trackers, and trends research. She holds a Ph.D. in cultural anthropology from Indiana University. Website: https://murphyresearch.com/
52 minutes | May 20, 2022
Difference versus Distinction - Marketing by Indication – an Interview with Siena Dexter - Ep. 52
Content Outline: Segment 1: Siena tells us about where she is and what they do. she does. They have found a way to use data to help their clients understand the unpredictable. They work specifically with brands that want to learn about how their brands move in market. Consumer test / quantitively testing – how well the story that they are telling is doing. Segment 2: Buying decisions are made with the unconscious mind, not the conscious mind. How do you tap into that unconscious behavior? Siena gives us some examples of how impactful the package design and creative can be. This is the entire reason clients come to Siena’s company, how to perform well on shelf. Segment 3: Mark goes into some detail on NLP. How salespeople use tools like NLP to get through to your unconscious. How the consumer is the most important person in their world, so you as the brand or marketer need to remember that. Difference versus distinction. Marketing by indication – 80% of people buying CPG are buying by indication. Customers don’t care about your heritage / product, anything unless you hook them in 3 seconds. Website: https://www.smashbrand.com/ LinkedIn: https://www.linkedin.com/in/siena-dexter-8a04a265/ We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
31 minutes | Apr 28, 2022
What Kind of Entrepreneur are You? - Ep. 51
Segment 1: The guys dig into the two distinctive styles of entrepreneurs that there are. Understanding WHO you are, can help you understand which type you might be, and plan to be successful. You will always function at your best when you are being true to yourself. Segment 2: Elon Musk – Hard Core Risk Taker – type of entrepreneur. Mark goes into a little detail on the background and the history of Elon Musk, and how he continued to bet on himself in areas that had nothing to do with where he was before field wise. Musk gains purpose and value out of WHAT he is doing, the grind is his purpose. Segment 3: Richard Branson – Risk Mitigator – type of entrepreneur. Justin and Mark explain how being risk averse, or a risk mitigator can look like a risk taker, but it is not true. Mark goes through some examples of how he mitigates risk in areas when he runs into risk in some of his more dangerous activities. Key Take-aways - Surround yourself with people who know what they are doing. Figure out WHO you are, lean into that, and play that hand of cards. We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
51 minutes | Apr 15, 2022
Should I sell, When do I sell, How do I sell? - an Interview with Ryan Lewendon - Ep. 50
Today's Show - Segment 1: There is Doom and Gloom in the air. Just listen to the news these days, it would be very easy for people to get depressed with everything going on. But despite all that, it is still a great time to be alive, and be in business. There are fortunes to be made. Labor shortage, customer service, figure out how to deliver these – and you could be a super star. Segment 2: We meet our Guest Ryan Lewendon (Bio below), who gives us a short breakdown of where he has been and how he got into this business. Big companies are not innovating, and customers are not looking to big companies for innovation. Ryan talks top mistakes that owners make when they start their companies. If I am selling my CPG company, do I need to hire a brokerage to do this? Segment 3: Getting involved with a cause, or taking a political stance – does that limit my acquisition opportunities? It is far more important to be passionately desired by a small group of people than to have name recognition with the masses. Market Size, Velocity, Profitability. Non-compete agreements after the sale. If you want to learn more about anything you heard here, you can contact us through jandhlabs.com. Website: https://gllaw.us/who-we-are/ Instagram: #ryanlewendon We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. Ryan Lewendon is a Partner at Giannuzzi Lewendon, a premier boutique law firm that focuses on the representation of privately-held, high-growth consumer products companies. Prior to joining Giannuzzi Lewendon in 2011, Ryan was an associate at Donovan & Giannuzzi LLP. Since 2007, Ryan has focused his practice on helping innovative consumer products entrepreneurs grow their companies by navigating both the day-to-day hurdles and the tent-pole obstacles and opportunities a consumer products company must navigate on its way towards an acquisition. Ryan has assisted hundreds of companies structure and negotiate their distributor, broker and supplier relationships, employee incentive programs and advisory networks, and celebrity/influencer endorsements and promotional partnerships. Ryan has advised clients through financing transactions at every stage of their growth cycle – from angel investments to rounds with institutional investors. He has recently assisted clients in exit transactions with acquirers such as Coke, Pepsi, General Mills, Boulder Brands, Group Danone, Bacardi, General Mills and others. Ryan grew up in Hamden, Connecticut. He received a M.S in Molecular and Cellular Biology from Tulane University and a J.D. from Brooklyn Law School, where he was a member of the Moot Court Honors Society’s Sports Law team. When he isn’t busy helping bring emerging brands to the mainstream, he is an avid runner, reader, and raconteur. He resides in Manhattan, New York.
