Management & Marketing

Food Marketing Nerds

Blue Bear Creative

FoodMarketingNerds.com - Where We Talk Marketing, Branding, and Social Media with the Smartest Minds in the Food and Beverage Business. In this weekly interview series, Alex Oesterle asks the hard and sometimes uncomfortable questions to dive into what's working and what isn't in world of food and beverage marketing. From CMO's to social media managers, the ideas and strategies will change the way you approach building your brand. If you're a marketing professional in the food and beverage space or intend to launch a new product, these interviews are an amazing resource for practical tactics you can implement from day one. After co-founding a digital agency aimed at helping food and beverage brands boost sales to millennials, I started interviewing experts in the field to get insights into what makes the best food and beverage brands so successful. I created this podcast to share these interviews with you, and to help other food and beverage businesses achieve their goals in an actionable and entertaining way! Visit FoodMarketingNerds.com to download your free social media e-book.

Episodes

FMN 049: Using Social Ads Like a Boss, with Nik Ingersol
27:58
2017-09-27 09:27:34 UTC 27:58
FMN 049: Using Social Ads Like a Boss, with Nik Ingersol

We’ve got an awesome interview lined up for you today.

I’m chatting with Nik Ingersol, Co-Founder of Barnana. Nik is on the list of Forbes 30 Under 30 and just an all around cool dude.

Before starting Barana, Nik founded a digital agency which eventually formed into an augmented reality firm. And today, we dive into how he’s leveraged creative thinking and guerrilla and social marketing tactics to grow Barnana so quickly.

In this episode, you’ll learn:

  • How creative food startups are opening doors with big retail partners using Facebook Ads
  • What it takes to pull off an attention grabbing PR stunt
  • Why traditional industry thinking might stunt your company’s growth

And so much more. It’s a bit of a shorter episode, but it is packed with tons of unfiltered, actionable advice for food marketers. 

We discuss a lot of extremely useful Facebook Ad Tactics in a short amount of time, so rather than having you pause and write down notes every couple seconds, we’ve compiled all the best tips into a downloadable PDF, at FoodMarketingNerds.com/facebook-ads/.

FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer
36:46
2017-09-27 09:27:34 UTC 36:46
FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer

On the show today, we have Lauren Shafer of Michele’s Granola, and we’re talking all about social media, and how to find what works for your brand.

Michele’s Granola is a fast-growing brand that makes delicious, small batch granola products you can find in stores across the country. Since joining the company, Lauren has grown into her role of marketing manager, where she leverages the social media data, to constantly improve how Michele’s Granola communicates with their customers.

In the episode, you learn

  • Why your current approach to Facebook and Instagram is probably too similar
  • What brand partnerships can do for you on social that influencer marketing doesn’t
  • How to organically get more positive reviews on Amazon

And plenty more.

To learn more about Michelle's Granola, check out their website here.

For links and show notes, visit FoodMarketingNerds.com.

FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech
40:14
2017-09-27 09:27:34 UTC 40:14
FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech

Today we’re chatting with Serafina Palandech of Hip Chick Farms. Serafina’s company makes a line of extremely high quality organic chicken products, like nuggets and tenders, and was founded 4 and half years ago in an effort to provide healthy food to people and children on a mass scale.

From being on a reality show to selling out of inventory on QVC, her company has had amazing success and is growing like crazy.

 On the show today, we discuss:

  • How being on QVC works and what effect it has on your business
  • What core marketing areas you should focus on to grow a cult like following
  • How to use data to know when a packaging redesign might be in order 

And a lot more – Let’s go hang with Serafina!

FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart
35:14
2017-09-27 09:27:34 UTC 35:14
FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart

Fred Hart is joining us on the show today. We had Fred on the podcast back at episode #30, and if you haven’t listened to that interview yet, we talked all about honing brand strategy, and I’d definitely recommend checking that one out.

Fred is a Partner and Creative Director of Interact, one of the most sought after packaging design firms in the industry.

Part of Fred’s job as creative director is keeping a pulse on industry trends and how to leverage that knowledge to set brands up for the future. Fred and his team recently returned from the Fancy Foods show in New York, and on the show today, we talk about:

  • Interesting categories and trends popping up in the Natural Products industry
  • How Amazon’s purchase of Whole Foods could have a huge impact on packaging design
  • What steps you can take to get your brand strategy buttoned up

And plenty more…

Fred is a rock star in the industry and has plenty to teach us all in his approach to keying in on trends, branding, and design.

Resources: 

Pics of Notable Trends at the Fancy Foods Show

Check Interact Out on Instagram

FMN 045: Hustling Your Way to Category Dominance with Kate Weiler
45:35
2017-09-27 09:27:34 UTC 45:35
FMN 045: Hustling Your Way to Category Dominance with Kate Weiler

On the show, we’ve got Kate Weiler, co-founder of DrinkMaple- and we’re talking about being the champion of your own new category. Kate’s maple water is now sold in over 12,000 stores, which has taken years of grit, passion, and in her words “blissful ignorance” to make happen.

As you’ll hear from Kate, there are pros and cons to creating a product that’s the first of it’s kind, especially as a start-up bootstapping it to the top.

Kate’s got hustle, and is a wealth of information about entrepreneurship and marketing.

In the episode, you’ll learn:

  • Why grit outweighs experience as a CPG startup founder
  • What it takes to go from 1 store to over 12000
  • How to use a small budget when educating consumers is your biggest hurdle

And plenty more...

Kate has some hilarious stories of the early days and lessons learned which I think you’ll really enjoy, so let’s go on and get after it.

Recommended Reads:

David and Goliath

FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt
40:01
2017-09-27 09:27:34 UTC 40:01
FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt

We have Terra's Kitchen's CEO/Co-founder, Mike McDevitt, on the show today. Terra’s Kitchen is a meal prep company out of Baltimore and they are sweeping the nation with their one of a kind meal prep delivery service.

They were founded in 2016 and already have a run rate of $20 million a year. Pretty phenomenal.

Their business model is unique to the industry, which allows them to offer up to 60 different meal choices at a time. Terra's Kitchen is set up in a really interesting way, allowing them to focus heavily on customer acquisition and retention, which is primarily what you’ll hear more about from Mike in a second.

In this episode, you’ll learn:

  • How to growth hack digital advertising without sacrificing your brand
  • Why analytics should be your marketing teams best friend (if it’s not already)
  • How to make sure your marketing dollars are used as efficiently as possible

And so much more.

Mike is an extremely savvy marketer and outstanding business man, and you’ll have plenty to learn from his approach to growing Terra’s Kitchen

 

FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman
35:49
2017-09-27 09:27:34 UTC 35:49
FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman

On the show today, we have Luke Lahman, who is the field marketing manager for E&J Gallo. If you’re not already familiar, Gallo is the largest producer of wine in the world, and they own and distribute a number of the popular wine and spirit brands you’ll see at most liquor and grocery stores, like Barefoot, Apothic, and New Amsterdam Vodka.

From being on the front lines to training and managing over 30 salespeople, Luke has spent his career in the industry and where he’s really making a name for himself.

In this episode, you’ll learn:

  • How to hire and motivate a strong sales team
  • What’s a recipe for success when it comes to in-store marketing
  • What trends are emerging in the wine and spirits industry

And plenty more… So let’s go chat with Luke.

FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce
47:59
2017-09-27 09:27:34 UTC 47:59
FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce

We have Eric Pierce, Director of Business Insights for New Hope Network. If you’ve been following the podcast, we had Eric on the show back at episode 19.

It’s been one of our most popular episodes so we asked Eric to come back on the show to share some more insights on trends and he graciously obliged.

Eric is incredibly talented in helping entrepreneurs and companies uncover opportunities in the market, and I always walk away from our conversations feeling more in tune with what’s happening emerging in the industry.

In this episode, Eric answers the following questions:

  • What trends are providing big growth potential in food and beverage?
  • How can you test new product concepts without breaking the bank?
  • Could retailers benefit from thinking more like Zara or H&M?

 And plenty more…

 So let’s go chat with Eric..

FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton
19:55
2017-09-27 09:27:34 UTC 19:55
FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton

Today, we're talking with Ben Fenton of Boulder Food Group about the do's and don'ts if you're looking for outside investment for your food or beverage company. Ben is a VP over at BFG, which if you're not familiar with this firm, is a venture capital group that partners with early stage food and beverage brands, and they partner with some brands like Barnana, Birch Benders, Chameleon Cold-Brew and plenty more. In this episode, you'll learn:

  • What firms like BFG consider potential red flags when assessing potential brand partners
  • Which metrics on your income statement are the most important to investors
  • What founder attributes make you more marketable to VC's

...and plenty more. If seeking outside funding is on the horizon for your company, you'll have plenty to learn from Ben in this episode.

FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae
32:10
2017-09-27 09:27:34 UTC 32:10
FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae

Today we’re talking with Koel Thomae, Founder of Noosa Yoghurt.

I’m sure you’ve seen the Noosa brand in the thousands of stores they’re in across the country, and today, Koel discusses what it was like growing the business with an extremely tight budget.

Before partnering with an investment firm, Koel and her business partner had bootstrapped their way to a projected $100M a year in revenue. Everyone loves to talk about big investments and overnight successes, which is why I wanted to dig into the early years of Noosa, what it was like growing the company in the early stages to where it is now.

In the episode, you’ll learn 

  • How flexibility in your growth strategy can actually be a good thing
  • Why tactically picking your retail partners is essential in scaling a food startup
  • How to market a brand with a small team and small budget

And plenty more…

FMN 039: How Organic Valley's Content Consistently Connects
51:48
2017-09-27 09:27:34 UTC 51:48
FMN 039: How Organic Valley's Content Consistently Connects

On the show today, we have Tripp Hughes, Director of Brand Management for a company whose marketing I absolutely love, Organic Valley.

Organic Valley seems to have figured out the recipe behind viral marketing content, and before the interview, I wondered how they consistently put out content that was on brand, and always felt so genuine.

You’ll get to hear more about it in just a second, but Organic Valley’s business model is extremely unique. With some context, you'll start to understand why their marketing is so strong.

In the episode with Tripp, you’ll learn…

  • Why transparency is crucial in building a successful company
  • How to empower your team to create great marketing that’s on-brand
  • Why listening to your customers is essential to launching strong campaigns

And plenty more…

FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten
37:11
2017-09-27 09:27:34 UTC 37:11
FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten

It’s episode number 38, and definitely one of my favorite interviews we’ve done, and I don’t say that often.

We have Brandon Rhoten on the show, who get ready for this title, is the VP, Advertising, Social Media, Media, and Digital Marketing for Wendy’s. It’s a mouthful, and I don’t know how he does it, but everything you see with a Wendy’s logo on it, is the work of Brandon and his team.

This episode is all about how Wendy's went from middle of the pack, to a front runner with one of the strongest brands in the industry. Of course, we discuss the insane amount of publicity they've received from Carter's quest to 18 million Retweets - and more importantly, how to create a culture where partners and employees can do work that gets those kinds of results.

Brandon has a history of transforming brands, and since joining the company in 2011, he’s done the same for Wendy’s in an industry that’s notorious for commoditizing it’s products.

To give you a little more context, since Brandon joined Wendy’s, their stock price has increased nearly 200%, not to mention the 15 consecutive quarters of positive same-store sales they’ve had – which is unreal in that industry.

In this episode, you’ll learn

  • Why leaving silos between marketing teams is a big mistake
  • How to sell a brand when your competitors are selling a commodity
  • Why consistency is crucial across every customer facing platform
  • And so much more.

Yes, this is a food marketing podcast, and yes, we talk about food marketing, but the a lot of the advice in this episode is universal to building a great brand in any industry. So grab a pen a paper, and get ready to jot down some notes, because Brandon is about to lay down some knowledge on you.

FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn
33:00
2017-09-27 09:27:34 UTC 33:00
FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn

On the show today, we have Katie Washburn, Manager of Marketing Partnerships for Suja Juice. Katie has been with Suja since they were just local San Deigo brand selling a few hundred bottles per week, to where they are now bottling 800k bottles per week. 

Today’s episode is all about influencer marketing. We’ll be diving into how Suja’s launched their midnight tonic last October with an influencer campaign that was so successful, it crashed their website and they sold out of the product in just three days.

On the episode, Katie discusses

Why a follower count isn’t the only thing you should look at when selecting influencers

How to build an influencer program that’s sustainable for the long term

What platforms you should focus on for the most effective influencer marketing…

 

And of course, what made the launch of their midnight tonic so ridiculously successful. If you’ve had influencer marketing on your radar or you’re thinking it’s time to up your game, you are in for a treat.

FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey
52:19
2017-09-27 09:27:34 UTC 52:19
FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey

On the show today, we have Lacie Mackey, co-founder and COO of Caveman Coffee. If you’re not already familiar with the story behind Caveman, then you’re in for a treat.

Lacie is a professional stunt trainer and crossfit athlete with a business background in guerilla marketing. Her co-founders Keith Jardine and Tait Fletcher are both professional MMA fighters who combined have either acted in or did stunts for Breaking Bad, Maze Runner, Jurrassic World and a lot more stuff you’ve probably seen or heard of.

We’re talking with Lacie today about how she and her cofounders stumbled upon their successful business idea, and then leveraged their skills to grow their business through social media, podcasting, and just being themselves.

On the episode, you’ll learn:

  • What benefits and challenges come with starting an e-commerce first brand
  • How Caveman leveraged social media and their community to grow their brand
  • How to stay sharp and focused when you have a massive to do list

And plenty more.

Caveman Coffee is doing a lot of things right, tapping marketing channels most companies haven’t even thought about yet, and it’s paying big off for them in a big way. You’ll learn a lot from Lacie in this episode, not just about how to approach business, but managing the lifestyle as a marketer and entrepreneur.

FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara
35:53
2017-09-27 09:27:34 UTC 35:53
FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara

On the show today, we’re talking with Billie Jo Waara, who is the CMO of a brand doing some really interesting things in a sector that’s flooded with competitors with deep pockets. We’re talking about Taco Johns.

Here’s a fun little fact about Taco John’s. They actually invented and own the trademark for the term Taco Tuesday. See, you already learned something new and the interview hasn’t even started yet.

Billie Jo spent the first part of her career in advertising before joining Taco Johns as their CMO, so she has a lot of great stories and insights we talk about in the interview.

In today’s episode, you’ll learn:

  • How to create demand for your products before having a presence in a new market
  • What you can do to fan the flames around good online conversations about your brand
  • How to use product innovation to engage a younger audience

And a ton more.

Billie Jo's Book Recommendations:

  • McDonalds: Behind the Arches
  • Then We Set His Hair on Fire

FMN 034: A Facebook Ad Strategy to Increase Your ROI
14:12
2017-09-27 09:27:34 UTC 14:12
FMN 034: A Facebook Ad Strategy to Increase Your ROI

This week’s episode is a solo-cast - which means you’re hanging out with yours truly. We’re talking about smart Facebook ad strategies to grow your sales without breaking the bank.

As a marketing consultant, I firmly believe there is no better place to spend advertising dollars right now than Facebook, which is why I wanted to do an episode solely focus ed on this topic.

While we have another solocast planned on Facebook ads for restaurant brands, this episode focuses primarily on how CPG brands can grow their sales with a few simple tactics.

