3. How much more effective would your marketing and promotion dollars be if they were focused on consumers who are in the “bull’s-eye” of your target market? Reducing the waste in distribution alone would boost efficiency, and, beyond that, there’s an opportunity to build relationships and convert some into raving fans of your products.
Bill Bishop is chief architect, Brick Meets Click, Chicago, and a founding panelists with Food Foresight, a trends analysis process of the California Institute of Food and Agricultural Research and Nuffer, Smith, Tucker Inc.
Kerry Tucker is chief executive officer of Nuffer, Smith, Tucker, a San Diego-based strategic planning and public relations firm.
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