44 minutes | Mar 28, 2022
CPG Reality Check – Ep. 49
Welcome back to CPG Insiders, on this episode your Hosts Dr. Mark Young and Justin Girouard talk about just how much of a brand can some products become. Content Outline: Segment 1: How Ad Agencies sell Clients that they need to build their brand. The truth of it is that some products are built to be brands, and some products are made to be things. Segment 2: Does the Brand / Product tell the world something about me? This doesn’t mean that a product can’t be KNOWN for something. Segment 3: The guys get into the 7 Truths of this topic If you want to learn more about CPG Advertising you can contact us through jandhlabs.com. We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
58 minutes | Feb 24, 2022
Increase Your Sales Conversion with Marketing Lessons from our U.S Presidents with Jason Voiovich - Ep. 48
Today we are going to be diving into the lessons that can be learned from the marketing techniques of presidential leaders and you can leverage them to grow your business and we are joined by Jason Voiovich. Segment 1: Selling ideas is similar to Selling products - much of the psychology is the same. In fact, a product is simply an idea with a tangible delivery system. Segment 2: Many brands have discovered they can lobby the government for favorable restrictions to commerce (aka rent-seeking) as a higher ROI option to "real" advertising and marketing. That's risky because it opens you to disruption (e.g. Taxi medallions vs. Uber in NYC), but it's hugely popular with large brands. Challenger brands need to have a plan to counter that. Segment 3: The Calvin Coolidge story. Breakthrough in branding and politics. (Bruce Barton of BBDO was the key strategist). 1. First one to understand radio (1:1 not one to many), not FDR 2. First one to target market (women, African Americans, rural, etc.) 3. First one to use astroturfing to build support 4. First one to use strategic images (costume idea) Segment 4: Marketer in Chief: How Each President Sold the American Idea Book Plug If you want to learn more about how to successfully grow your challenger brand you can contact us through jandhlabs.com and if you want to learn more about the marketing tactics of our presidents go out and buy Marketer in Chief on Amazon today or visit markererinchief.com. We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
39 minutes | Jan 20, 2022
NielsenIQ Data and Reports - Ep. 47
Today we are Talking about NielsenIQ Data and Reports, we are joined by Andrew Criezis, Head of Product for SMB globally at NielsenIQ. Justin and Mark pose the following questions to Andrew - 1. You recently posted an interesting article to LinkedIn titled "Are your promotions catapulting your brand or cannibalizing it?" Can you give our listeners some topline take-aways from this piece and how you reached the conclusion that you did? 2. You touched upon some advice for handling CPG promotions in the current retail environment, what about tips for brands coping with ongoing inflationary pricing and increased cost of materials? 3. That leads me to the next question ... How are CPG brands facing current supply-chain challenges and what creative strategies are they implementing to maintain relationships with retailers and market share? 4. What market research stats from the last few months have surprised you the most, and what do you attribute the findings to? 5. What do you see as some of the biggest CPG challenges for 2022? On the flip side, where do you see the most significant opportunities? 6. How can both retailers and CPGs better prepare for unforeseen inflationary, demand fluctuation or supply chain issues in the months ahead? Special Offer link for CPG Insiders audience members Andrew Criezis is the Head of Product for SMB globally at NielsenIQ. He was recently the chief product officer during the creation and launch of a new, best in class CPG platform, Byzzer. His track record of success includes global executive experience in go-to-market strategy, revenue cycle management, operations, and product development. Andrew is expert not only in crafting data-driven business solutions, but also in embedding analytics in all aspects of NielsenIQ products. With skills that span product management, sales strategy, marketing, and operations, Andrew’s holistic approach to leadership ensures both continuous improvement for NielsenIQ as a company and above all, a high-quality product.
