Shows
CPG InsidersWhy You’re Asking the Wrong Question: It’s ‘Who,’ Not ‘How’ You’re not stuck because you don’t know how to grow. You’re stuck because you don’t know who can help you do it. In this episode, Mark and Justin unpack one of the most powerful mindset shifts for CPG entrepreneurs: the “Who Not How” philosophy popularized by Dan Sullivan. If you’ve been trying to do it all—handle retail, ops, legal, marketing—you’re slowing your brand down. They get real about what happens when you hire the wrong people (especially from big CPG) and how founders sabotage growth by clinging to loyalty instead o...2025-07-1548 min
CPG InsidersMastering Your Retail GTM Strategy Want your product on store shelves? It’s not as simple as you think. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard reveal the step-by-step guide for building a bulletproof retail channel strategy. You’ll learn why getting into the wrong store can kill your brand, how to identify the perfect retail partners, and why your first retailer sets the tone for your entire launch. Plus, discover why hope is never a strategy—and what to do instead. How to map out your ideal retail “dream team” The surprising costs of launching with regio...2025-06-2543 min
CPG InsidersMake America Healthy Again: What CPG Brands Need to Know NowThe future of CPG is cleaner, leaner, and more honest—and if you're not already preparing for it, you're falling behind. In this landmark 100th episode, Mark and Justin unpack the rising Maha movement (Make America Healthy Again), its momentum in retail, and why it matters right now for every CPG brand. From Kroger’s food-as-medicine strategy to the shift away from artificial ingredients and seed oils, this episode delivers critical insights on the new retail ethos. What Bobby Kennedy’s HHS leadership means for food, supplements, and personal care Why major retailers are prioritizing ingredient integr...2025-06-1140 min
CPG InsidersHow Mark Young Found His Path — and Why He’s Still on ItIn today’s episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark’s early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people’s lives.2025-05-271h 00
CPG Insiders3 Ways to Get Retailers to Say Yes In today’s episode of CPG Insiders, Mark + Justin reveal the only three paths that get brands into retail. Retailers don’t care how much you believe in your product. They care whether it expands the category, trades customers up, or brings in new money. Learn how to identify which path is right for your brand, and why anything outside of these three routes is a dead end. Discover how to use data, advertising, and team structure to make yourself irresistible to buyers under pressure to perform. Getting on shelf is hard. This episo...2025-05-1332 min
CPG Insiders26 Unbreakable Rules for Retail Part 3: MindsetOn today’s episode of CPG Insiders, Mark + Justin wrap up the Unbreakable Rules for Retail series, this time focusing on the importance of mindset, truth, and proving one's worth in retail. You’ve heard the product rules. You’ve heard the investment rules. But this episode tackles what separates the winners from the wannabes Learn the difference between abundance and scarcity mindsets. Discover the necessity of adapting to retail demands and the importance of humility in entrepreneurship. These are the beliefs and behaviors that define real retail success. Realize the importance of manifestation and you WILL be...2025-04-2959 min
CPG Insiders26 Unbreakable Rules for Retail Part 2: Investment StrategiesOn today’s episode of CPG Insiders, Mark + Justin are back with part 2 of their “Rules for Retail” series — and this time, they’re talking dollars and sense. From advertising spend to broker relationships, learn the exact strategies successful brands use to scale at exponential rates. Discover what “15% just to stay in place” really means, why your broker should scare you a little, and how exponential growth only comes when you stop playing it safe.2025-04-151h 02
CPG Insiders26 Unbreakable Rules for Retail Part 1: Your ProductIn this episode of CPG Insiders, and part 1 of our 3-part series, Mark + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones. In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution doesn't meet a core human problem, it won't resonate with a mass audience. • Focus on a...2025-04-011h 05
CPG InsidersHow To 10X Your Mass Retail SalesIn today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail. With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store. Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip begins.2025-03-1838 min
CPG InsidersThe Secret to Turning DTC Products into Retail LeadersIn today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.2025-03-041h 07
