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The do’s and don’ts of creating videos for your products

An open box with a video play button on it.

The do’s and don’ts of creating videos for your products

An open box with a video play button on it.
Source: Sosland Publishing

05.26.2023  ·  INSIGHTS FOR MARKETERS

Equipment and ingredient companies are increasingly using video to introduce new products to prospective buyers. This medium provides a powerful snapshot of an item’s capabilities and allows viewers to see a product in action.

However, simply creating a video doesn’t guarantee that you’ll make a lasting impression with decision makers. There are some fundamental do’s and don’ts that must be followed if you want to captivate your target audience. 

DO: Partner with the pros

While it may be tempting to go the DIY route, avoid this approach when possible. Teaming up with freelancers or a production company will help ensure your video looks polished and professional, which lends more credibility to your brand. Additionally, by working with experts, you can focus on developing compelling messaging rather than learning the ins and outs of video editing software such as Adobe Premiere Pro.

Before you partner with freelancers or a production company, be sure and ask them the following questions to see if they are a good fit for your brand:

  1. What type of videos do you specialize in?
  2. What B2B companies have you worked with in the past?
  3. Do you have a reel or examples of work you’ve done with manufacturers?
  4. How do you prefer to collaborate with your clients?
  5. Can you work within my budget and timeline?
  6. How much guidance will I receive on this project?

DON’T: Bore your audience

As more brands leverage video marketing, standing out from your competitors becomes more important than ever. Instead of simply showcasing the machinery alongside background music, engage your audience with a compelling narrative or use your brand’s in-house technical experts to connect with viewers and bring a human element to the screen.

DO: Address pain points

If a prospect is watching your video, they want to know what problems your machinery or ingredients can help them solve. Avoid simply listing features and connect the dots for them by providing meaningful information that calls back to their everyday work.

DON’T: Deliver every detail

While addressing pain points is critical, you don’t need to answer every question a viewer may have. Buyers typically watch a supplier or manufacturer’s videos to get a quick break down of the product and to see it in action. For detailed information, they’ll turn to your website or sell sheet. Stick to addressing one or two major challenges to ensure your video is easy to digest and keeps the viewer’s attention.  

DO: Include a CTA

Give prospects an action to take at the end of your video by including a call-to-action (CTA). Whether you want them to book a meeting with your sales team or visit the products page of your website, your message should be concise, relate to the product, and be easy to act on.

DON’T: Assume audio will be played

Adding captions to your video is critical for engaging viewers, increasing accessibility, and boosting SEO efforts as more viewers opt to watch video without sound.

Captioning your brand’s videos creates an inclusive experience and increases the likelihood of your video not only being watched but watched longer. According to a recent study by Facebook, captioned video ads increase video view time by 12%. Uploading captions also improves your video’s ranking on websites like Google and YouTube by providing search engines information beyond what’s in the content’s title and description.

As video content and consumption habits continue to evolve, it’s crucial to keep up with the medium’s best practices. Connect with a Sosland Publishing media expert for the latest tips and resources to ensure your video reaches the right audience.

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Traditional vs. inbound marketing: What to know when developing your brand strategy

Traditional vs Inbound marketing

Traditional vs. inbound marketing: What to know when developing your brand strategy

Traditional vs Inbound marketing
Source: Sosland Publishing

04.27.2023  ·  INSIGHTS FOR MARKETERS

When developing a marketing strategy, there are two general ways to go about it. The first is traditional or “outbound” marketing—the strategy with which most consumers and businesses are familiar. The second is inbound marketing, which has become increasingly popular with the rise of the internet and social media. Both strategies have benefits for growing your business and challenges that need to be carefully considered when developing your marketing or brand strategy.

How do traditional and inbound marketing compare?

The main difference between traditional and inbound marketing strategies concerns how your messages reach your potential customers. You are employing a traditional, outbound marketing strategy when you push your brand’s messaging out to customers. B2B marketers commonly use physical media for outbound tactics, such as presenting prospects with ads in a printed magazine or by running commercials on channels they are likely to watch. This means your message is appearing in front of your potential customers when your product or service is not already on their minds.

