Episodes

Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Infinity Worlds Inc. The company is a dedicated team of manufacturer brokers that specialize in Walmart distribution for their clients. On the show, Mark and Chad discuss the kinds of products, brands and clients that Infinity Worlds partners with to help present to Walmart buyers. Chad talks about how Walmart differs from other types of r...

On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Marketing (SEM), display ads, social media sponsored ads, retargeting campaigns and more. They talk about types of targeting that can be done on different platforms, the type of media that appeals to users on those platforms and some different strategies across devices. Also, they cover the strategy behin...

Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover the value of recency in planning media and how it can offset the need for frequency. They compare different formats and lengths of commercials on tv, radio and podcasts and why you would choose one for your product’s advertising. They also explain why print is not dead, but they consider how changing tr...

Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the category in which your product sells can make such an impact, plus strategies that can help tackle a greater share for your campaigns. Mark lists what he would discuss with a client who comes to him asking about advertising budgets. They also cover some figures presented by Neilsen about advertising succe...

Consultant and Master Broker David Biernbaum joins Mark and Robb on the podcast to discuss what a company should know before meeting with retail buyers. They go through steps in the process of getting a product on a retail shelf, exploring some of the thinking behind the store-level planning that determines whether or not a product will be approved. Category reviews at retail stores are major endeavors that any brand needs to be well-prepared for. Smaller products and companies tend to be the h...

Mark Young and Robb Taylor explain why a CPG product needs both a paid search campaign and an organic search strategy in their overall digital marketing strategy. They talk through typical consumer behavior that makes it important for your product to show up at the top of their search. They cover the differences between intent terms, conquest terms and consideration terms and how they can be used to support your advertising campaigns.

Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your company, your product and the retailers where you want to earn shelf space.

Mark Young and Robb Taylor of Jekyll & Hyde Advertising expand on the difference between brand building and increasing sales for CPG companies. They explain what brand awareness, unaided brand awareness and top-of-mind awareness mean, in terms of measuring success – and what can make these figures nearly irrelevant. They offer insight on what a brand really needs to do in order to shape how consumers experience the brand.