Course: Marketing

Marketing is a process of connecting with consumers through the coordination of four key elements: identification and development of the product, determination of its price, selection of the distribution channel to reach the consumer's place, and development and implementation of a promotional strategy. The interviews will showcase these four elements through topics such as brand research and positioning, sampling and store demos and merchandising techniques.

• Intro to Branding

• 2 minutes 23 secondsWhat’s the difference between design and branding?
• 52 secondsWhat are the key elements of branding?
• 2 minutes 21 secondsWhy is branding important?
• 3 minutes 3 secondsWhat are the key steps for building a brand?
• 1 minutes 42 secondsWhat are the differences between a brand and a product?
• 1 minutes 25 secondsCan I -- or should I -- personally be part of my brand?
• 2 minutes 34 secondsI already have a design in mind for my product. Can you create a brand around this?
• 2 minutes 52 secondsWhat are the pros and cons of trying to create a brand for my own demographic?
• 2 minutes 57 secondsMy brand isn’t getting quite response I had hoped for. Should I tweak it or start over?
• 3 minutes 26 secondsIs it important to have an icon or a character as part of my brand?
• 2 minutes 23 secondsShould I consider licensing another brand rather than creating my own? What are the pros and cons?

• Brand Research and Positioning

• 1 minutes 22 secondsWhat areas of the beverage set do you see generating the most interest amongst consumers?
• 54 secondsDo you think we’re in a situation now where brands do better to look at consumer segmentation for growth or better off offering a proposition and seeing if a consumer segment will move towards it?
• 56 secondsHow does a brand research and analyze consumer data to determine which segments are purchasing their product?
• 25 secondsCan you learn anything from visiting stores that carry your product?
• 1 minutes 10 secondsWhen you’re reframing a set how to do you insure that you’re not being duplicative of other members of that set?
• 50 secondsFor entrepreneurs attempting to enter an established category, is it important to look at where the weighting of a particular category is in terms of premium vs. commodity to try to figure out where your entry point should be?
• 1 minutes 22 secondsIn any kind of consumer packaged goods category, what’s the typical set of pricing levels and how are they defined?
• 54 secondsWhen creating a category is it a good idea to have your product enter the market place as the premium for that category?
• 2 minutes 15 secondsWhat is Market Segmentation?
• 1 minutes 12 secondsHow can I use market segmentation to my advantage when launching my product?
• 1 minutes 41 secondsWhat are some avenues to reach my targeted market segment? Does it change based on what my market segment is?
• 2 minutes 14 secondsWhat should I do if an unexpected or unplanned market segment adopts my product?
• 1 minutes 0 secondsHow effective is connecting with potential consumers? Are different methods more effective than others?
• 1 minutes 22 secondsWhat’s the biggest mistake you’ve seen a brand commit when attempting to come to market?
• 1 minutes 46 secondsHow does a small company differ from a large company when it comes to the food and beverage industry?
• 1 minutes 11 secondsWhat are some advantages to working at a small company vs. a large company?
• 1 minutes 32 secondsWhat type of marketing budget should I allocate for a small startup company?
• 1 minutes 45 secondsWhat’s a bottoms up/zero based method to building a marketing budget?
• 1 minutes 3 secondsWhere do I start when considering the name of my product?
• 1 minutes 46 secondsWhat’s a good place to draw inspiration from when considering my brand & product name?

• Building a Brand Around a Cateogory

• 1 minutes 15 secondsWhere did you find your new ingredient?
• 1 minutes 2 secondsWhen was the first moment that you realized you wanted to take this new ingredient and formulate a new product?
• 2 minutes 54 secondsHow much testing or trial & error was involved in creating your new product?
• 1 minutes 44 secondsWhen working with your new ingredient did you ever worry about competition and losing your first to market advantage?
• 1 minutes 17 secondsHow would you suggest securing a constant source/supply of a new ingredient?
• 2 minutes 40 secondsHow do investors, retailers and consumers generally react to new ingredients?
• 2 minutes 45 secondsHow does consumer education occur when bringing a new ingredient into the market?
• 1 minutes 22 seconds How would you define Lifestyle of Health and Sustainability (LOHAS)?
• 1 minutes 6 secondsHow has LOHAS affected consumer good products?
• 45 secondsDo LOHAS brands have to have defined social mission or can they be associated with LOHAS qualities?
• 45 secondsWhat percentage of the consumer base is more excited about a LOHAS brand vs. a price sensitive or tasteful brand?
• 37 secondsWhat are some key characteristics of LOHAS brand packaging?
• 1 minutes 23 secondsWhat does the LOHAS demographic look like?

