Northlich is a big believer in Show and Tell. Maybe it’s because we love our work so much it makes us feel like we’re back in kindergarten again. Or maybe it’s because we believe that showing something to our audience is 1,000 times more powerful than telling them about it.
So instead of prattling on about rehavior and what it means to us, and you, we thought we’d show it to you—in action:
When international frozen foods giant Birds Eye first came to Northlich, they were dealing with consumer behavior that was holding back the brand: Consumers didn’t love frozen vegetables anymore, and didn’t want to buy them. They wanted something more. Northlich helped Birds Eye meet consumers where they were at, acknowledging that their behavior had changed and the brand had to change with it. The result was new brand positioning that killed the “old-fashioned” frozen vegetable perception, advertising that presented the brand as a fresh and contemporary celebration of today’s real families, and a product innovation—Steamfresh—that exceeded sales goals and consumer expectations.
CONSUMER RESPONSE
By launching Steamfresh, Birds Eye generated 200 percent in sales over three years and overtook Green Giant as the #1 brand in the category. Meanwhile, Steamfresh was named the second most successful product launch of the year by Ad Age.
But what does this have to do with rehavior? Northich helped Birds Eye take an existing behavior—consumers don’t love frozen vegetables anymore—and turn it upside down (or, rather, right side up). The new behavior? Consumers fell in love with frozen vegetables again, and started buying them like crazy.
BIRDS EYE’S RESPONSE
“Northlich’s work is rooted in deep consumer insights and evolves into strong in-market execution.”–Matt Park, CMO Birds Eye Foods
In other words, we’re known for our good rehavior.
Northlich’s proprietary rehavior framework identifies and changes consumer behavior to increase brand trial, loyalty and sales for our clients. Ready to find out how we can apply this to your business? Drop us a line.
The following is the July edition of Northlich’s 60 Second Impact: 60 Seconds of Information Impacting You and Our Fast Forward Economy.
60 Second Articles:
1. Crack The Marketing Code By Answering These 10 Critical Questions
2. Look Who’s Talking — Not The Movie
3. The 60 Second Close: Is It Time For “Retro” Marketing?
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1. Crack The Marketing [...]
It is unfortunate that many individuals continue to judge marketing campaigns and initiatives based on levels of generated “awareness.” The purpose of marketing should be much more than to make consumers aware of products and services. The purpose of marketing should be to drive consumers to action. [...]
The idiosyncrasies, both rational and irrational, of consumer-brand relationships often rival that of Hollywood’s most salacious couples. It is no wonder why those of us in the marketing community spend so much time trying to better understand them.
Consumers are not always ideal partners. They expect a lot from their brands, but are not always good at communicating their needs. When brands don’t deliver on some expectation, the consumer may employ the silent treatment, or worse, give in to another brand’s advances. The consumer of course, may say—“it’s not you, it’s me,” but we all know that’s a ruse. It’s always you. [...]
UNDERSTANDING THE FUTURE GROCERY SHOPPER
Northlich and MRSI Release Research Results to Define the New Next Normal
CINCINNATI (January 19, 2010) – Northlich and Marketing Research Services, Inc. (MRSI) announced today the availability of its highly-anticipated qualitative and quantitative research study results, which uncover today’s consumer grocery shopping attitudes and behaviors triggered by the recession and [...]
Banks — consumers love to hate them. We just conducted a survey of 550 consumers on their banking habits and analyzed over 100,000 online conversations. The findings were startling.
From our social media analysis, we saw negative sentiment scores exceeding 70% for most bank brands, passionate posts on the evils and unfairness of bank fees, and [...]
