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New product development
2023 US food & beverage trends
2023 UK food & beverage trends
2023 UK consumer trends report
2023 US consumer trends report
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Taking a strategic approach to marketing is vital. You can’t steal market share from already established names – and do it with less budget than the big guys – without a clear plan.
It’s not enough to simply have a great idea for a campaign; you need to understand how it will help you meet your goals, how you’ll reach your audience, which formats make the most sense based on your strategy, and how you’ll be able to measure the results.
Only then can you optimise your campaign, learn to spend your budget more effectively, and create a recipe for success that’s repeatable. In this guide, we’ll look at how using consumer research can elevate your creativity and make sure your campaigns really deliver.
The Complete Guide to Campaign Planning has been produced with insightful contributions from Zeal Creative’s Head of Planning Callum Saunders, SuperHeroes’ Account Director Kirsten Cave, and We Grow Startups’ Lead Consultant, Marina Alvarez .
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)