Frito-Lay's debut of eight new Lay's flavors resonated with SmartBrief readers this week, as did the news that unicorn is the trendiest ice cream flavor. A plan by General Mills to sell some assets and develop new products to drive growth topped this week's top 10 list.
Pernod Ricard has unveiled new tech-enabled glassware that allows bar and restaurant patrons to use their smartphones to order and pay for drinks. The technology "goes beyond traditional communication between brands and consumers and helps establish new interactions with them," the company said.
Nostalgic and indulgent flavors are among the most popular beverage trends this year, in part because they "remind consumers of loving relationships and positive memories," according to research from Imbibe. Healthy and functional drinks, such as kombucha, are also making headway as consumers look for better-for-you options, according to Imbibe.
Dove's men's campaign reflects an updated form of masculinity, showing men reacting to pregnancy announcements or caring for their children, while the company is also pushing other groups to offer guaranteed parental leave. Some 74% of millennial fathers say marketers are out of touch with how modern families work, according to a Saatchi & Saatchi survey.
Business-to-business marketers can help sales colleagues overcome their most common hurdles, such as being able to communicate value and differentiation to prospects, Gavin Finn writes. Create visual, immersive experiences using augmented or virtual reality to showcase products and build emotional connections, and understand the perspective of each purchasing decision-maker to tailor the pitch to their needs and concerns, he writes.
Spend your time and energy with people who believe in you and are willing to offer constructive criticism, and avoid people who reveal themselves to be self-absorbed and conniving, writes LaRae Quy. "While we need different types of personalities in our life to bring out the best in us, only share your dreams and goals with people who value them as much as you do," she writes.
Effective leaders should focus on building the best culture, asking questions and then laying out the path to answering them, says Berlin School of Creative Leadership professor Paul Verdin. "It's a very different mindset, and it means we have to be comfortable from the top down, to live in uncertainty and to admit that 'we don't know,' "
Executives from companies including SAP Ariba and Oracle discuss influencer strategies for business-to-business marketing, including why it's vital to get the right influencers on board at the start of campaigns and involve them in content creation. They also explain how using influencers to inform as well as promote case studies and eBooks is a particularly effective way to drive results.
Develop a manageable content strategy by creating high-level educational content specifically for those prospects and customers already highly engaged with your business, Mitch Eisen writes. All other content should be created by influencers, outsourced to third parties or developed in partnership with relevant organizations, he advises.
Marketing plays a pivotal role in creating the best customer experience possible, so making a good first impression with prospects at the start of their buying journey is crucial, Christopher Ryan writes. Make sure you don't bombard leads with messaging, maintain a consistent brand voice, make the customer journey as seamless as possible, and resolve mistakes quickly and efficiently to spur brand loyalty, he writes.
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