#6 The "Premium" Growth Strategy with Shelley Balanko (Hartman Group)

Peppered: A Food and Beverage Marketing Podcast

#Business #Peppered A Food And Beverage Marketing #Beverage Marketing #Peppered A Food

24:42

Episode Notes [01:14] Unexpected Email from Employer [05:49] The Deferred Resignation Program [06:34] Initial Reactions and Concerns [08:01] Evaluating the Offer [08:21] Enhanced Standards of Conduct [08:55] Personal Reflections and Concerns [12:21] Seeking Advice and Making a Decision [13:01] Option One: Do Not Resign [14:56] Option Two: Resign [16:44] Insights from Conversations [21:30] Making The Decision [23:51] Final Thoughts and Gratitude Resources Mentioned Sebastian Junger The Soul of Shame by Curt Thompson Donald Trump Elon Musk Steve Bannon Russell Vought Derek Sivers Sumner Crenshaw Brian Fretwell at Finding Good Chad Littlefield The Thought Leaders Practice by Matt Church Simon Cowell Beauty Pill Producer Ben Ford Questions Asked Is it legitimate, and can it be trusted? How are you feeling? What questions come to your mind? Where does your mind go? Are you seeking safety? Would this have been an adrenaline rush as you raced to send the resignation response? What an "enhanced standard" regarding loyalty and trustworthiness was? What are these new "enhanced standards?" Are they beyond what my Constitutional oath requires? If I don't resign, how bright will the target on my back glow? My leadership has supported all my work, but would termination direction come from higher up the chain of command? What would you recommend if we talked over coffee? What questions would you ask? How would you use listening? How would you use silence? How is this scenario playing out in your mind and body? What is coming to the surface for you? How might that influence what you are about to say to me? What are the chances of my name popping on a list and getting fired? How about the chances of being part of an official Reduction in Force and early retirement? Would the administration make a better offer? What do I know about the pending job market? What did I expect the workplace to be like and did I want to be there as the contractions took place? Will the administration pay me through the end of September or will they renege? Can I sufficiently build the Curated Questions business to transition by 1 October? - Do I have the faith or confidence to step into this future as a sole practitioner and grow Curated Questions into all I envisioned? Was this purpose calling? What would I expect the job market to look like at the end of summer if I hadn't developed the income streams to maintain our lifestyle? What is your recommendation? Did it change from your initial recommendation? Where in your body are you feeling the uncertainty? Are you processing this scenario in parallel with your decision as if you had received the email? What additional questions should I have considered? Who else should I have consulted with? How would you have changed my risk rating? What is the correct length of the pregnant pause before making an important announcement? What processes would you use in my circumstance, and what would be different? What questions are at the top of your list to get to a decision? Who would be the members of your pantheon you would counsel with to gain clarity? Apart from the heady analysis, what other key practices would you include in your journey through a similar situation?…

7 years ago 26:28

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Shelley Balanko is the Senior Vice President with the Hartman Group. The Hartman Group is a nationally recognized thought leader on demand-side trends for the food and beverage industry, and they work with some of the world’s largest food and beverage companies on issues of portfolio management, brand renovation, consumer insights, and innovation. On this episode we discuss: · Growth in the premium products category · The “redefinition of quality by consumers.” · The state of “food culture” · Why brands need premium perspective · Aligning product offerings to fit “premium”

20 episodes

Peppered: A Food and Beverage Marketing Podcast

#6 The "Premium" Growth Strategy with Shelley Balanko (Hartman Group)

Peppered: A Food and Beverage Marketing Podcast

published 7 years ago

MP3•Episode home

20 episodes

#Business #Peppered A Food And Beverage Marketing #Beverage Marketing #Peppered A Food

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Peppered: A Food and Beverage Marketing Podcast

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#20 How Appetite Appeal Can Help Grow Your Brand with Jamie Allebach 14:33

6 years ago14:33

14:33

How Appetite Appeal Can Help Grow Your Brand On this episode of the Peppered Podcast, we will be discussing Appetite Appeal. Not only is this one of my favorite topics in food and beverage marketing, but it’s a critical component in growing brands. The LOVE of FOOD is one of the strongest human emotions. Food fantasies—anticipating that special moment. How our imaginations can just run wild. It doesn’t just happen. Appetite appeal has two fundamental driving forces: Science and Art. The Science: Our metabolic need to eat. We need food and liquids to fuel our bodies. Humans have powerful mood-altering neurotransmitters in our brains that activate these senses, which ultimately drives us to eat. To crave. The Art: Unlike the science behind your appetite, the emotional aspect of eating is often driven by art and creativity. We eat with our eyes, ears, and imagination long before we actually taste anything. This is the artistry of creating appetite appeal. Join me as we discuss: The metabolic need to eat How our brains create the impulse or desire to eat Why most hunger and thirst is purely emotional The dopamine effect The artistry tapping into the emotions of appetite appeal We eat with our eyes and imagination Using words and imagery to mimic real-life eating experiences And much more…

