On my radar: Scoular’s Jaime Russell

On my radar: Scoular’s Jaime Russell

07.13.2022 · INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Jaime Russell, manager, customer marketing, Scoular.

Sosland Publishing: What is your background in marketing?

Jaime Russell: Right out of college I was lucky to land my first marketing job within the commercial division of ConAgra Foods when I told the vice-president in an interview for a sales position that I was interested in marketing. During my time there, I grew personally and professionally. I learned about business-to-business (B2B) food ingredient marketing, deepened my strength in brand positioning, broadened my skillset by developing various integrated marketing strategies and was mentored by great leadership. I then moved to Denver and took a new marketing role with Ardent Mills that focused on expanding their specialty portfolio. In that position, I deepened my interest in improving the customer experience.

In 2019, I went back to my roots and joined Scoular, where I lead strategic marketing programs across various global businesses and industries, including food, grain, pet and feed.

What are you reading, watching or listening to right now to keep up with marketing trends?

LinkedIn

Not only is LinkedIn a great networking tool, it also provides a way to stay connected to industry news, customer updates and competitor activity. In addition, LinkedIn has various newsletters you can receive or follow, including one called This Week in Marketing. Each week it has a different theme or focus — from modern metrics to content marketing to B2B learnings from the Cannes Lions International Festival and more. I’ve found it to be an intriguing tool to stay thoughtful and current about new digital strategies or see best practices leveraged outside of my industries.

On Purpose with Jay Shetty

I first heard Jay Shetty speak as a keynote for a leadership conference a few years back and since have been a fan. In general, I appreciate his approach on life. He’s a constant learner. Through his podcast, he poses unique perspectives and questions to challenge you to be your best self while encouraging you to stay curious about what you don’t know. Seeking more knowledge enhances your leadership ability and provides better awareness and inclusion of others as well.

Salt Fat Acid Heat

Netflix has many culinary shows focusing on regions, flavors, cuisines and chefs, but I specifically appreciate the Salt Fat Acid Heat series with Samin Nosrat. It is global, educational and fun to watch, and you walk away with awesome, practical tips for great cooking.

Connect with Jaime on LinkedIn

July 11, 2022April 10, 2023

FAQ: How can audience extension amplify brand reach?

Website user enacting Audience Extension.

FAQ: How can audience extension amplify brand reach?

07.11.2022 · INSIGHTS FOR MARKETERS

While there are many routes business-to-business (B2B) marketers can take to reach prospects, audience extension should always be part of their journey to convert. With the ability to connect with users and display campaigns across a variety of different social media channels and websites, audience extension is quickly becoming an key tactic for marketers in the food and beverage industry.

To help you navigate the basic ins and outs of audience extension, we’ve put together a quick explainer outlining how it works and its benefits.

What is audience extension?

Audience extension is a dynamic marketing tactic that gives brands unique access to a publisher’s first-party data. The process allows a company to broaden a marketing campaign’s reach across websites and social media platforms, including Facebook, LinkedIn, YouTube and websites in Google’s Display Network, while targeting specific audiences that were created from a publisher’s first-party data.

How does audience extension work?

Similar to sending a targeted email, a company must first partner with a publisher to develop an audience to target. The company can then select specific audience attributes to designate where they would like to host their campaign to ensure key prospects are reached.

With this information, a publisher then creates a unique audience from its first-party data and uploads the brand’s campaign assets. Once launched, the publisher monitors the campaign and makes adjustments as needed to ensure impressions are being captured and viewed by the target audience.

What are the key benefits of audience extension?

Audience extension puts a company’s message in front of the right people, at the right place, at the right time. By tapping into this tactic, marketers will:

Gain access to decision makers in hard-to-reach industries.
Maximize their brand’s impact by showcasing their message across channels their audiences interact with every day.
Connect with key prospects and remain top of mind.
Ensure ads are efficiently delivered and monitored, resulting in controlled and qualified reach.

When should audience extension be used?

Because this process increases touchpoints with a variety of prospects, audience extension is best implemented when a company is launching a new product or looking to boost brand awareness. In addition, this approach should be used to compliment other tactics in a campaign and not solely relied upon to drive results.