In this episode, you’ll learn:

  • Why you should absolutely be advertising on Facebook if you’re not already
  • What are the most common mistakes brands make with Facebook advertising
  • How to set up a process that will drive higher ROI for your brand

And a lot more…

If you’re a Facebook ads whiz, go ahead and skip this episode. But if you’re not, or you’re starting to dabble in Facebook ads and want to up your game, then don’t go anywhere just yet.

For transcripts or more information, visit FoodMarketingNerds.com.

FMN 033: Marketing Tech You Should Know About with Andrew Borella
18:30
2017-09-27 09:27:34 UTC 18:30
FMN 033: Marketing Tech You Should Know About with Andrew Borella

We're changing pace a little bit in today's episode, talking about the new advances in marketing technology and automation. 

Marketers barely have enough time as it is to get their own work done, let alone invest the added time in researching the latest innovations in marketing tech. 

That's exactly why we reached out to today's guest, Andrew Borella, Director of Business Development for Zenreach out of San Francisco. Zenreach is a super interesting company, working to quantify the foot traffic to grocery stores and restaurants as a result of your digital marketing efforts.

They've received some pretty substantial investments lately, and after this interview, I think you'll start to understand why. Joining us for San Francisco, let's go chat with Andrew...

For show notes, and more information on the podcast, visit FoodMarketingNerds.com.

 

FMN 032: Why a Great Product Isn't Enough with Pete Truby
39:04
2017-09-27 09:27:34 UTC 39:04
FMN 032: Why a Great Product Isn't Enough with Pete Truby

Whether you're thinking of launching a new CPG brand, or just finding ways to differentiate a product that's already on the shelves, today's guest is a wealth of knowledge in the natural foods startup space.

We're talking with Pete Truby, founder of Salazon Chocolate. From working at Mrs. Meyer's when it was in its early stages, to being one of the first employees at Honest Tea, Pete has been a sponge - soaking up knowledge and information when it comes to startups, entrepreneurship, and the natural foods industry.

Today, you'll get to hear how he's applied that knowledge in bootstrapping Salazon into a brand with national distribution.

In our interview, you're going to learn:

  • Why Pete believes branding is equally, or more, important than product value
  • What the pros and cons are of taking outside investment money
  • How to compete in-store with competitors that have deeper pockets than you

And a whole lot more...

Pete teaches at a local university, so I think you'll really appreciate the way he approaches my questions.

For show notes or to get more information about the podcast, go to FoodMarketingNerds.com.

Thanks for listening!

FMN 031: The American Food Revolution with Taylor West
01:07:09
2017-09-27 09:27:34 UTC 01:07:09
FMN 031: The American Food Revolution with Taylor West

On the show today, we have Taylor West, VP of Marketing for Kodiak Cakes. Taylor has a wealth of experience in the food industry - before making the move into the Natural Products space, he spent around seven years in marketing for General Mills learning how the big dogs roll.

Taylor recently published an incredible article on the state of the food industry in America and what’s driving the success behind natural food brands, which we’re going to be discussing a little more today.

From the world of cost cutting to make shareholders happy, to an environment where focusing the why behind the brand can be all the difference, Taylor offers some amazing insight into what makes natural brands like Kodiak grow 100% year over year.

In today’s interview, Taylor answers:

DOES IT MAKE MORE SENSE FOR THE GIANTS IN BIG FOOD TO ACQUIRE, RATHER THAN COMPETE WITH NATURAL PRODUCTS COMPANIES?

In short answer, yes. There's a reason big food companies aren't successfully knocking off smaller brands on a regular basis. Sure, there may be some instances, but Taylor discusses why brands like Justin's are pulling huge acquisition deals, rather than having to compete with large companies developing similar products.

HOW DOES THE SWITCH FROM BIG TO SMALL FOOD IMPACT YOUR CAREER?

Coming from General Mills, Taylor went from one of the largest food companies in the business to practically a startup. He discusses the impact on his career trajectory, along with what one should consider when thinking about a similar change.

HOW CAN SMALL BRANDS MARKET THEIR PRODUCTS BETTER THAN BIG FOOD COMPANIES WITH HUGE BUDGETS?

Taylor has first-hand experience with leveraging the benefit of being small in marketing, in a way no big can imitate. From sending out gifts to loyal clients, to direct and in-depth surveys, Kodiak Cakes sets the bar for agile, and thoughtful marketing.

And so much more. For anyone in CPG marketing, whether in Big Food or the natural category, you may want to pause and grab a pen and paper before hitting the play button, because Taylor offers a ton of great advice thats actionable and practical.

 

FMN 030: Hone Your Brand Strategy with Fred Hart
43:21
2017-09-27 09:27:34 UTC 43:21
FMN 030: Hone Your Brand Strategy with Fred Hart

For those of you looking to lock down your brand strategy, differentiating yourself in a crowded market, this episode is a gold mine for creative inspiration and how to get your marketing together. 

On the show, we’ve got Fred Hart, Creative Director of Interact, which is one of top branding and packaging design firms in the food and beverage industry, and they’re based in our home state of Colorado - so bonus points in my book.

Fred is a thought leader on design thinking, especially in the food and beverage industry, and you’d have to pay a pretty penny for the advice he gives away for free in this interview.

In this episode, you’ll learn

  • Why great design might actually be the worst thing that can happen to a new company
  • How you should approach branding if you don’t have a clear cut strategy
  • What new trends are starting to gain traction in the food and beverage industry

And plenty more. For show notes, visit FoodMarketingNerds.com.

 

FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope
30:06
2017-09-27 09:27:34 UTC 30:06
FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope

On the podcast today, we've got Rich Hope, CMO of one of the fastest growing restaurant brands in the country, Jersey Mike's.

At over 1,200 locations (and counting), we talk about the catalysts for the growth behind Jersey Mike's. You'll get a peak behind the curtains about how they're adjusting to account for underlying changes in the market.

Jersey Mike's has nailed it when it comes to serving up a great product, but what might surprise you is how the company has adapted to the advancing tech in marketing and the restaurant industry.

If you've yet to fully embrace marketing technology, or are wondering how the fastest growing brands do, there are plenty of takeaways in today's interview with Rich. 

Let's get after it.

For show note and additional resources, visit FoodMarketingNerds.com.

FMN 028: The Smart Approach to Developing Food Products with Barr Hogen
21:32
2017-09-27 09:27:34 UTC 21:32
FMN 028: The Smart Approach to Developing Food Products with Barr Hogen

We’re changing gears a little bit in today’s episode, and I think you'll really enjoy it. On the show, we have Barr Hogen, owner of Barr-None Consulting, and we’re going to talking about developing food products with an approach that sets you up for success.

It today's episode, we talk with Barr about her expertise in developing food products that appeal to a specific target demographic’s flavor preferences. Barr is a product development consultant with an extensive background in creating healthy, and delicious food and beverage products.

Before spending nine years at Odwalla creating products they still sell today, Barr helped open one of, if not the first, whole foods restaurants in San Francisco. In other words, Barr was creating nutritious products way before it was trendy.

In this episode, you’ll learn:

  • What flavor profiles you should focus on if you want to market to millennials vs. baby boomers
  • How to approach product development differently if you’re planning to sell mass market
  • What Barr tells every food entrepreneur with a new product idea

And plenty more…

Let’s go chat with Barr. 

Resources from the Episode:

FMN 027: From Local Startup to 4000 Stores with Matt D'Amour
39:16
2017-09-27 09:27:34 UTC 39:16
FMN 027: From Local Startup to 4000 Stores with Matt D'Amour

In this episode, we're chatting with Matt D'Amour, CEO of Yumbutter, about how he built his B Corp from the ground up, increasing his ability to make a positive impact on the world.

Starting with only $900 and zero industry experience, Matt and his business partner launched the business, which has grown in distribution by over 430% this past year.

Through their Buy One, Feed One model, which you'll get to hear about shortly, Yumbutter has helped feed over 150,000 children with malnutrition since 2015. 

In this episode, you'll learn:

  • Where the bottlenecks are when it comes to scaling a food CPG company
  • What the challenges and benefits of running a certified B Corp are
  • How to increase awareness around your company's bigger mission when you get into new stores

And a whole lot more.

For more information on Yumbutter, check out their website at Yumbutter.com. 

FMN 026: Capitalizing on a New Era of Advertising with Richard Cran
46:47
2017-09-27 09:27:34 UTC 46:47
FMN 026: Capitalizing on a New Era of Advertising with Richard Cran

Today’s episode is a little longer than usual, but it's well worth taking the time to listen to the podcast. We’ve got Richard Cran on the show who is about to drop some serious advertising and branding wisdom on you.

Richard’s resume would make Don Draper jealous. Throughout Richard’s career, he’s worked with powerhouses like Taco Bell, Nike, Audi, Samsung, and Harley Davidson just to name a few.

Over the past several years, and most relevant to our restaurant marketing nerds out there, Richard was VP of Marketing Communications for Jack in the Box, where he headed up campaigns impressive enough to make it into Facebook’s quarterly earnings reports.

He’s joining us on the show today having recently started his own firm called AdHoc Advertising, which you’ll get to hear more about in a minute.

On this episode, you’ll learn

  • What iconic brands do to truly differentiate themselves
  • How to measure the direct impact of your social media campaigns
  • Why the high cost of working with influencers can actually be justifiable

And so much more.

If you'd like to get in touch with Richard, you can contact him via email at richard.cran@adhocadvertising.com.

So sit back, grab a pen and paper, and get ready to learn.

FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller
36:41
2017-09-27 09:27:34 UTC 36:41
FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller

On the show today, we have Marie Miller, who handles social media and public relations for Four Peaks Brewing Company out of Tempe, AZ.

Marie brings a cool perspective to the table because she’s not only marketing for a brewery with multiple restaurant locations, but also a CPG brand with distribution all over the country. 

Today, we’re talking about emerging social media platforms and how you can leverage things like Facebook Live to grow your business. If you haven’t dabbled in Snapchat or are hesitant to test out live streaming apps, Marie offers some practical advice as someone who has been implementing and strategizing ways to build a national brand.

In this episode, you’ll learn

  • How to take a targeted approach to boost brands awareness with Snapchat geo-filters
  • What to look out for when getting started with Facebook Live
  • How to navigate the red tape that comes with marketing an age restrictive product

And a lot more… it’s a fun and lively episode and I think you’ll all enjoy it.

FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford
26:37
2017-09-27 09:27:34 UTC 26:37
FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford

On the show today, we’ve got Kris Ford, Marketing Director at Deep River Snacks, a company on a mission that makes some delicious, better-for-you chips.

Deep River’s tagline is “We Give a Chip”, because they commit 10% of their net profits from each bag of chips sold to support a number of different charities. I love companies like this that use business as a vehicle to make the world a better place, and if you’re considering implementing a similar program, you’ll have plenty to learn from Kris.

In this episode, you’ll learn

  • How to effectively set yourself apart from the bigger players in the industry
  • What challenges come with committing a percentage of profit to charity
  • How to build a social media community around a bigger cause

And plenty more…

FMN 023: How to Market Innovative Food Products with Jenny Burns
45:31
2017-09-27 09:27:34 UTC 45:31
FMN 023: How to Market Innovative Food Products with Jenny Burns

On the show today, we’ve got Jenny Burns, Marketing Director of Dang Foods.

If you’re not already familiar with Dang Foods, I’m sure you’ve seen their packaging and would recognize their line of toasted coconut chips on the end caps of most grocery stores around the country.

Dang Foods was the trailblazer in the coconut chip category and since their founding several years back, there have been plenty of similar products to hit the market. 

They’ve recently launched a new line of onion chips to compliment what they’re already doing, and Jenny’s experience in branding and marketing has been a big contributor to their recent success.

 In this episode with Jenny, you’ll learn:

  •  How to set yourself up for success with a strong merchandising strategy
  •  What challenges come with inventing your own product category
  •  How to scale the original vision of your brand across a growing team

 And plenty more…

 Jenny brings years of high level marketing experience to the table so you’ll have plenty of practical takeaways from this episode.

FMN 022: Content Marketing that Drives ROI with Julie Feickert
40:41
2017-09-27 09:27:34 UTC 40:41
FMN 022: Content Marketing that Drives ROI with Julie Feickert

Is your content marketing moving product for your brand? If you're like most people, you probably have a blog, a social media presence, and little to no idea of what kind of return your content is delivering.

We took a week off for the holidays but the amount of knowledge today’s guest is about to drop on you will do plenty to make up for lost time.

We’ve got Julie Feickert on the show today, who is the owner of Cultures for Health. Julie is somewhat of accidental food entrepreneur, her words not mine, but her company has hands down, one of the best content marketing strategies in the natural products industry. 

Julie is a self taught ma ster of digital marketing and has built her company to 30 people over the past eight years. She’s got a great story and awesome products, and she’ll surely teach you a thing or 10 about content marketing.

On today’s episode, you’ll learn:

  • How to strategize your content marketing around new product launches
  • What CPG brands can be doing to increase their e-commerce sales
  • Why social media isn’t necessarily for everyone

And a ton more, so let’s go chat with Julie…

 

FMN 021: How to Thrive in a Competitive Market with Kim Bartley
27:23
2017-09-27 09:27:34 UTC 27:23
FMN 021: How to Thrive in a Competitive Market with Kim Bartley

In today's episode, White Castle CMO, Kim Bartley, discusses how and why their iconic restaurants continue to thrive despite fierce competition in the burger space.

When talking about competitive landscapes, most industries have something in common. You’ve got a few big fish with huge marketing budgets, and then you have the challengers, waking up each day looking for innovative ways to compete for the same customers in the same market.

Some challengers lean on creative marketing, some invent unique business models, others are absolute fanatics about building customer relationships. Today’s guest, Kim Bartley, is the CMO for a company that's happened to have mastered all three of those things. Yep, we are talking about White Castle.

From tactical Facebook advertising to strategically providing a medium for "Cravers" to share about their love for the brand, White Castle has been building community and customer loyalty from the top down. 

In today’s interview, Kim explains how White Castle has been so successful in the face of steep competition and changing consumer tastes. She discusses restaurant marketing topics that apply to brands both big and small, including:

How can you leverage data to thrive in a market full of brands with huge ad budgets? (This is one of Kim's main teaching points in her lectures at Ohio State, and her answer is about as practical as any food and restaurant marketing advice you'll hear.)

What can marketing leadership do to build a more loyal fanbase? (A little preview to this answer...Kim herself makes time each day to respond directly to customer feedback about new products and store experiences. Listening to customers isn't just an afterthought.)

Did Harold and Kumar Go to White Castle influence the restaurants' sales?(Ok, this answer might not help your business, but I couldn't resist asking. Plus, it's fun getting to second-hand experience what transpired since the idea of the movie was first introduced.)

References:

Books:

  • Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim

Links:

  • http://whitecastle.com/
  • http://facebook.com/whitecastle

FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner
32:03
2017-09-27 09:27:34 UTC 32:03
FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner

Today, we’re talking with Pat Warner, VP of Culture at the Waffle House. For those of you who are not familiar with the Waffle House brand, they have over 1800 locations in 25 states — they are huge!

They’ve also got social media presence that gotten them coverage on Colbert, ESPN, and TMZ — just to name a few. Waffle House has a case study of how to turn customers and employees into advocates for the brand and a lot of it comes from using social media and how it is intended to be used.

 If you’re interested in strengthening your company’s culture and how to measure the impact of your social media efforts, you’ll to take a lot away from this interview with Pat. 