By contrast, you are employing an inbound marketing strategy when you create content that draws people in to your website or other online environments. This approach involves preparing trustworthy content ahead of time so buyers can find the answers they are looking for at their own pace. You can achieve this by, for example, having an active social media presence with engaging content or by creating videos that help address common questions that prospects may have about your product.

What are the benefits of traditional marketing?

Traditional marketing tends to be the more general of the two strategies, and it has the widest scope. The aim is to get your messaging in front of as broad of an audience as possible, and the goal is to convert that audience into customers.

Examples of outbound marketing include promotional tactics designed to draw attention and lead to product sales, such as exhibiting at trade shows, placing magazine or website ads, sending direct mail, or running commercial breaks on podcasts. Traditional marketing has the benefit of reaching a wide audience, which helps to build brand awareness with prospects who may be otherwise unfamiliar with your products and services. Further, this traditional marketing strategy has the potential to yield immediate results: some buyers may be in a position to place a purchase order right when they receive your company’s message.

What are the challenges of traditional marketing?

When deploying only traditional marketing tactics, measuring engagement can be difficult due to its primarily physical nature. Your company can track cold calls, event attendance, pay-per-click advertising, and open rates from email blasts, though this likely won’t paint a complete picture of how your message is being received. Traditional tactics elevate your brand and connect you with a large audience, and using these traditional marketing tactics without a complementary inbound marketing strategy might make it more difficult to track audience engagement. This could in turn make it more difficult to convert them into customers.

What are the benefits of inbound marketing?

Inbound marketing is a more subtle, non-invasive marketing strategy. The goal is to cultivate a loyal audience over time. Customers participate in a potentially lengthy buying journey, and along their journey they need helpful and reliable information, feedback, and positive interactions with a company before they decide whether to make a purchase.

Examples of inbound marketing include many kinds of informative digital content, such as hosting webinars, publishing thought leadership articles on your company’s website, posting sponsored content on other trusted and authoritative websites, crafting timely and engaging social media posts, or serving up sponsored content in a newsletter. It is important to create engaging content that makes your products easy to find, preemptively answers a buyer’s questions, and distinguishes your brand from the competition.

A major benefit of this approach is that your brand’s messaging can be measured for audience engagement through various software tools. This means that you can guide customers through their entire buying journey and cultivate brand loyalty along the way. Keep in mind that it is beneficial to employ outbound tactics alongside an integrated inbound marketing strategy. That way, you introduce your brand to as broad of an audience as possible and then guide those prospects along their respective buying journeys.

What are the challenges of inbound marketing?

Inbound marketing tactics require a significant time investment to continuously create content and thereby stay relevant online. So, using inbound marketing tactics without the assistance of traditional marketing strategies can result in a longer buying journey for your prospects. Since an inbound marketing strategy requires careful planning, many in the food industry rely on Sosland Publishing and its respective brands for help.

Speak to a Sosland Publishing media expert about your marketing strategy

Whether you are looking to cast a wide net and promote brand recognition through a traditional marketing campaign, or you are looking to cultivate a loyal audience over time through an inbound marketing strategy, Sosland Publishing has a variety of products to support you. Speak with our media experts today to craft your marketing plan or your next campaign.

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Seven tips for writing an effective native article

Native Article Tips

Seven tips for writing an effective native article

Native Article Tips
Source: Sosland Publishing

03.23.2023  ·  INSIGHTS FOR MARKETERS

While many B2B marketers in the food and beverage industry rely on content like blog posts, white papers and infographics to build credibility and promote their offerings, waiting on results from these endeavors can be frustrating. To speed up this process and reach an even wider audience, brands are partnering with trade media outlets to release native articles.