CPG InsidersBeyond the Sale: Why Purpose Driven Brands WinIn today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks. Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define you...2025-02-181h 17
CPG InsidersBuild Your Life's Operating System: Clarity, Focus + PurposeIn today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive real change, how structure actually fuels creativity, and why understanding your North Star is cri...2025-02-0455 min
CPG InsidersCPG Survival Guide to the Trump AdministrationIn today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what you can do to stay ahead. Whether it's navigating new regulations or optimizing your retail partnerships, this episode is packed with actionable insights to...2025-01-2147 min
CPG InsidersEmpathy and Understanding In Business - w/ Chris VossIn this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy. Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why prioritizing collaboration over compromise is essential. Chris Voss brings his unique expertise to the CPG world, offering actionable insights to help brands win in hi...2025-01-031h 13
CPG InsidersHow to Create an Advertising Budget for GrowthIn this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year’s budget could hinder your success. This episode is packed with insights to help brands stay ahead and thrive in an ever-changing market.2024-11-2144 min
CPG InsidersThe Secret to Getting Your Product on Shelves (and Keeping It There)On today’s episode of CPG Insiders, Mark + Justin are joined by frequent guest and veteran CPG expert David Biernbaum to discuss the do's and don'ts of preparing for ECRM meetings and the critical importance of a solid marketing plan. They dive into how retailers evaluate new products, and common mistakes to avoid, and how to ensure your product gets and stays on the shelf. Learn how ECRM can be a game-changer for brands that are ready to present themselves professionally and effectively.2024-10-2455 min
CPG InsidersFree ZoneOn today’s episode of CPG Insiders, Mark + Justin explore the concept of the "Free Zone”, where brands can escape competition by creating unique value. They discuss how consumer brands can find untapped market spaces and leverage collaboration to elevate their industries. With examples ranging from beauty to beverages, they dive into how brands can distinguish themselves by aligning authentically with their customers and finding new ways to create impact. Learn how to navigate your brand towards a sustainable competitive advantage!2024-10-1050 min
CPG InsidersNavigating the Election Storm: What CPG Brands Need to KnowOn today’s episode of CPG Insiders, Mark + Justin dive into the intersection of business and politics, with the upcoming U.S. presidential election looming large. They discuss how consumer brands must navigate the chaotic political climate, exploring how marketing strategies and consumer behavior shift during election season. From the rising cost of goods to political alliances and the potential implications for your business, learn insights on how brands can prepare for the uncertainty ahead. Don’t miss this crucial episode on steering your brand through turbulent times.2024-09-2747 min
Mission ExpansionÉp. 22 - Comment faire tes publicités payantes sur les réseaux sociaux avec Justin LalondeDans cet épisode, nous recevons Justin Lalonde, expert en publicités payantes en ligne. Découvrez des stratégies puissantes pour booster votre entreprise, atteindre vos objectifs de croissance et maximiser votre retour sur investissement. Que vous débutiez ou cherchiez à perfectionner vos campagnes, cet épisode est une mine d'or pour toute entrepreneure souhaitant débuter les publicités payantes.Pour suivre Justin:Son site webSur InstagramSur YoutubePour réserver ton appel découverte gratuit: https://calendly.com/agenceexpansio/appel-decouverte-podcastPour suivre Catherine sur Instagram: https://www.instagr...2024-08-2253 min
CPG InsidersIs Your Brand at Risk? Learn to Identify and Prevent Counterfeit GoodsIn today’s episode of CPG Insiders, Mark is joined by award-winning entrepreneur Justin Floyd to address a growing concern in the industry: counterfeiting. Mark + Justin discuss the alarming rise of counterfeit products and the impact on both consumers and legitimate brands. Learn how AI and advanced technology can help combat this issue and protect supply chains with real-world examples, highlighting the significant economic implications and the importance of maintaining product integrity. About Justin Floyd Justin Floyd is an award-winning entrepreneur with a 25-year track record of founding and investing in pioneering techn...2024-08-0842 min