Pat’s job is to focus on building the company’s culture, while always staying true to the brand. Here are a few key topics we discuss about how Waffle House has grown to 1,850 locations in a less than in-your-face restaurant marketing approach:

How can large restaurants listen to employee and customer sentiment at scale? (You’ll enjoy this answer, because the tools Waffle House uses are at the fingertips of all CPG and restaurant marketing professionals.)

What are the driving forces behind culture at a successful restaurant brand? (Pat believes that each restaurant has its own personality, and you’ll get to hear how his corporate office enables, and even facilitates the uniqueness and culture people keep coming back for.)

Can social media be used for both PR and restaurant marketing? (Short answer: Yes. Social media is a perfect extension of the discussions being had in your restaurant – as you’ll hear from Pat, leveraging those conversations can land you on the Colbert Report when done well.)

Books mentioned in the episode: Getting Things Done by David Allen Tipping Point by Malcolm Gladwell Crucial Conversations by Al Switzler, Joseph Grenny, Kerry Patterson, and Ron McMillan

Links mentioned: https://www.youtube.com/user/whregulars/feed https://www.facebook.com/WaffleHouse https://instagram.com/wafflehouseofficial https://www.linkedin.com/company/waffle-house Snapchat: @WaffleHousehttps://www.sprinklr.com/ https://www.google.com/alerts

FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce
38:36
2017-09-27 09:27:34 UTC 38:36
FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce

On the show today, we have Eric Pierce, Director of Strategy and Insights at New Hope Natural Media. We’re talking 2017 trends that are affecting natural products and CPG companies. While this interview may be more geared toward our CPG marketing nerds out there, the macro and cultural shifts Eric covers really apply to anyone with a business model that relies on selling what people eat or drink.

Restaurant marketing nerds, there’s knowledge for you to be gained here too.

Eric and his team are extremely tapped in to the industry, and having just released their 2017 Trends and Opportunities Forecast, it was the perfect time to have him on the show. You'll get to hear about the report in this episode.

If you're interested in where the industry is headed, new categories of products that are starting to emerge, or are looking for potential areas of opportunity for your brand, you're going to take a lot away from our interview with Eric.

In our conversation, Eric tackles the latest trends and how as a marketer you can make the most of what's going on. Here are just a few topics we touch on in the interview:

What categories within natural products industry are most rife with opportunity in 2017 and beyond? (Eric and his team's ability to see and contextualize macro level data puts them in a unique position to catch trends ahead of the market. I think you'll enjoy hearing his answer to this question.)

What are the biggest 2017 trends food and beverage companies should watch out for?  (With their 2017 Trends and Opportunities Forecast hot off the press, Eric shares findings from what he and his team have been working on.)

What are some of the driving forces behind the shifts in consumer taste? (The food industry is changing, and Eric connects the dots between a few trends in technology that may have a correlation to why we demand different food than we did just a decade ago.)

Links discussed in the episode:

Books:

Blue Ocean Strategy The Dorito Effect by Mike Schatzker The Third Plate by Dan Barber The End of Plenty by Joel K. Bourne Gaining Ground by Forrest Pritchard The Soil Will Save Usby Kristin Ohlson The Good Gut by Erica Sonnenburg and Justin L. Sonnenburg The Hidden Half of Nature by Anne Biklé and David Montgomery Life's Engines by Paul Falkowski Links: http://newhope.com/ http://nextforecast.com/ Food, Inc. (documentary) Fat Sick and Nearly Dead (documentary) http://foodmarketingnerds.com/beyond-traditional-food-marketing-will-schafer/ http://whatsnextinnatural.com/

FMN 018: Cause Marketing Done Right with Amanda Sains
30:36
2017-09-27 09:27:34 UTC 30:36
FMN 018: Cause Marketing Done Right with Amanda Sains

Over the past several years, marketing to millennials has been a hot topic of conversation. By most definitions, millennials are anyone born between the early 80’s to the late 90’s, best known for their lov of snapchat, obsession with traveling, and most importantly, their massive spending power and large makeup of the US work force.

So, It’s no surprise that many brands have shifted marketing budget to engage this generation – whether through relevant product offerings, on trend design, cause marketing, or in the case of today’s guest, it’s pulling together all the above.

We’re talking with Amanda Sains, Marketing Director of B’More Organic, about their recent rebrand and cause marketing done right. Just a little back story, B More Organic has donated over $600k to an awesome cause you’ll get to hear about in a minute.

In this episode, you’ll learn:

  • How to communicate your company’s mission without sounding preachy
  • What brands should be doing with their packaging to appeal to millennials
  • Why genuine cause marketing is much more than a campaign

And a lot more…

FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio
21:18
2017-09-27 09:27:34 UTC 21:18
FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio

When it comes to the companies who win awards for product innovation, the first thought that comes to mind is probably some hot new startup on the bleeding edge of an emerging trend. And while that might be true in some cases, B&G Foods is no start up by any stretch of the imagination, and they’ve been reinventing some of the most classic brands in the CPG industry lately, picking up awards while they’re at it . Today we’re talking with Juv Marchisio, Marketing Director of B&G Foods, about innovating both from a product development and marketing standpoint with recent examples from the brands in his portfolio, like Cream of Wheat and Ortega. On this episode, you’ll learn: How to take an analytical look at growth opportunities for your brand Where and when to start in generating demand for a new product What characteristics make food companies an attractive acquisition And much more…

FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger
28:06
2017-09-27 09:27:34 UTC 28:06
FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger

Over the past several years, the beef jerky category has been on fire with investments from big money players and major acquisitions, and today, we’re talking with Steele Meisinger, te brand manager for one of the companies that started it all: Krave Jerky. After being acquired by Hershey in 2015, Krave has been growing like crazy, and it’s allowed them to do some amazing things in the marketing department. And you’re gonna get to hear about a few of those things from Steele herself. On today’s episode, you’ll learn: Where to start when approaching a truly 360 degree campaign How to integrate native advertising into your marketing strategy What it was like working with Michael Phelps as an Olympic sponsor And much more…

FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg
43:12
2017-09-27 09:27:34 UTC 43:12
FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg

I don’t know about you but it feels like every other week, there's yet another food company being acquired by an industry beast for 10’s and even 100’s of millions of dollars. It’s encouraging for food entrepreneurs, knowing that many of these companies started with good old-fashioned, grassroots marketing. But does that type of approach even work anymore? Well today’s guest will be the first to say that, yes, it absolutely does. Hannah Kuhlberg is the Bean Queen, aka handler of many things including marketing, for a company called Better Bean Co. She’s been using some really creative, not to mention super effective, ways to leverage this new landscape of marketing and PR to grow her business, one cheeky grassroots effort at a time. On today’s episode, you’ll learn: What strategies work to drive measurable ROI with in-store demos Where to start out to build a successful brand ambassador program How to indirectly help customers find your product on the shelves And much more…

FMN 012: Reinventing an Entire Food Category with Will Burger
25:28
2017-09-27 09:27:34 UTC 25:28
FMN 012: Reinventing an Entire Food Category with Will Burger

Today we’re talkin' Hummus. Hummus has been around for THOUSANDS of years, and yet, Hope Foods, makers of Hope Hummus, has redefined the category as we know it. On the show today, we’re gonna be chatting with Will Burger, Director of Marketing for Hope Foods, about how a group of friends went from making hummus in their kitchen at home, to now, still a group of friends making hummus for stores all over the country, all on a shoestring budget. On today’s episode, you’ll learn: How to get buyers and customers talking to each other about your products What you should be doing on social media to build awareness when you’re entering a new market Where to look for inspiration for launching new flavors that people will love And much more…

FMN 011: Going Beyond Traditional Food Marketing with Will Schafer
32:25
2017-09-27 09:27:34 UTC 32:25
FMN 011: Going Beyond Traditional Food Marketing with Will Schafer

Is it possible to change the way people think about a food they’ve loved their entire lives? Today’s guest will tell you that it isn’t easy, but with a great product, and outstanding marketing, it is possible. Will Schafer is the Director of Marketing at Beyond Meat, a company that has been changing the game around plant based protein. And it’s not just vegetarians and vegans, carnivores are embracing their products and for good reason, because they taste exactly like actual meat. In our interview Will talks about how Beyond Meat has been successful in pushed back against conventional norms, especially with their newest product, the Beyond Burger. Even though Beyond Meat has created its own category, the marketing and social media strategies we discuss can be super effective for any food or beverage company launching a new product. In this episode, we talk about: How to introduce a product to a demographic outside your core customers Why social media is so effective for revolutionary food brands How to create demand before your products even launch And a ton more…

FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen
27:48
2017-09-27 09:27:34 UTC 27:48
FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen

What does it really take to challenge the status quo in the CPG industry? Some might say time, or creativity, others might say strategy. Well today’s guest would likely say, “all of the above”. If you’ve never heard of Scott Jenson before this episode, then surely you’ve heard of his first food startup, Stubbs Barbeque sauce. Scott Jenson co-founded Stubbs BBQ sauce in the early ‘90s, which he sold just a few years ago. Being the pioneer that he is, Scott is now the CEO of Rhythm Superfoods and has his hands in some other great ventures you’ll hear in this episode. In this episode with Scott, you’re gonna learn: - Where your marketing focus needs to be to increase sell-through rate - How often you should be updating your packaging - Why going after different retail channels at once can backfire - And a whole lot more… For links mentioned in the episode or for a full recap, go to FoodMarketingNerds.com.

FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman
27:08
2017-09-27 09:27:34 UTC 27:08
FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman

What’s up guys, this is Alex Oesterle and thank you for tuning into episode 9 of Food Marketing Nerds. We’ve all heard stories of food startups that have achieved insane growth in a short period of time. If you’re anything like me, those stories leave you thinking, Ok so I know what they achieved, but how did they go about doing it? Today’s guest is Lizzi Ackerman, who is the COO of the all-natural pancake mix brand, Birch Benders. Over the past two years, Birch Benders has gone from a distribution of just under 20 stores to now over 5000. And after talking with Lizzi, I can tell you that it wasn’t luck, but smart, well thought out strategy that led to Birch Benders’ success. A lot of which, you’ll get to hear from Lizzi. In this episode, we’ll be discussing: How your distribution strategy will make or break you Where to focus marketing budget when funds are limited What tools Birch Benders uses to stay lean And many more insights from an entrepreneur who is practicing what she preaches.

FMN 049: Using Social Ads Like a Boss, with Nik Ingersol
27:58
2017-10-07 18:23:27 UTC 27:58
FMN 049: Using Social Ads Like a Boss, with Nik Ingersol

We’ve got an awesome interview lined up for you today.

I’m chatting with Nik Ingersol, Co-Founder of Barnana. Nik is on the list of Forbes 30 Under 30 and just an all around cool dude.

Before starting Barana, Nik founded a digital agency which eventually formed into an augmented reality firm. And today, we dive into how he’s leveraged creative thinking and guerrilla and social marketing tactics to grow Barnana so quickly.

In this episode, you’ll learn:

  • How creative food startups are opening doors with big retail partners using Facebook Ads
  • What it takes to pull off an attention grabbing PR stunt
  • Why traditional industry thinking might stunt your company’s growth

And so much more. It’s a bit of a shorter episode, but it is packed with tons of unfiltered, actionable advice for food marketers. 

We discuss a lot of extremely useful Facebook Ad Tactics in a short amount of time, so rather than having you pause and write down notes every couple seconds, we’ve compiled all the best tips into a downloadable PDF, at FoodMarketingNerds.com/facebook-ads/.

FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer
36:46
2017-10-07 18:23:27 UTC 36:46
FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer

On the show today, we have Lauren Shafer of Michele’s Granola, and we’re talking all about social media, and how to find what works for your brand.

Michele’s Granola is a fast-growing brand that makes delicious, small batch granola products you can find in stores across the country. Since joining the company, Lauren has grown into her role of marketing manager, where she leverages the social media data, to constantly improve how Michele’s Granola communicates with their customers.

In the episode, you learn

  • Why your current approach to Facebook and Instagram is probably too similar
  • What brand partnerships can do for you on social that influencer marketing doesn’t
  • How to organically get more positive reviews on Amazon

And plenty more.

To learn more about Michelle's Granola, check out their website here.

For links and show notes, visit FoodMarketingNerds.com.

FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech
40:14
2017-10-07 18:23:27 UTC 40:14
FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech

Today we’re chatting with Serafina Palandech of Hip Chick Farms. Serafina’s company makes a line of extremely high quality organic chicken products, like nuggets and tenders, and was founded 4 and half years ago in an effort to provide healthy food to people and children on a mass scale.

From being on a reality show to selling out of inventory on QVC, her company has had amazing success and is growing like crazy.

 On the show today, we discuss:

  • How being on QVC works and what effect it has on your business
  • What core marketing areas you should focus on to grow a cult like following
  • How to use data to know when a packaging redesign might be in order 

And a lot more – Let’s go hang with Serafina!

FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart
35:14
2017-10-07 18:23:27 UTC 35:14
FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart

Fred Hart is joining us on the show today. We had Fred on the podcast back at episode #30, and if you haven’t listened to that interview yet, we talked all about honing brand strategy, and I’d definitely recommend checking that one out.

Fred is a Partner and Creative Director of Interact, one of the most sought after packaging design firms in the industry.

Part of Fred’s job as creative director is keeping a pulse on industry trends and how to leverage that knowledge to set brands up for the future. Fred and his team recently returned from the Fancy Foods show in New York, and on the show today, we talk about:

  • Interesting categories and trends popping up in the Natural Products industry
  • How Amazon’s purchase of Whole Foods could have a huge impact on packaging design
  • What steps you can take to get your brand strategy buttoned up

And plenty more…

Fred is a rock star in the industry and has plenty to teach us all in his approach to keying in on trends, branding, and design.

Resources: 

Pics of Notable Trends at the Fancy Foods Show

Check Interact Out on Instagram

FMN 045: Hustling Your Way to Category Dominance with Kate Weiler
45:35
2017-10-07 18:23:27 UTC 45:35
FMN 045: Hustling Your Way to Category Dominance with Kate Weiler

On the show, we’ve got Kate Weiler, co-founder of DrinkMaple- and we’re talking about being the champion of your own new category. Kate’s maple water is now sold in over 12,000 stores, which has taken years of grit, passion, and in her words “blissful ignorance” to make happen.

As you’ll hear from Kate, there are pros and cons to creating a product that’s the first of it’s kind, especially as a start-up bootstapping it to the top.

Kate’s got hustle, and is a wealth of information about entrepreneurship and marketing.

In the episode, you’ll learn:

  • Why grit outweighs experience as a CPG startup founder
  • What it takes to go from 1 store to over 12000
  • How to use a small budget when educating consumers is your biggest hurdle

And plenty more...

Kate has some hilarious stories of the early days and lessons learned which I think you’ll really enjoy, so let’s go on and get after it.

Recommended Reads:

David and Goliath

FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt
40:01
2017-10-07 18:23:27 UTC 40:01
FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt

We have Terra's Kitchen's CEO/Co-founder, Mike McDevitt, on the show today. Terra’s Kitchen is a meal prep company out of Baltimore and they are sweeping the nation with their one of a kind meal prep delivery service.

They were founded in 2016 and already have a run rate of $20 million a year. Pretty phenomenal.

