Are you steering your ship or just drifting with the tide? I spend a good amount of time discussing strategy vs planning with many businesses, and I always find it interesting how easily confused the two become. Let's use this opportunity to unpack the two along with a few tips and tricks to make strategy and planning move seamless through your organization. What is Strategy? In the fast-paced world of food and beverage, strategy is your north star. It’s the grand vision that sets your company apart and guides your journey. Strategy is about the big picture: defining long-term goals, identifying competitive advantages, and carving out your unique space in the market. It’s your master plan for achieving sustained growth and success. Ultimately, strategy is a theory and at a minimum, it should answer the following questions: 1. What is our playing field? 2. Here's why we should be on this playing field? 3. Here's how we will be better then anyone else on this playing field (way to win)? Easy enough, right? Not so fast. What I often see is businesses trying to be "all things to all people." Spoiler alert: it rarely works. Here’s a tip: instead of your playing field being just "food," try narrowing it down to something like "healthy & hearty snacks." This focus will influence everything – from your brand identity and product lineup to your merchandising strategy and beyond. Once you have the above landed, consider these 3 simple checks to help you determine the relative strength of your strategy: 1. Is it doable / achievable? 2. Is it coherent / logical? 3. You can not control it. The mic usually drops on #3. You can not control strategy. If you can control it, you are planning. Planning is linked to resources you control. What is Planning? Planning is the process of detailing the actionable steps needed to achieve your strategic goals. It’s about creating specific timelines, budgets, and resource allocations. Planning translates the grand vision of your strategy into tangible tasks and milestones. How is Strategy Different from Planning? Think of strategy as the destination and planning as the roadmap. Strategy answers the “what” and “why” – what are your goals, and why are you pursuing them? Planning, on the other hand, answers the “how” and “when” – how will you achieve these goals, and when will each step happen? Strategy sets the direction, while planning charts the course. Strategy paints the big picture; planning handles the nitty-gritty details. When Should Businesses Utilize Strategy vs Planning? You need a solid strategy whenever you’re making high-stakes decisions. Whether you’re entering a new market, launching a new product line, or repositioning your brand, strategy is essential. It’s your go-to tool during times of significant change, like mergers, acquisitions, or shifts in consumer preferences. Essentially, strategy should be your constant companion in navigating long-term growth and sustainability. Planning is crucial once you have a clear strategy in place. It’s essential for launching new products, entering new markets, and executing marketing campaigns. Planning ensures day-to-day operations align with long-term goals. It’s also key during budgeting cycles, project management, and performance tracking. One pitfall I’ve witnessed is businesses jumping into planning with no strategy. That's like creating a roadmap with no destination in mind. No bueno. How Should Businesses Develop Strategy and Planning Differently? Developing a killer strategy involves deep market research, competitor analysis, and a thorough understanding of your own strengths and weaknesses. Conduct a SWOT analysis to identify opportunities and threats. Engage stakeholders from various departments to get a holistic view. Remember, a good strategy is flexible – it should evolve based on market feedback and internal performance. Effective planning requires thorough analysis and resource assessment. Set specific, measurable, achievable, relevant, and time-bound (SMART) goals. Engage cross-functional teams to ensure all aspects of the business are considered. Regular reviews and adjustments are essential to keep the plan aligned with strategic goals and market conditions. How Should Businesses NOT Utilize Strategy and Planning? Avoid treating strategy as a rigid, one-size-fits-all plan. It’s not about micromanaging daily tasks or sticking to a script no matter what. A strategy should be dynamic and adaptable. Don’t develop your strategy in a vacuum; it should reflect real market conditions and internal capabilities. And steer clear of strategies that are too vague or overly ambitious without a clear path to execution. See points one and two above. Avoid treating your plan as a static document. Planning should be flexible and responsive to changes. Don’t get bogged down in excessive detail that makes the plan rigid and bureaucratic. Plans developed without input from key stakeholders, including consumers, or without aligning with the broader corporate strategy can lead to misallocation of resources and missed opportunities. Examples of Good and Bad Strategy and Planning Good Strategy: Take PepsiCo, for example. They shifted focus towards healthier snacks and beverages in response to growing health consciousness. By investing in research and development and acquiring health-focused brands, they not only met consumer demand but also positioned themselves as leaders in the health segment. Bad Strategy: On the flip side, think of companies that diversify too rapidly without thorough market research. Expanding into unrelated product categories without a clear understanding of the new markets can dilute the brand’s identity and lead to overextension. Remember my comment above (all things, to all people)? Good Planning: Starbucks’ rollout of its mobile ordering and payment system is a prime example. Extensive market research, technology development, staff training, and phased implementation resulted in increased customer convenience, shorter wait times, and higher sales, perfectly aligning with their strategy to enhance customer experience. Bad Planning: Conversely, launching a new product without adequate market research or production capacity can spell disaster. The infamous New Coke debacle is a case in point. Poor planning led to a backlash and eventual retraction of the product. By understanding the distinctions and applications of both strategy and planning, food and beverage businesses can navigate the market more effectively. Ensuring they not only set ambitious goals but also have a clear, actionable path to achieve them is key to long-term success. So, is your business journey well-mapped, or are you just hoping for the best? If it's the latter, let's connect and ensure you're sailing towards a clear destination with the right tools in hand. After all, the surest path to success is partnering with someone who has a compass. Cheers!