If you’re ready to connect with audiences across the food industry but you’re not sure where to start, a Sosland Publishing media expert can help you get on the right path.

June 8, 2022October 17, 2022

On my radar: Agropur’s Melissa Udovicic

On my radar: Agropur’s Melissa Udovicic

06.07.2022 · INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Melissa Udovicic, director of marketing and communications, Agropur.

Sosland Publishing: What is your background in marketing?

Melissa Udovicic: I graduated with a degree in public relations from the University of Wisconsin-Whitewater. Shortly after, I was offered a job at an advertising agency in Milwaukee. My love for marketing grew as the years went by, mostly by drinking from the firehose. Though I’ve had my fair share of employers, I’ve always worked in business-to-business (B2B) marketing, with most of that time spent supporting the food, beverage and dairy industry.

Marketing has changed so much in the last 20 years. I love the creative process and finding out the next best way we can engage with our audience and make them brand loyal. My current role at Agropur and many before have come from networking. If you do your job well and people like working with you, they will reach out when they have an opening. You then have the opportunity to be selective and wait for the role you feel will make you happiest.

What are you reading, watching or listening to right now to keep up with marketing trends?

The Thank You Economy

I love Gary Vaynerchuk, author of The Thank You Economy. His book really helps you get on the customer side of marketing and explore why we as marketers need to think about relationships first. Gary was big when social media was just “invented,” and to this day, I really listen to his advice. He’s so honest, so real, no filter and very accurate. I love this book, and I use what I learned from it every day.

The Power of Positive Leadership

The Power of Positive Leadership by Jon Gordon resonates with me for two reasons. First, it promotes honesty and transparency in your team and your work. I try to live this way in both my personal and professional life. The second reason is its promotion of the servant leadership model, which I admire and hope more companies adapt into their culture instead of transformational leadership.

Ted Talks

When I have a lot of windshield time, I listen to a variety of Ted Talks. Most are business or career related but some conversations on societal change have affected me as well. The “talks” help me realize that people do such amazing and impactful work in their own field, including psychologists, CEOs, astronomists, teachers, philanthropists and social workers to name a few. Everyone has their own gifts and talents, and we should step out of the way to let them do what they do best and teach us at the same time.

Connect with Melissa on LinkedIn

June 7, 2022October 17, 2022

Why webinars fail to take off with food industry professionals

Why webinars fail to take off with food industry professionals

06.03.2022 · INSIGHTS FOR MARKETERS

Webinars are an essential tool for ingredient and equipment suppliers looking to showcase their solutions, engage with key audiences and generate leads. But without the proper planning, promotions and speakers in place, these events begin to malfunction.

To ensure your next virtual event launches without a hitch, avoid making these common but preventable mistakes.

Mistake #1: The topic combusts

In most scenarios, the webinar’s topic will drive attendee registrations. Steer clear of played out topics and focus on pressing challenges faced by your prospects. In addition, stay away from subject matter that centers around your products. While it’s great to deliver a solution, a webinar should be used to educate and build trust with customers and prospects.

When developing a webinar’s topic, keep your target audience in mind and research their current pain points. Is a new trend impacting their production processes? Are there any recent changes in consumer preferences affecting their sales? Will a new regulation reshape how their business operates? By concentrating on a current problem, your brand can position itself as an industry thought leader with trusted solutions.

Mistake #2: Benefits go unidentified

Don’t overlook opportunities to highlight the advantages of attending your virtual event. The webinar’s title, registration page, invites and promotional content should all call back to the event’s benefits in some way.

For example, the event description on the registration page should be summed up in one to two sentences and include a bulleted list of two to three things an attendee will learn. This bulleted list could then be used in the webinar invites and in social media posts.

Mistake #3: Promotions fall behind

You can’t rely on e-mail invites alone to spread the word about your event. Reach your target audience at key touchpoints by launching a cross-channel campaign three to four weeks before your webinar’s launch. The campaign should tap into the mediums your target audience interacts with regularly. For many decision-makers in the food industry this includes trade-based magazines, newsletters and websites, LinkedIn and e-mail.

Regardless of the route you take, remember to keep the branding and messaging consistent and to clearly outline the webinar’s benefits when possible.

