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How to Create E-Commerce Content That Drives Conversion

Posted By: SGK June 27, 2019

On Amazon and other e-commerce sites, your product detail page is where shoppers will ultimately make the decision to buy or pass. The content you include—or fail to include—makes all the difference to your conversion rate.

In our next BrandSquare webinar, join SGK’s global product director, e-content, Uma Kannappan, to learn the latest e-commerce best practices, including proven techniques to optimize search results, foster consumer confidence, and win at the digital shelf.

Be sure to register now and tune in on Thursday, July 25, 2019 at 1-1:30PM ET.

Register now for: How to Create E-Commerce Content That Drives Conversion 

Are your e-commerce product detail pages working hard enough?

About Uma Kannappan: Uma brings over 20 years of experience in developing and implementing marketing, digital and e-commerce strategies and technologies to create omnichannel customer engagement. Her experience includes working extensively with clients in various industries and sectors, including consumer products, retail and technology. She has also worked with The Consumer Goods Forum and other industry bodies to provide thought leadership for CPG manufacturers and retailers as they collaborate to create mutual value, foster innovation and drive growth.

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The Agency’s Role in Partnering With In-House Teams

Posted By: SGK April 08, 2019

The explosive growth of in-house agencies is one of today’s most significant trends across the marketing and advertising industry. At the same time, most marketers still regard their external agency partners as a critical ingredient in the formula for success.

The result is both a symbiotic relationship and a disruptive shake-up that affects everything from strategy development to content creation and the ownership of ideas.

In our next BrandSquare webinar, join Eleanor Dake of Anthem for a lively discussion on the challenges and opportunities that come with bringing marketing strategy and creative in-house.

Be sure to register now and tune in on Thursday, April 25, 2019 at 1-1:30PM ET.

Register now for: The Agency’s Role in Partnering With In-House Teams  

Join us and discover how to balance the strengths of both internal and external, achieving greater success than either could accomplish alone.

About Eleanor Dake: As Director of Client Engagement at Anthem, Eleanor is responsible for managing the agency’s client relationships and ensuring that the partnerships are healthy and productive — always driving towards new ways for a client’s brand to engage with consumers in a continually evolving marketplace. With over 15 years of experience shaping her current role, Eleanor finds that one of the most rewarding parts of her job is uncovering the common ground between the desires of her clients and Anthem’s creative team, as that process typically lands on unexpected creative and strategic business solutions that will resonate with today’s consumer.

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Mintel’s 2019 Consumer Trends: Wellness in the Age of Connectivity

Posted By: SGK February 08, 2019

Managing effective wellbeing for brands and consumers is becoming increasingly important in the connected world. As a natural evolution of interactive expectation, consumers are examining their surroundings and their mental wellbeing more closely than ever.

In our next BrandSquare webinar, join Gabi Lieberman of Mintel as she takes a holistic look at two of the six leading consumer trends — “Total Wellbeing” and “On Display” — which are predicted to shape the global consumer landscape in 2019.

Be sure to register now and tune in on Thursday, February 21, 2019 at 1 – 1:30PM ET.

Register now for: Mintel’s 2019 Consumer Trends: Wellness in the Age of Connectivity 

Don’t miss your opportunity to learn how these trends are merging digital, health and wellness within consumer markets. We’ll show you how your brands can implement effective social media strategies to build trust and transparency.

About Gabi Lieberman: Lieberman leads research, strategy and the development of content for the Trends and Social Media Research departments across the Americas. Under her guidance, social media teams turn millions of digital conversations into actionable guidance for brands using Mintel’s suite of expert market data and analysis to identify exciting trends.

With a decade of experience in social media and consumer research, Gabi finds joy in guiding brands on how to make content more impactful, and consumer experiences more fulfilling. Before coming to Mintel, Gabi worked as a researcher for Crain’s Chicago Business; there she helped establish the newspaper’s social media foundation.

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Product Digitization for Consumer Brands

Posted By: SGK January 03, 2019

Every product has a story to tell. To your consumers: What was the product made from? How and when was it manufactured? What benefits and added values does it offer?

And to your business: What was its journey through the supply chain? Who is buying it and where? How is it being used?

In our next BrandSquare webinar, join Curt Schacker of EVRYTHNG as he explains how digitized products enable context-driven, dynamic, “always on” consumer experiences and reveals how to leverage the Internet of Packaging to tell unique product stories.

Be sure to register and tune in on Thursday, January 24, 2019 at 1 – 1:30PM ET.