Their business model is unique to the industry, which allows them to offer up to 60 different meal choices at a time. Terra's Kitchen is set up in a really interesting way, allowing them to focus heavily on customer acquisition and retention, which is primarily what you’ll hear more about from Mike in a second.

In this episode, you’ll learn:

  • How to growth hack digital advertising without sacrificing your brand
  • Why analytics should be your marketing teams best friend (if it’s not already)
  • How to make sure your marketing dollars are used as efficiently as possible

And so much more.

Mike is an extremely savvy marketer and outstanding business man, and you’ll have plenty to learn from his approach to growing Terra’s Kitchen

 

FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman
35:49
2017-10-07 18:23:27 UTC 35:49
FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman

On the show today, we have Luke Lahman, who is the field marketing manager for E&J Gallo. If you’re not already familiar, Gallo is the largest producer of wine in the world, and they own and distribute a number of the popular wine and spirit brands you’ll see at most liquor and grocery stores, like Barefoot, Apothic, and New Amsterdam Vodka.

From being on the front lines to training and managing over 30 salespeople, Luke has spent his career in the industry and where he’s really making a name for himself.

In this episode, you’ll learn:

  • How to hire and motivate a strong sales team
  • What’s a recipe for success when it comes to in-store marketing
  • What trends are emerging in the wine and spirits industry

And plenty more… So let’s go chat with Luke.

FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce
47:59
2017-10-07 18:23:27 UTC 47:59
FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce

We have Eric Pierce, Director of Business Insights for New Hope Network. If you’ve been following the podcast, we had Eric on the show back at episode 19.

It’s been one of our most popular episodes so we asked Eric to come back on the show to share some more insights on trends and he graciously obliged.

Eric is incredibly talented in helping entrepreneurs and companies uncover opportunities in the market, and I always walk away from our conversations feeling more in tune with what’s happening emerging in the industry.

In this episode, Eric answers the following questions:

  • What trends are providing big growth potential in food and beverage?
  • How can you test new product concepts without breaking the bank?
  • Could retailers benefit from thinking more like Zara or H&M?

 And plenty more…

 So let’s go chat with Eric..

FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton
19:55
2017-10-07 18:23:27 UTC 19:55
FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton

Today, we're talking with Ben Fenton of Boulder Food Group about the do's and don'ts if you're looking for outside investment for your food or beverage company. Ben is a VP over at BFG, which if you're not familiar with this firm, is a venture capital group that partners with early stage food and beverage brands, and they partner with some brands like Barnana, Birch Benders, Chameleon Cold-Brew and plenty more. In this episode, you'll learn:

  • What firms like BFG consider potential red flags when assessing potential brand partners
  • Which metrics on your income statement are the most important to investors
  • What founder attributes make you more marketable to VC's

...and plenty more. If seeking outside funding is on the horizon for your company, you'll have plenty to learn from Ben in this episode.

FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae
32:10
2017-10-07 18:23:27 UTC 32:10
FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae

Today we’re talking with Koel Thomae, Founder of Noosa Yoghurt.

I’m sure you’ve seen the Noosa brand in the thousands of stores they’re in across the country, and today, Koel discusses what it was like growing the business with an extremely tight budget.

Before partnering with an investment firm, Koel and her business partner had bootstrapped their way to a projected $100M a year in revenue. Everyone loves to talk about big investments and overnight successes, which is why I wanted to dig into the early years of Noosa, what it was like growing the company in the early stages to where it is now.

In the episode, you’ll learn 

  • How flexibility in your growth strategy can actually be a good thing
  • Why tactically picking your retail partners is essential in scaling a food startup
  • How to market a brand with a small team and small budget

And plenty more…

FMN 039: How Organic Valley's Content Consistently Connects
51:48
2017-10-07 18:23:27 UTC 51:48
FMN 039: How Organic Valley's Content Consistently Connects

On the show today, we have Tripp Hughes, Director of Brand Management for a company whose marketing I absolutely love, Organic Valley.

Organic Valley seems to have figured out the recipe behind viral marketing content, and before the interview, I wondered how they consistently put out content that was on brand, and always felt so genuine.

You’ll get to hear more about it in just a second, but Organic Valley’s business model is extremely unique. With some context, you'll start to understand why their marketing is so strong.

In the episode with Tripp, you’ll learn…

  • Why transparency is crucial in building a successful company
  • How to empower your team to create great marketing that’s on-brand
  • Why listening to your customers is essential to launching strong campaigns

And plenty more…

FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten
37:11
2017-10-07 18:23:27 UTC 37:11
FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten

It’s episode number 38, and definitely one of my favorite interviews we’ve done, and I don’t say that often.

We have Brandon Rhoten on the show, who get ready for this title, is the VP, Advertising, Social Media, Media, and Digital Marketing for Wendy’s. It’s a mouthful, and I don’t know how he does it, but everything you see with a Wendy’s logo on it, is the work of Brandon and his team.

This episode is all about how Wendy's went from middle of the pack, to a front runner with one of the strongest brands in the industry. Of course, we discuss the insane amount of publicity they've received from Carter's quest to 18 million Retweets - and more importantly, how to create a culture where partners and employees can do work that gets those kinds of results.

Brandon has a history of transforming brands, and since joining the company in 2011, he’s done the same for Wendy’s in an industry that’s notorious for commoditizing it’s products.

To give you a little more context, since Brandon joined Wendy’s, their stock price has increased nearly 200%, not to mention the 15 consecutive quarters of positive same-store sales they’ve had – which is unreal in that industry.

In this episode, you’ll learn

  • Why leaving silos between marketing teams is a big mistake
  • How to sell a brand when your competitors are selling a commodity
  • Why consistency is crucial across every customer facing platform
  • And so much more.

Yes, this is a food marketing podcast, and yes, we talk about food marketing, but the a lot of the advice in this episode is universal to building a great brand in any industry. So grab a pen a paper, and get ready to jot down some notes, because Brandon is about to lay down some knowledge on you.

FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn
33:00
2017-10-07 18:23:27 UTC 33:00
FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn

On the show today, we have Katie Washburn, Manager of Marketing Partnerships for Suja Juice. Katie has been with Suja since they were just local San Deigo brand selling a few hundred bottles per week, to where they are now bottling 800k bottles per week. 

Today’s episode is all about influencer marketing. We’ll be diving into how Suja’s launched their midnight tonic last October with an influencer campaign that was so successful, it crashed their website and they sold out of the product in just three days.

On the episode, Katie discusses

Why a follower count isn’t the only thing you should look at when selecting influencers

How to build an influencer program that’s sustainable for the long term

What platforms you should focus on for the most effective influencer marketing…

 

And of course, what made the launch of their midnight tonic so ridiculously successful. If you’ve had influencer marketing on your radar or you’re thinking it’s time to up your game, you are in for a treat.

FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey
52:19
2017-10-07 18:23:27 UTC 52:19
FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey

On the show today, we have Lacie Mackey, co-founder and COO of Caveman Coffee. If you’re not already familiar with the story behind Caveman, then you’re in for a treat.

Lacie is a professional stunt trainer and crossfit athlete with a business background in guerilla marketing. Her co-founders Keith Jardine and Tait Fletcher are both professional MMA fighters who combined have either acted in or did stunts for Breaking Bad, Maze Runner, Jurrassic World and a lot more stuff you’ve probably seen or heard of.

We’re talking with Lacie today about how she and her cofounders stumbled upon their successful business idea, and then leveraged their skills to grow their business through social media, podcasting, and just being themselves.

On the episode, you’ll learn:

  • What benefits and challenges come with starting an e-commerce first brand
  • How Caveman leveraged social media and their community to grow their brand
  • How to stay sharp and focused when you have a massive to do list

And plenty more.

Caveman Coffee is doing a lot of things right, tapping marketing channels most companies haven’t even thought about yet, and it’s paying big off for them in a big way. You’ll learn a lot from Lacie in this episode, not just about how to approach business, but managing the lifestyle as a marketer and entrepreneur.

FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara
35:53
2017-10-07 18:23:27 UTC 35:53
FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara

On the show today, we’re talking with Billie Jo Waara, who is the CMO of a brand doing some really interesting things in a sector that’s flooded with competitors with deep pockets. We’re talking about Taco Johns.

Here’s a fun little fact about Taco John’s. They actually invented and own the trademark for the term Taco Tuesday. See, you already learned something new and the interview hasn’t even started yet.

Billie Jo spent the first part of her career in advertising before joining Taco Johns as their CMO, so she has a lot of great stories and insights we talk about in the interview.

In today’s episode, you’ll learn:

  • How to create demand for your products before having a presence in a new market
  • What you can do to fan the flames around good online conversations about your brand
  • How to use product innovation to engage a younger audience

And a ton more.

Billie Jo's Book Recommendations:

  • McDonalds: Behind the Arches
  • Then We Set His Hair on Fire

FMN 034: A Facebook Ad Strategy to Increase Your ROI
14:12
2017-10-07 18:23:27 UTC 14:12
FMN 034: A Facebook Ad Strategy to Increase Your ROI

This week’s episode is a solo-cast - which means you’re hanging out with yours truly. We’re talking about smart Facebook ad strategies to grow your sales without breaking the bank.

As a marketing consultant, I firmly believe there is no better place to spend advertising dollars right now than Facebook, which is why I wanted to do an episode solely focus ed on this topic.

While we have another solocast planned on Facebook ads for restaurant brands, this episode focuses primarily on how CPG brands can grow their sales with a few simple tactics.

In this episode, you’ll learn:

  • Why you should absolutely be advertising on Facebook if you’re not already
  • What are the most common mistakes brands make with Facebook advertising
  • How to set up a process that will drive higher ROI for your brand

And a lot more…

If you’re a Facebook ads whiz, go ahead and skip this episode. But if you’re not, or you’re starting to dabble in Facebook ads and want to up your game, then don’t go anywhere just yet.

For transcripts or more information, visit FoodMarketingNerds.com.

FMN 033: Marketing Tech You Should Know About with Andrew Borella
18:30
2017-10-07 18:23:27 UTC 18:30
FMN 033: Marketing Tech You Should Know About with Andrew Borella

We're changing pace a little bit in today's episode, talking about the new advances in marketing technology and automation. 

Marketers barely have enough time as it is to get their own work done, let alone invest the added time in researching the latest innovations in marketing tech. 

That's exactly why we reached out to today's guest, Andrew Borella, Director of Business Development for Zenreach out of San Francisco. Zenreach is a super interesting company, working to quantify the foot traffic to grocery stores and restaurants as a result of your digital marketing efforts.

They've received some pretty substantial investments lately, and after this interview, I think you'll start to understand why. Joining us for San Francisco, let's go chat with Andrew...

For show notes, and more information on the podcast, visit FoodMarketingNerds.com.

 

FMN 032: Why a Great Product Isn't Enough with Pete Truby
39:04
2017-10-07 18:23:27 UTC 39:04
FMN 032: Why a Great Product Isn't Enough with Pete Truby

Whether you're thinking of launching a new CPG brand, or just finding ways to differentiate a product that's already on the shelves, today's guest is a wealth of knowledge in the natural foods startup space.

We're talking with Pete Truby, founder of Salazon Chocolate. From working at Mrs. Meyer's when it was in its early stages, to being one of the first employees at Honest Tea, Pete has been a sponge - soaking up knowledge and information when it comes to startups, entrepreneurship, and the natural foods industry.

Today, you'll get to hear how he's applied that knowledge in bootstrapping Salazon into a brand with national distribution.

In our interview, you're going to learn:

  • Why Pete believes branding is equally, or more, important than product value
  • What the pros and cons are of taking outside investment money
  • How to compete in-store with competitors that have deeper pockets than you

And a whole lot more...

Pete teaches at a local university, so I think you'll really appreciate the way he approaches my questions.

For show notes or to get more information about the podcast, go to FoodMarketingNerds.com.

Thanks for listening!

FMN 031: The American Food Revolution with Taylor West
01:07:09
2017-10-07 18:23:27 UTC 01:07:09
FMN 031: The American Food Revolution with Taylor West

On the show today, we have Taylor West, VP of Marketing for Kodiak Cakes. Taylor has a wealth of experience in the food industry - before making the move into the Natural Products space, he spent around seven years in marketing for General Mills learning how the big dogs roll.

Taylor recently published an incredible article on the state of the food industry in America and what’s driving the success behind natural food brands, which we’re going to be discussing a little more today.

From the world of cost cutting to make shareholders happy, to an environment where focusing the why behind the brand can be all the difference, Taylor offers some amazing insight into what makes natural brands like Kodiak grow 100% year over year.

In today’s interview, Taylor answers:

DOES IT MAKE MORE SENSE FOR THE GIANTS IN BIG FOOD TO ACQUIRE, RATHER THAN COMPETE WITH NATURAL PRODUCTS COMPANIES?

In short answer, yes. There's a reason big food companies aren't successfully knocking off smaller brands on a regular basis. Sure, there may be some instances, but Taylor discusses why brands like Justin's are pulling huge acquisition deals, rather than having to compete with large companies developing similar products.

HOW DOES THE SWITCH FROM BIG TO SMALL FOOD IMPACT YOUR CAREER?

Coming from General Mills, Taylor went from one of the largest food companies in the business to practically a startup. He discusses the impact on his career trajectory, along with what one should consider when thinking about a similar change.

HOW CAN SMALL BRANDS MARKET THEIR PRODUCTS BETTER THAN BIG FOOD COMPANIES WITH HUGE BUDGETS?

Taylor has first-hand experience with leveraging the benefit of being small in marketing, in a way no big can imitate. From sending out gifts to loyal clients, to direct and in-depth surveys, Kodiak Cakes sets the bar for agile, and thoughtful marketing.

And so much more. For anyone in CPG marketing, whether in Big Food or the natural category, you may want to pause and grab a pen and paper before hitting the play button, because Taylor offers a ton of great advice thats actionable and practical.

 

FMN 030: Hone Your Brand Strategy with Fred Hart
43:21
2017-10-07 18:23:27 UTC 43:21
FMN 030: Hone Your Brand Strategy with Fred Hart

For those of you looking to lock down your brand strategy, differentiating yourself in a crowded market, this episode is a gold mine for creative inspiration and how to get your marketing together. 

On the show, we’ve got Fred Hart, Creative Director of Interact, which is one of top branding and packaging design firms in the food and beverage industry, and they’re based in our home state of Colorado - so bonus points in my book.

Fred is a thought leader on design thinking, especially in the food and beverage industry, and you’d have to pay a pretty penny for the advice he gives away for free in this interview.

In this episode, you’ll learn

  • Why great design might actually be the worst thing that can happen to a new company
  • How you should approach branding if you don’t have a clear cut strategy
  • What new trends are starting to gain traction in the food and beverage industry

And plenty more. For show notes, visit FoodMarketingNerds.com.

 

FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope
30:06
2017-10-07 18:23:27 UTC 30:06
FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope

On the podcast today, we've got Rich Hope, CMO of one of the fastest growing restaurant brands in the country, Jersey Mike's.

At over 1,200 locations (and counting), we talk about the catalysts for the growth behind Jersey Mike's. You'll get a peak behind the curtains about how they're adjusting to account for underlying changes in the market.

Jersey Mike's has nailed it when it comes to serving up a great product, but what might surprise you is how the company has adapted to the advancing tech in marketing and the restaurant industry.

If you've yet to fully embrace marketing technology, or are wondering how the fastest growing brands do, there are plenty of takeaways in today's interview with Rich. 