47 minutes | Dec 7, 2021
HYPNO-TI$ING: The Secrets & Science Of Ads That Sell More - Ep. 46
Dr. Mark Young's new book, Hypno-tising - the secrets and science of ads that sell more, comes out Tuesday, December 7th. This book asks: What if you could create advertising that’s so compelling, so hypnotic, that it motivates consumers to make an immediate change in their behavior to buy your product or service? In HYPNO-TI$ING: The Secrets & Science Of Ads That Sell More, you’ll learn how to do that, and much more. Whether you’re an entrepreneur, a marketing professional, or you just want to understand the science and psychology behind why human beings make the choices they make, elevate your brand by ordering HYPNO-TI$ING today! https://www.amazon.com/dp/B09LR9MBXX/ We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
45 minutes | Dec 2, 2021
How to Win and Grow Your Business at Kroger and Meijer - Ep. 45
Today we are going to be diving into how to win and grow your business at Kroger and Meijer, and we are joined today by Brent Bortman and Phil Bortman. Segment 1: How to start a relationship with Kroger and Meijer? How to get into Kroger and Meijer? What is the game plan or strategy to gain distribution with Kroger and Meijer? Segment 2: What's new at Kroger and Meijer for existing brands? What are the current trends, challenges or opportunities brands should know to be successful? Segment 3: Phil Bortman and Associates – Tell us about the company, services and outcomes brands can expect. CTA: If you want to learn more about how to successfully do business with Kroger and Meijer you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Kroger and Meijer or with your current Kroger and Meijer business you can contact Phil and Brent: LinkedIn: https://www.linkedin.com/in/phil-bortman-4230886 We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. Guest Bios: PHIL BORTMAN ROLE: PRESIDENT PHIL BORTMAN & ASSOCIATES Phil Bortman is the President and Founder of Phil Bortman & Associates, a sales brokerage firm specializing in representing consumer packaged goods companies. He is responsible for the overall growth and retention of the business. Prior to founding his company, Phil was a partner in a successful small agency MGR Sales Associates in Michigan for more than 14 years. Phil learned the manufacturer’s representative business during a 18 year tenure at Pankow Associates. While there, he was awarded Sales Representative of the Year multiple times. He was responsible for managing major HBC vendors, Snack and Food vendors and increasing their sales revenue from $10 million to $35 million in under 3 years. Phil was responsible for taking the Breathe Right product from a test market in Michigan to a national success story that sold to GSK for over $300 million. After decades in the industry, Phil still greatly enjoys seeing his accounts succeed and negotiating deals that are beneficial for both the company’s accounts and vendors. Phil graduated Wayne State University in Detroit, Michigan, with a bachelor’s of science in Pharmacy and Psychology. After graduating, he spent several years practicing as a registered pharmacist, in both independent and large chain drug stores in the Midwest and Southwest. His early career has made him uniquely positioned to understand retail trends and buying patterns. He resides in metro Detroit and enjoys golfing, exercising, classic cars, watching Detroit sports teams and spending time with his family – including his 11 grandchildren. Brent Bortman Brent Bortman is the Director of Sales for Phil Bortman & Associates, which is a sales brokerage firm, specializing in Health and Beauty care products, specialty food, and snacks. Brent is responsible for the company’s Health and Beauty care portfolio as well as the company’s growth accounts. Brent has been with the company for more than a decade and manages accounts with Meijer, Kroger, Target, Cardinal Health/Kinrey and various other retailers. He works with consumer packaged goods companies of all sizes and has had success taking startup companies to mass market awareness. He was the first to bring several well-known brands like Zarbee’s, Cremo, and SmartyPants among others to mass retailers. Prior to joining Phil Bortman and Associates, Brent led sales teams in different sectors including the mortgage industry and payroll companies. A native Michigander, Brent is a graduate of Michigan State University, with a bachelor’s degree in finance. He currently resides in the metro Detroit area with his wife, son and twin daughters. You’re most likely to find him on a golf course in his spare time.