• Brand Assessment

• 58 secondsHow many competitors should be analyzed during a competitive audit?
• 1 minutes 22 secondsWhat’s a competitive audit?
• 1 minutes 31 secondsWhen and how can you use a competitive audit for?
• 2 minutes 29 secondsWhen it comes to focus groups what should I be looking for in terms of feedback and where can I build them?
• 1 minutes 45 secondsWhat are some tips you would give a brand attempting to run a focus group on their own?
• 55 secondsWho makes up a perfect focus group?
• 2 minutes 9 secondsHow and where can I get honest feedback?

• Packaging and Design

• 24 secondsWhat can a design firm do for my food product?
• 22 secondsWhat’s the best time during the product lifecycle to engage a design firm?
• 35 secondsWhat do I need ready when meeting with a design firm?
• 23 secondsWho actually owns the design and intellectual property that’s created?
• 32 secondsAre design firms willing to collaborate with brand owners on the final product?
• 19 secondsHow long is a typical commitment with a Design Firm? Do Design Firms require retainers?
• 30 secondsWhat’s the typical turn around from conception to launch?
• 23 secondsWhere can I save time or what can I do to help my design firm shorten the design process?
• 15 secondsWhat is brand collateral?
• 54 secondsCan I design some of my brochures, advertising on my own after working with a Design Firm?
• 52 secondsWhat is a style guide?
• 44 secondsWhat are some common mistakes that young entrepreneurs make with brand collateral, and how can I avoid them?
• 2 minutes 46 secondsWhat should be my goal in designing my company or product’s logo?
• 1 minutes 47 secondsCan anyone create a logo?
• 1 minutes 19 secondsHow important is the logo design relative to the rest of the design of the package?
• 2 minutes 33 secondsShould I worry about trademarks during my initial logo creation process?
• 2 minutes 36 secondsWhich comes first? The product name, the brand or the logo?
• 2 minutes 27 secondsHow many design concepts are generally created vs. how many are presented?
• 2 minutes 38 secondsHow many different areas should be taken into consideration during the initial product design?
• 2 minutes 40 secondsAre all product design processes the same?
• 2 minutes 20 secondsI already have a product and logo, what else can be used to create a better customer interaction?
• 1 minutes 13 secondsCan you closely copy an existing offering and still make it your own?
• 1 minutes 22 secondsCan a product appeal to a buyer and not a consumer? Vice versa?
• 2 minutes 13 secondsWhat is a category code? Can you break them?
• 4 minutes 4 secondsWhat are the key elements of a successful package?
• 4 minutes 31 secondsDo I need to include all product benefits on my package?
• 3 minutes 37 secondsHow do I best connect with consumers through my packaging?
• 58 secondsWhat is a Consumer Packaged Good? (CPG)
• 3 minutes 39 secondsWhat draws entrepreneurs into creating a Consumer Packaged Good? What is the allure?
• 2 minutes 59 secondsWhat are some risks with creating a CPG?
• 2 minutes 16 secondsWhat comes first, the product or the packaging?
• 4 minutes 47 secondsWhat are some common mistakes I can make with my packaging?
• 2 minutes 41 secondsAt what point during the product design should I have a legal expert review it?
• What does packaging structure say about my brand?
• How does the design process differ from a custom structure to a stock structure?
• How is cost and time impacted by a custom structure?
• 4 minutes 20 secondsWhat influences packaging and the structure of my product?
• 23 secondsWhat are some key elements of a successful package?
• 32 secondsDo I need to include all product benefits on my package?
• 36 secondsHow do I best connect customers through my packaging?
• 21 secondsWhat comes first, the product or the packaging?
• 38 secondsWhat are some mistakes that young entrepreneurs make with packaging, and how can I avoid them?
• 22 secondsWhat does the packaging structure say about me and my brand?
• 27 secondsWhen should I choose a custom structure for my product?
• 43 secondsHow does the design process differ from a custom vs. stock structure?
• 1 minutes 3 secondsWhat are some key elements to a successful package?
• 54 secondsDo I need to include all product benefits on my package?
• 1 minutes 57 secondsHow do I best connect with consumers through my packaging?
• 1 minutes 33 secondsWhat comes first, the product, name or package?
• 1 minutes 23 secondsWhat are some mistakes entrepreneurs can make with packaging?
• 1 minutes 44 secondsWhat’s the process for creating a good package?
• 1 minutes 37 secondsHow important is the location that I’m selling my product when it comes to packaging?
• 38 secondsWhat are some of your top tips/guidelines when deciding what package and what design will work with your product?
• 50 secondsI’m going to list a couple products. Tell me what about the packaging and design I should be highlighting? – Snack Bars, Candy, Jarred Fruit, Vegetable Products, Crackers?
• 50 secondsWhat are some of the most important components to consider when it comes to designing a successful package for food? for beverages?
• 44 secondsWhat are some in-vogue packaging designs at the moment?
• 34 secondsHow much should packaging factor into the overall price of a product?
• 35 secondsWhat are some common mistakes you see in package design?

