By

Ryan Cliffe
Pass the 'Who Cares?' Test with Consumers

The “Who Cares” Test

In the competitive world of CPG retail, answering one question can help you stand apart: Does it pass the “Who Cares”  Test? With an almost endless array of options available at their fingertips, why should consumers consider your brand over another? If your initial reaction is to quote the features of your product (i.e., all...
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Interview with a Category Manager

Retail Marketing 101: An Interview with a Category Manager

While you’re hard at work trying to check people off of your holiday gift list, retailers are hard at work trying to engage you in-store. How do they do it? We recently interviewed a category manager with over 40 years of experience in retail merchandising and promotions for some industry insights. How to Motivate Consumer...
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3 Keys to Marketing a Food and Beverage Brand

The 3 Keys to Marketing a Food and Beverage Brand

The first step to building your Food and Beverage marketing strategy and selling more products via retail is to focus on your digital marketing strengths and weaknesses. By utilizing cost-efficient ways to connect with consumers, you’ll achieve the engagement and ROI necessary to grow your brand.  And while there’s no “one-size-fits-all” solution, our experience as...
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pop-aisle; consumer promotions

3 Keys to an Effective Consumer Promotion

When Cliffedge first started in 2001, driving incremental sales through a consumer promotion was pretty straightforward. All you needed was a shelf-talker, an entry pad, a giveaway, a radio buy, and voilà, incremental sales! Fast-forward to today; however, and things have changed. A lot. The number of touchpoints and purchase options available to consumers has...
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