38 minutes | Nov 18, 2021
How to Improve Product Sustainability to Win Retailers and Consumers - An Interview with Christina Lampert - Ep. 44
Today we are going to dive into the topic of sustainability. Sustainability continues to be a large topic in CPG today and many retailers are making it a large factor in their product evaluation process. We are very lucky to be joined today by Christina Lampert. Christina is the director of innovation at the world’s largest ingredient sustainability database, HowGood. Segment 1: What is the First Educator Advantage? Why is it important for brands? Segment 2: Sustainability is a large topic in CPG, specifically in packaging. Are there other areas brands should be paying attention to besides packaging? Segment 3: How should brands execute the FEA (First Educator Advantage)? Segment 4: What is HowGood? What resources are available for brands? If you have any questions, you can contact us through jandhlabs.com and if you want to learn more about HowGood and improving your brands sustainability you can contact Christina Lampert: Website: https://howgood.com/ We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
40 minutes | Oct 21, 2021
Hypno-tising How Your Brain Thinks - Ep. 43
The phrase the fastest way between two points is a straight line explains exactly how our minds think. Our minds are programmed to leverage shortcuts to navigate through our decisions. Today's Show Rundown Segment 1: Let’s revisit one topic from our last episode as a reminder. Let’s talk about the two brains. Explain the brains to our listeners. Segment 2: Judgement under adversity, Heuristics and Biases – What are Heuristics? Segment 3: How do consumers use Heuristics in their buying choices? Segment 4: What do marketers need to understand about Heuristics to become more effective? If you want to learn more about the brain and it’s thinking process you can contact us through jandhlabs.com and in about 4 weeks you will be able to get a copy of Hypno-ti$ing. We appreciate everyone listening, we are going to begin releasing twice a month to provide you with even more insights and as always please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.
46 minutes | Sep 16, 2021
How to Win and Grow Walmart Business - an Interview with Cameron Jernigan - Ep. 42
Today we are going to be diving into how to win and grow your business at Walmart and we are joined today by Cameron Jernigan. Cameron is a merchant turned supplier solutions. Cam started his career working for Walmart where he spent time in sourcing and product development in private label brands with over $1 billion in P&L impact across frozen foods, dry grocery, bakery and OTC. He then transitioned into a true merchandising as a merchant with direct purchasing and P&L responsibility for food. Cam has now taken that experience to create supplier solutions and opportunities for companies and brans looking to build and grow effective business in the retail landscape with Blue Ocean Innovative Solutions. CTA: If you want to learn more about how to successfully do business with Walmart you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Walmart or with your current Walmart business you can contact Cameron, what is the best way for people to reach you Cameron? https://www.blueoceanis.com/
60 minutes | Aug 26, 2021
How the Brain Sees Advertising - Ep. 41
Today's Show Rundown What is the Common Mistake Marketers Make when reviewing their advertising executions? How is the brain constructed? What is the difference between the conscious and unconscious mind? What role does critical facility play in how we process information? We walk through a buying scenario and how the unconscious and conscious mind work? How do these two parts of our mind work together? How can we as marketers get to the unconscious mind? Is one awareness and one for attention or analysis? If you want to learn more about How the Brain Sees Advertising you can contact us through jandhlabs.com and in about 5 weeks you will be able to get a copy of Hypno-ti$ing.