Saints Now by Chat SportsLATEST Justin Simmons News After Today’s NFL Free Agency Visit | Saints News & RumorsNew Orleans Saints news & rumors after Saints training camp day 12 are the focus of today’s show. Trace Girouard dives into the latest Justin Simmons news & updates as he was on an NFL Free Agency visit in New Orleans today. New Orleans Saints training camp could look very different if Justin Simmons news comes in soon. Saints free agency rumors, Justin Simmons rumors & more are what Trace Girouard discusses in another episode of Saints Now by Chat Sports!Take the guesswork out of buying tickets with Gametime. Download the Gametime app, create an account an...2024-08-0815 min
CPG InsidersHow SKU Rationalization Impacts Your BrandIn today’s episode of CPG Insiders, Mark + Justin are joined by friend and frequent guest David Biernbaum to discuss SKU rationalization in retail. They dive into how retailers streamline their product offerings to boost efficiency and profitability, especially during economic downturns. The conversation covers the impact on both large and small brands, emphasizing the importance of maintaining unique products to attract loyal customers. Learn practical advice for challenger brands trying navigate SKU rationalization and effectively collaborate with retailers. Tune in for expert insights and strategies to help your brand thrive. 2024-07-1134 min
CPG InsidersCreating Authentic Connections with Your BrandIn today's episode of CPG Insiders, Justin + Paul continue their exploration of the organizing idea, shifting focus to the essential first step: understanding your brand identity. Building on their previous discussion, they dive into why knowing who you are and why you exist is crucial for creating authentic connections with your audience. Learn practical insights and strategies for uncovering your brand’s true purpose, ensuring your messaging aligns and resonates with your target market.2024-06-2850 min
CPG InsidersUnlock the Secrets to Building a Lasting CPG BrandIn today’s episode of CPG Insiders, Justin welcomes Paul, the Creative Director at Jekyll+Hyde, to explore the crucial elements of building a brand that lasts in the CPG industry. They discuss the importance of understanding your brand's identity, knowing your customers, and developing cohesive messaging that resonates with your target audience. They share practical insights on avoiding common pitfalls, maintaining brand trust, and transforming transactions into lasting customer advocacy. If you've ever wanted to know the behind-the-scenes secrets of creating a brand that stands the test of time, this is the episode for you.2024-06-1454 min
CPG InsidersInside a Real Client Meeting with Scrummy Sweets!In today’s special edition of CPG Insiders, Mark + Justin offer a behind-the-scenes look at their consultative process with emerging brands in the consumer packaged goods industry. They engage with the founders of the Scrummy Sweets Co. to dissect the challenges and opportunities of launching a new product in a highly competitive market. From discussing production difficulties and market entry strategies to exploring marketing tactics and distribution challenges, this episode provides invaluable insights into the realities of scaling a CPG brand. If you’ve ever wanted to peek behind the curtain and discover the secrets of brand consultation, this epis...2024-05-171h 32
CPG InsidersThe Amazon EffectOn today's episode of CPG Insiders, Mark + Justin delve into the critical role of Amazon in the CPG landscape, emphasizing how it's shaping consumer behavior and expectations. They discuss strategies for effectively using Amazon as a platform, from choosing the right fulfillment options to navigating the competitive marketplace. They also address the importance of adapting to Amazon's influence on customer experience, from product discovery to post-purchase interactions. For CPG brands looking to thrive in today's e-commerce-driven world, this episode provides valuable insights into leveraging Amazon's vast reach while protecting and growing their brand.2024-04-1843 min
CPG InsidersLaw and Order - How to Stay Out of JailOn today's episode of CPG Insiders, Mark + Justin address the critical topic of legal navigation within the CPG industry. They underline the importance of understanding FDA and FTC guidelines to prevent regulatory pitfalls, especially when making product claims. They discuss the need for specialized legal counsel to aid in classifying products appropriately and ensuring compliance with advertising standards. The episode acts as a cautionary yet informative guide for CPG entrepreneurs to emphasize the proactive management of legal risks and the value of professional support in achieving business longevity and success.2024-04-0443 min