Register now for: Product Digitization for Consumer Brands 

Consumer brands are facing market challenges as never before. Start-up and private label brands, ecommerce, mobile shopping, regulatory requirements and more: All of these forces require brands to think and act in new ways. When you’re feeling besieged, product digitization gives your brand a powerful tool to fight back.

About Curt Schacker: Curt has spent his entire career in Silicon Valley, serving in a number of technical, marketing and sales roles. He began his career developing the flight control software for the NASA Hubble Space Telescope, which has been in continuous operation since its launch in 1990. Curt was the vice president of worldwide marketing at Wind River (now Intel) which grew revenues by 100 times during his 11-year tenure. He is now executive vice president of business development at the Internet of Things provider EVRYTHNG, which delivers the market-leading platform for connecting everyday consumer products to the internet — enabling brands to realize the power of product digitization.

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From SmartLabel to SmartERLabel

Posted By: SGK December 05, 2018

Seventy percent of U.S. shoppers want to know more about the grocery products they are buying than what is available from traditional package labels. The SmartLabel initiative is gaining global notoriety as it increases transparency and help brands connect better to their customers.

In our next BrandSquare webinar, SGK’s director of client solutions, Michael Fox will how connected packaging is becoming an integral part of today’s sales and marketing strategies and will explain why companies should invest in connected pack technology.

Be sure to register and tune in on Thursday, December 13, 2018 at 1 – 1:30PM ET.

Register now for: From SmartLabel to SmartERLabel  

Most major US CPGs are closely monitoring how SmartLabel is received as a transparency platform and as a regulatory disclosure platform, but SmartLabel has a lot more to offer than that.

About Michael Fox: Michael has spent 14 years effecting organizational change in a large range of business environments, from CPG to military. He has a broad-based technical background in R&D, engineering management, product lifecycle management, project management and operations. Since 2011, Michael has worked with more than 30 of the 100 largest CPGs to evolve their marketing operations practices.

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Transparency and Choice: Winning With Today's Consumers

Posted By: SGK August 02, 2018

Consumers today are actively encouraged to doubt practically everything. And they’re bombarded with conflicting information.

In our next BrandSquare webinar, join Mintel’s food and drink expert, Jenny Zegler, and learn how to inspire confidence in your brand by taking advantage of two leading consumer trends: Full Disclosure and Self-Fulfilling Practices.

In this webinar, you’ll learn:

  • Why today’s consumers have become so interested in the origins and ingredients of food and drink
  • How consumers are developing personalized self-care habits as they cope with uncertainty in a stressful world
  • What your brand can do to help consumers experience greater control, trust and well-being

Be sure to register now and tune in Thursday, August 23, 2018 at 1-1:30PM ET.

Register now for: Transparency and Choice: Winning With Today's Consumers  

Your brand can inspire trust and certainty amid the confusion and contradictions of today’s world — we’ll show you how!

About Jenny Zegler: Associate Director Jenny Zegler is the dedicated trends analyst on the Mintel Food & Drink platform, blending Mintel Trends expertise with food and drink-specific topics such as health and wellness, formulation, sustainability and retail innovation. In addition to monthly trend analysis, Jenny has led Mintel’s Global Food & Drink Trends project since 2015.

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Tips on Filling Your Content Pipeline with Effective Messaging

Posted By: SGK July 12, 2018

Does your content meet the challenge of being “enough”? Does it draw enough attention? Is it funny enough? Touching enough? Smart enough? If it isn’t “enough” something, at least, then it won’t stand out from all the other content competing for eyeballs.

To create content that delivers the right strategic message in a creatively compelling way. Content that actually stands out. And we have to create a whole lot of it to fill all the channels. So how do you do it?

In our next BrandSquare webinar, join Todd Slutzky, a leader in creative development at Anthem Worldwide, as he shares tips on creating content that makes people care. And how to create a whole lot of it to fill all the channels.

Be sure to register now and tune in Thursday, July 19, 2018 at 1-1:30PM ET.

Register now for: No One Care About Your Marketing 

Let’s talk about how we can condense our thoughts to the ONE key message your consumers really want to know.

About Todd Slutzky: Todd Slutzky is responsible for managing creative at Anthem Atlanta, where he and the creative team push themselves to achieve new heights for The Home Depot as well as other select clients. Todd has over 20 years of experience leading agencies and clients to strategically sound and creatively innovative solutions. A digital pacesetter, Todd’s work has been recognized by the Webbys, Effies, Addys and NY Festivals. He has led digital creative for some of the world’s largest and best-known brands including Kleenex, UPS and Lowe’s.