• Advertising and Marketing

• 38 secondsHow should I appropriately market the benefits of my functional ingredients?
• 39 secondsHow do I substantiate my marketing claims and what are the requirements?
• 46 secondsCan I use words like “the best” or “the leading”?
• 31 secondsWhat impact do my marketing and advertising claims have on my product’s compliance?
• 44 secondsWhat’s the importance of public relations to promote my product?
• 47 secondsWhen should press releases be created and distributed?
• 47 secondsHow does public relations and marketing work together?
• 51 secondsWhat’s the reasonable expectations for my public relation efforts?
• 47 secondsShould my public relation focus be more on trade or consumer media?
• 42 secondsHow do I know what’s the right demographic for my beverage?
• 46 secondsWhat are the spending habits of baby boomers?
• 1 minutes 16 secondsWhat are the spending habits of the millennial market?
• 39 secondsWhat are some options when marketing towards children?
• 27 secondsCan I market a functional beverage to children?
• 31 secondsWhen should a brand start thinking about a marketing strategy?
• 39 secondsHow does a marketing strategy change as brands move from early-stage to one that has been around for a few years?
• 51 secondsIs it more important to target marketing strategies around existing customers or new ones?
• 40 secondsWhat are some marketing channels you recommend a brand focus on when they are starting out?
• 27 secondsDo you have any tips on implementing a successful marketing strategy?
• 34 secondsWhat’s the difference between a marketing strategy and a marketing plan?
• 35 secondsAs a beverage startup, when I am ready to hire an agency to handle my marketing?
• 32 secondsWhat kind of field marketing techniques can I handle in-house vs. outsourcing?
• 55 secondsWhat should I look for in a marketing agency?
• 37 secondsWhat are the benefits of outsourcing my brands marketing to an agency?
• 32 secondsWhy would I want to use an independently held organization for marketing?
• 45 secondsWhat’s the importance of an assignment brief?
• 1 minutes 2 secondsHow long is a typical Marketing Agency contract?
• 1 minutes 3 secondsWhat is a typical budget when using a Marketing Agency?