Peppered: A Food and Beverage Marketing Podcast

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#19 Pork Inspiration with Tara-Ann Dugan (National Pork Board) 42:11

6 years ago42:11

42:11

Tara-Ann Dugan is the Director of Consumer and Marketplace Insights for the National Pork Board and has more than 12 years of food marketing and research experience, spanning across McDonald’s Corporation, Nielsen, IRI, and Hammacher Schlemmer. She has some great insight not only in the protein category but eating occasions in general. On today’s show we will be taking a deep dive into the wonderful world of pork, meat, and protein. Join us as we discuss: - Changing consumer needs - 9 dinner occasions identified in the new Dinner at Home in America research - Do Millennials and GenZ know how to cook meat? - Perceptions of pork and meat - The role of Retail POS - How has “plant-based” impacted the pork category? - What’s new and innovative in the pork industry? - Transparency…

Peppered: A Food and Beverage Marketing Podcast

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#18 Catalina Crunch with Krishna Kaliannan 52:49

6 years ago52:49

52:49

Krishna Kaliannan is the founder of Catalina Crunch, a better-for-you cereal brand that could be equated to “healthy version” Cocoa Puffs. Hailed as a breakthrough in cereal science, Catalina Crunch has that same “light and crunchy” texture and delicious sweet taste that we all grew to love in our favorite childhood cereals—but, with none of the bad ingredients—and it’s low in carbs. In addition to an exciting brand, Krishna also has an incredible story behind his product, including his health journey with Type 1 Diabetes. On this episode of the podcast, we’ll be discussing: - The story behind Catalina Crunch - Functional foods that taste delicious - Transitioning from online to retail - Competing in a mega-category - And more…

Peppered: A Food and Beverage Marketing Podcast

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#17 A Sweet Story of Success with Loren Brill, Founder of Sweet Loren’s 51:02

6 years ago51:02

51:02

This episode of the Peppered Podcast is with Loren Brill, founder of Sweet Loren’s. Sweet Loren’s is a fast-emerging brand of refrigerated cookie dough—self-described as a clean food company transforming what it means to be convenient and delicious. I love the fact that Sweet Loren’s is extremely indulgent, deliciously sweet —and made with clean, simple ingredients. But more importantly, I love the story behind the brand. When founder, Loren Brill, was diagnosed with Stage 2 Hodgkin’s lymphoma, along with her treatments, she also knew that she needed to change her eating habits. But the one thing she just couldn’t give up were SWEETS. This began her journey on how to satisfy that sweet tooth—with quality, better-for-you ingredients—but without comprising on taste; which ultimately resulted in Sweet Loren’s cookie dough. On this episode of the Peppered Podcast, we’re going to dig deep into food trends, discussing: - The story behind the brand - The challenges of starting a new brand - Scaling-up—quickly! - Why core principles and values matter - The importance of clean, simple ingredients - Why consumers rally behind this brand - And more…

Peppered: A Food and Beverage Marketing Podcast

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#16 Translating Food Trends with Dan Follese 49:43

6 years ago49:43

49:43

This episode of the Peppered Podcast is with Dan Follese, executive chef and founder of both Follese Consulting and the Food Trend Translator. In the food and beverage biz, innovation is a powerful influence with consumers and can be a strong driving force for brands. And, most innovation is driven by consumer trends. Knowing what the current trends are and hitting them at the right time, can make or break a food or beverage brand. On this episode of the Peppered Podcast, we’re going to dig deep into food trends, discussing: • The differences between Macro & Micro trends • Translating trends for CPG brands • How foodservice trends inspire retail • How trends impact marketing professionals • Current hot trends • And more…

Peppered: A Food and Beverage Marketing Podcast

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#15 A Digital Strategy to Grow Your Brand with Nate Bachynski 44:08

6 years ago44:08

44:08

This episode of the Peppered Podcast focuses exclusively on digital marketing and features Nate Bachynski. It seems like everyone today is an “expert” in digital marketing. So many of the food and beverage brands that I come in contact with simply don’t have their digital and social strategies buttoned-up. If you want to learn the basic framework for a digital strategy, on how to grow your brand, tune in to this episode where we discuss: • Consumer Acquisition—the path to purchase • Reach & Frequency • Consumer Targeting • Geographic • Lifestyle • Category • Micro-Targeting • Retargeting & Sequential Messaging • Performance Analysis • And much more…

Peppered: A Food and Beverage Marketing Podcast

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#14 The Shifting Share of Stomach with Jeff Metzger 42:57

6 years ago42:57

42:57

My guest on this episode of the Peppered Podcast is Jeff Metzger, President of Best-Met Publishing and publisher for Food World, Food Trade News, and the Mid-Atlantic Grocery Industry Directory. Jeff has been a “go-to guy” for decades for manufacturers, brands, retail executives, buyers, brokers, or anyone who needs to be in the “know” for the grocery biz. If you want to know what’s going on in food and beverage retail, tune in to this episode, where we discuss: Adapting to how and what consumers are eating Where they are purchasing The new role of e-commerce Meal kits and their impact on brands What categories are growing The Millennial and Gen Z effect on retail How private label is affecting brands Who are the hottest retailers? And much more…