CPG InsidersThe Critical Importance of Intellectual PropertyIn this episode of CPG Insiders, the focus turns to the critical importance of intellectual property (IP) in the CPG world. Mark + Justin explore how IP serves as a vital asset that can greatly enhance a company's market value, drawing parallels to real estate. They cover the essential aspects of patents, trademarks, copyrights, and trade secrets, underlining the necessity of safeguarding innovation. The conversation also touches on the evolution of business valuation from tangible to intangible assets, underscoring the strategic advantage of IP. This episode is packed with key insights for CPG entrepreneurs aiming to utilize intellectual property effectively...2024-03-2228 min
CPG InsidersCPG Product or BusinessIn todays episode of CPG Insiders Mark + Justin tackle an essential question for entrepreneurs: Do you have a single product or the foundation for a broader business? They delve into the critical differences between having a successful item on platforms like Amazon and building a sustainable, scalable business capable of thriving in the competitive retail landscape. Through insightful examples and analysis of market dynamics, Mark and Justin offer valuable guidance for evaluating your product's potential and strategizing for long-term growth. This episode is a must-listen for anyone looking to understand the nuances of product versus business in...2024-03-0730 min
CPG Insiders10X is Easier than 2XOn today’s episode, Mark + Justin dive into the game changing strategies from the book “10x is Easier than 2x” by Dan Sullivan and Dr. Benjamin Hardy. They explore the revolutionary concept that aiming for tenfold growth is not only more exciting, but often easier than the traditional goal of doubling. Drawing from their extensive experience, Mark + Justin discuss how this 10x mindset shifts the approach to business, pushing beyond the limits of incremental growth to embrace innovation and bold thinking. This episode is packed with practical advice, real-world examples, and insights into how entrepreneurs can apply 10x thinking to ach...2024-02-0854 min
The Evidence Based TriathleteJustin Riele 2024Great to catch up with Justin who completed his first year at a pro triathlete in 2023. We talked about injuries, aero testing, and overall training. Lots of good gems of knowledge!2024-01-2752 min
CPG InsidersECRM (Efficient Collaborative Retail Marketing) w/ David BiernbaumThis episode, Mark + Justin welcome back master broker, David Biernbaum, to discuss his experience with ECRM (Efficient Collaborative Retail Marketing) and its impact on the Consumer Packaged Goods industry, especially for entrepreneurial brands. ECRM has changed the industry by offering category-specific events where new companies get a chance to interact directly with retail buyers - significantly increasing opportunities for small brands. The guys also talk about how to determine if your brand is ready for ECRM and the steps you can take to prepare for the event. About David Biernbaum: David is a nationally acclaimed consumer products r...2024-01-251h 14
CPG InsidersThe Most Organized Man in America - w/ Andrew MellenThis episode, Mark + Justin talk entrepreneurlife and the age-old "too much to do, not enough time" problem with Andrew Mellen, author of Calling Bullsh*t Busy. Andrew teaches entrepreneurs, businesses, and everyday people how to leverage time management + simplification to create freedom through organization. Deeper than just 'getting organized', Andrew fosters real transformation by changing how people think, feel, and interact with time, money, and stuff. Plus he shares easy, actionable steps you can take right now to address time-productivity obstacles in your own business. A great listen for anybody looking to take more control of their...2023-12-071h 00
Career Success PodcastNavigating the US Market: Why It Isn't Like Other Markets with Dr. Mark Young and Justin GirouardThis podcast episode features Dr. Mark Young and Justin Girouard, hosts of the CPG Insiders podcast and leaders at Jekyll and Hyde Advertising and Marketing. They share their insights on navigating the US market compared to other markets and discuss the challenges and reasons why many brands that have succeeded in other countries often fail when trying to launch in the US. The conversation explores the reasons behind these failures, common misconceptions, and frequent mistakes made by businesses, while offering valuable advice for companies considering entry into the US market.