So, your food and beverage brand is ready to take the next big step. Maybe you’re launching an innovative new snack, revamping your non-alcoholic beverage line, or fine-tuning your merchandising strategy for the retail and grocery aisles. But the question remains: should you hire a Fractional CMO or an agency? Let’s dive into this topic and see which option is the perfect ingredient for your brand’s recipe for success. The Fractional CMO: Your In-House Expert A Fractional CMO is like having a top chef on speed dial. They’re a seasoned marketing professional who works with your team part-time, providing tailored guidance and strategic insight without the full-time commitment. Here’s why they might be the perfect fit: In-Depth Brand Knowledge: A Fractional CMO integrates into your company culture, understanding the nuances of your brand as if they were a full-time employee. They can craft a merchandising strategy that aligns perfectly with your brand’s identity and goals. Flexibility : Need someone to jump in and steer your creative strategy for a few months? No problem. A Fractional CMO offers the flexibility to scale their involvement based on your needs, whether it's driving a specific project or offering ongoing strategic advice. Consistency : With a Fractional CMO, you get consistency in leadership. They can continually refine and adapt your marketing strategies, ensuring alignment with your brand’s vision across all touchpoints, from retail displays to grocery promotions. The Agency: A Full-Service Powerhouse On the other hand, hiring an agency is like bringing in a team of sous-chefs, each with specialized skills ready to work on your brand. Agencies can offer a broad range of services and deep expertise in various areas. Here’s what they bring to the table: Broad Skill Set : Agencies have teams of specialists in different areas, from creative strategy and product innovation to digital marketing and public relations. This can be incredibly valuable if you need diverse expertise. Scalability : Agencies can quickly scale up resources for large campaigns, providing robust support for major product launches or rebranding efforts. They have the manpower to execute large-scale projects efficiently. Fresh Perspectives : Agencies often work with multiple brands across various industries, bringing fresh ideas and innovative approaches to your marketing strategies. This can be especially useful if you’re looking to break into new markets or redefine your brand. Which One Is Right for You? The decision between a Fractional CMO and an agency depends on your specific needs and goals. If you’re looking for someone to deeply understand your brand, provide consistent high-level leadership support, and integrate seamlessly with your team, a Fractional CMO might be your best bet. They’re perfect for ongoing strategic development and in-house team collaboration. However, if you need a wide range of services, specialized skills, are willing to accept a more novice POV and the ability to scale quickly, an agency could be the right choice. Agencies excel in executing large campaigns, bringing fresh ideas, and offering comprehensive support across various marketing channels. Comparing a Fractional CMO to an agency is like deciding between a master chef and a full kitchen brigade. Both have their unique strengths and can elevate your food and beverage brand in different ways. Consider your brand’s specific needs, budget, and long-term goals. Whether you choose the hands-on expertise of a Fractional CMO or the diverse skills of an agency, the key is finding the right partner to drive your merchandising strategy, creative vision, and product innovation forward. Cheers to making the best choice for your brand’s delicious journey to success!