Let's get after it.

For show note and additional resources, visit FoodMarketingNerds.com.

FMN 028: The Smart Approach to Developing Food Products with Barr Hogen
21:32
2017-10-07 18:23:27 UTC 21:32
FMN 028: The Smart Approach to Developing Food Products with Barr Hogen

We’re changing gears a little bit in today’s episode, and I think you'll really enjoy it. On the show, we have Barr Hogen, owner of Barr-None Consulting, and we’re going to talking about developing food products with an approach that sets you up for success.

It today's episode, we talk with Barr about her expertise in developing food products that appeal to a specific target demographic’s flavor preferences. Barr is a product development consultant with an extensive background in creating healthy, and delicious food and beverage products.

Before spending nine years at Odwalla creating products they still sell today, Barr helped open one of, if not the first, whole foods restaurants in San Francisco. In other words, Barr was creating nutritious products way before it was trendy.

In this episode, you’ll learn:

  • What flavor profiles you should focus on if you want to market to millennials vs. baby boomers
  • How to approach product development differently if you’re planning to sell mass market
  • What Barr tells every food entrepreneur with a new product idea

And plenty more…

Let’s go chat with Barr. 

Resources from the Episode:

FMN 027: From Local Startup to 4000 Stores with Matt D'Amour
39:16
2017-10-07 18:23:27 UTC 39:16
FMN 027: From Local Startup to 4000 Stores with Matt D'Amour

In this episode, we're chatting with Matt D'Amour, CEO of Yumbutter, about how he built his B Corp from the ground up, increasing his ability to make a positive impact on the world.

Starting with only $900 and zero industry experience, Matt and his business partner launched the business, which has grown in distribution by over 430% this past year.

Through their Buy One, Feed One model, which you'll get to hear about shortly, Yumbutter has helped feed over 150,000 children with malnutrition since 2015. 

In this episode, you'll learn:

  • Where the bottlenecks are when it comes to scaling a food CPG company
  • What the challenges and benefits of running a certified B Corp are
  • How to increase awareness around your company's bigger mission when you get into new stores

And a whole lot more.

For more information on Yumbutter, check out their website at Yumbutter.com. 

FMN 026: Capitalizing on a New Era of Advertising with Richard Cran
46:47
2017-10-07 18:23:27 UTC 46:47
FMN 026: Capitalizing on a New Era of Advertising with Richard Cran

Today’s episode is a little longer than usual, but it's well worth taking the time to listen to the podcast. We’ve got Richard Cran on the show who is about to drop some serious advertising and branding wisdom on you.

Richard’s resume would make Don Draper jealous. Throughout Richard’s career, he’s worked with powerhouses like Taco Bell, Nike, Audi, Samsung, and Harley Davidson just to name a few.

Over the past several years, and most relevant to our restaurant marketing nerds out there, Richard was VP of Marketing Communications for Jack in the Box, where he headed up campaigns impressive enough to make it into Facebook’s quarterly earnings reports.

He’s joining us on the show today having recently started his own firm called AdHoc Advertising, which you’ll get to hear more about in a minute.

On this episode, you’ll learn

  • What iconic brands do to truly differentiate themselves
  • How to measure the direct impact of your social media campaigns
  • Why the high cost of working with influencers can actually be justifiable

And so much more.

If you'd like to get in touch with Richard, you can contact him via email at richard.cran@adhocadvertising.com.

So sit back, grab a pen and paper, and get ready to learn.

FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller
36:41
2017-10-07 18:23:27 UTC 36:41
FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller

On the show today, we have Marie Miller, who handles social media and public relations for Four Peaks Brewing Company out of Tempe, AZ.

Marie brings a cool perspective to the table because she’s not only marketing for a brewery with multiple restaurant locations, but also a CPG brand with distribution all over the country. 

Today, we’re talking about emerging social media platforms and how you can leverage things like Facebook Live to grow your business. If you haven’t dabbled in Snapchat or are hesitant to test out live streaming apps, Marie offers some practical advice as someone who has been implementing and strategizing ways to build a national brand.

In this episode, you’ll learn

  • How to take a targeted approach to boost brands awareness with Snapchat geo-filters
  • What to look out for when getting started with Facebook Live
  • How to navigate the red tape that comes with marketing an age restrictive product

And a lot more… it’s a fun and lively episode and I think you’ll all enjoy it.

FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford
26:37
2017-10-07 18:23:27 UTC 26:37
FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford

On the show today, we’ve got Kris Ford, Marketing Director at Deep River Snacks, a company on a mission that makes some delicious, better-for-you chips.

Deep River’s tagline is “We Give a Chip”, because they commit 10% of their net profits from each bag of chips sold to support a number of different charities. I love companies like this that use business as a vehicle to make the world a better place, and if you’re considering implementing a similar program, you’ll have plenty to learn from Kris.

In this episode, you’ll learn

  • How to effectively set yourself apart from the bigger players in the industry
  • What challenges come with committing a percentage of profit to charity
  • How to build a social media community around a bigger cause

And plenty more…

FMN 023: How to Market Innovative Food Products with Jenny Burns
45:31
2017-10-07 18:23:27 UTC 45:31
FMN 023: How to Market Innovative Food Products with Jenny Burns

On the show today, we’ve got Jenny Burns, Marketing Director of Dang Foods.

If you’re not already familiar with Dang Foods, I’m sure you’ve seen their packaging and would recognize their line of toasted coconut chips on the end caps of most grocery stores around the country.

Dang Foods was the trailblazer in the coconut chip category and since their founding several years back, there have been plenty of similar products to hit the market. 

They’ve recently launched a new line of onion chips to compliment what they’re already doing, and Jenny’s experience in branding and marketing has been a big contributor to their recent success.

 In this episode with Jenny, you’ll learn:

  •  How to set yourself up for success with a strong merchandising strategy
  •  What challenges come with inventing your own product category
  •  How to scale the original vision of your brand across a growing team

 And plenty more…

 Jenny brings years of high level marketing experience to the table so you’ll have plenty of practical takeaways from this episode.

FMN 022: Content Marketing that Drives ROI with Julie Feickert
40:41
2017-10-07 18:23:28 UTC 40:41
FMN 022: Content Marketing that Drives ROI with Julie Feickert

Is your content marketing moving product for your brand? If you're like most people, you probably have a blog, a social media presence, and little to no idea of what kind of return your content is delivering.

We took a week off for the holidays but the amount of knowledge today’s guest is about to drop on you will do plenty to make up for lost time.

We’ve got Julie Feickert on the show today, who is the owner of Cultures for Health. Julie is somewhat of accidental food entrepreneur, her words not mine, but her company has hands down, one of the best content marketing strategies in the natural products industry. 

Julie is a self taught ma ster of digital marketing and has built her company to 30 people over the past eight years. She’s got a great story and awesome products, and she’ll surely teach you a thing or 10 about content marketing.

On today’s episode, you’ll learn:

  • How to strategize your content marketing around new product launches
  • What CPG brands can be doing to increase their e-commerce sales
  • Why social media isn’t necessarily for everyone

And a ton more, so let’s go chat with Julie…

 

FMN 021: How to Thrive in a Competitive Market with Kim Bartley
27:23
2017-10-07 18:23:28 UTC 27:23
FMN 021: How to Thrive in a Competitive Market with Kim Bartley

In today's episode, White Castle CMO, Kim Bartley, discusses how and why their iconic restaurants continue to thrive despite fierce competition in the burger space.

When talking about competitive landscapes, most industries have something in common. You’ve got a few big fish with huge marketing budgets, and then you have the challengers, waking up each day looking for innovative ways to compete for the same customers in the same market.

Some challengers lean on creative marketing, some invent unique business models, others are absolute fanatics about building customer relationships. Today’s guest, Kim Bartley, is the CMO for a company that's happened to have mastered all three of those things. Yep, we are talking about White Castle.

From tactical Facebook advertising to strategically providing a medium for "Cravers" to share about their love for the brand, White Castle has been building community and customer loyalty from the top down. 

In today’s interview, Kim explains how White Castle has been so successful in the face of steep competition and changing consumer tastes. She discusses restaurant marketing topics that apply to brands both big and small, including:

How can you leverage data to thrive in a market full of brands with huge ad budgets? (This is one of Kim's main teaching points in her lectures at Ohio State, and her answer is about as practical as any food and restaurant marketing advice you'll hear.)

What can marketing leadership do to build a more loyal fanbase? (A little preview to this answer...Kim herself makes time each day to respond directly to customer feedback about new products and store experiences. Listening to customers isn't just an afterthought.)

Did Harold and Kumar Go to White Castle influence the restaurants' sales?(Ok, this answer might not help your business, but I couldn't resist asking. Plus, it's fun getting to second-hand experience what transpired since the idea of the movie was first introduced.)

References:

Books:

  • Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim

Links:

  • http://whitecastle.com/
  • http://facebook.com/whitecastle

FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner
32:03
2017-10-07 18:23:28 UTC 32:03
FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner

Today, we’re talking with Pat Warner, VP of Culture at the Waffle House. For those of you who are not familiar with the Waffle House brand, they have over 1800 locations in 25 states — they are huge!

They’ve also got social media presence that gotten them coverage on Colbert, ESPN, and TMZ — just to name a few. Waffle House has a case study of how to turn customers and employees into advocates for the brand and a lot of it comes from using social media and how it is intended to be used.

 If you’re interested in strengthening your company’s culture and how to measure the impact of your social media efforts, you’ll to take a lot away from this interview with Pat. 

Pat’s job is to focus on building the company’s culture, while always staying true to the brand. Here are a few key topics we discuss about how Waffle House has grown to 1,850 locations in a less than in-your-face restaurant marketing approach:

How can large restaurants listen to employee and customer sentiment at scale? (You’ll enjoy this answer, because the tools Waffle House uses are at the fingertips of all CPG and restaurant marketing professionals.)

What are the driving forces behind culture at a successful restaurant brand? (Pat believes that each restaurant has its own personality, and you’ll get to hear how his corporate office enables, and even facilitates the uniqueness and culture people keep coming back for.)

Can social media be used for both PR and restaurant marketing? (Short answer: Yes. Social media is a perfect extension of the discussions being had in your restaurant – as you’ll hear from Pat, leveraging those conversations can land you on the Colbert Report when done well.)

Books mentioned in the episode: Getting Things Done by David Allen Tipping Point by Malcolm Gladwell Crucial Conversations by Al Switzler, Joseph Grenny, Kerry Patterson, and Ron McMillan

Links mentioned: https://www.youtube.com/user/whregulars/feed https://www.facebook.com/WaffleHouse https://instagram.com/wafflehouseofficial https://www.linkedin.com/company/waffle-house Snapchat: @WaffleHousehttps://www.sprinklr.com/ https://www.google.com/alerts

FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce
38:36
2017-10-07 18:23:28 UTC 38:36
FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce

On the show today, we have Eric Pierce, Director of Strategy and Insights at New Hope Natural Media. We’re talking 2017 trends that are affecting natural products and CPG companies. While this interview may be more geared toward our CPG marketing nerds out there, the macro and cultural shifts Eric covers really apply to anyone with a business model that relies on selling what people eat or drink.

Restaurant marketing nerds, there’s knowledge for you to be gained here too.

Eric and his team are extremely tapped in to the industry, and having just released their 2017 Trends and Opportunities Forecast, it was the perfect time to have him on the show. You'll get to hear about the report in this episode.

If you're interested in where the industry is headed, new categories of products that are starting to emerge, or are looking for potential areas of opportunity for your brand, you're going to take a lot away from our interview with Eric.

In our conversation, Eric tackles the latest trends and how as a marketer you can make the most of what's going on. Here are just a few topics we touch on in the interview:

What categories within natural products industry are most rife with opportunity in 2017 and beyond? (Eric and his team's ability to see and contextualize macro level data puts them in a unique position to catch trends ahead of the market. I think you'll enjoy hearing his answer to this question.)

What are the biggest 2017 trends food and beverage companies should watch out for?  (With their 2017 Trends and Opportunities Forecast hot off the press, Eric shares findings from what he and his team have been working on.)

What are some of the driving forces behind the shifts in consumer taste? (The food industry is changing, and Eric connects the dots between a few trends in technology that may have a correlation to why we demand different food than we did just a decade ago.)

Links discussed in the episode:

Books:

Blue Ocean Strategy The Dorito Effect by Mike Schatzker The Third Plate by Dan Barber The End of Plenty by Joel K. Bourne Gaining Ground by Forrest Pritchard The Soil Will Save Usby Kristin Ohlson The Good Gut by Erica Sonnenburg and Justin L. Sonnenburg The Hidden Half of Nature by Anne Biklé and David Montgomery Life's Engines by Paul Falkowski Links: http://newhope.com/ http://nextforecast.com/ Food, Inc. (documentary) Fat Sick and Nearly Dead (documentary) http://foodmarketingnerds.com/beyond-traditional-food-marketing-will-schafer/ http://whatsnextinnatural.com/

FMN 018: Cause Marketing Done Right with Amanda Sains
30:36
2017-10-07 18:23:28 UTC 30:36
FMN 018: Cause Marketing Done Right with Amanda Sains

Over the past several years, marketing to millennials has been a hot topic of conversation. By most definitions, millennials are anyone born between the early 80’s to the late 90’s, best known for their lov of snapchat, obsession with traveling, and most importantly, their massive spending power and large makeup of the US work force.

So, It’s no surprise that many brands have shifted marketing budget to engage this generation – whether through relevant product offerings, on trend design, cause marketing, or in the case of today’s guest, it’s pulling together all the above.

We’re talking with Amanda Sains, Marketing Director of B’More Organic, about their recent rebrand and cause marketing done right. Just a little back story, B More Organic has donated over $600k to an awesome cause you’ll get to hear about in a minute.