A form of native advertising, a native article is educational content that is written by a brand and then hosted on a publication’s website alongside editorial stories. The article’s headline, copy and images reflect the tone, look and feel of other pieces produced by the publication to ensure a seamless reader experience. 

By leaning into some key tips and best practices, you can produce compelling native articles that not only quickly reach your target audience but also boost your brand’s authority and drive awareness for your products and services. 

1. Take a strategic approach

Kick off the content development process by reflecting on how your native article fits into your overall campaign strategy. Think about how the piece can complement other tactics while reinforcing your overall goal. Next, determine the article’s topic and objective to ensure the content and call-to-action (CTA) remain consistent with the campaign’s strategy.

2. Map out your content

After researching your topic and audience, determine the article’s storytelling format and generate an outline to guide your writing process. If you’re not sure where to start, follow an inverted pyramid structure to guarantee that your story is concise and easy to digest. In addition, don’t shy away from other engaging frameworks such as listicles, Q&As, checklists, how-to guides and FAQs.

3. Aim to inform readers

Your article should reflect the tone and style of the publication you are partnering with, and, most importantly, deliver value to readers. Informative or educational content positions your brand as a trusted resource and performs far better than a sales pitch.

For example, an equipment supplier looking to promote its artisan baking line could write about processing tips for Old World breads or discuss the ins and outs of scaling production. By sticking to these topics and avoiding self-promotion, the supplier boosts their industry authority and increases opportunities for engagement.  

4. Highlight your sources

Underscore your credibility by interviewing experts, citing sources and including timely data throughout your copy. Internally link to other stories on the publication’s website and externally link to research when possible to substantiate claims.   

5. Create eye-catching headlines

As readers scan websites, newsletters or social media, a range of news, ads and posts compete for their attention. This makes a powerful headline essential to getting eyes on your article. Take the time to thoughtfully craft your title while keeping the following best practices in mind: 

  • Use strong language that clearly illustrates what will be covered in the article.
  • Optimize headlines for search engines by keeping the copy under 65 characters and including relevant keywords at the beginning of the headline.
  • Spark curiosity by appealing to an industry challenge or asking a timely question.
  • Add numbers to titles if you are creating a list or presenting notable data.
  • Steer clear of clickbait and always deliver on the headline’s promise.
6. Select striking imagery

Much like a headline, an image is one of the first pieces of information a person uses to determine if they should read an article. Pictures should support your narrative and bring the story to life. If images are pixelated or lack purpose, you may lose out on pageviews.  

7. Keep the journey going

At your article’s conclusion, tie together the piece’s main points and provide readers with a clear directive that is consistent with your content’s tone. Include a CTA, keywords and follow-up content or information to create an effective message. For example, an article by ABC Company covering plant-based snack trends could include one of the following messages: 

  • Learn more about the future of plant-based snacks by reading ABC Company’s latest trend report.   
  • Sign up for ABC Company’s webinar on plant-based proteins to learn how you can give your snacks a nutritional boost.
  • Visit ABCCompany.com to set up an appointment with our R&D experts and access technical resources on formulating plant-based snacks.

Developing content that connects with your target audience can be challenging at times. But with thorough research and creative storytelling, your brand can become a trusted resource that food industry professionals turn to for their next need.

Want to learn more about making a lasting impression with native articles? Contact a Sosland Publishing media expert today and discover a new way to engage with our readers.

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On my radar: Symrise’s Emmanuel Laroche

Emmanuel Laroche, vice president, marketing and consumer insights, Symrise.

On my radar: Symrise’s Emmanuel Laroche

Emmanuel Laroche, vice president, marketing and consumer insights, Symrise.
Emmanuel Laroche, vice president, marketing and consumer insights, Symrise

10.20.2022  ·  INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On My Radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Emmanuel Laroche, vice president, marketing and consumer insights, Symrise.

Sosland Publishing: What is your background in marketing?