Mistake #4: Marketers forget to switch gears

When a webinar framed as educational suddenly morphs into a sales pitch, attendees tend to feel cheated out of their time. As tempting as it may be to only highlight your brand’s products, focus on providing value and showcasing expertise. You can do this by selecting topics that are top of mind for your target audience but still tie into your company’s offerings. In addition, highlight your staff’s knowledge by enlisting speakers from your team who have experience in the field but also have a knack for storytelling and breaking down technical concepts.

Mistake #5: The journey ends too soon

Forgetting a clear call-to-action (CTA) at the end of your webinar is an opportunity many marketers tend to neglect. While you shouldn’t expect to immediately drive sales when the event ends, you can keep moving a prospect through the buyer’s journey by offering them a related piece of content or by inviting them to an exclusive follow-up event.

With the amount of planning and resources that go into hosting a webinar, it can be easy to make a few mistakes along the way. To ensure a smooth ride, reach out to a Sosland Publishing media expert here for more tips and best practices on launching a virtual event.

May 9, 2022October 17, 2022

On my radar: NuTek Natural Ingredients’ Anna Biehn

05.09.2022 · INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Anna Biehn, vice president of marketing and strategy, NuTek Natural Ingredients.

Sosland Publishing: What is your background in marketing?

Anna Biehn: I have worked in global marketing, general management and board roles for over 25 years in the consumer products and food ingredient categories. I spent most of my career with Conagra Brands focused on marketing and business development in international markets. I was fortunate to spend many years living and working in these markets, learning how to use consumer insights to tailor marketing plans and products to consumers around the world.

My current role with NuTek Natural Ingredients leverages my background in consumer products in the natural ingredient category. The clean label movement has created a dynamic and fast-growing opportunity to develop solutions that meet the needs of consumers by partnering with our customers. It is motivating to work for a purpose driven company founded with environmental, social and governance (ESG) principles to improve global health and well-being through our products.

What are you reading, watching or listening to right now to keep up with marketing trends?

Business reading

One of my favorite marketing and strategy books is Sanjay Khosla and Mohanbir Sawhney’s book Fewer, Bigger, Bolder. This book was published in 2014 and is still one I reference often for the models and concepts. It is a proven playbook that presents a powerful case for focus and definitive leadership in marketing and resource investments.

I am currently reading Sandeep Dayal’s new book Branding Between the Ears. It focuses on the art and science of branding and how many of the long-held truths in the marketing world are changing given the learnings from neuroscience on how consumers process brand messaging and engagement. Dayal shares many real-world examples, case studies and actionable takeaways.

While I certainly read the regular business and news publications for relevant changes in the industry, I also challenge myself to spend time reading about categories outside of food and ingredients to learn about emerging trends, parallels, and new potential risks. We all market to the same consumers whether they are buying spirits, cars or personal care products, so understanding what marketers in other industries are doing helps build awareness and sparks creativity.

Personal reading

I enjoy using reading as an escape and to activate my imagination outside of my day-to-day work. I also look for stories that help me understand cultural and language nuances for my international work and travel. I gravitate to books with strong female protagonists facing adversity like The Great Alone by Kristin Hannah, American Dirt by Jeanine Cummins and The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid.

Connect with Anna on LinkedIn

May 5, 2022January 26, 2023

Nine stellar LinkedIn post ideas for B2B brands

05.05.2022 · INSIGHTS FOR MARKETERS

Whether you’re using it to build brand awareness or generate leads, LinkedIn is a shining star in any business-to-business (B2B) marketer’s toolbox. Through Company Pages, the platform provides ample opportunities for equipment and ingredient manufacturers in the food industry to reach and build trust with customers.

But to soar on LinkedIn, you’ll need a compelling content lineup that showcases not only the services you offer but also highlights your expertise and ties to the industry. To get you started, we’ve rounded up a list of ideas and examples from B2B companies in a variety of industries to inspire your next post and help your Company Page blast off.

1. Accelerate thought leadership

According to the 2021 LinkedIn-Edelman Thought Leadership Impact Report, 64% of buyers believe they can better assess an organization’s capabilities and competency through thought-leadership content than marketing materials and product sheets. Elevate trust in your brand and position yourself as a knowledge source by posting content that educates your followers and helps solve specific industry-related challenges they encounter.