So, you’ve decided to dip your toes into the exciting world of marketing and wondered how to become a Fractional CMO. Whether you’ve spent years crafting the perfect brand strategy for vegan snacks or driving awareness for non-alcoholic beverages, becoming a Fractional CMO could be the next big step in your career. Let's explore how to mix this new role into your professional experience for a new recipe. The Foundation: Solid Marketing Experience First things first, you need a strong background in marketing. Think of this as your base ingredient—like using organic produce for a natural, healthy snack. Your experience should cover brand building, performance marketing, and the ability to drive awareness, consideration, and conversion. Whether you’ve worked with restaurants, bars, spirit brands, or snack brands, a solid foundation is key. Mix in Specialization Next, you need to find your niche. Just like the rise in demand for vegan products or non-alcoholic beverages, there’s value in specialization. I focus on the food and beverage industry, for example, which makes me an in-demand Food & Beverage Fractional CMO. By understanding the unique challenges and opportunities in the sector of your choosing, you’ll be able to offer tailored strategies that resonate with your clients’ needs. Building a Portfolio A strong portfolio is your secret sauce. Highlight your successes in brand building and loyalty programs, showcasing how you’ve driven awareness, consideration, and conversion. Did you help a global franchise brand boost its organic social media presence? I did! Or maybe you transformed a small vegan snack company into a household name? I did that too! Share these stories to illustrate your expertise. Networking: Your Secret Ingredient Networking is crucial. Attend industry events, join professional groups, and engage with other marketing professionals. Remember, even the best natural ingredients need the right recipe to shine. Build relationships with potential clients and other Fractional CMOs. Your goal is to become the go-to expert for your industry of choice looking for part-time marketing leadership. Embrace Flexibility As a Fractional CMO, flexibility is your best friend. You’ll need to adapt quickly to the needs of different clients, whether they’re launching a new line of organic snacks or revamping a loyalty beverage program. Embrace the dynamic nature of this role, and be ready to pivot your strategies as needed. Continuous Learning The marketing landscape is always evolving. Stay ahead of the curve by continuously learning and adapting. Take courses, attend webinars, and read up on the latest trends in brand marketing, consumer behavior, and digital strategies. This keeps your skills sharp and your strategies fresh—like keeping your pantry stocked with the finest natural ingredients. Becoming a Fractional CMO requires a blend of solid marketing experience, specialization, a strong portfolio, networking, flexibility, and continuous learning. It’s like crafting the perfect recipe—each element is essential to achieving the right balance. Cheers to your new adventure in fractional marketing!

Have you ever found yourself pondering the cost of hiring full-time executive marketing support to elevate your food and beverage brand, only to be startled by the price tag? Enter the Fractional CMO, your secret weapon for top-tier marketing expertise without the full-time overhead. But how much does a Fractional CMO cost? Let’s find out. The Cost Cocktail A Fractional CMO is like the perfect blend of organic ingredients in your favorite vegan snack—effective, efficient, and easier on the wallet than you might think. The cost can vary widely based on experience, scope of work, and the specific needs of your brand. On average, you can expect to pay anywhere from $5,000 to $15,000 per month. Worth Every Penny A total compensation package for hiring a full-time CMO can cost anywhere from $350k on the low side, to $575k once they have 15+ years experience. A Fractional CMO, on the other hand, offers the flexibility to pay for only what you need. They bring the same level of expertise in brand building, loyalty, and driving awareness, consideration, and conversion—just without the hefty price tag of a full-time hire. The Value of Flexibility For food and beverage brands, the ability to adapt quickly is crucial. Whether you’re launching a new line of natural snacks or boosting loyalty for your non-alcoholic beverage brand, a Fractional CMO can scale their involvement to match your needs. This means you get high-level strategic guidance tailored to your specific goals, whether it's a short-term campaign or a long-term brand strategy. ROI You Can Taste Investing in a Fractional CMO can deliver a return on investment you can taste—literally. By focusing on strategic brand building and performance marketing, they help your brand achieve greater awareness, consideration, and ultimately, conversion. Whether it’s positioning your vegan products in front of health-conscious consumers or driving loyalty for your organic beverages, the impact of a Fractional CMO can be substantial. A Smart Investment In the grand buffet of business expenses, a Fractional CMO is a smart investment for scaling your food and beverage brand. They provide the expertise needed to navigate the competitive landscape without the full-time commitment. It’s like having a top chef on call to refine your menu, ensuring every dish (or marketing campaign) is a hit. So, how much does a Fractional CMO cost? While prices can vary, the value they bring to your brand in terms of awareness, consideration, loyalty, and conversion makes them worth every penny. For food and beverage brands looking to grow organically and strategically, a Fractional CMO offers the perfect blend of expertise and flexibility. Next time you enjoy your favorite vegan snack or sip on a refreshing non-alcoholic beverage, consider the value of having a Fractional CMO on your team. Cheers to smart investments and deliciously effective marketing!