If you're looking for more information about the CPG industry...2023-11-0720 min
CPG InsidersRite Aid's Brace for Bankruptcy w/ Special Guest David BiernbaumThis episode, Mark + Justin are joined by David Biernbaum to talk about Rite Aid's brace for bankruptcy and projections to close hundreds of stores. They dig into what the progression of this bankruptcy filing could look like over the next few months for vendors + consumers. Most importantly, the guys discuss the impact on suppliers working with Rite Aid now. How brands that currently distribute through Rite Aid can curb potential losses and mitigate coming risk, what it means for future distribution of brands just beginning at Rite Aid, plus what payment scenarios might play out for suppliers. 2023-10-121h 06
CPG InsidersHow to Get into Brick-and-Mortar Retail Today! Introducing PharmaVision!On this episode of CPG Insiders, Mark and Justin introduce the company that is revolutionizing the new product entry process into brick-and-mortar retailers, PharmaVision! If you have a health-enhancing product with limited distribution or looking to gain your first major retailer, this is the must-listen-to episode for you! For new listeners of the show, Mark and Justin provide a brief overview of the long and laborious process of how products gain brick-and-mortar distribution today. They then discuss how with PharmaVision, brands can simplify that process, gain the ability to be on shelf in just...2023-08-0828 min
CPG InsidersNever Split the Difference w/ Chris VossThis week’s exciting episode deviates from our standard entrepreneurial guest, instead we have a former FBI agent hostage negotiator, Chris Voss. Chris Voss is also the author of the world renown book “Never Split the Difference: Negotiating As If Your Life Depended On It” – recounting the practices and tactics Chris used in hostage negations and how it can be applied to business negotiations. Mark, Justin, and Chris breakdown the process of becoming a hero for the buyers we’re selling to. Showcasing our desire to collaborate to mutually succeed. It’s not a simple, linear path...2023-07-1348 min
CPG InsidersHow to Create Impactful Relationships for Growth in Business and Life w/ Joe PolishThis week we welcome the charming and brilliant Joe Polish. Mark and Justin discuss his New York Times best-selling book “What’s in it for Them?” Joe Polish is one of the most sought after marketers alive today, known for his ability to connect with almost anyone on the planet. Joe continues to be a prominent figure in the world of business and entrepreneurship. He’s the co-founder of two popular podcasts: 10XTalk and iLoveMarketing. Mark, Justin, and Joe breakdown the power of asking “What’s in it for them?” in every interaction in business and life. Start...2023-05-111h 22
CPG InsidersHow to Create a Meaningful Brand and Impact the World w/ Sweet Leaf CEO Michael May - Ep. 61For today’s episode we welcome our guest, the owner of Sweet Leaf, Michal May. Michael recounts his father’s incredible journey starting the company. We learn about alternatives to sugars, and the laborious process of getting FDA approval. Mark, Justin, and Michael discuss the lessons they’ve learned that are crucial for the success of starting a company. Michael talks about applying his military strategy training to being an entrepreneur and the challenges COVID has provided for CPG products getting on the shelves of retailers – and all the necessary preparation and planning that goes into it. 2023-04-1157 min
CPG InsidersHow the Pandemic Changed Meetings – w/Special Guest David BiernbaumThis Show’s Notes Mark is in sunny Florida for today’s show, and Justin is in an ice storm in Detroit. Mark let’s us know a little about our guest David Biernbaum. The guys jump right in to how the pandemic changed meeting. From retailers conducting business differently, to ECRM being digital. Pre-Pandemic, all the retailers would have an annual review. There would be meetings set up, and we would show what we are trying to do, and we would fight to get our products on their shelves. But now…its all virtual meetings, fro...2023-03-2154 min
CPG InsidersClinical ResearchToday’s Episode These shows are essentially conversations that we, at the Agency have every week. The core of these shows come from meetings we have taken with clients. If we get three people asking us the same questions in a week, there has to be other people who would benefit from knowing this information. Every show here is built on something someone asked. Mark and Justin dive into explaining different types of clinical trials How to go about our own Clinical Trial Get FTC Lawyer before you make claims ...2023-02-0742 minThe Evidence Based TriathletePro Triathlete Justin RieleReally informative conversation with Justin who had his Pro-triathlete debut race at Indian Wells 70.3 2022. Great to hear more about his triathlon journey leading up to toeing the start line as a pro!2022-12-0849 min