In this episode, you’ll learn:

  • How to communicate your company’s mission without sounding preachy
  • What brands should be doing with their packaging to appeal to millennials
  • Why genuine cause marketing is much more than a campaign

And a lot more…

FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio
21:18
2017-10-07 18:23:28 UTC 21:18
FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio

When it comes to the companies who win awards for product innovation, the first thought that comes to mind is probably some hot new startup on the bleeding edge of an emerging trend. And while that might be true in some cases, B&G Foods is no start up by any stretch of the imagination, and they’ve been reinventing some of the most classic brands in the CPG industry lately, picking up awards while they’re at it . Today we’re talking with Juv Marchisio, Marketing Director of B&G Foods, about innovating both from a product development and marketing standpoint with recent examples from the brands in his portfolio, like Cream of Wheat and Ortega. On this episode, you’ll learn: How to take an analytical look at growth opportunities for your brand Where and when to start in generating demand for a new product What characteristics make food companies an attractive acquisition And much more…

FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger
28:06
2017-10-07 18:23:28 UTC 28:06
FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger

Over the past several years, the beef jerky category has been on fire with investments from big money players and major acquisitions, and today, we’re talking with Steele Meisinger, te brand manager for one of the companies that started it all: Krave Jerky. After being acquired by Hershey in 2015, Krave has been growing like crazy, and it’s allowed them to do some amazing things in the marketing department. And you’re gonna get to hear about a few of those things from Steele herself. On today’s episode, you’ll learn: Where to start when approaching a truly 360 degree campaign How to integrate native advertising into your marketing strategy What it was like working with Michael Phelps as an Olympic sponsor And much more…

FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg
43:12
2017-10-07 18:23:28 UTC 43:12
FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg

I don’t know about you but it feels like every other week, there's yet another food company being acquired by an industry beast for 10’s and even 100’s of millions of dollars. It’s encouraging for food entrepreneurs, knowing that many of these companies started with good old-fashioned, grassroots marketing. But does that type of approach even work anymore? Well today’s guest will be the first to say that, yes, it absolutely does. Hannah Kuhlberg is the Bean Queen, aka handler of many things including marketing, for a company called Better Bean Co. She’s been using some really creative, not to mention super effective, ways to leverage this new landscape of marketing and PR to grow her business, one cheeky grassroots effort at a time. On today’s episode, you’ll learn: What strategies work to drive measurable ROI with in-store demos Where to start out to build a successful brand ambassador program How to indirectly help customers find your product on the shelves And much more…

FMN 012: Reinventing an Entire Food Category with Will Burger
25:28
2017-10-07 18:23:28 UTC 25:28
FMN 012: Reinventing an Entire Food Category with Will Burger

Today we’re talkin' Hummus. Hummus has been around for THOUSANDS of years, and yet, Hope Foods, makers of Hope Hummus, has redefined the category as we know it. On the show today, we’re gonna be chatting with Will Burger, Director of Marketing for Hope Foods, about how a group of friends went from making hummus in their kitchen at home, to now, still a group of friends making hummus for stores all over the country, all on a shoestring budget. On today’s episode, you’ll learn: How to get buyers and customers talking to each other about your products What you should be doing on social media to build awareness when you’re entering a new market Where to look for inspiration for launching new flavors that people will love And much more…

FMN 011: Going Beyond Traditional Food Marketing with Will Schafer
32:25
2017-10-07 18:23:28 UTC 32:25
FMN 011: Going Beyond Traditional Food Marketing with Will Schafer

Is it possible to change the way people think about a food they’ve loved their entire lives? Today’s guest will tell you that it isn’t easy, but with a great product, and outstanding marketing, it is possible. Will Schafer is the Director of Marketing at Beyond Meat, a company that has been changing the game around plant based protein. And it’s not just vegetarians and vegans, carnivores are embracing their products and for good reason, because they taste exactly like actual meat. In our interview Will talks about how Beyond Meat has been successful in pushed back against conventional norms, especially with their newest product, the Beyond Burger. Even though Beyond Meat has created its own category, the marketing and social media strategies we discuss can be super effective for any food or beverage company launching a new product. In this episode, we talk about: How to introduce a product to a demographic outside your core customers Why social media is so effective for revolutionary food brands How to create demand before your products even launch And a ton more…

FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen
27:48
2017-10-07 18:23:28 UTC 27:48
FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen

What does it really take to challenge the status quo in the CPG industry? Some might say time, or creativity, others might say strategy. Well today’s guest would likely say, “all of the above”. If you’ve never heard of Scott Jenson before this episode, then surely you’ve heard of his first food startup, Stubbs Barbeque sauce. Scott Jenson co-founded Stubbs BBQ sauce in the early ‘90s, which he sold just a few years ago. Being the pioneer that he is, Scott is now the CEO of Rhythm Superfoods and has his hands in some other great ventures you’ll hear in this episode. In this episode with Scott, you’re gonna learn: - Where your marketing focus needs to be to increase sell-through rate - How often you should be updating your packaging - Why going after different retail channels at once can backfire - And a whole lot more… For links mentioned in the episode or for a full recap, go to FoodMarketingNerds.com.

FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman
27:08
2017-10-07 18:23:28 UTC 27:08
FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman

What’s up guys, this is Alex Oesterle and thank you for tuning into episode 9 of Food Marketing Nerds. We’ve all heard stories of food startups that have achieved insane growth in a short period of time. If you’re anything like me, those stories leave you thinking, Ok so I know what they achieved, but how did they go about doing it? Today’s guest is Lizzi Ackerman, who is the COO of the all-natural pancake mix brand, Birch Benders. Over the past two years, Birch Benders has gone from a distribution of just under 20 stores to now over 5000. And after talking with Lizzi, I can tell you that it wasn’t luck, but smart, well thought out strategy that led to Birch Benders’ success. A lot of which, you’ll get to hear from Lizzi. In this episode, we’ll be discussing: How your distribution strategy will make or break you Where to focus marketing budget when funds are limited What tools Birch Benders uses to stay lean And many more insights from an entrepreneur who is practicing what she preaches.

FMN 049: Using Social Ads Like a Boss, with Nik Ingersol
27:58
2017-12-23 18:10:06 UTC 27:58
FMN 049: Using Social Ads Like a Boss, with Nik Ingersol

We’ve got an awesome interview lined up for you today.

I’m chatting with Nik Ingersol, Co-Founder of Barnana. Nik is on the list of Forbes 30 Under 30 and just an all around cool dude.

Before starting Barana, Nik founded a digital agency which eventually formed into an augmented reality firm. And today, we dive into how he’s leveraged creative thinking and guerrilla and social marketing tactics to grow Barnana so quickly.

In this episode, you’ll learn:

  • How creative food startups are opening doors with big retail partners using Facebook Ads
  • What it takes to pull off an attention grabbing PR stunt
  • Why traditional industry thinking might stunt your company’s growth

And so much more. It’s a bit of a shorter episode, but it is packed with tons of unfiltered, actionable advice for food marketers. 

We discuss a lot of extremely useful Facebook Ad Tactics in a short amount of time, so rather than having you pause and write down notes every couple seconds, we’ve compiled all the best tips into a downloadable PDF, at FoodMarketingNerds.com/facebook-ads/.

FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer
36:46
2017-12-23 18:10:06 UTC 36:46
FMN 048: Using Social Data to Be a Smarter Marketer with Lauren Shafer

On the show today, we have Lauren Shafer of Michele’s Granola, and we’re talking all about social media, and how to find what works for your brand.

Michele’s Granola is a fast-growing brand that makes delicious, small batch granola products you can find in stores across the country. Since joining the company, Lauren has grown into her role of marketing manager, where she leverages the social media data, to constantly improve how Michele’s Granola communicates with their customers.

In the episode, you learn

  • Why your current approach to Facebook and Instagram is probably too similar
  • What brand partnerships can do for you on social that influencer marketing doesn’t
  • How to organically get more positive reviews on Amazon

And plenty more.

To learn more about Michelle's Granola, check out their website here.

For links and show notes, visit FoodMarketingNerds.com.

FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech
40:14
2017-12-23 18:10:06 UTC 40:14
FMN 047: How Organic Brands Are Crushing It On QVC with Serafina Palandech

Today we’re chatting with Serafina Palandech of Hip Chick Farms. Serafina’s company makes a line of extremely high quality organic chicken products, like nuggets and tenders, and was founded 4 and half years ago in an effort to provide healthy food to people and children on a mass scale.

From being on a reality show to selling out of inventory on QVC, her company has had amazing success and is growing like crazy.

 On the show today, we discuss:

  • How being on QVC works and what effect it has on your business
  • What core marketing areas you should focus on to grow a cult like following
  • How to use data to know when a packaging redesign might be in order 

And a lot more – Let’s go hang with Serafina!

FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart
35:14
2017-12-23 18:10:06 UTC 35:14
FMN 046: Trends to Watch for a Future-Proof Brand with Fred Hart

Fred Hart is joining us on the show today. We had Fred on the podcast back at episode #30, and if you haven’t listened to that interview yet, we talked all about honing brand strategy, and I’d definitely recommend checking that one out.

Fred is a Partner and Creative Director of Interact, one of the most sought after packaging design firms in the industry.

Part of Fred’s job as creative director is keeping a pulse on industry trends and how to leverage that knowledge to set brands up for the future. Fred and his team recently returned from the Fancy Foods show in New York, and on the show today, we talk about:

  • Interesting categories and trends popping up in the Natural Products industry
  • How Amazon’s purchase of Whole Foods could have a huge impact on packaging design
  • What steps you can take to get your brand strategy buttoned up

And plenty more…

Fred is a rock star in the industry and has plenty to teach us all in his approach to keying in on trends, branding, and design.

Resources: 

Pics of Notable Trends at the Fancy Foods Show

Check Interact Out on Instagram

FMN 045: Hustling Your Way to Category Dominance with Kate Weiler
45:35
2017-12-23 18:10:06 UTC 45:35
FMN 045: Hustling Your Way to Category Dominance with Kate Weiler

On the show, we’ve got Kate Weiler, co-founder of DrinkMaple- and we’re talking about being the champion of your own new category. Kate’s maple water is now sold in over 12,000 stores, which has taken years of grit, passion, and in her words “blissful ignorance” to make happen.

As you’ll hear from Kate, there are pros and cons to creating a product that’s the first of it’s kind, especially as a start-up bootstapping it to the top.

Kate’s got hustle, and is a wealth of information about entrepreneurship and marketing.

In the episode, you’ll learn:

  • Why grit outweighs experience as a CPG startup founder
  • What it takes to go from 1 store to over 12000
  • How to use a small budget when educating consumers is your biggest hurdle

And plenty more...

Kate has some hilarious stories of the early days and lessons learned which I think you’ll really enjoy, so let’s go on and get after it.

Recommended Reads:

David and Goliath

FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt
40:01
2017-12-23 18:10:06 UTC 40:01
FMN 044: Acquiring & Delighting Your Best Customers with Mike McDevitt

We have Terra's Kitchen's CEO/Co-founder, Mike McDevitt, on the show today. Terra’s Kitchen is a meal prep company out of Baltimore and they are sweeping the nation with their one of a kind meal prep delivery service.

They were founded in 2016 and already have a run rate of $20 million a year. Pretty phenomenal.

Their business model is unique to the industry, which allows them to offer up to 60 different meal choices at a time. Terra's Kitchen is set up in a really interesting way, allowing them to focus heavily on customer acquisition and retention, which is primarily what you’ll hear more about from Mike in a second.

In this episode, you’ll learn:

  • How to growth hack digital advertising without sacrificing your brand
  • Why analytics should be your marketing teams best friend (if it’s not already)
  • How to make sure your marketing dollars are used as efficiently as possible

And so much more.

Mike is an extremely savvy marketer and outstanding business man, and you’ll have plenty to learn from his approach to growing Terra’s Kitchen

 

FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman
35:49
2017-12-23 18:10:06 UTC 35:49
FMN 043: In-Store Marketing Tips to Increase Your Sales Velocity with Luke Lahman

On the show today, we have Luke Lahman, who is the field marketing manager for E&J Gallo. If you’re not already familiar, Gallo is the largest producer of wine in the world, and they own and distribute a number of the popular wine and spirit brands you’ll see at most liquor and grocery stores, like Barefoot, Apothic, and New Amsterdam Vodka.

From being on the front lines to training and managing over 30 salespeople, Luke has spent his career in the industry and where he’s really making a name for himself.

In this episode, you’ll learn:

  • How to hire and motivate a strong sales team
  • What’s a recipe for success when it comes to in-store marketing
  • What trends are emerging in the wine and spirits industry

And plenty more… So let’s go chat with Luke.

FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce
47:59
2017-12-23 18:10:06 UTC 47:59
FMN 042: Trends with Huge Growth Potential in Food & Bev w/ Eric Pierce

We have Eric Pierce, Director of Business Insights for New Hope Network. If you’ve been following the podcast, we had Eric on the show back at episode 19.

It’s been one of our most popular episodes so we asked Eric to come back on the show to share some more insights on trends and he graciously obliged.

Eric is incredibly talented in helping entrepreneurs and companies uncover opportunities in the market, and I always walk away from our conversations feeling more in tune with what’s happening emerging in the industry.

In this episode, Eric answers the following questions:

  • What trends are providing big growth potential in food and beverage?
  • How can you test new product concepts without breaking the bank?
  • Could retailers benefit from thinking more like Zara or H&M?

 And plenty more…

 So let’s go chat with Eric..

FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton
19:55
2017-12-23 18:10:06 UTC 19:55
FMN 041: The Do's & Don'ts to Getting Funded with Ben Fenton

Today, we're talking with Ben Fenton of Boulder Food Group about the do's and don'ts if you're looking for outside investment for your food or beverage company. Ben is a VP over at BFG, which if you're not familiar with this firm, is a venture capital group that partners with early stage food and beverage brands, and they partner with some brands like Barnana, Birch Benders, Chameleon Cold-Brew and plenty more. In this episode, you'll learn:

  • What firms like BFG consider potential red flags when assessing potential brand partners
  • Which metrics on your income statement are the most important to investors
  • What founder attributes make you more marketable to VC's

...and plenty more. If seeking outside funding is on the horizon for your company, you'll have plenty to learn from Ben in this episode.

FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae
32:10
2017-12-23 18:10:06 UTC 32:10
FMN 040: How Noosa Bootstrapped Their Way to $100M with Koel Thomae

Today we’re talking with Koel Thomae, Founder of Noosa Yoghurt.

I’m sure you’ve seen the Noosa brand in the thousands of stores they’re in across the country, and today, Koel discusses what it was like growing the business with an extremely tight budget.

Before partnering with an investment firm, Koel and her business partner had bootstrapped their way to a projected $100M a year in revenue. Everyone loves to talk about big investments and overnight successes, which is why I wanted to dig into the early years of Noosa, what it was like growing the company in the early stages to where it is now.

In the episode, you’ll learn 

  • How flexibility in your growth strategy can actually be a good thing
  • Why tactically picking your retail partners is essential in scaling a food startup
  • How to market a brand with a small team and small budget

And plenty more…

FMN 039: How Organic Valley's Content Consistently Connects
51:48
2017-12-23 18:10:06 UTC 51:48
FMN 039: How Organic Valley's Content Consistently Connects

On the show today, we have Tripp Hughes, Director of Brand Management for a company whose marketing I absolutely love, Organic Valley.

Organic Valley seems to have figured out the recipe behind viral marketing content, and before the interview, I wondered how they consistently put out content that was on brand, and always felt so genuine.

You’ll get to hear more about it in just a second, but Organic Valley’s business model is extremely unique. With some context, you'll start to understand why their marketing is so strong.

In the episode with Tripp, you’ll learn…

  • Why transparency is crucial in building a successful company
  • How to empower your team to create great marketing that’s on-brand
  • Why listening to your customers is essential to launching strong campaigns

And plenty more…

FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten
37:11
2017-12-23 18:10:06 UTC 37:11
FMN 038: How Wendy's Rallied the World Around Free Nuggets with Brandon Rhoten

It’s episode number 38, and definitely one of my favorite interviews we’ve done, and I don’t say that often.

We have Brandon Rhoten on the show, who get ready for this title, is the VP, Advertising, Social Media, Media, and Digital Marketing for Wendy’s. It’s a mouthful, and I don’t know how he does it, but everything you see with a Wendy’s logo on it, is the work of Brandon and his team.

This episode is all about how Wendy's went from middle of the pack, to a front runner with one of the strongest brands in the industry. Of course, we discuss the insane amount of publicity they've received from Carter's quest to 18 million Retweets - and more importantly, how to create a culture where partners and employees can do work that gets those kinds of results.

Brandon has a history of transforming brands, and since joining the company in 2011, he’s done the same for Wendy’s in an industry that’s notorious for commoditizing it’s products.

To give you a little more context, since Brandon joined Wendy’s, their stock price has increased nearly 200%, not to mention the 15 consecutive quarters of positive same-store sales they’ve had – which is unreal in that industry.