53 minutes | Aug 5, 2021
12 Steps to a successful Ad Campaign "The Infinite Growth Path" - Ep. 40
On today’s episode, Mark & Justin talk about The Infinite Growth Path We, at The Agency always get asked "how do you guys keep hitting these home runs over and over"? This Episode, the Guys are going to give you a peak under the hood at our 12 Point program that at Jekyll + Hyde we call The Infinite Growth Path. The term "Best Practices" is a term that we dislike here so much because there is no risk, and therefor no innovation. Hard work, and following a very proven scientific methodology (our Infinite Growth Path) will help you mitigate some risk, and stack the deck towards having a successful Ad Campaign. The 12 points of Infinite Growth Path explained 1. Business Model Review 2. Product Analysis 3. Historical Analysis 4. Point-of-Purchase Review 5. Consumer Insights 6. Hypto-Tising Principles 7. Refine Goals 8. Pre-Launch 9. Launch 10. Analyze 11. Optimize 12. Future Casting If you have questions please reach out us and we will send you all kinds of information on our Infinite Growth Path.
27 minutes | Jul 15, 2021
Mobile Advertising & Targeting - Ep 39
On today's show, Mark and Justin talk about all the ways you can advertise on mobile Justin explains how the convenience of your mobile device is what is allowing advertisers to target you based off so many different variables. When you go to work, when you go the the doctors, these mobile phone start to learn your patterns, track your location and all kinds of other personal information. Mobile devices are extremely powerful tools, and advertising there is equally as powerful. When brands go and look at analytics, at a minimum, 60% of their traffic is coming in from a mobile device. The numbers don't lie. You have to be careful though certain assumptions when targeting geographic areas, you might be assuming shoppers are going where you think they go, this could be incorrect. The beauty of this type of advertising is that consumers are so used to it now, it feels less invasive no days. From a marketers stand point, this is a treasure trove of data that We can use to target the type of consumer we want to target.
26 minutes | Jun 4, 2021
The New Model for TV, Talking OTT & CTV, YouTube - Ep. 38
On today’s episode, Mark & Justin talk about how Television has changed over the years. The guys go on to explain the differences between OTT, and CTV. What they are and how you can leverage these new systems to your advantage. Most people have more than one “subscription” type account, like Hulu, Netflix, Prime Video, and how can you get into advertising on these ad supported platforms. Why should you be buying here and Mark explains about Cost-Per-1000”. These addressable TV models allow you to target where you want, without having to buy local TV. You can get super granular with this type of advertising, though use of data partners you can target all sorts of data points. Youtube is becoming television today, it is HOW people are getting their information. The quality you can get on YouTube is amazing, the Ads that get served, vary in function depending on the buy. Justin explains all the different type of targeting you can do with YouTube.
28 minutes | May 7, 2021
EOS (Entrepreneur Operating System) - An interview with Coach Bob - Ep.37
On today's show, Mark and Justin talk EOS (Entrepreneurial Operating System), with Coach Bob Shenefelt, a certified EOS Implementor. What is EOS, how it works, how it can help fellow entrepreneurs manage the internal parts of their companies. Coach Bob goes on to give a breakdown on all of these things, what EXACTLY is EOS, how it works. 1 Year Goals, 3 Year Picture 10 Year Plan. Getting the whole team to to understand the company core values and that those are shared By All. Right People / Right Seats. Traction and the 90-Day World. Rocks and what we have to accomplish to get to the next level. If you are using something like EOS - you are trying to build a self-managing company. If you can not leave your business for a week, without everything falling apart, you dont have a business, you have a private practice. How having an EOS structure in place would make many of these CPG companies easier to sell (if that was their plan).
26 minutes | Mar 3, 2021
What should you expect in 2021?
On this episode of CPG Insiders, Mark and Justin discuss what we can expect from 2021, the year we’ve all been looking forward to as we thankfully leave 2020 in the rearview mirror. Mark and Justin begin with a warning: many of the habits adopted in 2020 will not go away, as most people have adjusted to the new normal. They break down how the move to digital shopping is not likely to slow during the new year. The guys also explain why we can expect to see more brands launch as digital brands and stay as digital brands, and how these societal and market changes are sure to bring new opportunities to reach different demographics. Check it out! To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.
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