Consumer Packaged Goods

SUMMARY: Don’t you love hearing about guerrilla marketing tactics that actually work? If so, you have to see how a small organic shaving product company enlisted consumers to help it reel in the biggest retail fish in their niche: Whole Foods Markets.

That feat alone increased their wholesale revenue 39%, and they had a 65.75% redemption rate for the coupons they used to get consumers onboard. Plus, some big lessons learned for next time. read the complete case study

SUMMARY: A responsive customer service department is priceless. These reps handle complaints, answer questions, offer real feedback on marketing campaigns and help convert more products.

A ‘Contact Us’ page with a well-designed email submission form can be a vital component of that mix. See how one CPG marketer designed pages that speed up responses to make customers happier. Includes what data to require from customers and what’s nice to ask for but not demand. read the complete article

SUMMARY: "Overall home fragrance sales reached approximately $5.1 billion in 2007 and Packaged Facts forecasts a 3% annual increase over the next 5 years, reaching $6 billion by 2012." "Growth in this market is directly related to home air fresheners, which accounted for 45% of sales in 2007, up from 36% in 2003." "New products, such as diffusers, have contributed significantly to sales gains in the market as well." view the complete research record

SUMMARY: Are you working for a Fortune 500, but secretly yearn to be Chief Marketing Officer for an exciting, entrepreneurial company some day? In our exclusive interview, former Kraft and Dannon marketer Yosi Heber talks about how he did it, and shares tips for your career transition. read the complete interview

SUMMARY: Researcher Herb Sorensen recently spent five months tracking exactly what paths shoppers take and what behaviors they exhibit as they move through a supermarket. Now he reveals some of what he learned including how location affects shopping patterns, and the fact that shoppers spend less and less time reading product labels as they get closer to check out. read the complete article

by Anne Holland, President

I received this note from a reader who asked not to be identified because she's tired of scammers hitting her promo sites.

"Dear Anne,

My promotional Web forms have been besieged by scammers trying to qualify for samples, which they then bring to Wal-Mart for store credits, or sell on eBay. Our data shows how they submit multiple variations to 'game' our promotion qualification form.

We have programmed a lot of flags into our online... read the complete blog post