CPG Insiders

On this episode of CPG insiders, Mark and Justin are joined by Cody Whittick, from Kynship. Cody joins the guys to discuss social influencers and how they can benefit your product.

They discuss the true measure of leveraging social influencers and what your focus should be before pursuing a social influencer. Cody explains the importance of the content and sheds light on why you should not focus on the follower count of the influencer. He shares what really matters when looking at social media influencers.

Mark and Justin also ask Cody to walk through the experience that you can expect when working with his agency. They also discuss the other benefits that come from social media influencers.

More about Cody and Kynship: https://www.kynship.co/

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin address getting back to work and what that will look like. They discuss the importance of mitigating risk for both employees and employers.

They explain the importance sticking to your company’s long-term goals and discovering what adjustments your company must make following the pandemic. Mark and Justin share why it is importance to stay on the gas right now and why the companies that have done so have been successful.

Finally, discuss some of the latest news from the PPE government loans and what you should watch out for. They share some tips on how to stay out of trouble when it comes to the loans.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin are joined by Ashish Talati. Ashish leads an FDA practice and is one of the industry’s foremost experts on FDA regulatory matters.   He is also very knowledgeable when it comes marketing law.

Mark and Justin ask Ashish for his opinion of what can - and cannot - be said about certain products. They explore the importance of understanding what category your product will fall under and the difference between the categories.

They address the differences between the FDA and the FTC and discuss some of the things that can land your company in hot water with these federal agencies. Ashish then explains the importance of working with a law firm that specializes in handling claims and the federal agencies.

Finishing up, Ashish explains some of the ins and outs of copyrights and trademarks. They discuss the difference between the two and the importance of utilizing these to protect your business and products.

More about Ashish Talati:

Ashish R. Talati leads Amin Talati & Wasserman’s FDA practice and is one of the industry’s foremost experts on FDA regulatory matters. He has gained an exceptional reputation for his successful results at the cutting edge of FDA and regulatory law, where he has responded nimbly to changes in the regulatory climate and the marketplace, guiding clients through some of our industries’ most complex issues.

Ashish primarily counsels clients on matters of regulatory compliance, helping them anticipate and address regulatory issues in their day-to-day business operations and strategic planning. He also advocates on their behalf before the FDA, FTC, Customs, USDA, DEA, and other federal agencies, and in court. He is considered a leading authority in the areas of Generally Recognized as Safe (GRAS) requirements and New Dietary Ingredients (NDI); Ashish and his team do more NDI and GRAS projects than many of their competitors combined, and are known for their representation in the highest numbers of NDI matters submitted to FDA overall.  Considered a creative and strategic partner by his clients, Ashish works with companies all over the globe and is a trusted advisor at every step of the product life cycle, including product formulation, safety and efficacy studies, product launch, and ongoing marketing and sales.

In addition to his pioneering background in FDA regulatory matters, Ashish is highly regarded for his wealth of knowledge on advertising regulations. He counsels clients on compliance issues and claims substantiation in connection with their advertising and marketing programs, and represents advertisers in both defending and challenging claims before the Better Business Bureau’s National Advertising Division (NAD) and other regulatory bodies.

In addition to legal advice, he prides himself on providing business-oriented solutions which minimize risks and enable his clients to reach their corporate goals. The companies with whom he works prize his immediate accessibility, his wide range of contacts in the regulatory arena, and his deep expertise gleaned from a sharp focus on this area of law.  Prior to law school Ashish worked as a Chemist and a GMP auditor for the pharmaceutical industry. He also brings a tremendous amount of GMP experience to help respond to FDA 483’s and Warning Letters.

Contact Ashish Talati:

Website: https://amintalati.com/professionals/ashish-r-talati/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/ashishtalati

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin share why you should not bail on advertising during the COVID-19 pandemic. They explain the affect this is having on American’s media consumption and how it’s a silver lining for advertisers. Specifically, they discuss where those opportunities to connect can be found.

Mark and Justin also review two factors consumers need to buy a product: mental availability and physical availability. They explain the importance of expanding your mental availability with consumers during this time.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin talk about buying advertising media for in an election year. They discuss the challenges advertisers can face with the increase in political ads and broadcasts, plus they talk about ways to effectively work in and around a more cluttered advertising space.

On this episode of CPG Insiders, Mark and Justin consider how consumer trends have changed significantly, with a long list of the brick and mortar stores closing in 2020 as evidence. CPG brands need to rethink how they view their business, in terms of where their consumers shop.

They discuss the ideal business model of many digital-only businesses, and they talk about the CPG categories for which consumers prefer shopping online.

They also consider how marketing for many online businesses expands outside of just digital advertising, even if sales are only direct to consumer.

On this episode of CPG Insiders, Mark and Justin consider a question that clients often ask them.

They run through a number of things to consider about your CPG product when you’re planning your creative and media strategy. This includes what kind of advertising it needs to effectively sell, where it is sold, who the target demographic is, as well as other constraints.

On this episode of CPG Insiders, Mark and Justin talk about guarantees ad why they can help sales for your products.

Most ad agencies push concepts like “awareness” (in its myriad forms) and intent-to-buy as goals for their clients to achieve through advertising. Jekyll & Hyde Advertising is different, focusing on measurable, tangible metrics like increased sales for your products. Because of this, J&H is the only agency to offer a guarantee on their work for new clients.

Learn more about the Jekyll & Hyde Guarantee here: https://jekyllhydeagency.com/guarantee/.

On this episode, Mark and Justin discuss content marketing (also called native content or native advertising), focusing most on long-form advertising. They discuss how content marketing has changed and how it has stayed the same.

People now feel entitled to getting information for free on the Internet, and content marketing takes advantage of that. They discuss some different ways to reach your targeted audience with relevant, in-depth information about your product.

They dive a little deeper into the logic behind running digital advertorials on third-party websites and the pathway to accomplish this kind of campaign successfully.

On this episode of CPG Insiders, Mark and Justin skim the surface of neuro-linguistic programming and how J&H utilizes scientifically proven techniques in their neuro-persuasive advertising.

They discuss the conscious mind and how much information it can process, versus the volume that the unconscious mind can manage.

They go through a number of techniques to help change consumer behavior. They talk about “power words” that can be used to better land an advertising message with a listener, viewer or reader. Mark explains what implanting means, the reason for using “because” statements, embedded commands, metaphors and so much more. And they consider how advertisers can cut through all of the information that compete for consumers’ attention.

Some recommended resources:

Influence by Robert B. Cialdini

Pre-Suasion by Robert B. Cialdini

Thinking, Fast and Slow by Daniel Kahneman