Sonal Rinello

This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

1

1 Comment

Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

14

The Mars Agency's Lindsey Simcik and Kristin Wall joined over 800 practitioners last week for the Salsify Digital Shelf Summit in Nashville, Tennessee, to network and gain insights into the evolution of the omnichannel space. Across the different sessions, five themes emerged: 🧠 Artificial Intelligence 📋 Product Quality ⚖️ Data Governence 📊 Measurement 🌱 Digital Transformation Get their key takeaways here 👇

1

Networking in New York is crucial for sales professionals in Business Intelligence and Market Research. Personal connections can open doors to opportunities and insights that may not be accessible otherwise. Whether attending industry events, engaging on social platforms, or joining professional organizations, building a strong network is key to staying ahead in this competitive field. 🌟 Sharing experiences and learning from others in similar roles can provide valuable perspectives and strategies for success. Networking allows sales professionals to stay current with industry trends and developments, ultimately enhancing their expertise and credibility. 🚀 In a bustling hub like New York, networking can lead to collaborations, partnerships, or job openings that might not be advertised. The power of connections in this dynamic city cannot be understated, as it can catalyze career growth and open new avenues for professional advancement. Let's connect and share insights on navigating the Business Intelligence and Market Research landscape in the Big Apple! 🍎 #NYCBusinessNetworking #SalesProfessionals #MarketResearchInsights

15

2 Comments

For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

14

Engaging With Your Audience - The Importance Of Early Consumer Feedback https://hubs.li/Q02GR7xl0

2

Listen to my advice as to how #fractionalcmos can help find business and marketing sweets spots...read more info here: https://lnkd.in/eewgMv4z

5

Super proud to announce that M Booth's work on Rao's Specialty Foods, Inc. won the SABRE Award for Superior Achievement in Measurement and Evaluation in the Paid Influencer Program category. 🏆 Frani Chung, Claire Hayes, Paige Mirkin, Elaine Dion, Camille Bettinger, Abby Maxwell, Alexa Bestoso, Alan Creveling +++ We leveraged the powerful #FoodTok (62.9B views) and #TikTokMadeMeBuyIt (63.7B views) communities to create content that inspired culture and purchase outside of TikTok. Through social listening we saw that #lasagnasoup was trending on TikTok with over 79MM views, thanks to content creator Danny Freeman (aka DannyLovesPasta) (1.4M TikTok followers). The unexpected modification of a timeless meal, combined with a creator known for ideating wildly creative and innovative pasta recipes, provided the perfect recipe for Rao’s Homemade. In less than 72 hours, we went from flagging Danny’s #lasagnasoup post and contracting him as a partner. Then, in less than a month we recreated the viral recipe on TikTok and Instagram using Rao’s Homemade Marinara sauce. Best of all, #lasagnasoup was still popular and trending. https://lnkd.in/gmX5-AmV The Results: - We drove brand awareness for Rao’s Homemade as the go-to, premium sauce brand to elevate at-home cooking, capturing the attention of chefs, home cooks, lifestyle outlets and more, while contributing to the brand’s market momentum a couple months before it earned the #1 sauce ranking. - The Rao’s Homemade lasagna soup TikTok alone garnered 4.7M views, 634.2K likes, 1.3K comments, 261.7K saves, and 101.2K shares. -  Danny's Instagram Reel garnered over 38.3M views, 2M likes, 4.9K comments, 489K shares, and an engagement rate of 13.32%. - The Instagram Reel was crowned the brand’s top performing post for 2023 with 118K views, 5.4K likes, and 2.9K shares. - The content partnership resulted in 255.7M+ earned media impressions stemming from 11 pieces of coverage and the brand’s owned TikTok channel gained over 25,000 followers. Within one week of the lasagna soup content and recipe going live, Raos.com experienced its highest 2023 traffic yet with a 252% increase in traffic, netting 51,858 sessions in just 3 days. Nearly 75% of sessions (36,946) directed to the lasagna soup recipe page. Now, that's what you call the power of #trendjacking, #sociallistening and #strategicpartnership.

131

10 Comments

Optimizing the digital shelf is key to brand success at leading retailers, but has proved challenging due to the complexities involved. Mars United Commerce is here to help! Join our ecommerce experts, Kristin Wall and Emily Baynard for an exclusive webinar on June 11 to learn how to win and drive growth on the digital shelf at 8 key retailers including Amazon, Walmart, and Target! They'll examine the capabilities at each retailer featured in our latest edition of the Digital Shelf Report, look at recent updates, and offer tips on how to best use the report to drive success on the digital shelf. RSVP link in the comments 👇 #digitalshelf #webinar #ecommerce #brandstrategy

11

1 Comment

Listen to my to my #b2b strategy advice as to why #b2bmarketing is all about trust...read more here too: https://lnkd.in/e_pCJxPs

6

A 2019 study by the British Office of National Statistics labels 65-79 year old people as “the happiest age group” that tends to prioritize positive things over negative ones. Here’s an article provides some interesting data describing how positive information moves older consumers. #MarketingAndAdvertising #LongevityEconomy #Seniors https://lnkd.in/geh-bgjt

5

Exploring new horizons in the consumer goods industry is key to revitalizing its remarkable growth from the 2000s. In the 3rd edition of our State of CPG report, Jessica Moulton, @pavlosExarchos, and @WarrenTeichner dive into the four megatrends shaping topline growth and how companies can enhance their value creation models for the future. Read more here: https://lnkd.in/epKZjrAY

1

The need to crafting an integrated marketing approach may sound straightforward, but executing it can be challenging especially in larger organization. In many circumstances, companies prioritize short-term gains over long-term sustainability. Having navigated diverse corporate landscapes, I've learned that developing a robust integrated marketing strategy demands meticulous planning, collaborative partnerships across departments, and a shift in mindset from individual channel victories to overarching marketing ROI. A recent article featuring J.M. Smuckers' CMO, Gail Hollander, resonated deeply with me. She spearheaded initiatives to revitalize iconic brands like Jif and Meow Mix. Hollander emphasized the importance of integrated teams devoid of silos, where every facet, be it media, data, or social, seamlessly intertwines. This holistic approach fosters synergy, ensuring that the business thrives today while safeguarding brand vitality for tomorrow. #integratedmarketing #CPGmarketing #brandmarketing

10

1 Comment

Excited to share my latest article published by Fast Company As CMO tenures shrink and their role becomes increasingly performance-driven due to shareholder pressure, brands risk losing their ability to create meaningful change in the world—which is bad for everyone. Check it out and let's discuss! https://lnkd.in/gqd5mW-i #Marketing #CMO #BusinessStrategy #FastCompany

75

8 Comments

Best Practices for Integrating a Fractional CMO https://lnkd.in/exrtMhMf . #fractionalcmo #bostondigitalmarketing #brickmarketing #nickstamoulis

3

1 Comment

Breaking through the noise in a crowded market can be a challenge for brands looking to make an impact. However, one sure way companies can boost engagement among disengaged customers and pique their interest once again is by hyper-focusing on the human element. With everything more digital than ever, there's something so comforting about interacting with real people. Yes, chatbots are quick and effective but often lack the soul consumers crave. Through real-life conversations, companies can transcend the superficiality of automated responses and truly resonate with customers on a deeper level. This human touch not only sets them apart from competitors but also reinforces their commitment to authenticity and meeting the diverse needs and preferences of customers. Some great insights here by Rolling Stone! #HumanConnection #Marketing #BrandEngagement #BeyondTheBot

8

https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

16

6 Comments