Emmanuel Laroche: After graduating from college in France with a masters in both organic chemistry and marketing, I had the opportunity to come to the U.S. for a year for an internship with a flavor manufacturer. During that time, I fell in love with the industry and the pace of business in America. After my internship, I returned to Europe and found the flavor segment to be the perfect sweet spot for my dual background in science and marketing combined with my passion for food. I soon began my career in marketing, which also included work in sales and product category management.

In 2002, I moved back to the U.S. to take a regional lead marketing position at Symrise, which led me to my current role today as vice president, marketing and consumer insights. Throughout my career, I’ve been driven to engage with consumer packaged goods and food and beverage companies innovatively and strategically to grow Symrise’s business.

Because of my love for cuisine and the food industry coupled with a curiosity to further explore the culinary space, I launched a personal podcast in 2018 called flavors unknown. Through this medium, I share the stories of award-winning American chefs, pastry chefs, and mixologists who are redefining and disrupting the restaurant and hospitality industry.

Next month I will be publishing my first book titled Conversations Behind the Kitchen Door: 50 Chefs Chart Today’s Food Culture in which I explore the future of culinary creativity. The book is based on insights gleaned from my podcast interviews with culinary leaders, along with private conversations with chefs, beverage specialists and food entrepreneurs.

What are you reading, watching or listening to right now to keep up with marketing trends?

Rising Star

StarChefs’ Rising Star magazine is a great source of insights about the emerging American culinary talent. Yes, it requires a paid subscription, which is inexpensive, but it delivers industry trends, business intel, beverage knowledge, and a fresh dose of culinary inspiration from around the country right to your doorstep.

Marketing Today

Marketing Today is a great marketing podcast from my friend Alan Hart. Alan goes behind the scenes with the world’s best chief marketing officers and business leaders. You will learn directly from the show’s guests as they share strategies, tips and advice.

Chef’s Table

I love to travel, and I love to discover new food. Chef’s Table on Netflix combines both. It brings inspiration from the masters of cuisine from around the world, talking about their successes and failures and presenting their most delicious dishes.

flavors unknown

Whether you’re a food enthusiast who enjoys hearing how chef, pastry chefs and mixologists conceptualize dishes and drinks and create the tastes that delight us, or you’re looking for sources of inspiration from acclaimed culinary leaders and want to stay up to date with new industry trends, ingredients, and techniques, the flavors unknown podcast is for you.

Connect with Emmanuel on LinkedIn

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Infographic: The anatomy of an optimized print ad

The Anatomy of an optimized print ad

Infographic: The anatomy of an optimized print ad

10.14.2022  ·  INSIGHTS FOR MARKETERS

From higher ad recall to increased credibility among buyers, print advertising offers business-to-business marketers a slew of benefits. But to ensure this tactic’s success and reach the right prospects, companies need to leverage four critical components of a print advertisement. 

Infographic of how to optimize print advertisement.

If you’re ready to take your prints ads to the next level but need some guidance along the way, reach out to a Sosland Publishing media expert today.

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On my radar: Bundy Baking Solutions’ Wendi Ebbing

Wendi Ebbing, Bundy Baking Solutions

On my radar: Bundy Baking Solutions'
Wendi Ebbing

Wendi Ebbing, Bundy Baking Solutions
Wendi Ebbing, vice president of marketing, Bundy Baking Solutions

08.10.2022  ·  INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On My Radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Wendi Ebbing, vice president of marketing, Bundy Baking Solutions.

Sosland Publishing: What is your background in marketing?

I actually graduated from college with a degree in environmental science and chemistry from Ohio Northern University and started my career “marketing” safety and compliance to manufacturing employees. During that time, I was working for a baking equipment manufacturer and realized that while safety is important, I was more passionate about our equipment and the baking industry in general.

While I was studying for my MBA, I was fortunate enough to be working with some great people who saw my potential and offered me a position in marketing. That was more than 23 years ago. Since then, I’ve marketed different products and services over the years but have always believed that marketing is the same at its core: connecting with people, understanding what is important to them, and telling them how we can help. That’s what I really love about marketing.

