Williams Global Marketing

Local Food Makers Teaming Up for Success

The COVID-19 Era has been a challenge for small businesses of all types, but every challenge contains an opportunity to respond to adversity. How are local food makers responding and finding some success? With strength in numbers, teaming up and supporting each other. Here are three examples of local food producers teaming up in creative ..Read More

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5 Ways Marketing Strategy Helped Tipsy Pies Double Sales

Marketing Strategy projects can sometimes be seen as “Big Food” territory. Smaller companies with limited budgets often prefer to focus on tactical elements of their marketing (package design, social media, in-store elements) that seem like tangible ways to increase sales immediately. But while Strategy work may sometimes feel extraneous, it can be exactly what a ..Read More

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3 Trends From Feast! Trade Show

Feast! is the premier packaged food trade show in southern Minnesota, taking place annually in late November/early December at the Mayo Civic Center in Rochester, MN. There are always innovative new locally-made products at Feast, with some attending their first-ever trade show. Here are three trends I saw coming to life in fun and tasty, locally-based ..Read More

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The Avocado Test: Has Amazon made Whole Foods pricing more competitive?

When Amazon announced it’s purchase of Whole Foods back in August of 2017, The Atlantic wrote, “one of the company’s first moves will be to lower prices on several grocery standards, such as bananas, eggs, and ground beef, as well as Whole Foods standbys like avocados, kale, and almond butter.” This was a signal to ..Read More

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3 Local Event Marketing Lessons from Super Bowl LII

Everyone talks about the TV ads around the Super Bowl, but it’s also the king of event marketing in the city in which it is held. This year with the Super Bowl in my city of Minneapolis-St. Paul (MSP), I wanted to see how brands of different sizes were activating the event at the local level. ..Read More

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4 Marketing Lessons from the Crystal Pepsi Relaunch

In 1993, I was a college senior and my roommate and I were heavy Pepsi buyers. We embraced any and all innovation from Pepsi including the Cube, which Pepsi said was easier to carry but I think we just bought it because it was new and looked cool. Then, riding the wave of a clear ..Read More

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6 Ways to Position Healthy Foods

The global ‘Healthy Foods’ industry is expected to top $1 trillion for the first time in 20171.  The industry descriptor is “functional, allergen-free, organic and other healthy foods,” inclusive of both food and beverages which have a roughly 60/40 split in dollar terms. But being healthy and saying “healthy” are two different things. To be ..Read More

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5 Key Mobile Marketing Themes from Björn Stansvik, CEO of MentorMate

Björn Stansvik, CEO of MentorMate with Hugh Williams, Principal at Williams Global Marketing I had the opportunity to hear Björn Stansvik, CEO of Minneapolis-based MentorMate, speak at a Harvard Club event on Jan 27. MentorMate is a leader in mobile software development, a company with ~400 employees that was purchased in 2014 by Taylor Corp. ..Read More

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How Do We Measure Super Bowl Ad Effectiveness?

  Well that’s another Super Bowl in the books and also another round of blow-the-budget, great and not-so-great advertising.  USA Today’s Ad Meter is generally seen as the top mainstream source for answering the question, “which advertising was the best?”  All 63 ads are given a simple, 1-10 rating by the Ad Meter panelists. While ..Read More

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Advertising: Which Emotions Change Purchase Behavior?

Posted: January 18, 2016 With the perennial ad fest known as the Super Bowl just a few weeks away, Zappistore conducted an insightful study into advertising during the UK equivalent of the Super Bowl which is otherwise known as Christmas (the full report is here). The TV spots from a dozen supermarket chains were tested ..Read More

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