The More Things Change the More They Stay the Same - CPG Roundtable

One of the themes of the discussion was “the more things change, the more they stay the same”.  While interactive and digital offer exciting new platforms, the basics of marketing haven’t really changed.  We often get caught up in the “web 2.0” (or now 3.0) and forget that the basics of marketing remain relatively unchanged. 

Andy Markowitz, Director of Digital Marketing and Media at Kraft Foods talked about going back to basics with marketing “it highlights and accentuates the need to go back to a value proposition that consumers care about”.  You still need to find the right value proposition and the right scale to have a meaningful conversation with consumers and create an ongoing dialogue.  While the methods have changed the basics are the same.  The internet has given us a richer way of communicating with target audiences.

The real change is HOW you do it.  How do you interject yourself into conversations?  One of the new opportunities is that consumers can now talk back.  Kevin Doohan, Director of Interactive Marketing at ConAgra Foods used a great analogy about how the internet is reverting us back to the “corner store” mentality – people want to interact with companies who know them and who care, and the internet provides an opportunity for companies (large and small) to build actual relationships with customers.

The conversation then shifted to tips for the three key stakeholders – marketers, agencies and vendors – to work together better.

Vendor Tips
Andy Markowitz kicked off the conversation by pointing out that “Customization and personalization is new Mass Market and we need to find a new way to break through the clutter.”

We aren’t realizing the full potential of interactive marketing and to do this we need to figure out a way to streamline the process.  All of the panelists said they were inundated with vendors and it is difficult for the vendors to break-through the clutter.  While there is an interest in learning more about potential new venues for communicating with consumers online, figuring out the best tool for a given target audience can be an overwhelming task. 

Brad Santeler, Director of Media at Abbott said that it is difficult to ascertain the unique selling proposition offered by vendors and how they truly are different versus other alternatives.  The marketers’ goal is to bring in the new ideas, however vendors need to be more concise and really get the point across – the panelist said that >10% of vendors get the point across accurately instead they are littered with buzzwords.

Marketer Tips
Focus on results versus activities.  Sounds simple, right?  Not always.  While it is easy to spend energy focusing on the activities that are planned, the actual results – what will the brand get? – are what will really drive your brand. 

Ask yourself some of the following questions: What is my brand problem, and what is the hurdle to growth?  How to do you measure the effect of breaking down the hurdles?  What is engagement worth?  What is an email forwarded about your brand worth?  The question is how these elements work together holistically.

Can’t We All Just Get Along?  Best Practices for Working Together
The panelists answered the question: What are the best practices for working with vendors and agencies?
o Vendors and Agencies can research the brands.  Do your own research prior to pitching a marketer.
o Marketers can create opportunities where they share events with strategic vendors/agencies and share marketing objectives and strategies to give vendors the opportunities to share ideas.
o Tactical vs. Strategic – Many vendors focus on the tactical elements without incorporating them into the broader strategic plans for the brand.

And now for Everyone’s Favorite Game – Marketing Measures!!!!
If you can connect your in-process measures to your outcome measures you can focus on your in-process measures, which are naturally much easier to measure.  The measure may not always be the sale.  What are the actions that your campaign targets and how do you measure the success?  Focus on the in-process measures, and how they link back to the sales objectives. 

Don’t measure everything because you can.  Focus on the measures that relate to your objectives.  You may end up optimizing off of something that doesn’t truly tie back to your marketing objectives.

Key Take Aways
To conclude the session presenters offered some key take aways:
- What makes you unique and relevant?  Focus on what you are offering that is unique.
- We are all on the same side of the table – we all benefit when we work collaboratively.
- Share information to help grow and improve the industry.

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