What are you reading, watching or listening to right now to keep up with marketing trends?

Newsletters

B2B Marketing Zone and Marketing Pro are two of my favorite newsletters, because they bring a lot of different topics into one email. I can pick and choose which topics are relevant to our marketing efforts at the time and gain insight on new trends and how to apply them to our strategies.

Podcasts

Digital marketing has been a game changer since starting my career more than 20 years ago. I love the Digital Marketing Podcast from Target Internet, because it covers a lot of different topics that are useful for business-to-business (B2B) marketers while other podcasts tend to focus on business-to-consumer marketing only. I also enjoy Gorilla76’s podcast The Manufacturing Executive and Industrial Marketing Live webinars, which offer great insights specifically for B2B manufacturing marketers. 

Baking industry newsletters, magazines, and podcasts

I engage with a variety of baking industry newsletters, magazines and podcasts. Staying on top of the latest industry news and hot topics along with tracking the latest marketing methods is a great way to make sure we are effectively communicating what is important and helpful to our customers.

Connect with Wendi on LinkedIn

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How to create targeted emails that land leads

How to create targeted emails that land leads

How to create targeted emails that land leads

How to create targeted emails that land leads

08.08.2022  ·  INSIGHTS FOR MARKETERS

Whether you’re introducing a new product or announcing a special offer, targeted emails are a great way to drive qualified traffic and leads to your website and move customers through the buyer’s journey. However, a thoughtful approach is required to maximize ROI and reach prospects.

To ensure that targeted emails are the right fit for your upcoming campaign, ask yourself these three questions:

1. What is the goal of this targeted email?

If you’re looking to promote a product, generate or nurture leads or drive thought leadership, targeted emails can help you achieve those goals. With the right content and messaging, this tactic will improve brand awareness, build credibility, and bring you one step closer to closing a deal.

2. How will I make our message soar?

When it comes to targeted emails, a hard sell doesn’t cut it. Since business-to-business (B2B) purchases are made on a much larger scale than business-to-consumer purchases, B2B buyers are focused on making the most informed purchase possible and partnering with companies that know the ins and outs of an industry.

When developing messaging for a targeted email, think about how you can position your brand as a trusted partner and educator rather than just a seller. Consider including an educational article, infographic, video or market research to support your message and add value to it. After reading your email, prospects should feel confident turning to your company for the solutions they need.

3. How does this targeted email fit into my campaign’s overall goals?

Solely relying on targeted emails to achieve your campaign’s goals will lead to underwhelming results. To guarantee your message reaches key prospects in a variety of places, employ a balanced tactical mix, and use targeted emails to complement other tactics.

Once you’ve determined that targeted emails are the right fit for your campaign, the next step is to develop eye-catching content. By tapping into some key best practices, you can increase open rates and ensure your message reaches the right people.

Develop a stellar recipient list

Sometimes bigger isn’t always better. Putting your message in front of a more narrowly targeted audience via a segmented send can increase open rates and ensure your message gets in front of the right people. Let Sosland Publishing’s digital media experts help you target your message to an audience that’s ready to hear it with demographic targeting.

Optimize subject lines

Strong subject lines are essential to driving email open rates, so it’s important to craft brief yet compelling copy that will pique recipients’ attention. When developing a subject line, there are a couple directions you can take. Tap into the tips below to get the most out of your copy.
  • Use actionable language to create a sense of urgency, drive curiosity, convey authority or solve a problem.
  • Ask a question that is intriguing enough for the reader to want to know the answer.
  • Use numbers, statistics or lists to make your message appear more specific, digestible or educational.
  • Convince the recipient to open your email by using who, what, when, where, why or how.

Don’t forget to include a preheader in your message in addition to your subject line, as it is your last chance to grab recipients’ attention.

