We’ve just returned from the IFT show where the food science and technology industry, including several Boomm clients, gathered to exchange ideas and launch new products. One interesting piece of research has caught our attention. According to a presentation from Mintel titled “Simple ingredient statements: clear language for confused consumers,” the effectiveness of product claims on packaging is beginning to shift. What has been a trend to showcase product benefits that address specific health factors is showing to be less effective than showcasing product benefits that address overall health.

According to the report: “We see the growth of ingredient statements that are shorter and easier for consumers to understand. While some product categories ideally lend themselves to simple ingredient statements, we are seeing simplification across most food and beverage categories. The shift is not only a consumer pull but also a manufacturer push, as companies look for ways to simplify production and reduce costs.”

The upcoming 4th of July weekend has us thinking about the aspects of marketing that most challenge our clients. Too often, we hear that they feel captive to a website they really don’t like. Struggling to come up with a strategy and budget and to set priorities that will put changes in motion, marketers end up living with an online presence that doesn’t live up to their own standards.

At Boomm, we’ve developed a simple, four-step model that provides the framework through which marketers can evaluate needs and define outcomes:
Brand Positioning
Competitive Analysis
Audience Profile
Strategic Content Design

We’ve put it into practice for a number of clients. Check out our gallery to view examples of our work.

A new study out this week calculates just how much it will cost BP to get out of deep water — in terms of public opinion. Measuring media value by converting sentiment and exposure, based on online mentions, to an equivalent advertising dollar value, estimates show that BP will have to spend a Billion dollars to counter negative mentions with controlled media placements.

What can marketers take away from this info? BP has demonstrated, in the harshest terms possible, the value of protecting the brand up front and through crisis.

BP Oil Spill Media Value Snapshot

B2B Marketers know that it’s key to engage customers whenever, wherever opportunity strikes. We’re looking at ways to use technology to help the process. For example, in the trade show environment QR Codes (square, two-dimensional bar codes) can be used to allow attendees, equipped with their smart-phones, to scan and launch a specialized web page, coupon offer, order process or interaction.

Here’s an interesting article that describes how attendees at South by Southwest used QR Codes to interact with brands, events, booths and exhibitors.

This month, Nation’s Restaurant News shared their benchmark study, Insights into the Decision-Making Process at Today’s Chains, with Boomm.  The research is valuable in that it gives us insight into operators’ top concerns and how suppliers can address their  needs.

Click here to download now.

This week, eMarketer released data that shows which social media components b2b marketers consider the most effective pieces of their marketing mix.  Facebook tops the chart, followed by LinkedIn and Twitter.  More than half of marketers in the study rated Facebook as “extremely” or “somewhat” effective.  The report went on to show that marketing spends on social networking sites is predicted to rise by more than 40%.

We’re back from the BMA breakfast roundtable where our friends at Google gave a great overview of the State of B-to-B Search.  A lot of good information was presented; here are some highlights:

• Large and small-business owners use search and social media more than you might expect.  64% of C-level executives conduct six or more searches per day to locate business information — and they conduct the searches themselves, choosing not to delegate the task.
• B-to-B searches on Google grew 139% since 2007.
• There are more than 1.5 million business searches daily on YouTube, making it the second most visited destination for business searches, behind Google.
• Small and medium-sized business owners are very involved with social media, with about half using blogs, wikis, Twitter and other social media channels for business purposes.

Roundtable questions from the audience focused on where search and social media belong in the sales funnel.  The answer?: Google’s research shows that search has great impact high in the funnel — in the awareness phase — as well as further down at the point of decision and purchase.  Their strongest recommendation is for a well integrated approach whereby off-line media are working with a strong online advertising strategy to drive search actions.  We couldn’t agree more.

One last thought:  The industry has shown that the business audience is there and the medium is currently under used in this setting.  Now it is up to b-to-b marketers to catch up to to the practices of their consumer facing counterpoints.

Everyone seems to be discussing the importance of using social media to connect with customers these days. But, marketers are taking a hard look at whether or not social media is a tool that even applies to the B to B marketplace. Boomm is working with clients in a number of industries to develop social media strategy, and in our next several posts, we’d like to share some industry trends and examples that show how social media works for B to B brands.

The first question:  How much is enough?
This year, marketers are designating specific budgets to support social media initiatives.
Here are the latest numbers.

Social Media’s Share of the Online Budget

Addams Family Fun

So, when is it a good thing to have a creepy, kooky and altogether ooky holiday event? When the latest Boomm bash is held at the Oriental Theatre to enjoy a pre-Broadway performance of The Addams Family, of course. Boomm staffers, clients and friends enjoyed an evening with Nathan Lane and Bebe Neuwirth making merry as Gomez and Morticia Addams, the ultimate goth couple.

Boommers weighed in on their favorite scenes, with top votes going to Uncle Fester singing “The Moon and Me.” Any other nominations for show highlight?