CPG InsidersInflation and Why You Should Keep Advertising - Ep. 58Content Outline For Today's Show Segment 1: When we have increased costs and increased store brand sales - do not stop advertising Segment 2: The odds that you are the only one product in market that can do what you can do is very unlikely Segment 3: When you cut advertising and marketing, you reduce your future value - momentum matters If you have any questions, 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...2022-11-0320 min
CPG InsidersThe Best Advice for Brand Managers – an Interview with Kevin Namaky - Ep. 57Content Outline: Segment 1: Foundational Info for Brand Managers Segment 2: What are the Common Mistakes Brand Managers Make Segment 3: Peer to Peer Interaction and Sessions with Kevin’s team Kolbe Info - https://www.kolbe.com/ Guest Biography: Kevin is a trained educator with 20 years of experience as a CPG executive. Since founding Gurulocity in 2016, he's been empowering brand managers to think and act independently to accelerate the growth of their brands, teams, and careers by providing marketing training and consulting services to many of the c...2022-10-2737 min
CPG InsidersDr. Sarah Marion Part 2Justin had so much more to talk about to a past guest, Dr. Sarah Marion the Director of Syndicated Research at Murphy Research. She was kind enough to give us, and YOU some more time to dive into some of the data that makes Justin Smile!!!2022-09-2752 min
CPG InsidersSustainability, Inflation, Looking Ahead - an Interview with Julie DiNatale - Ep. 55Content 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...2022-08-0545 min
CPG InsidersSaving Your Product from Being De-Listed – Ep. 54Content 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 ap...2022-07-1420 min
CPG InsidersState of Our Health - an Interview with Dr. Sarah Marion - Ep. 53Content 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 ne...2022-06-0750 min
CPG InsidersDifference versus Distinction - Marketing by Indication – an Interview with Siena Dexter - Ep. 52Content 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 ca...2022-05-2052 minThe Evidence Based TriathleteEBT+LVTC: Age Group World ChampionsA discussion with Justin Riele and Rick Simpson about winning their age group at the Ironman St. George World Championships for 2021.2022-05-121h 07
CPG InsidersWhat Kind of Entrepreneur are You? - Ep. 51Segment 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...2022-04-2831 min
CPG InsidersShould I sell, When do I sell, How do I sell? - an Interview with Ryan Lewendon - Ep. 50Today'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...2022-04-1550 min
CPG InsidersCPG Reality Check – Ep. 49Welcome 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 in...2022-03-2843 min
CPG InsidersIncrease Your Sales Conversion with Marketing Lessons from our U.S Presidents with Jason Voiovich - Ep. 48Today 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...2022-02-2457 min
CPG InsidersNielsenIQ Data and Reports - Ep. 47Today 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...2022-01-2038 min
CPG InsidersHYPNO-TI$ING: The Secrets & Science Of Ads That Sell More - Ep. 46Dr. Mark Young's new book, Hypno-tising - the secrets and science of ads that sell more, comes out Tuesday, December 7th. This book asks: What if you could create advertising that’s so compelling, so hypnotic, that it motivates consumers to make an immediate change in their behavior to buy your product or service? In HYPNO-TI$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 ps...2021-12-0746 min
CPG InsidersHow to Win and Grow Your Business at Kroger and Meijer - Ep. 45Today 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 co...2021-12-0244 min
CPG InsidersHow to Improve Product Sustainability to Win Retailers and Consumers - An Interview with Christina Lampert - Ep. 44Today 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 pa...2021-11-1837 min
CPG InsidersHypno-tising How Your Brain Thinks - Ep. 43The 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? ...2021-10-2140 min
CPG InsidersHow to Win and Grow Walmart Business - an Interview with Cameron Jernigan - Ep. 42Today 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...2021-09-1646 min
CPG InsidersHow the Brain Sees AdvertisingToday'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...2021-08-2659 min
CPG Insiders12 Steps to a successful Ad Campaign "The Infinite Growth Path" - Ep. 40On 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) wi...2021-08-0553 min
CPG InsidersMobile Advertising & Targeting - Ep 39On 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...2021-07-1527 min
CPG InsidersThe New Model for TV, Talking OTT & CTV, YouTube - Ep. 38On 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 gra...2021-06-0426 min
CPG InsidersEOS (Entrepreneur Operating System) - An interview with Coach Bob - Ep.37On 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 accomp...2021-05-0728 min
CPG InsidersWhat 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 di...2021-03-0325 min
CPG InsidersWhen to Sell Your Company? – An Interview with David BiernbaumOn 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...2021-01-1441 min
CPG InsidersNew Year, New YouOn 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...2020-12-0222 min