Craft clear, engaging copy

The copy inside your targeted email needs to be powerful but to the point. Recipients don’t read emails like they would read a magazine article. They prefer digestible bits of information that can be quickly scanned. Keep your copy between 50 and 125 words, and use bulleted lists to break up key information. Maintaining this wordcount will help keep your email focused and relevant to readers.

Spark interest with images

Images used in your targeted email should support your message and easily tie into your brand’s identity. Try to use one or two original images that reflect your company and its distinct offerings. Keep in mind that key copy and your call-to-action (CTA) should not be embedded in images, because they may not display in certain circumstances.

Create a clickable CTA

A distinct CTA is essential to getting readers out of their inbox and on to your landing page. CTAs need to be easy to find and actionable. To make CTAs stand out from other text and images, use a large, standalone button that contrasts with the email’s design and consider repeating the CTA to give users another opportunity to click. Most importantly, draw readers in by using strong action-oriented verbs that will guide them to their destination.

While an eye-catching subject line and a striking CTA create the foundation for a compelling message, targeted email best practices are always evolving. Connect with a Sosland Publishing media expert for the latest tips and resources on email marketing to ensure your message resonates and reaches the right audience.

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On my radar: Scoular’s Jaime Russell

Jaime Russell, Scoular

On my radar: Scoular’s Jaime Russell

Jaime Russell, Scoular
Jaime Russell, manager, customer marketing, Scoular

07.13.2022  ·  INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Jaime Russell, manager, customer marketing, Scoular.

Sosland Publishing: What is your background in marketing?

Jaime Russell: Right out of college I was lucky to land my first marketing job within the commercial division of ConAgra Foods when I told the vice-president in an interview for a sales position that I was interested in marketing. During my time there, I grew personally and professionally. I learned about business-to-business (B2B) food ingredient marketing, deepened my strength in brand positioning, broadened my skillset by developing various integrated marketing strategies and was mentored by great leadership. I then moved to Denver and took a new marketing role with Ardent Mills that focused on expanding their specialty portfolio. In that position, I deepened my interest in improving the customer experience.

In 2019, I went back to my roots and joined Scoular, where I lead strategic marketing programs across various global businesses and industries, including food, grain, pet and feed.

What are you reading, watching or listening to right now to keep up with marketing trends?

LinkedIn

Not only is LinkedIn a great networking tool, it also provides a way to stay connected to industry news, customer updates and competitor activity. In addition, LinkedIn has various newsletters you can receive or follow, including one called This Week in Marketing. Each week it has a different theme or focus — from modern metrics to content marketing to B2B learnings from the Cannes Lions International Festival and more. I’ve found it to be an intriguing tool to stay thoughtful and current about new digital strategies or see best practices leveraged outside of my industries.

On Purpose with Jay Shetty

I first heard Jay Shetty speak as a keynote for a leadership conference a few years back and since have been a fan. In general, I appreciate his approach on life. He’s a constant learner. Through his podcast, he poses unique perspectives and questions to challenge you to be your best self while encouraging you to stay curious about what you don’t know. Seeking more knowledge enhances your leadership ability and provides better awareness and inclusion of others as well.

Salt Fat Acid Heat

Netflix has many culinary shows focusing on regions, flavors, cuisines and chefs, but I specifically appreciate the Salt Fat Acid Heat series with Samin Nosrat. It is global, educational and fun to watch, and you walk away with awesome, practical tips for great cooking.

Connect with Jaime on LinkedIn

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FAQ: How can audience extension amplify brand reach?

Website user enacting Audience Extension.

FAQ: How can audience extension amplify brand reach?

Website user enacting Audience Extension.

07.11.2022  ·  INSIGHTS FOR MARKETERS

While there are many routes business-to-business (B2B) marketers can take to reach prospects, audience extension should always be part of their journey to convert. With the ability to connect with users and display campaigns across a variety of different social media channels and websites, audience extension is quickly becoming an key tactic for marketers in the food and beverage industry.