Blog articles, podcast episodes, videos and white papers are just a few examples of content you can share on your page.

2. Shine at trade shows

Before your team takes off for their next tradeshow, remind your followers that you’ll be attending the event and tease any special features that will be at your booth.

Once you’re at the show, share images and videos of your booth, staff and visitors to keep the conversation going. Make sure you tag the event in your post’s copy and use any hashtags connected to the trade show.

3. Share explosive industry statistics

Curated snapshots of industry trends and insights are a great way to drive engagement on your LinkedIn page while showing off your organization’s expertise. You can create attention-grabbing images through programs like Canva or Venngage, but be sure to keep the graphics simple and easy to understand.

4. Go on a mission

Give your followers a front and center look at what your organization is up to by posting behind-the-scenes videos and images. This will help bring to life the work you do while also showcasing your company’s capabilities and accomplishments. You can share pictures from your production facilities, highlight when your team is out in the field or showcase recently completed projects.

5. Recycle and reimagine content

Tap into content you’ve already created and rework it to make it more digestible for LinkedIn audiences. For example, you could pull statistics from a white paper and transform it into an informative image or share an insightful clip from a recent webinar.

6. Spotlight your crew

Help potential buyers get familiar with your company by introducing your employees via LinkedIn posts. From production staff to sales representatives, highlight the variety of roles at your company to drive connections and reveal the human side of your organization.

7. Highlight successful landings

No one can vouch for your company quite like a current customer can. Tap into their experiences by sharing case studies and testimonials that demonstrate your strengths as a partner.

8. Explore solutions

As a supplier, clients expect you to be in tune with the challenges they face. Keep your brand top of mind by sharing advice and insights that customers can’t find anywhere else. To stand out in a crowded LinkedIn feed, be specific with your guidance and investigate issues others might be afraid to delve into.

9. Transport followers to the past

Show customers how far your brand has come by posting throwback images and videos. This content can help demonstrate a product’s longevity and your organization’s loyalty to the industry.

Sharing useful and engaging content is an important part of creating a strong social media presence. For more advice on how to implement a successful social media marketing strategy, reach out to a Sosland Publishing sales representative here.

April 4, 2022October 17, 2022

On my radar: AB Mauri North America’s Rick Oleshak

On my radar: AB Mauri North America's Rick Oleshak

04.04.2022 · INSIGHTS FOR MARKETERS

In Sosland Publishing’s new series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Rick Oleshak, vice president – marketing, AB Mauri North America.

Sosland Publishing: What is your background in marketing?

Rick Oleshak: I probably have a more unique path to the business-to-business (B2B) baking industry compared to other marketers across the category. My initial job roles were in sports, including spending time with the Orlando Magic during the exciting Shaquille O’Neal and Penny Hardaway years and with NASCAR as part of its corporate public relations team based in Daytona Beach, Florida. From there, I moved to St. Louis and spent more than 13 years at Anheuser-Busch in the brewing industry, with the last seven years in brand marketing directing and managing brands like Stella Artois, Michelob ULTRA, Rolling Rock and others.

I was recruited to AB Mauri North America in 2014 and have loved every minute of it. Baking is exciting – as we saw during the pandemic as the demand for Fleischmann’s Yeast by home bakers grew by more than six times – and I’m always amazed at the technology in product solutions and technical service that our team delivers. Beyond bakery marketing for the U.S. and Canada, a third of my time is also spent on global strategic marketing for AB Biotek, another division under AB Mauri that is focused on fermentation solutions for the human and animal nutrition, consumer alcohol and bioethanol markets.

What are you reading, watching or listening to right now to keep up with marketing trends?

Business reading

I just finished a quick read called Marketing Myopia, a Harvard Business Review publication by Theodore Levitt that is a classic focused on the differences between selling and marketing. This book is a perfect, snackable read if you have a quick flight or commute.

Also on the list is Before You Say Anything by Angie Flynn-McIver about the learned ability to communicate, even in this new virtual world we live in. Last, Contagious: Why Things Catch On by Jonah Berger focuses on the spread of ideas and the key drivers of word of mouth.