Have you ever wondered how your favorite bar consistently rolls out that new cognac you can’t resist, or how your go-to restaurant always has the latest buzz-worthy salty snacks on the menu? The secret sauce might just be the work of a Fractional CMO. But what does “Fractional CMO” mean? Let’s dive into this deliciously strategic role and how it can benefit food and beverage brands like yours. What is a Fractional CMO? A Fractional CMO (Chief Marketing Officer) is a seasoned marketing expert who works with your company on a part-time basis. They bring the same expertise and strategic insight as a full-time CMO but without the full-time overhead. Think of it as getting the top-shelf cognac experience without having to pay for the whole bottle. They’re there when you need them, providing high-level marketing leadership tailored to your brand’s specific needs. The Marketing Mixologist A Fractional CMO (Chief Marketing Officer) is like the mixologist who knows exactly how to blend just the right ingredients for a perfect cocktail—except their ingredients are strategic marketing initiatives. This role involves stepping in part-time to provide top-tier marketing expertise without the full-time overhead. Spicing Up Brand Marketing In the world of food and beverages, brand marketing is the secret ingredient that sets you apart from the competition. A Fractional CMO dives deep into your brand’s DNA, ensuring your salty snacks become the talk of the town and your restaurant’s name is on everyone’s lips. They craft compelling narratives, eye-catching visuals, and mouth-watering campaigns that resonate with your audience and keep them coming back for more. Driving Product Innovation Innovation is the lifeblood of the food and beverage industry. Whether it’s a new twist on classic bakery treat or a cutting-edge cognac blend, a Fractional CMO ensures your product innovation hits the mark. They collaborate with your team to brainstorm, develop, and launch new products that not only satisfy your customers’ cravings but also keep your brand at the forefront of the market. Performance with a Twist Just like a perfectly mixed non-alcoholic beverage, marketing efforts need to be measured and refined for the best results. A Fractional CMO excels in tracking the performance of marketing campaigns, tweaking strategies, and ensuring every marketing dollar is well spent. They balance the art and science of marketing to deliver a delightful experience that boosts your bottom line. Flexibility in a Glass The beauty of a Fractional CMO is their flexibility. Need someone to lead your brand marketing for a new product launch? They’ve got you covered. Looking for strategic insights to elevate your restaurant’s reputation? They can handle that too. They’re like a versatile cocktail shaker—adaptable and ready to mix up whatever marketing concoction your brand needs. So, what does a Fractional CMO mean for your food and beverage brand? It means having a seasoned marketing expert on your team without the full-time commitment. They bring the perfect blend of brand marketing prowess and product innovation expertise to help your bar, restaurant, or food brand stand out in a crowded market.

Have you ever found yourself sipping a glass of fine whiskey at your favorite bar, wondering how they managed to turn that aged perfection into such a popular beverage? Or perhaps you’ve marveled at how your go-to snack brand always knows just the right moment to launch that seasonal flavor. Behind the scenes, there's a marketing maestro orchestrating these brand symphonies. Enter the Fractional CMO. A Fractional CMO (Chief Marketing Officer) is like that secret ingredient in your grandmother's famous recipe—crucial, yet not always present full-time. They step in with their seasoned expertise to give your restaurant or QSR (Quick Service Restaurant) the marketing zest it needs, without the full-time commitment. Think of a Fractional CMO as a strategic mixologist. They blend brand marketing and performance marketing to craft the perfect campaign cocktail. Whether you’re launching a new beverage line or revamping your snack brand, they ensure every promotional effort is stirred, not shaken, and always hits the spot. For food and beverage brands, image is everything. A Fractional CMO dives deep into brand marketing, elevating your consumer packaged goods (CPG) look, restaurant's vibe or your bar’s ambiance, making sure your whiskey's story resonates with connoisseurs and casual sippers alike. They’re the ones who ensure your brand doesn’t just sell products, but experiences. Pay attention to this last sentence...read it twice. In the world of snacks and beverages, it’s not just about being seen, but being remembered—and bought! A Fractional CMO excels in performance marketing, ensuring that every dollar spent on ads delivers a tasty return on investment. They track metrics, optimize campaigns, and tweak strategies to keep your brand top of mind and tip of tongue. One of the greatest perks of a Fractional CMO? Flexibility. They work on your terms, whether you need them to manage a major product launch or to give your QSR chain a marketing facelift. They’re like the ultimate subscription snack box—delivering just what you need, exactly when you need it. So, what does a Fractional CMO do? They bring the expertise and strategic vision of a full-time CMO, tailored to the unique needs of food and beverage brands. From bars to snack companies, they infuse brand and performance marketing with the creativity and precision needed to stand out in a crowded market. Next time you enjoy that perfectly marketed whiskey or snack, remember, there might just be a Fractional CMO behind its success—adding that special touch that makes your favorite brands irresistible. Cheers to that!

