In the FMCG world, finding ways to cut through the clutter, attract attention, provoke trial and confirm preference is challenging. At the very least, having a distinctive and appealing package that stands apart from the others and compels investigation - closing the final yard - is an essential first step. After that, having well-articulated sales messages, a unique selling proposition and compelling value statements are imperative.

No matter where the point of contact occurs, buyers are impatient. If your key audience must spend too much time deciphering what you have, what it does, or why they should buy it, they'll simply walk or click away. At the same time, to ensure consistent brand impact, the messages you apply to every touchpoint throughout your marketing program must be similarly engaging, efficient, memorable, and relevant.

Keep in mind that statements such as "high quality," "reliable," "all natural," "delicious," "healthy," and "sustainable" are generic and will be easily dismissed. If the audience can say "I should hope so," you'll need to revisit brand and product attributes and try again. It helps to look at your competitors too, making sure you're not promoting similar claims.

All of this is especially important for international brands seeking to penetrate US markets. In some cases, your product may be unique to your country's foodways and virtually unknown here. This was true several years ago when we were asked us to introduce Serbian ajvar. Nobody knew how to pronounce the word, had no idea what the ingredients were or how to use the product. Going one step further, some people had no idea where to find Serbia on the map. It wasn't until we sampled the product and asked how it was made before we could recommend an approach that would accurately inform and resonate with potential buyers. While ajvar (pronounced "EYE-var") is still relatively unknown, a growing number of people have come to understand that it's simply a flavor forward, roasted red pepper spread that can be used as a condiment or cooking sauce.

We're seeing similar dynamics with our clients in Georgia, a point of origin frequently confused with the U.S. state. People have no idea where this place is and what sorts of culinary benefits products from this country represent. Even more confusing are products from Africa. Americans simply don't understand that Africa is a continent, home to 54 countries, each with their own history, culture and foodways. Plus, ingredients such as jollof, berbere, harissa, fonio, iru, moringa, and baobob are virtually unknown. The same can be said for prepared dishes such as egusi, suya, peri-peri, kuli-kuli and tigadegue-na.

Whether domestic or international, Studio Spear has the creative talent and depth of experience to create competitive brands that are supported by relevant, compelling and emotionally appealing presentations and sales messages. From trademarks, packaging and point of sale display to websites, sales literature, social media and more, we've got you covered. Want to give your brand a kick in the pants? Give us a call: 904 685 2135 - or shoot us an email: jeff@studiospear.com