Personal reading

Reading for just plain enjoyment is important, too, and there are lessons to be learned as well. I’ve read every John Grisham novel, including his latest The Judge’s List. I really admire his attention to the fine details on the scenes he paints with text. This should apply to anything we do as marketers.

Additionally, as a big baseball fan and one of the few Pittsburgh Pirates supporters in St. Louis, I’m reading former slugger Dave Parker’s book about his career. The book Cobra: A Life of Baseball and Brotherhood, which was Parker’s nickname during his playing days, highlights the most-feared, multi-tool athlete of the late 1970s.

Podcasts

Recently, I read NPR’s Podcast Start Up Guide by Glen Weldon in preparation for a new AB Mauri North America podcast called ‘The Oven Light’ that debuted earlier this year. We are several episodes in now, and it has been a blast to highlight not only important topics for industrial and artisan bakers but also some of the great people and outstanding culture we have within our organization.

As a more recent newcomer to the podcast world, personally, I’ve enjoyed listening to a variety of content for both bakery business learning — such as Baking & Snack’s ‘Since Sliced Bread’ — and enjoyment — like ‘Smartless’ featuring actors Jason Bateman, Sean Hayes and Will Arnett.

Connect with Rick on LinkedIn

April 1, 2022October 17, 2022

Infographic: Finding print’s place in a digital world

Infographic: Finding print's place in a digital world

04.01.2022 · INSIGHTS FOR MARKETERS

While many business-to-business marketers rely on a slew of digital tactics to reach customers, you don’t have to be a rocket scientist to know that print advertisements still provide plenty of perks. But before you begin advertising in print media, there are a few factors to keep in mind.

March 2, 2022October 17, 2022

On my radar: Corbion’s Jennifer Lindsey

On my radar: Corbion's Jennifer Lindsey

03.01.2022 · INSIGHTS FOR MARKETERS

In Sosland Publishing’s new series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Jennifer Lindsey, vice president – global marketing, Corbion.

Sosland Publishing: What is your background in marketing?

Jennifer Lindsey: I entered the world of marketing early in my career, where I specialized in sensory science and later through product management after 11 years as a bench-top scientist in applications/product development. From there, I threw myself into classes and development in business strategy, market research and insights, marketing strategy, and communication in business-to-business (B2B).

My sweet spot is using my dual background in science and commercial acumen to translate the science into the “so what?” That capability led to my roles in marketing leadership in B2B tech-based companies.

What are you reading, watching or listening to right now to keep up with marketing trends?

Made to Stick

This isn’t a recent read, but it is one of my all-time favorites. This book provides simple, relatable and proven neuroscience-based research on how decisions are made. All decisions must have an emotional connection and trigger or you “spin.” Attributes or features of products are not why people buy — anything. They are what enable a perceived benefit and that benefit validates a decision to purchase. But to “stick,” you must find the emotional connection/trigger, even in things as basic as commodities or as complex as pharmaceuticals.

Marketing Due Diligence: Reconnecting Strategy to Share Price

This is a good reference book and provides a great link to business strategy. It examines how “nested” strategies fit and cascade through business. The authors offer examples of diagnostic process and look at strategy through the lens of market risk, share risk and profit risk.

Dare to Lead and WorkLife with Adam Grant

We all have to work in a team environment. We all have to first “market” internally and align before we go out to the market/customer. Human interaction can be bumpy sometimes, and these podcasts give great practical paths forward in navigating some of those bumps.

They also shine a light on some things you may feel “alone” in experiencing, when in reality, those experiences are not exactly unique to you. So, I find that gives me relief to know others have traveled the road before, and I can consider other perspectives and listen to the experts and research that goes into the topics.

February 18, 2022October 17, 2022

Automated marketing campaigns: An out-of-this-world lead nurturing tool

02.18.2022 · INSIGHTS FOR MARKETERS

As sales cycles grow and buyer expectations evolve, lead nurturing has become more important than ever before. To build meaningful relationships with customers and ensure they’re receiving the right messages at the right times, many marketers are leveraging automated marketing campaigns (AMCs).

Watch and learn how AMCs personalize the buyer journey, provide highly qualified leads, improve productivity and more in this video.