CPG InsidersMarketing to Seniors CitizensOn 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 s...2020-10-2042 min
CPG InsidersBusiness and PoliticsOn 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...2020-09-1819 min
CPG InsidersCPG Marketing ScamsOn 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...2020-08-1317 min
CPG InsidersUtilizing Social Influencers - Episode 30On 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...2020-07-0838 min
CPG InsidersGetting Back to Work - Episode 29On 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 sh...2020-06-0419 min
CPG InsidersWhat You Can - and Cannot - Say About Your Products - Episode 28On 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...2020-05-1239 min
CPG InsidersFinding Silver LiningsOn 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 800.500.4210.2020-04-2119 min
CPG InsidersAdvertising in an Election YearOn 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. 2020-03-1614 minCPG InsidersRe-Evaluating Brick & MortarOn 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.2020-02-1024 minCPG InsidersWhat Media Works WhereOn 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.2020-01-2716 minCPG InsidersGuaranteesOn 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/.2020-01-0615 minCPG InsidersSmart Content MarketingOn 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...2019-12-1635 minCPG InsidersThe Science of PersuasionOn 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 m...2019-11-251h 12CPG InsidersThe 7 Deadly Mistakes CPG Challenger Brands MakeOn 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. 2019-11-041h 08CPG InsidersDirect Response, Then and NowOn 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 a...2019-10-1632 minCPG InsidersThe Pros and Cons of Celebrity CampaignsOn 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 situ...2019-09-2332 minCPG InsidersTrademarking Your CPG Brand – A Conversation with Abe CohnOn 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. ...2019-09-0451 minCPG InsidersBeing Prepared for NACDS – a Discussion with David BiernbaumOn 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 co...2019-08-1253 minCPG InsidersConnecting Manufacturers and Retailers Online – a Conversation with Brandon LeongThis episode, Mark invites Brandon Leong of RangeMe onto the podcast to discuss what the platform does to help manufacturers get retail distribution. With nearly half a million brands and a million products listed on the platform, they act as a connecting point for both new and established products with retail buyers and service providers. Mark and Brandon break down the process of working with RangeMe and the ways they facilitate all the things you can do to help your business to get on shelves. About the guest: Brandon leads a ta...2019-07-2232 minCPG InsidersIntroducing & Succeeding with Your Product at Walgreens – a Conversation with Steve Anderson – Episode 14On this episode, Mark and Robb welcome Steve Anderson, President of Hockfield & Associates, Inc., to share some important information about getting a product into Walgreens. As a manufacturer’s rep that works primarily with the major drug chain, he has an insider perspective that is essential for growing CPG manufacturers to understand. They cover why a well-versed broker is so beneficial for manufacturers introducing products into retail, as well as maintaining their position and finding success. They also discuss how getting into a major retailer like Walgreens requires a significant investment on the manufacturer’s part, while deta...2019-07-011h 00CPG InsidersECRM & Effective Retail CollaborationOn this episode, CPG Insiders welcomes Joe Tarnowski and Sarah Davidson from ECRM to the show. ECRM brings efficiencies and effectiveness to the buying & selling process, by connecting buying and supplies of various categories (food service, CPG, etc.). Joe (VP of Content) and Sarah (SVP of Grocery) expand on the elements of the ECRM program and how vendors can get the most of out of their meetings with buyers. They offer some suggestions on how to be prepared for their different programs. Visit https://ecrm.marketgate.com/ to find which ECRM program could be right for...2019-06-1052 minCPG InsidersAmazon & Your CPG Products – a Discussion with Joshua Blake – Episode 12Mark and Robb invite Joshua Blake onto the show to discuss the complex ecosystem of the Amazon marketplace. They talk about why it is now in your best interests to have your product or products represented on Amazon, especially if you’re trying to earn shelf space in a brick and mortar store. They also cover a number of challenges that come with selling on Amazon, including resellers, price control, brand image and more. Joshua offers some advice for handling potentially issues. Joshua walks through the different options that CPG sellers have on Amazon (selling di...2019-05-2050 minCPG InsidersHow Challenger Brands Can Grow Distribution at Major Retailers – a Discussion with Roberto Carli of Alloy – Episode 11Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory. Retailers are pushing fewer vendors these days, but