Peppered: A Food and Beverage Marketing Podcast

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#13 CPG Brand Success with Jim Low 45:36

6 years ago45:36

45:36

In this episode of the Peppered Podcast, I’m having a conversation with Jim Low. Jim is the Executive Vice President of Sales & Marketing at Schuman Cheese. He’s also worked at Enjoy Life Foods, a popular better-for-you snack brand and global food giant, Mondelez, where he worked on the Ritz Crackers, Wheat Thins, and Trident Gum brands. On this episode we discuss: • Working with a 4th generation family brand • Innovation within a mature category • Why creativity is so important for brands • The benefits of distinctive packaging • Gaining distribution for new products • Driving trial with consumers • And, a little shop-talk on some of the hottest brands…

Peppered: A Food and Beverage Marketing Podcast

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#12 The Story of MoonPie's Twitter and Landscape of Online Culture with Patrick Wells 41:04

6 years ago41:04

41:04

On this episode of the Peppered Podcast I’m talking with Patrick Wells about online culture. Patrick is a social expert and the creative genius behind MoonPie’s incredible success on Twitter. On this episode we discuss: · Relating to online culture · How to create a viral moment · What most brands are doing wrong on social media · Can social media really drive sales? · What’s next for brands on social media? · And much more…

Peppered: A Food and Beverage Marketing Podcast

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#11 Ithaca Cold-Crafted Hummus with Founder Chris Kirby 53:15

6 years ago53:15

53:15

On this episode of the Peppered Podcast I’m speaking with Chris Kirby, founder of Ithaca Cold-Crafted, the first ever, cold-crafted hummus. This is not just another “me too” hummus. They use a cold pressure process instead of heat pasteurization, which keeps their ingredients raw, full of nutrients, and incredibly flavorful. On this episode we discuss: • The Ithaca Cold-Crafted brand story • How small brands can compete against category giants • Gaining distribution for emerging brands • Production scale-up challenges • Maintaining profit along the journey • The role of social media…

Peppered: A Food and Beverage Marketing Podcast

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#10 Creative Testing with Joe Sideranko(Ipsos) 46:01

6 years ago46:01

46:01

Joe Sideranko works with Ipsos. Ipsos is a global leader in the area of market research, and one of the world’s largest providers of advertising testing services. As I’ve worked with Ipsos over the years, I’ve found their products and process to be incredibly helpful in refining creative and ad work. Their approach is different than any other research firm that I’ve worked with when it comes to creative testing. Ipsos offers a full range of concept, creative and advertising testing, and on this episode, we will be discussing their Early Stage Lab and ASI-Connect products. On this episode we discuss: · Creative ad testing methodology · How qualitative and quantitative can work together—simultaneously · Instantaneous results can have profound impact on creative · Emotion trace technology · Transparency and collaboration in the creative process · How to get to Brand Breakthrough with your creative · The “Clutter real”…

Peppered: A Food and Beverage Marketing Podcast

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#9 The Story of Peloton Cascara Tea with David and Adam Jones 34:36

6 years ago34:36

34:36

David & Adam Jones are the founders of Peloton Cascara Tea. Cascara is the fruit that surrounds the coffee bean and has now been discovered as one of the newest superfoods. I think that the tea that these guys have developed is one of the most innovative drinks that I’ve seen in a while. It has all the makings of an up-and-coming brand. On this episode we discuss: • What is Cascara Tea and why is it so beneficial • The story behind the brand • How it has impacted the Honduran farmers and local economy • The environmental and sustainability factors of this product • Hurdles they have encountered along the way • What’s next for the brand…

Peppered: A Food and Beverage Marketing Podcast

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#8 Launch and Learn with Jim Partner 40:36

6 years ago40:36

40:36

Jim Partner is president of The Partner Company and an adjunct professor at St. Joseph's University in their food marketing program. In this episode we talked about how to successfully launch a food or beverage product. “Launch and Learn” is somewhat of an oxymoron—and it’s the exact opposite of what makes for a successful launch strategy in the food or beverage space. We discussed: • Why most new product launches fail • Why launching a food or beverage product is so different than other sector • The right research • Brand development • Your brand story • Gaining distribution • Consumer support • The retailers’ role in this process…

Peppered: A Food and Beverage Marketing Podcast

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#7 The State of Snacking with David Walsh (SNAC International) 50:18

6 years ago50:18

50:18

David Walsh is the Vice President of SNAC International. SNAC is the leading international trade association for the snack industry. They represent over 400 companies worldwide, including snack industry suppliers, marketers, and manufacturers. On this episode we discuss: - What’s hot in snacking - The “New” snacking - Where the new growth is coming from - Innovation in snacking - The new craze of plant-based snacks - What millennials are looking for - And much more…

Peppered: A Food and Beverage Marketing Podcast

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#6 The "Premium" Growth Strategy with Shelley Balanko (Hartman Group) 26:28

7 years ago26:28