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Millennials vs. Gen Z: Know the Marketing Difference

Posted By: SGK June 07, 2018

Even if you think you’ve mastered what millennials need and want, you’ll be surprised what the younger Generation Z is bringing to the fore: old-school values, a new American pragmatism and a desire to co-create the new rules of marketing.

In our next BrandSquare webinar, Jeff Fromm of FutureCast will be sharing insights and answering your questions about ever-changing youth culture. In particular, he’ll explore the different life experiences and motivations of millennials versus the up-and-coming Gen Z — and how to keep your brand ever-young and engaging for both cohorts.

In this webinar you’ll learn:

  • The differences between millennials, Gen Z and older generations
  • Key trends to watch for and get ahead of as youth gain spending power
  • Six mindsets that will drive “brand level profit performance”

Be sure to register now and tune in Thursday, June 21, 2018 at 1-1:30PM ET.

Register now for: Marketing to Today’s Youth Culture 

Think you’ve got youth figured out already? Be prepared for some big surprises!

About Jeff Fromm: Jeff Fromm is a subject matter expert and professional speaker on consumer trends, marketing and innovation. He has keynoted all over the world and has over 25 years of brand marketing consulting experience. He is a contributing writer at Forbes and co-author of three books: Marketing to Millennials, Millennials with Kids, and Marketing to Gen Z.

Jeff is president of FutureCast, a consumer trends consultancy that is a division of the ad agency Barkley. While others talk about trends, Jeff and his partners are actively applying trends to create marketing and innovation best practices. His humorous stories and proactive strategy paradigms are supported by hard research and real client profit growth.

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Why You Need Design That’s As Powerful As Your Mission

Posted By: SGK May 08, 2018

Anthem and Soapbox partnered to create a redesign that amplified the quality of the product while driving the brand’s mission through on-pack calls to action.

With a look that now accurately reflects the care the team at Soapbox put into the products’ ingredients, mission, and benefits — great design can make all the difference for a brand with altruistic goals.

In our next BrandSquare webinar, John-Paul Doyle, senior creative director at Anthem Worldwide NY, and David Simnick, CEO and cofounder of Soapbox explain how better packaging design made all the difference for Soapbox’s important mission.

Be sure to register now and tune in Thursday, May 17, 2018 at 1-1:30PM ET.

Register now for: Doing Good Demands Good Design 

Your brand’s mission is important. So is conveying that mission to customers.

About David Simnick: Soapbox was founded in 2010 by David Simnick and Dan Doll with a simple mission: to empower people to change the world through everyday, quality purchases. Simnick made the first batch of soap in his college apartment while still at American University. Eight years later its products are in retailers across the nation and nearly three million donations have been made!

About JP Doyle: John-Paul Doyle brings 15 years’ experience developing consumer and private brand packaging systems and integrated marketing campaigns, in categories ranging from beauty to beverage, hard goods to prestige. His experience working with companies and brands includes CVS, Safeway, Ahold USA, Diageo, Unilever, Kraft, Godiva, Burt’s Bees, Johnnie Walker and Evian.

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The Age of Collaboration: Mastering the Modern Retail Experience

Posted By: SGK April 02, 2018

Engaging today’s retail consumers and influencing purchases has changed from a simple funnel to a dynamic journey. Gone are the days of closing your studio door, shutting out the world and working on deliverables until 3am the day they are due.

Creatives are now challenged to work with financial and data partners, programmers, technology experts, other creatives and a whole slew of additional team members to get the job done. Collaboration is the key to success in a continuously changing retail marketplace.

In our next BrandSquare webinar, join Carson Smith, photo art director at Schawk to learn tips for adapting to today’s increasingly cooperative creative production industry.

Be sure to register now and tune in Thursday, April 19, 2018 at 1-1:30PM ET.

Register now for: The Age of Collaboration: Mastering the Modern Retail Experience

The days of producing creative work in isolation are over. Today, the best work is created by a diverse team, capitalizing on the different strengths and areas of expertise of the group.

About Carson Smith: Carson understands the artistic direction brands are seeking and knows how to help them execute their vision. She has done it all along the way: child wrangling at photo shoots, wardrobe styling for high-end fashion brands, and everything in between. She has the ability to make final photo selects while answering questions about the styling for tomorrow’s shoot, all while sitting on set to offer guidance. She has worked for brands such as Ralph Lauren, Nike, Converse, Lancôme, Kohl’s, Meijer and more, from styling window displays to leading creative teams.