buyers understand that innovation and higher margins come from smaller players. That means it has never been easier for small companies or startups to break into major retail, if they’re prepared. Mark, Robb and Roberto talk about why vendors need to find access and to actually use retailer data, even when buyers also have access. To capture as many sales as possible an...2019-04-2938 minCPG InsidersTiming and Strategy of Getting into Retail – Episode 10On this episode, Mark and Robb welcome master broker David Biernbaum back to the show to discuss the timing of getting your product onto retail shelves. They explore a number of practical recommendations on how to impress buyers during your meeting, as well as the technicalities of what to expect once you have a contract with a retailer. As a manufacturer in the CPG industry, it always helps to have a broker working with you who understands the business already. If you’re lucky enough to get a meeting with a retail buyer, you have to remember tha...2019-04-0859 minCPG InsidersMaking Social Media Work for Your Brand – Episode 9On this episode, Mark and Robb welcome Amanda Igrisan, Social Media Director at Jekyll & Hyde, to discuss the ins and outs of social media marketing. They talk about how to best use social media, how to handle negative comments and why social media marketing is more than just putting content out for people to see. Social media is a good place for brands to develop their personality, but you also need to build an audience. Amanda discusses some elements of achieving this successfully. They talk through the various major platforms and how they differ, discuss...2019-03-1837 minCPG InsidersSelling Your Products at Walmart – a Conversation with Chad Bugos – Episode 8Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Infinity Worlds Inc. The company is a dedicated team of manufacturer brokers that specialize in Walmart distribution for their clients. On the show, Mark and Chad discuss the kinds of products, brands and clients that Infinity Worlds partners with to help present to Walmart buyers. Chad talks about how Walmart differs from other types of retailers, considering the challenges and benefits that come with getting on a Walmart shelf. Chad...2019-02-2243 minCPG InsidersNavigating the Digital Marketing Landscape – Episode 7On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Marketing (SEM), display ads, social media sponsored ads, retargeting campaigns and more. They talk about types of targeting that can be done on different platforms, the type of media that appeals to users on those platforms and some different strategies across devices. Also, they cover the strategy behind content marketing based on user behaviors, exploring tried and true tactics on the path that can co...2019-01-0852 minCPG InsidersChoosing the Right Traditional Media – Episode 6Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover the value of recency in planning media and how it can offset the need for frequency. They compare different formats and lengths of commercials on tv, radio and podcasts and why you would choose one for your product’s advertising. They also explain why print is not dead, but they consider how changing trends in media consumption mean advertisers must adapt to c...2018-11-2738 minCPG InsidersAd Campaign Spending – Episode 5Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the category in which your product sells can make such an impact, plus strategies that can help tackle a greater share for your campaigns. Mark lists what he would discuss with a client who comes to him asking about advertising budgets. They also cover some figures presented by Neilsen about advertising success and some common budget problems that can cause a campaign to fail.2018-08-2327 minCPG InsidersUnderstanding Retail Buyers – Episode 4Consultant and Master Broker David Biernbaum joins Mark and Robb on the podcast to discuss what a company should know before meeting with retail buyers. They go through steps in the process of getting a product on a retail shelf, exploring some of the thinking behind the store-level planning that determines whether or not a product will be approved. Category reviews at retail stores are major endeavors that any brand needs to be well-prepared for. Smaller products and companies tend to be the higher margin products, with better innovation, but they’re still competing against the name re...2018-08-231h 06CPG InsidersSEO and SEM Campaigns – Episode 3Mark Young and Robb Taylor explain why a CPG product needs both a paid search campaign and an organic search strategy in their overall digital marketing strategy. They talk through typical consumer behavior that makes it important for your product to show up at the top of their search. They cover the differences between intent terms, conquest terms and consideration terms and how they can be used to support your advertising campaigns. 2018-08-2322 minCPG InsidersPricing Your CPG Product – Episode 2Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your company, your product and the retailers where you want to earn shelf space.2018-08-2315 min