• Sampling and Store Demos

• 54 seconds What is a Sampling Campaign?
• 1 minutes 34 secondsWhat should I consider during the planning stages of a sampling campaign?
• 1 minutes 50 secondsWhere are some physical locations that I can execute my sampling plan?
• 1 minutes 10 secondsAre there other activities I can utilize in conjunction with the standard sampling of my product?
• 1 minutes 3 secondsShould I consider branded items such as hats and t-shirts or should I focus on my product during a sampling campaign?
• 3 minutes 7 secondsWho needs to be involved in my sampling campaign?
• 2 minutes 6 secondsHow do I know if my sampling campaign was a success?
• 2 minutes 41 secondsWhen budgeting my sampling campaign what are some factors I should consider?
• 1 minutes 6 secondsWhy is it important to demo a product for Whole Food consumers?
• 1 minutes 31 secondsCan I run my own demo program or does Whole Foods have it’s own team?
• 2 minutes 3 seconds How can I get a demo authorization from Whole Foods Market?
• 2 minutes 7 seconds How difficult can it be to get a demo authorization from Whole Foods?
• 35 secondsIs the authorization process store-by-store or region-by-region?
• 53 secondsHow does demoing at Whole Foods differ from other natural/grocery stores?
• 1 minutes 21 secondsDo I have to run a discount on my product during a demo period?
• 1 minutes 25 seconds I want to do more than just demo my product, possibly give something away or create more of a launch for my product. Are there limitations to this when working with Whole Foods?
• 48 secondsWhat level of assistance will Whole Food Market employees help with my demo?
• 1 minutes 20 secondsWill Whole Foods have blackouts on hosting demos at their stores?
• What type of metrics should I try to capture post Demo?
• Will stores help connect product sales to demo hours?
• Should I try to obtain customer information during the demo for post event contact?
• What are some lessons I should look to learn post demo?
• How long should I wait to demo at the same location again?
• 2 minutes 46 secondsWhat’s the biggest problem a brand will face during a demo?
• 23 secondsWhat is Product Sampling or Product Demos?
• 32 secondsCan any food or beverage product be sampled or are there limitations?
• 42 secondsWhen do I need authorization for a demo?
• 36 secondsWhat is a brand ambassador?
• 2 minutes 57 secondsWhere can I find brand ambassadors?
• 1 minutes 36 secondsHow do I get consumers to sample my product?
• 1 minutes 6 secondsIs there a difference between giving out a full product vs. sample?
• 1 minutes 0 secondsWhen it comes to sampling which is more important: demonstration or education?
• 1 minutes 34 secondsWhat’s the ultimate purpose of hosting a demo?
• 2 minutes 46 secondsWhat's the biggest problem a brand will face during a demo?
• What is Product Sampling or Product Demos?
• Can any food or beverage product be sampled or are there limitations?
• 29 seconds Do I need a permit or health inspection certificate to complete a demo?
• When do I need authorization for a demo?
• 50 secondsWhat type of training is suggested for individuals running a demo?
• What is a brand ambassador?
• Where can I find brand ambassadors?
• 2 minutes 14 secondsWhat do I need on hand for running a demo?
• 2 minutes 4 secondsWhen should I consider hosting demos?
• How do I get consumers to sample my product?
• Is there a difference between giving out a full product vs. sample?
• 19 secondsHow long is a typical demo? Does it vary by location?
• 1 minutes 53 secondsHow many people should be on hand to run a demo?
• When it comes to sampling which is more important: demonstration or education?
• What’s the ultimate purpose of hosting a demo?
• What's the biggest problem a brand will face during a demo?
• 1 minutes 42 secondsWhat type of metrics should I try to capture post Demo?
• 1 minutes 47 secondsWill stores help connect product sales to demo hours?
• 1 minutes 9 secondsShould I try to obtain customer information during the demo for post event contact?
• 36 secondsWhat are some lessons I should look to learn post demo?
• 1 minutes 34 secondsHow long should I wait to demo at the same location again?
• 34 secondsShould I write a job description for my sampling team?
• 57 secondsIs there a difference between a brand ambassador and a brand advocate?
• 30 secondsHow important is it understanding the target audience when evaluating the makeup of brand advocates and ambassadors?
• 45 secondsHow do I retain my man power/sampling team?
• 41 secondsWhat kind of direction should I give my sampling team?
• 33 secondsDo I need to train my sampling team?
• 39 secondsShould I consider “role playing” for my field marketing team?
• 26 secondsIs sampling a key component to marketing?
• 35 secondsWhen should I start sampling?
• 33 secondsIs sampling the same as letting my friends and family test my product?
• 31 secondsIs authenticity important for brand sampling?
• 26 secondsHow do I get consumers to try my product?
• 41 secondsIs there ever too much sampling?
• 56 secondsHow should I budget my marketing expenses to include sampling costs?
• 30 secondsIs there a difference between sampling a alcoholic beverage vs N/A beverage?
• 51 secondsWho should be handling my sampling?
• 47 secondsWhat are the pros/cons of investing in branded vehicles?
• 1 minutes 15 secondsWhat are the biggest operational issues that may accompany sampling?
• 35 secondsShould I consider a customized product packing for a specific sampling event? Rollout?
• 53 secondsWhere do brands make mistakes during sampling?
• 48 secondsDoes the sales team need to work with marketing?

• Types of Marketing

• 21 secondsWhat is field marketing?
• 20 secondsIs field marketing different than sampling?
• 1 minutes 19 secondsWhat are key performance indicators for field marketing? How are they measured?
• 25 secondsAre local or state laws important to consider when implementing field marketing plans?
• 42 secondsHow do you evaluate locations for field marketing?
• 43 secondsCan social media rival traditional field marketing?
• 46 secondsWhat is activating a brand?
• 1 minutes 6 secondsCan you define brand loyalty?

