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Insights & Ideas

Inspiring you to think in new ways about brand strategy, marketing ROI and innovation.

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Welcome to BrandSpark’s blog Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, marketing ROI and innovation.

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Asian Shoppers Get Digital Along the Path to Purchase

come capire i grafici delle opzioni binarie Dec 03, 2014 by Mark Baltazar

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binär optionen software Are you looking to connect with Chinese, other East Asian, and South Asian shoppers in Canada? These fast growing segments of the population have piqued the interest of marketers, who are looking for ways to connect with them. While the role of digital media continues to increase in the lives of Canadians overall, it has an even larger role to play in connecting with Asian Canadians.

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Uncovering the 4 Critical Needs of Canadian Shoppers Part 3: Health

Apr 16, 2014 by Robert Levy

Health is a major concern for many Canadian consumers. 7 in 10 shoppers surveyed in the 2014 BrandSpark Canadian Shopper Study admitted that they were concerned about their personal health, while nearly 8 in 10 were concerned about the health of their families. Despite such high levels of concern, there are significant gaps between what Canadians think they should do to improve their health and what they actually do.


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How Dads Shop Differently than Moms – and Why it Matters

Mar 28, 2014 by Denis Hancock

Women, and more specifically moms, have long been the core target for most CPG marketers – and for good reason given the sheer size, buying power, and influence of the segment. But over the last few years there has been a notable trend of men, and particularly dads, taking a more active role in shopping for the family. We expect this trend to continue, and for dads to become an increasingly important segment for marketers to understand – particularly given how little attention has been paid to them in the past. To that end, BrandSpark conducted a detailed analysis of the BrandSpark Canadian Shopper Study to get insights into how dads shop differently than moms.


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7 Principles of Persuasive Packaging

Mar 03, 2014 by Mark Baltazar

In a recent BrandSpark International study, we found that only one third of consumers knew exactly which brands they were going to buy on their next visit to the grocery . A product’s packaging is the last opportunity a marketer has to convince the shopper that their product is superior and worth buying compared to the many options stocked right beside it. Packaging can make a difference in whether a shopper considers your product, buys it and even whether they are willing to pay a premium for it.


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Uncovering the 4 Critical Needs of Canadian Shoppers Part 2: Innovation

Jan 31, 2014 by Robert Levy

Canadians are interested in trying new products and respond enthusiastically to innovation. In fact, this is a global reality: 7 in 10 shoppers surveyed in the 2013 BrandSpark Global Shopper Study agreed that they like to try new products. Shoppers’ interest in new products has been a consistent theme ever since we started conducting the BrandSpark Shopper Studies over 10 years ago. This is not surprising given the consumer notion that “new” really means “better”: 59% believe that research & development lead to better products[1]. It makes sense then that Canadian shoppers are on the hunt for new products that can improve their lives.


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The 6 Dimensions of a Marketing ROI Culture

Dec 16, 2013 by Mark Baltazar

BrandSpark’s 2013 Canadian Marketers Survey revealed that improving Marketing ROI is the #1 priority for marketers – a result which has been consistent for eight years running. What makes this such a challenge for many organizations is that improving Marketing ROI isn’t a process to be implemented, but rather a culture to be adopted. And while every culture will have its own unique characteristics, organizations that successfully implement a Marketing ROI culture typically share the following 6 traits.


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Uncovering the 4 Critical Needs of Canadian Shoppers

Dec 16, 2013 by Robert Levy

In today’s competitive CPG landscape, understanding what drives consumers’ purchasing decisions is crucial for both product manufacturers and retailers alike. In this series of posts, we’ll explore the attitudes of Canadians shopping for their everyday Food, Beauty and Household products (CPG Shoppers) and compare these attitudes to the shopping behaviour of consumers around the world.

Over the last 10 years, 4 themes have consistently appeared as key drivers of shopper behaviour for consumer packaged goods. 4 critical motivators drive shopping behaviour:Value, Innovation, Health and Convenience.


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