![]() The danger with this route is always that it leaves you with the sense that instead of a desirable alternative, it’s simply a viable one. Many of the claims being made at Expo West could be succinctly summarized as “It’s like x but made from y”. New criteria for choice in commoditized markets You just have to remember the person behind the professional you’re trying to entice. Cookie dough brand DOUGHP, decided they would take the $40,000 they would have spent on stall design and instead donate it to those who needed it more.Īs Tom Klein (former CMO at Mail Chimp) told us, when everyone else is doing the same thing, there’s an opportunity to be “a yellow banana in a sea of grey”. If anything, overcommitting to your brand in a traditional B2B setting allows you to really stand out amongst the other brands that are beholden to the thinking above.Ĭatalyst cat litter were recruiting for their revolution.īon Devil desserts created an eye-grabbing stall in black and red.Īnd you don’t even have to spend big. The wide range of creative stalls and brands at Expo West shows that doesn’t have to be true. In our work at eatbigfish, we’ll often hear “this challenger idea is all very well in B2C, but we’re a B2B business… you have to be ‘professional’ when you’re doing B2B”. Organic Valley also led with their own mission - a desire to support small family farms in the face of overwhelming pressure from factory farming and stood out as a result. I thought Ritual Zero Proof spirit alternatives also did a fantastic job of showing how their products could offer a replacement for those who missed the experience of alcohol, and their stall did an impressive job of showcasing how their own products could usher away the alcohol brands that you might have been used to before. That they were handing out samples from inside a coffin also added to the buzz that this brand was generating with a simple water product. In terms of visibility, Liquid Death, the irreverent mineral water brand, absolutely stole the show… they were in everybody’s hands, but they lead with a message about why their work is so important. The real winners at Expo West, in my view, were the ones who were able to show the world why what they were doing was important… not just a credible alternative to the mainstream, but an essential one. As I sampled yet another plant-based ice cream, palatable as it was, I tended to ask myself… why? Just because you can make milk out of something, doesn’t necessarily mean you should. However, too often that alternative was limited to the product and its ingredients alone. ![]() The rise in demand for Natural Products corresponds with consumer trends eschewing the synthetic ingredients or damaging practices of many of the brands of yesteryear, and these are often brands that are looking to provide an alternative to the mainstream. Last month, the same day the Fancy Food association announced it would cancel its own. ![]() The “Natural Products” nature of the expo instantly sets up a counter-cultural movement within many of the brands that are on display at the event. That held true for both Expo East 2020 and Expo West 2021, which was first delayed, then cancelled. Intent is always more interesting than ingredient
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