To help you navigate the basic ins and outs of audience extension, we’ve put together a quick explainer outlining how it works and its benefits.  

What is audience extension?

Audience extension is a dynamic marketing tactic that gives brands unique access to a publisher’s first-party data. The process allows a company to broaden a marketing campaign’s reach across websites and social media platforms, including Facebook, LinkedIn, YouTube and websites in Google’s Display Network, while targeting specific audiences that were created from a publisher’s first-party data.  

How does audience extension work?

Similar to sending a targeted email, a company must first partner with a publisher to develop an audience to target. The company can then select specific audience attributes to designate where they would like to host their campaign to ensure key prospects are reached.    

With this information, a publisher then creates a unique audience from its first-party data and uploads the brand’s campaign assets. Once launched, the publisher monitors the campaign and makes adjustments as needed to ensure impressions are being captured and viewed by the target audience.

What are the key benefits of audience extension?

Audience extension puts a company’s message in front of the right people, at the right place, at the right time. By tapping into this tactic, marketers will:

  • Gain access to decision makers in hard-to-reach industries.
  • Maximize their brand’s impact by showcasing their message across channels their audiences interact with every day.
  • Connect with key prospects and remain top of mind.
  • Ensure ads are efficiently delivered and monitored, resulting in controlled and qualified reach.

When should audience extension be used?

Because this process increases touchpoints with a variety of prospects, audience extension is best implemented when a company is launching a new product or looking to boost brand awareness. In addition, this approach should be used to compliment other tactics in a campaign and not solely relied upon to drive results.

If you’re ready to connect with audiences across the food industry but you’re not sure where to start, a Sosland Publishing media expert can help you get on the right path. 

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On my radar: Agropur’s Melissa Udovicic

Melissa Udovicic, Agropur

On my radar: Agropur’s Melissa Udovicic

Melissa Udovicic, Agropur
Melissa Udovicic, director of marketing and communications, Agropur

06.07.2022  ·  INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On my radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Melissa Udovicic, director of marketing and communications, Agropur.

Sosland Publishing: What is your background in marketing?

 Melissa Udovicic: I graduated with a degree in public relations from the University of Wisconsin-Whitewater. Shortly after, I was offered a job at an advertising agency in Milwaukee. My love for marketing grew as the years went by, mostly by drinking from the firehose. Though I’ve had my fair share of employers, I’ve always worked in business-to-business (B2B) marketing, with most of that time spent supporting the food, beverage and dairy industry.

Marketing has changed so much in the last 20 years. I love the creative process and finding out the next best way we can engage with our audience and make them brand loyal. My current role at Agropur and many before have come from networking. If you do your job well and people like working with you, they will reach out when they have an opening. You then have the opportunity to be selective and wait for the role you feel will make you happiest.

What are you reading, watching or listening to right now to keep up with marketing trends?

The Thank You Economy

I love Gary Vaynerchuk, author of The Thank You Economy. His book really helps you get on the customer side of marketing and explore why we as marketers need to think about relationships first. Gary was big when social media was just “invented,” and to this day, I really listen to his advice. He’s so honest, so real, no filter and very accurate. I love this book, and I use what I learned from it every day.

The Power of Positive Leadership

The Power of Positive Leadership by Jon Gordon resonates with me for two reasons. First, it promotes honesty and transparency in your team and your work. I try to live this way in both my personal and professional life. The second reason is its promotion of the servant leadership model, which I admire and hope more companies adapt into their culture instead of transformational leadership.

Ted Talks

When I have a lot of windshield time, I listen to a variety of Ted Talks. Most are business or career related but some conversations on societal change have affected me as well. The “talks” help me realize that people do such amazing and impactful work in their own field, including psychologists, CEOs, astronomists, teachers, philanthropists and social workers to name a few. Everyone has their own gifts and talents, and we should step out of the way to let them do what they do best and teach us at the same time.

Connect with Melissa on LinkedIn