It’s a known truth in our crowded industry: Small brands face big hurdles. Many operate with razor-thin budgets, limited personnel and little brand awareness. They’re fighting against competitors with massive marketing machines and established supply chains. Challenges include getting shelf space in major retailers, launching digital campaigns with reach, and simply getting discovered by consumers. […]
Ace Hardware’s chief marketing officer Kim Lefko knows her directive: keep the message consistent. “Something that we often say is consistency is our superpower in marketing messaging,” Lefko said at the Shoptalk Fall conference this September in Chicago. “We’re never going to outspend our two biggest competitors at Ace, but we will win the consistency piece […]
Razor brand Dollar Shave Club launched an improved version of its razor with a campaign featuring creative inspired by its own customers. As a 14-year-old brand, Dollar Shave Club’s goal was to get back to its roots: being a razor for the everyday, normal guy, said Nikki Frisz, Senior Director of Marketing. The brand […]
Camp, a children’s entertainment and retail brand, is attracting 2 million consumers to its locations each year by creating interactive experiences to its ticketed events, CEO Jenica Myszkowski said at Shoptalk Fall. Family experience retailer Camp is building a loyal, thriving base of millions of shoppers by focusing on engaging and immersive experiences. […]
As buyers increasingly turn to large language models for product research, B2B marketing strategies must evolve to accommodate for this shift, according to a panel of CMOs speaking at HubSpot’s INBOUND conference earlier this month. Chief marketers from G2, Notion and Deloitte—companies at the forefront of the AI marketing revolution—emphasized the importance of brand marketing […]
Target is overhauling its website technology to adapt to the changing way consumers are searching for items, Ranjeet Bhosale, Target’s Vice President of Digital Product Management told attendees at the Shoptalk Fall conference this September in Chicago. The majority of Target.com shoppers use traditional keywords to search for products, such as “doll” or “puzzle.” But, […]
Best Buy is beefing up its retail media offerings to make better use of its 1,000 physical stores and the products within it, Lisa Valentino, President of Best Buy Ads told Chief Marketer. The retail chain hosted a showcase this week for media and advertisers touting the benefits of its retail media network Best Buy […]
Rewards programs make shoppers more loyal to a brand and more likely to recommend it, according to a new study. Cash back is the top way shoppers want their loyalty program benefits, according to a new study from PayPal and research firm Reach3 Insights. 68% of study participants said they prefer cash back rewards because […]
Carhartt was founded in 1889 as a manufacturer of durable, high-quality workwear. More recently, rappers and fashionistas have made its utility pants, flannel shirts, insulated jackets and other apparel surprisingly en vogue. But the brand’s new “Made Possible” campaign is not a reaction to the brand’s newfound popularity beyond its core audience of laborers. Instead, […]
Flushable wipes brand Dude Wipes shares its growth path to 10 million households, its plan for 200 events this year and its recent ‘smear’ campaign. If you’re not into potty humor, a marketing collaboration with Dude Wipes is off the table. The brand manufacturer of flushable wipes knows its product, audience and lane (“cheeky” bathroom humor) […]