In this episode, you’ll learn

  • Why leaving silos between marketing teams is a big mistake
  • How to sell a brand when your competitors are selling a commodity
  • Why consistency is crucial across every customer facing platform
  • And so much more.

Yes, this is a food marketing podcast, and yes, we talk about food marketing, but the a lot of the advice in this episode is universal to building a great brand in any industry. So grab a pen a paper, and get ready to jot down some notes, because Brandon is about to lay down some knowledge on you.

FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn
33:00
2017-12-23 18:10:06 UTC 33:00
FMN 037: How Suja Broke the Internet with Influencer Marketing with Katie Washburn

On the show today, we have Katie Washburn, Manager of Marketing Partnerships for Suja Juice. Katie has been with Suja since they were just local San Deigo brand selling a few hundred bottles per week, to where they are now bottling 800k bottles per week. 

Today’s episode is all about influencer marketing. We’ll be diving into how Suja’s launched their midnight tonic last October with an influencer campaign that was so successful, it crashed their website and they sold out of the product in just three days.

On the episode, Katie discusses

Why a follower count isn’t the only thing you should look at when selecting influencers

How to build an influencer program that’s sustainable for the long term

What platforms you should focus on for the most effective influencer marketing…

 

And of course, what made the launch of their midnight tonic so ridiculously successful. If you’ve had influencer marketing on your radar or you’re thinking it’s time to up your game, you are in for a treat.

FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey
52:19
2017-12-23 18:10:06 UTC 52:19
FMN 036: Disrupting a Food Category with a Healthier Option with Lacie Mackey

On the show today, we have Lacie Mackey, co-founder and COO of Caveman Coffee. If you’re not already familiar with the story behind Caveman, then you’re in for a treat.

Lacie is a professional stunt trainer and crossfit athlete with a business background in guerilla marketing. Her co-founders Keith Jardine and Tait Fletcher are both professional MMA fighters who combined have either acted in or did stunts for Breaking Bad, Maze Runner, Jurrassic World and a lot more stuff you’ve probably seen or heard of.

We’re talking with Lacie today about how she and her cofounders stumbled upon their successful business idea, and then leveraged their skills to grow their business through social media, podcasting, and just being themselves.

On the episode, you’ll learn:

  • What benefits and challenges come with starting an e-commerce first brand
  • How Caveman leveraged social media and their community to grow their brand
  • How to stay sharp and focused when you have a massive to do list

And plenty more.

Caveman Coffee is doing a lot of things right, tapping marketing channels most companies haven’t even thought about yet, and it’s paying big off for them in a big way. You’ll learn a lot from Lacie in this episode, not just about how to approach business, but managing the lifestyle as a marketer and entrepreneur.

FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara
35:53
2017-12-23 18:10:06 UTC 35:53
FMN 035: How to Enter New Markets Like a Champ with Billie Jo Waara

On the show today, we’re talking with Billie Jo Waara, who is the CMO of a brand doing some really interesting things in a sector that’s flooded with competitors with deep pockets. We’re talking about Taco Johns.

Here’s a fun little fact about Taco John’s. They actually invented and own the trademark for the term Taco Tuesday. See, you already learned something new and the interview hasn’t even started yet.

Billie Jo spent the first part of her career in advertising before joining Taco Johns as their CMO, so she has a lot of great stories and insights we talk about in the interview.

In today’s episode, you’ll learn:

  • How to create demand for your products before having a presence in a new market
  • What you can do to fan the flames around good online conversations about your brand
  • How to use product innovation to engage a younger audience

And a ton more.

Billie Jo's Book Recommendations:

  • McDonalds: Behind the Arches
  • Then We Set His Hair on Fire

FMN 034: A Facebook Ad Strategy to Increase Your ROI
14:12
2017-12-23 18:10:06 UTC 14:12
FMN 034: A Facebook Ad Strategy to Increase Your ROI

This week’s episode is a solo-cast - which means you’re hanging out with yours truly. We’re talking about smart Facebook ad strategies to grow your sales without breaking the bank.

As a marketing consultant, I firmly believe there is no better place to spend advertising dollars right now than Facebook, which is why I wanted to do an episode solely focus ed on this topic.

While we have another solocast planned on Facebook ads for restaurant brands, this episode focuses primarily on how CPG brands can grow their sales with a few simple tactics.

In this episode, you’ll learn:

  • Why you should absolutely be advertising on Facebook if you’re not already
  • What are the most common mistakes brands make with Facebook advertising
  • How to set up a process that will drive higher ROI for your brand

And a lot more…

If you’re a Facebook ads whiz, go ahead and skip this episode. But if you’re not, or you’re starting to dabble in Facebook ads and want to up your game, then don’t go anywhere just yet.

For transcripts or more information, visit FoodMarketingNerds.com.

FMN 033: Marketing Tech You Should Know About with Andrew Borella
18:30
2017-12-23 18:10:06 UTC 18:30
FMN 033: Marketing Tech You Should Know About with Andrew Borella

We're changing pace a little bit in today's episode, talking about the new advances in marketing technology and automation. 

Marketers barely have enough time as it is to get their own work done, let alone invest the added time in researching the latest innovations in marketing tech. 

That's exactly why we reached out to today's guest, Andrew Borella, Director of Business Development for Zenreach out of San Francisco. Zenreach is a super interesting company, working to quantify the foot traffic to grocery stores and restaurants as a result of your digital marketing efforts.

They've received some pretty substantial investments lately, and after this interview, I think you'll start to understand why. Joining us for San Francisco, let's go chat with Andrew...

For show notes, and more information on the podcast, visit FoodMarketingNerds.com.

 

FMN 032: Why a Great Product Isn't Enough with Pete Truby
39:04
2017-12-23 18:10:06 UTC 39:04
FMN 032: Why a Great Product Isn't Enough with Pete Truby

Whether you're thinking of launching a new CPG brand, or just finding ways to differentiate a product that's already on the shelves, today's guest is a wealth of knowledge in the natural foods startup space.

We're talking with Pete Truby, founder of Salazon Chocolate. From working at Mrs. Meyer's when it was in its early stages, to being one of the first employees at Honest Tea, Pete has been a sponge - soaking up knowledge and information when it comes to startups, entrepreneurship, and the natural foods industry.

Today, you'll get to hear how he's applied that knowledge in bootstrapping Salazon into a brand with national distribution.

In our interview, you're going to learn:

  • Why Pete believes branding is equally, or more, important than product value
  • What the pros and cons are of taking outside investment money
  • How to compete in-store with competitors that have deeper pockets than you

And a whole lot more...

Pete teaches at a local university, so I think you'll really appreciate the way he approaches my questions.

For show notes or to get more information about the podcast, go to FoodMarketingNerds.com.

Thanks for listening!

FMN 031: The American Food Revolution with Taylor West
01:07:09
2017-12-23 18:10:06 UTC 01:07:09
FMN 031: The American Food Revolution with Taylor West

On the show today, we have Taylor West, VP of Marketing for Kodiak Cakes. Taylor has a wealth of experience in the food industry - before making the move into the Natural Products space, he spent around seven years in marketing for General Mills learning how the big dogs roll.

Taylor recently published an incredible article on the state of the food industry in America and what’s driving the success behind natural food brands, which we’re going to be discussing a little more today.

From the world of cost cutting to make shareholders happy, to an environment where focusing the why behind the brand can be all the difference, Taylor offers some amazing insight into what makes natural brands like Kodiak grow 100% year over year.

In today’s interview, Taylor answers:

DOES IT MAKE MORE SENSE FOR THE GIANTS IN BIG FOOD TO ACQUIRE, RATHER THAN COMPETE WITH NATURAL PRODUCTS COMPANIES?

In short answer, yes. There's a reason big food companies aren't successfully knocking off smaller brands on a regular basis. Sure, there may be some instances, but Taylor discusses why brands like Justin's are pulling huge acquisition deals, rather than having to compete with large companies developing similar products.

HOW DOES THE SWITCH FROM BIG TO SMALL FOOD IMPACT YOUR CAREER?

Coming from General Mills, Taylor went from one of the largest food companies in the business to practically a startup. He discusses the impact on his career trajectory, along with what one should consider when thinking about a similar change.

HOW CAN SMALL BRANDS MARKET THEIR PRODUCTS BETTER THAN BIG FOOD COMPANIES WITH HUGE BUDGETS?

Taylor has first-hand experience with leveraging the benefit of being small in marketing, in a way no big can imitate. From sending out gifts to loyal clients, to direct and in-depth surveys, Kodiak Cakes sets the bar for agile, and thoughtful marketing.

And so much more. For anyone in CPG marketing, whether in Big Food or the natural category, you may want to pause and grab a pen and paper before hitting the play button, because Taylor offers a ton of great advice thats actionable and practical.

 

FMN 030: Hone Your Brand Strategy with Fred Hart
43:21
2017-12-23 18:10:06 UTC 43:21
FMN 030: Hone Your Brand Strategy with Fred Hart

For those of you looking to lock down your brand strategy, differentiating yourself in a crowded market, this episode is a gold mine for creative inspiration and how to get your marketing together. 

On the show, we’ve got Fred Hart, Creative Director of Interact, which is one of top branding and packaging design firms in the food and beverage industry, and they’re based in our home state of Colorado - so bonus points in my book.

Fred is a thought leader on design thinking, especially in the food and beverage industry, and you’d have to pay a pretty penny for the advice he gives away for free in this interview.

In this episode, you’ll learn

  • Why great design might actually be the worst thing that can happen to a new company
  • How you should approach branding if you don’t have a clear cut strategy
  • What new trends are starting to gain traction in the food and beverage industry

And plenty more. For show notes, visit FoodMarketingNerds.com.

 

FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope
30:06
2017-12-23 18:10:06 UTC 30:06
FMN 029: Thinking (and Growing) Like a Tech Company with Rich Hope

On the podcast today, we've got Rich Hope, CMO of one of the fastest growing restaurant brands in the country, Jersey Mike's.

At over 1,200 locations (and counting), we talk about the catalysts for the growth behind Jersey Mike's. You'll get a peak behind the curtains about how they're adjusting to account for underlying changes in the market.

Jersey Mike's has nailed it when it comes to serving up a great product, but what might surprise you is how the company has adapted to the advancing tech in marketing and the restaurant industry.

If you've yet to fully embrace marketing technology, or are wondering how the fastest growing brands do, there are plenty of takeaways in today's interview with Rich. 

Let's get after it.

For show note and additional resources, visit FoodMarketingNerds.com.

FMN 028: The Smart Approach to Developing Food Products with Barr Hogen
21:32
2017-12-23 18:10:06 UTC 21:32
FMN 028: The Smart Approach to Developing Food Products with Barr Hogen

We’re changing gears a little bit in today’s episode, and I think you'll really enjoy it. On the show, we have Barr Hogen, owner of Barr-None Consulting, and we’re going to talking about developing food products with an approach that sets you up for success.

It today's episode, we talk with Barr about her expertise in developing food products that appeal to a specific target demographic’s flavor preferences. Barr is a product development consultant with an extensive background in creating healthy, and delicious food and beverage products.

Before spending nine years at Odwalla creating products they still sell today, Barr helped open one of, if not the first, whole foods restaurants in San Francisco. In other words, Barr was creating nutritious products way before it was trendy.

In this episode, you’ll learn:

  • What flavor profiles you should focus on if you want to market to millennials vs. baby boomers
  • How to approach product development differently if you’re planning to sell mass market
  • What Barr tells every food entrepreneur with a new product idea

And plenty more…

Let’s go chat with Barr. 

Resources from the Episode:

FMN 027: From Local Startup to 4000 Stores with Matt D'Amour
39:16
2017-12-23 18:10:06 UTC 39:16
FMN 027: From Local Startup to 4000 Stores with Matt D'Amour

In this episode, we're chatting with Matt D'Amour, CEO of Yumbutter, about how he built his B Corp from the ground up, increasing his ability to make a positive impact on the world.

Starting with only $900 and zero industry experience, Matt and his business partner launched the business, which has grown in distribution by over 430% this past year.

Through their Buy One, Feed One model, which you'll get to hear about shortly, Yumbutter has helped feed over 150,000 children with malnutrition since 2015. 

In this episode, you'll learn:

  • Where the bottlenecks are when it comes to scaling a food CPG company
  • What the challenges and benefits of running a certified B Corp are
  • How to increase awareness around your company's bigger mission when you get into new stores

And a whole lot more.

For more information on Yumbutter, check out their website at Yumbutter.com. 

FMN 026: Capitalizing on a New Era of Advertising with Richard Cran
46:47
2017-12-23 18:10:06 UTC 46:47
FMN 026: Capitalizing on a New Era of Advertising with Richard Cran

Today’s episode is a little longer than usual, but it's well worth taking the time to listen to the podcast. We’ve got Richard Cran on the show who is about to drop some serious advertising and branding wisdom on you.

Richard’s resume would make Don Draper jealous. Throughout Richard’s career, he’s worked with powerhouses like Taco Bell, Nike, Audi, Samsung, and Harley Davidson just to name a few.

Over the past several years, and most relevant to our restaurant marketing nerds out there, Richard was VP of Marketing Communications for Jack in the Box, where he headed up campaigns impressive enough to make it into Facebook’s quarterly earnings reports.

He’s joining us on the show today having recently started his own firm called AdHoc Advertising, which you’ll get to hear more about in a minute.

On this episode, you’ll learn

  • What iconic brands do to truly differentiate themselves
  • How to measure the direct impact of your social media campaigns
  • Why the high cost of working with influencers can actually be justifiable

And so much more.

If you'd like to get in touch with Richard, you can contact him via email at richard.cran@adhocadvertising.com.

So sit back, grab a pen and paper, and get ready to learn.

FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller
36:41
2017-12-23 18:10:06 UTC 36:41
FMN 025: Leveraging Emerging Social Trends to Build National Awareness with Marie Miller

On the show today, we have Marie Miller, who handles social media and public relations for Four Peaks Brewing Company out of Tempe, AZ.

Marie brings a cool perspective to the table because she’s not only marketing for a brewery with multiple restaurant locations, but also a CPG brand with distribution all over the country. 

Today, we’re talking about emerging social media platforms and how you can leverage things like Facebook Live to grow your business. If you haven’t dabbled in Snapchat or are hesitant to test out live streaming apps, Marie offers some practical advice as someone who has been implementing and strategizing ways to build a national brand.

In this episode, you’ll learn

  • How to take a targeted approach to boost brands awareness with Snapchat geo-filters
  • What to look out for when getting started with Facebook Live
  • How to navigate the red tape that comes with marketing an age restrictive product

And a lot more… it’s a fun and lively episode and I think you’ll all enjoy it.

FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford
26:37
2017-12-23 18:10:06 UTC 26:37
FMN 024: Building a Brand That Makes a Positive Impact with Kris Ford

On the show today, we’ve got Kris Ford, Marketing Director at Deep River Snacks, a company on a mission that makes some delicious, better-for-you chips.

Deep River’s tagline is “We Give a Chip”, because they commit 10% of their net profits from each bag of chips sold to support a number of different charities. I love companies like this that use business as a vehicle to make the world a better place, and if you’re considering implementing a similar program, you’ll have plenty to learn from Kris.