Ever wonder why you walked into a store for milk and left with a cart full of stuff you didn’t know you needed? It's because of the fascinating world of retail psychology. Let's dive into this topic and uncover a few secrets behind those impulse buys and customer loyalty. Set the Stage for Decision Making Anchoring Effect Imagine you walk into a store and see a fancy blender priced at $500. A few steps down, you find another blender marked at $250. Suddenly, that $250 blender seems like a steal, right? This is the anchoring effect in action. Smart retailers know that consumer brains latch onto the first piece of information they see (the anchor), and everything else is judged relative to that anchor. This tactic isn’t just for blenders; it’s everywhere. From the high-end coffee brands on the endcap to the deluxe burger combo at your favorite fast-food joint, anchors set the stage for your buying decisions. Retailers, take note: strategically place your high-ticket items where they’ll be seen first. It sets a mental benchmark, making everything else look like a bargain. Who knew that a little psychological trick could turn a window shopper into a big spender? When Good Looks Really Do Matter Halo Effect Ever bought a product just because it was packaged beautifully? You’re not alone. The halo effect is a cognitive bias where our overall impression of something influences our thoughts about its character or properties. If it looks good, it must be good, right? This is why Apple products come in sleek, minimalist packaging and why those luxury chocolates are wrapped in gold foil. The product’s appearance creates an aura of quality that rubs off on its perceived value. For brands, investing in aesthetics isn’t just about looking good; it’s about creating a positive first impression that can elevate the entire product experience. So, the next time you’re considering cutting corners on packaging, remember: customers do judge a book by its cover! Monkey See, Monkey Buy Social Proof Humans are inherently social creatures. We look to others to guide our behavior, especially in uncertain situations. This is where social proof comes into play. When we see others endorsing a product, we’re more likely to trust and buy it ourselves. Think of those customer reviews, celebrity endorsements, and those nifty little “Best Seller” badges on Amazon. They all serve one purpose: to reassure you that others have made the same decision, and it worked out just fine for them. Businesses can leverage social proof by showcasing testimonials, user-generated content, and influencer partnerships. Seeing that others, especially those we admire, have made a purchase gives us the nudge we need to follow suit. Remember, nobody wants to be the lone ranger making a questionable buying decision! Final Thought Retail psychology is like the secret sauce that makes your favorite dish irresistible. Understanding these insights can transform how businesses approach their merchandising strategy, making the shopping experience not just effective but magnetic. Whether it's anchoring prices, crafting beautiful packaging, or leveraging social proof, these strategies tap into our basic psychological tendencies, driving sales and building loyalty. So next time you wonder why your cart is fuller than expected, give a nod to the clever marketer who understood the world of retail psychology. And if you’re a brand looking to boost your sales, remember: a little psychological know-how goes a long way. If you think you’re making completely rational buying decisions, think again! The mind is a fascinating playground where retailers love to play. Reach out if you're ready to join the game.

Hey there, fellow foodies! I want to dive into the topic of workforce flexibility and why it's the secret sauce to maximizing growth in the ever-evolving food and beverage industry. So grab a snack and let's dig in! Consider this: You're running a bustling food and beverage empire, and business is booming. But with growth comes the inevitable challenges of scaling your workforce to meet demand. That's where flexibility comes into play—and trust me, it's a game-changer. First off, let's talk about the perks of having a flexible workforce. Gone are the days of being shackled to a traditional 9-to-5 schedule. With a flexible workforce, you have the freedom to adapt to changing market conditions, seasonal fluctuations, and even unexpected emergencies (like when the avocado shipment gets delayed—cue the guac crisis!). But it's not just about being able to pivot on a dime—it's also about tapping into a diverse pool of talent. By embracing remote work, part-time arrangements, and gig economy opportunities, you open the door to a world of skilled professionals who might otherwise be out of reach. Think of it as assembling your very own dream team of culinary wizards, marketing maestros, and logistics gurus—all without having to cram them into a cramped office space. And let's not forget about the bottom line, folks. Building a flexible workforce isn't just good for morale—it's also good for business. By minimizing overhead costs, reducing turnover, and maximizing productivity, you'll be cooking up success faster than you can say "extra cheese, please!" But hey, I'm not here to sugarcoat things (unless we're talking about dessert). Building a flexible workforce isn't always a cakewalk. It requires careful planning, effective communication, and a willingness to embrace change. But trust me, the payoff is worth it. So there you have it, folks—the dish on why a flexible workforce is the secret ingredient to maximizing growth in the food and beverage industry. So go ahead, embrace the flexibility, and watch your business soar to new heights. After all, in the words of Julia Child, "With enough butter, anything is good." Cheers to that!

In today's hyper-competitive market, innovation isn't just a buzzword; it's a secret ingredient to success.