• Public Relations

• 1 minutes 4 secondsHow far in advance should I be considering public relations tasks for my brand?
• 1 minutes 17 secondsWhat should I consider when building out public relations plan?
• 47 secondsHow important are past public relations for my brand?
• 40 secondsCan I try to send different messages about my brand in different markets?
• 1 minutes 0 secondsWhat are editorial calendars and how do they impact my planning?
• 2 minutes 24 secondsHow and when will I know if my public relations plan succeeded?
• 55 secondsShould my company become an early adopter to new social media platforms?
• 1 minutes 11 secondsWho should have access to my represent my brand?
• 1 minutes 6 secondsWhat should my social media content consist of? Day to day practices or monumental updates?
• 1 minutes 1 secondsShould I actively search for existing comments, tweets, etc. on my brand and respond?
• 1 minutes 41 secondsWhat are some options I can do with a small budget?
• 56 secondsHas social media killed traditional marketing and consumer touches?
• 1 minutes 46 secondsCan a PR agency help me obtain a celebrity endorsement or partnership?
• 1 minutes 0 secondsWhat type of access is typical of working with a celebrity persona?
• 1 minutes 1 secondsWhat are celebrities looking for? Pay day vs. Equity in a brand?
• 57 secondsDo have any tips on approaching a friend to become a brand ambassador?
• 42 secondsWhen during my product life cycle can I think about hiring a public relation expert or agency?
• 42 secondsWhat are some common tasks that a public relation associate can assist me with?
• 57 secondsI’m afraid of losing my brand personality, are there any check and balances when working with a public relations agency?
• 1 minutes 24 secondsWill I be able to use other public relation associates in the other parts of the country?
• 1 minutes 13 secondsWhat can I do to make my product or brand more likely to be picked up by a public relation agency?
• 1 minutes 16 secondsWhat’s the difference between PR and Advertising?
• 1 minutes 23 seconds Are there any red flags to be worried about when choosing a PR Agency?
• 52 secondsWhat can I do to help my PR agency or hire?
• 1 minutes 17 secondsWhat is public relations and what areas does it encompass?
• 2 minutes 26 secondsHow is PR different from advertising? Is it as effective?
• 56 secondsWhat can effective PR do for a new food or beverage brand?
• 1 minutes 16 secondsLet’s say a company has received bad PR in the past. What are some integral steps it should take immediately?
• 2 minutes 49 secondsWhat are some trends you are seeing in PR today that are having good results?
• 5 minutes 15 secondsWhat should newer brands with limited resources focus on in terms of PR?
• 36 secondsHow much time should new brands spend on PR?
• 1 minutes 40 secondsWhat percent of a marketing budget should be spent specifically on public relations?
• 1 minutes 18 secondsWhat goes into creating a story for a brand?
• 1 minutes 27 secondsWhat should a brand owner keep in mind as he/she is putting together a story?
• 36 secondsHow do you "craft a brand’s story" while still staying authentic and genuine?
• 27 secondsWhat is your goal in crafting a brand’s story?

• Consumer Insight

• 19 secondsWhat does consumer insight mean? What areas does it cover?
• 1 minutes 5 secondsWhat are some methods that a new entrepreneur, with limited resource, can use to gain more information about their target consumer?
• 1 minutes 8 secondsWhat are qualitative and quantitative tests and how do I use each?
• 1 minutes 35 secondsHow does someone with limited experience and resource go about analyzing the data they have? Are there important metrics they should be focusing on?
• 22 secondsWhat are my goals when it comes to getting and analyzing consumer data?
• 1 minutes 0 secondsWhat is Bases and how can they assist in my market research efforts?
• 52 secondsWhat should you find out about the consumer when building a marketing plan?
• 1 minutes 18 secondsWhat factors go into what product a consumer wants and eventually buys?
• 40 secondsHow do you recognize when a consumer need has changed and what do you do about it?
• 1 minutes 11 secondsHow often should you be collecting data? How often should you be analyzing it?
• 59 secondsShould consumer insight affect the production of my goods or should I produce the goods first and work on changing the marketing strategy?

• Social Media

• 1 minutes 37 secondsCan you tell me about the different social medias and whether there are different techniques in telling a story through each of them?
• 2 minutes 27 secondsAs a new brand, how do I start getting followers? Are there specific techniques I can use?
• 1 minutes 31 secondsWhat are your thoughts about buying followers?
• 1 minutes 9 secondsWhat is the proper etiquette for social media and can you give me some examples?

• Building Relationships

• 34 secondsHow have you built the retail and distribution networks you have thus far?
• 1 minutes 55 secondsHow do you build upon relationships with your distributors, brokers or retailers when you are a new brand?
• 1 minutes 22 secondsIs it a good idea to send your distributors or brokers samples without asking to build relationship?