In this episode, you’ll learn

  • How to effectively set yourself apart from the bigger players in the industry
  • What challenges come with committing a percentage of profit to charity
  • How to build a social media community around a bigger cause

And plenty more…

FMN 023: How to Market Innovative Food Products with Jenny Burns
45:31
2017-12-23 18:10:06 UTC 45:31
FMN 023: How to Market Innovative Food Products with Jenny Burns

On the show today, we’ve got Jenny Burns, Marketing Director of Dang Foods.

If you’re not already familiar with Dang Foods, I’m sure you’ve seen their packaging and would recognize their line of toasted coconut chips on the end caps of most grocery stores around the country.

Dang Foods was the trailblazer in the coconut chip category and since their founding several years back, there have been plenty of similar products to hit the market. 

They’ve recently launched a new line of onion chips to compliment what they’re already doing, and Jenny’s experience in branding and marketing has been a big contributor to their recent success.

 In this episode with Jenny, you’ll learn:

  •  How to set yourself up for success with a strong merchandising strategy
  •  What challenges come with inventing your own product category
  •  How to scale the original vision of your brand across a growing team

 And plenty more…

 Jenny brings years of high level marketing experience to the table so you’ll have plenty of practical takeaways from this episode.

FMN 022: Content Marketing that Drives ROI with Julie Feickert
40:41
2017-12-23 18:10:06 UTC 40:41
FMN 022: Content Marketing that Drives ROI with Julie Feickert

Is your content marketing moving product for your brand? If you're like most people, you probably have a blog, a social media presence, and little to no idea of what kind of return your content is delivering.

We took a week off for the holidays but the amount of knowledge today’s guest is about to drop on you will do plenty to make up for lost time.

We’ve got Julie Feickert on the show today, who is the owner of Cultures for Health. Julie is somewhat of accidental food entrepreneur, her words not mine, but her company has hands down, one of the best content marketing strategies in the natural products industry. 

Julie is a self taught ma ster of digital marketing and has built her company to 30 people over the past eight years. She’s got a great story and awesome products, and she’ll surely teach you a thing or 10 about content marketing.

On today’s episode, you’ll learn:

  • How to strategize your content marketing around new product launches
  • What CPG brands can be doing to increase their e-commerce sales
  • Why social media isn’t necessarily for everyone

And a ton more, so let’s go chat with Julie…

 

FMN 021: How to Thrive in a Competitive Market with Kim Bartley
27:23
2017-12-23 18:10:06 UTC 27:23
FMN 021: How to Thrive in a Competitive Market with Kim Bartley

In today's episode, White Castle CMO, Kim Bartley, discusses how and why their iconic restaurants continue to thrive despite fierce competition in the burger space.

When talking about competitive landscapes, most industries have something in common. You’ve got a few big fish with huge marketing budgets, and then you have the challengers, waking up each day looking for innovative ways to compete for the same customers in the same market.

Some challengers lean on creative marketing, some invent unique business models, others are absolute fanatics about building customer relationships. Today’s guest, Kim Bartley, is the CMO for a company that's happened to have mastered all three of those things. Yep, we are talking about White Castle.

From tactical Facebook advertising to strategically providing a medium for "Cravers" to share about their love for the brand, White Castle has been building community and customer loyalty from the top down. 

In today’s interview, Kim explains how White Castle has been so successful in the face of steep competition and changing consumer tastes. She discusses restaurant marketing topics that apply to brands both big and small, including:

How can you leverage data to thrive in a market full of brands with huge ad budgets? (This is one of Kim's main teaching points in her lectures at Ohio State, and her answer is about as practical as any food and restaurant marketing advice you'll hear.)

What can marketing leadership do to build a more loyal fanbase? (A little preview to this answer...Kim herself makes time each day to respond directly to customer feedback about new products and store experiences. Listening to customers isn't just an afterthought.)

Did Harold and Kumar Go to White Castle influence the restaurants' sales?(Ok, this answer might not help your business, but I couldn't resist asking. Plus, it's fun getting to second-hand experience what transpired since the idea of the movie was first introduced.)

References:

Books:

  • Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim

Links:

  • http://whitecastle.com/
  • http://facebook.com/whitecastle

FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner
32:03
2017-12-23 18:10:06 UTC 32:03
FMN 020: Turning Customers and Employees into Brand Advocates with Pat Warner

Today, we’re talking with Pat Warner, VP of Culture at the Waffle House. For those of you who are not familiar with the Waffle House brand, they have over 1800 locations in 25 states — they are huge!

They’ve also got social media presence that gotten them coverage on Colbert, ESPN, and TMZ — just to name a few. Waffle House has a case study of how to turn customers and employees into advocates for the brand and a lot of it comes from using social media and how it is intended to be used.

 If you’re interested in strengthening your company’s culture and how to measure the impact of your social media efforts, you’ll to take a lot away from this interview with Pat. 

Pat’s job is to focus on building the company’s culture, while always staying true to the brand. Here are a few key topics we discuss about how Waffle House has grown to 1,850 locations in a less than in-your-face restaurant marketing approach:

How can large restaurants listen to employee and customer sentiment at scale? (You’ll enjoy this answer, because the tools Waffle House uses are at the fingertips of all CPG and restaurant marketing professionals.)

What are the driving forces behind culture at a successful restaurant brand? (Pat believes that each restaurant has its own personality, and you’ll get to hear how his corporate office enables, and even facilitates the uniqueness and culture people keep coming back for.)

Can social media be used for both PR and restaurant marketing? (Short answer: Yes. Social media is a perfect extension of the discussions being had in your restaurant – as you’ll hear from Pat, leveraging those conversations can land you on the Colbert Report when done well.)

Books mentioned in the episode: Getting Things Done by David Allen Tipping Point by Malcolm Gladwell Crucial Conversations by Al Switzler, Joseph Grenny, Kerry Patterson, and Ron McMillan

Links mentioned: https://www.youtube.com/user/whregulars/feed https://www.facebook.com/WaffleHouse https://instagram.com/wafflehouseofficial https://www.linkedin.com/company/waffle-house Snapchat: @WaffleHousehttps://www.sprinklr.com/ https://www.google.com/alerts

FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce
38:36
2017-12-23 18:10:06 UTC 38:36
FMN 019: 2017 Trends Shaping the Food and Beverage Industry with Eric Pierce

On the show today, we have Eric Pierce, Director of Strategy and Insights at New Hope Natural Media. We’re talking 2017 trends that are affecting natural products and CPG companies. While this interview may be more geared toward our CPG marketing nerds out there, the macro and cultural shifts Eric covers really apply to anyone with a business model that relies on selling what people eat or drink.

Restaurant marketing nerds, there’s knowledge for you to be gained here too.

Eric and his team are extremely tapped in to the industry, and having just released their 2017 Trends and Opportunities Forecast, it was the perfect time to have him on the show. You'll get to hear about the report in this episode.

If you're interested in where the industry is headed, new categories of products that are starting to emerge, or are looking for potential areas of opportunity for your brand, you're going to take a lot away from our interview with Eric.

In our conversation, Eric tackles the latest trends and how as a marketer you can make the most of what's going on. Here are just a few topics we touch on in the interview:

What categories within natural products industry are most rife with opportunity in 2017 and beyond? (Eric and his team's ability to see and contextualize macro level data puts them in a unique position to catch trends ahead of the market. I think you'll enjoy hearing his answer to this question.)

What are the biggest 2017 trends food and beverage companies should watch out for?  (With their 2017 Trends and Opportunities Forecast hot off the press, Eric shares findings from what he and his team have been working on.)

What are some of the driving forces behind the shifts in consumer taste? (The food industry is changing, and Eric connects the dots between a few trends in technology that may have a correlation to why we demand different food than we did just a decade ago.)

Links discussed in the episode:

Books:

Blue Ocean Strategy The Dorito Effect by Mike Schatzker The Third Plate by Dan Barber The End of Plenty by Joel K. Bourne Gaining Ground by Forrest Pritchard The Soil Will Save Usby Kristin Ohlson The Good Gut by Erica Sonnenburg and Justin L. Sonnenburg The Hidden Half of Nature by Anne Biklé and David Montgomery Life's Engines by Paul Falkowski Links: http://newhope.com/ http://nextforecast.com/ Food, Inc. (documentary) Fat Sick and Nearly Dead (documentary) http://foodmarketingnerds.com/beyond-traditional-food-marketing-will-schafer/ http://whatsnextinnatural.com/

FMN 018: Cause Marketing Done Right with Amanda Sains
30:36
2017-12-23 18:10:06 UTC 30:36
FMN 018: Cause Marketing Done Right with Amanda Sains

Over the past several years, marketing to millennials has been a hot topic of conversation. By most definitions, millennials are anyone born between the early 80’s to the late 90’s, best known for their lov of snapchat, obsession with traveling, and most importantly, their massive spending power and large makeup of the US work force.

So, It’s no surprise that many brands have shifted marketing budget to engage this generation – whether through relevant product offerings, on trend design, cause marketing, or in the case of today’s guest, it’s pulling together all the above.

We’re talking with Amanda Sains, Marketing Director of B’More Organic, about their recent rebrand and cause marketing done right. Just a little back story, B More Organic has donated over $600k to an awesome cause you’ll get to hear about in a minute.

In this episode, you’ll learn:

  • How to communicate your company’s mission without sounding preachy
  • What brands should be doing with their packaging to appeal to millennials
  • Why genuine cause marketing is much more than a campaign

And a lot more…

FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio
21:18
2017-12-23 18:10:07 UTC 21:18
FMN 016: Reinventing Food Brands to Attract New Customers with Juv Marchisio

When it comes to the companies who win awards for product innovation, the first thought that comes to mind is probably some hot new startup on the bleeding edge of an emerging trend. And while that might be true in some cases, B&G Foods is no start up by any stretch of the imagination, and they’ve been reinventing some of the most classic brands in the CPG industry lately, picking up awards while they’re at it . Today we’re talking with Juv Marchisio, Marketing Director of B&G Foods, about innovating both from a product development and marketing standpoint with recent examples from the brands in his portfolio, like Cream of Wheat and Ortega. On this episode, you’ll learn: How to take an analytical look at growth opportunities for your brand Where and when to start in generating demand for a new product What characteristics make food companies an attractive acquisition And much more…

FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger
28:06
2017-12-23 18:10:07 UTC 28:06
FMN 015: Marketing Like an Olympic Sponsor with Steele Meisenger

Over the past several years, the beef jerky category has been on fire with investments from big money players and major acquisitions, and today, we’re talking with Steele Meisinger, te brand manager for one of the companies that started it all: Krave Jerky. After being acquired by Hershey in 2015, Krave has been growing like crazy, and it’s allowed them to do some amazing things in the marketing department. And you’re gonna get to hear about a few of those things from Steele herself. On today’s episode, you’ll learn: Where to start when approaching a truly 360 degree campaign How to integrate native advertising into your marketing strategy What it was like working with Michael Phelps as an Olympic sponsor And much more…

FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg
43:12
2017-12-23 18:10:07 UTC 43:12
FMN 013: Grassroots Food Marketing Like a Boss with Hannah Kullberg

I don’t know about you but it feels like every other week, there's yet another food company being acquired by an industry beast for 10’s and even 100’s of millions of dollars. It’s encouraging for food entrepreneurs, knowing that many of these companies started with good old-fashioned, grassroots marketing. But does that type of approach even work anymore? Well today’s guest will be the first to say that, yes, it absolutely does. Hannah Kuhlberg is the Bean Queen, aka handler of many things including marketing, for a company called Better Bean Co. She’s been using some really creative, not to mention super effective, ways to leverage this new landscape of marketing and PR to grow her business, one cheeky grassroots effort at a time. On today’s episode, you’ll learn: What strategies work to drive measurable ROI with in-store demos Where to start out to build a successful brand ambassador program How to indirectly help customers find your product on the shelves And much more…

FMN 012: Reinventing an Entire Food Category with Will Burger
25:28
2017-12-23 18:10:07 UTC 25:28
FMN 012: Reinventing an Entire Food Category with Will Burger

Today we’re talkin' Hummus. Hummus has been around for THOUSANDS of years, and yet, Hope Foods, makers of Hope Hummus, has redefined the category as we know it. On the show today, we’re gonna be chatting with Will Burger, Director of Marketing for Hope Foods, about how a group of friends went from making hummus in their kitchen at home, to now, still a group of friends making hummus for stores all over the country, all on a shoestring budget. On today’s episode, you’ll learn: How to get buyers and customers talking to each other about your products What you should be doing on social media to build awareness when you’re entering a new market Where to look for inspiration for launching new flavors that people will love And much more…

FMN 011: Going Beyond Traditional Food Marketing with Will Schafer
32:25
2017-12-23 18:10:07 UTC 32:25
FMN 011: Going Beyond Traditional Food Marketing with Will Schafer

Is it possible to change the way people think about a food they’ve loved their entire lives? Today’s guest will tell you that it isn’t easy, but with a great product, and outstanding marketing, it is possible. Will Schafer is the Director of Marketing at Beyond Meat, a company that has been changing the game around plant based protein. And it’s not just vegetarians and vegans, carnivores are embracing their products and for good reason, because they taste exactly like actual meat. In our interview Will talks about how Beyond Meat has been successful in pushed back against conventional norms, especially with their newest product, the Beyond Burger. Even though Beyond Meat has created its own category, the marketing and social media strategies we discuss can be super effective for any food or beverage company launching a new product. In this episode, we talk about: How to introduce a product to a demographic outside your core customers Why social media is so effective for revolutionary food brands How to create demand before your products even launch And a ton more…

FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen
27:48
2017-12-23 18:10:07 UTC 27:48
FMN 010: Challenging Food Industry Norms on a Startup Budget with Scott Jensen

What does it really take to challenge the status quo in the CPG industry? Some might say time, or creativity, others might say strategy. Well today’s guest would likely say, “all of the above”. If you’ve never heard of Scott Jenson before this episode, then surely you’ve heard of his first food startup, Stubbs Barbeque sauce. Scott Jenson co-founded Stubbs BBQ sauce in the early ‘90s, which he sold just a few years ago. Being the pioneer that he is, Scott is now the CEO of Rhythm Superfoods and has his hands in some other great ventures you’ll hear in this episode. In this episode with Scott, you’re gonna learn: - Where your marketing focus needs to be to increase sell-through rate - How often you should be updating your packaging - Why going after different retail channels at once can backfire - And a whole lot more… For links mentioned in the episode or for a full recap, go to FoodMarketingNerds.com.

FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman
27:08
2017-12-23 18:10:07 UTC 27:08
FMN 009: Bootstrapping a Food Startup to Explosive Growth with Lizzi Ackerman

What’s up guys, this is Alex Oesterle and thank you for tuning into episode 9 of Food Marketing Nerds. We’ve all heard stories of food startups that have achieved insane growth in a short period of time. If you’re anything like me, those stories leave you thinking, Ok so I know what they achieved, but how did they go about doing it? Today’s guest is Lizzi Ackerman, who is the COO of the all-natural pancake mix brand, Birch Benders. Over the past two years, Birch Benders has gone from a distribution of just under 20 stores to now over 5000. And after talking with Lizzi, I can tell you that it wasn’t luck, but smart, well thought out strategy that led to Birch Benders’ success. A lot of which, you’ll get to hear from Lizzi. In this episode, we’ll be discussing: How your distribution strategy will make or break you Where to focus marketing budget when funds are limited What tools Birch Benders uses to stay lean And many more insights from an entrepreneur who is practicing what she preaches.