MillerCoors is directing the marketing for its new Two Hats flavored light beer brand to consumers aged 21-24 in a bid to attract those who are new to the beer arena. "They're curious and while they're pragmatic, they still have this genuine openness to discovering and trying new things," said MillerCoors' Sofia Colucci.
Kraft Heinz's new business unit aimed at developing "disruptive" food and beverage brands proved popular with SmartBrief's food and beverage readers this week. Walmart's grocery delivery expansion and news from General Mills, PepsiCo and Lettuce Entertain You also caught readers' attention.
In a year when many beer brands are centering marketing activities on World Cup soccer, Constellation Brands is aiming the marketing for its new Corona Premier light beer brand to those on the golf course. "We will have an extensive golf presence, including live golf, sponsorships, golf channel brand integrations, as well as full sponsorship of the American Championship in Dallas in the middle of the summer," said Constellation Brands' John Alvarado.
Guinness is using a multipronged strategy to bring the brew to a new generation of beer fans. From online instructional videos on how to pour the perfect pint to its Instagram-worthy taproom, the brand is pioneering new avenues of digital content marketing.
Your data strategy should include decision engineering to garner predictive insights and advanced analytics to target prospects based on behavior and lifestyle rather than just demographics. Tap technology like chatbots and artificial intelligence-driven guides to enhance customer service and provide a more personalized experience.
Matthew Davis offers advice on how to generate content when time is a factor, such as by using tools like Wakelet to curate industry content for your prospects, and by encouraging staff who are active on social media to become advocates. Shoot video using a smartphone to provide an authentic, interesting glimpse into your business, and use project-management tools like Kanban boards to capture content ideas.
Dave Morgan writes that a recent speech by Interactive Advertising Bureau CEO Randall Rothenberg, addressing the importance of the emerging direct-brand economy, was a pivotal moment in advertising. Morgan examines how TV advertising will fare with the rise of direct brands, concluding it could be a huge opportunity for the industry if networks offer direct-sales channels and the right ad-performance metrics.
Jonathan Long examines 12 startups that are building their businesses around blockchain technology. For example, ShipChain's end-to-end track and trace platform is powered by blockchain, and Boon Tech uses blockchain and IBM Watson's artificial-intelligence algorithms to bring freelancers and businesses together.
Salespeople are the face of any B2B company and the relationship builders who drive revenue. These five tips will help revamp a team's sales process and energize the individuals intimately connected to the success of the business marketing company.
Hear how leading brands are driving business results through creative brand activation campaigns by attending the 2018 ANA Brand Activation Conference, April 16 to 18 in Chicago. As part of your registration, you're invited to iconic Wrigley Field to see the Chicago Cubs square off against the St. Louis Cardinals.
• Rich Lehrfeld, SVP of global communications, media, and experiences at American Express
• Peter Kaye, chief revenue and marketing officer at Share Our Strength -- No Kid Hungry
• Tim Lowe, CEO at Lowe's Foods
• Maria Winans, CMO for IBM Watson customer engagement at IBM
• Steve Wasik, CEO at VKTRY Gear
• Greg Guidotti, head of marketing at Oscar Mayer
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