We are Thrivepoint™. We do real-time digital media buying and creative optimization. We buy and optimize advertising media & produce and optimize advertising creative — to drive continual improvement throughout our clients’ advertising campaigns.

We manage and optimize millions of individual advertising auctions every day to secure the advertising placements that reach the right audience and deliver on the campaign objective.

We are seeking exceptional candidates for the Optimization Specialist position focused on real-time advertising media and optimization in search, social media and display advertising.

Considered candidates will have:

• Undergraduate degree focused on quantitative studies such as economics, mathematics or statistics.
• Demonstrated experience leading teams to accomplish defined objectives.
• Advanced proficiency with Microsoft Excel and other similar applications.
• An MBA is not required, but would be a plus.
• Experience with the following would be a plus: SEM, Google, Adwords, Facebook, advertising exchanges, demand side platforms, adservers, site analytics, bid management.

To be considered: Please submit your resume, cover letter and compensation requirements via email.

New Policy

For all sites that request payment, financial, or personal information from visitors, the following will be required from the landing page and sites in order to continue advertising on Adwords.

Clear, accessible disclosure before visitors submit any personal information
How you plan on using the personal information you solicit must be easily accessible before site visitors submit any personal information.

Option to discontinue direct communications
In the same description including the disclosures, websites will be required to describe how people can opt out of future emails, phone calls, or other direct communications.

SSL when collecting payment and certain financial and personal information
AdWords policy will now require all advertisers to use SSL (Secure Sockets Layer) when collecting payments and certain financial and personal information (like bank account and social security numbers).

Definition of Personal Information

Advertisers who collect any of the following personal information must provide a clear, accessible explanation of how the information might be used, as well as a simple, effective way to opt out of future direct communications:

• Full name
• Email address
• Mailing address
• Phone number
• Birth date
• National identity, pension, social security, tax ID, health care, or driver’s license number
• Mother’s maiden name

In addition, AdWords policy will require the following information to be transmitted securely over an SSL (https:) connection:

• Credit and debit card numbers
• Bank and investment account numbers
• Checking account numbers
• Wire transfer numbers
• National identity, pension, social security, tax ID, health care, or driver’s license number

Actions

To ensure uninterrupted Adwords campaigns, marketers should review the following aspects of their websites to ensure that the websites are in compliance with these policies.

• Review the website’s privacy policy to ensure that disclosures are included.
• Ensure that the privacy policy is easily accessible by users before they submit any personal information – especially on pages requesting financial or personal information.
• Ensure that the website uses SSL in any instances where financial information or payments are requested.

Read more viewpoints from Thrivepoint or contact us to discuss how we can help your business.

© 2011. Thrivepoint LLC. All Rights Reserved.

This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.

This all seems straight-forward so long as your site is considered “high quality” and not deemed “low quality” or “just not very useful.” Of course, how would you know that?

The Search Engine’s Challenge

It is always useful to start out with a reminder of how search engines work and what they are trying to accomplish.

The search engine’s ultimate goal is to answer a query on the first try. The typical user query in a search engine is between two to three words. The search engine is then expected to answer the question correctly. If the user needs to refine their search because their question was not answered, it is considered a bad user experience. The goal is to provide that correct answer on the first results page the user sees.

The resulting challenge for the search engine is three-fold:

• the user provides the search engines very little information (have you ever tried to answer a two-word question?)
• there are hundreds of billions (N00,000,000,000+) of web pages available to answer that question
• search engines need to process the question and return 10 accurate results in 0.05 to 0.010 seconds

When you consider the complexity, it is amazing that it works so often, right?

Two Key Factors Influencing Results

Whether your web pages rank or not depends on thousands (maybe more) of calculations that the search engine’s algorithms make to process all of the information it has gleaned from spidering the web. To simplify, we can categorize these calculations into two general categories – Relevancy and Authority.

For the most part, users are focused on how relevant the information provided is compared with their original intent. But users also want web pages that are trusted sources of information. In this way, users tend to blend relevancy and authority into one bucket. In other words, a response needs to be both on topic and from a trusted source in order to be deemed relevant from a user perspective.

However, the search engine does not work that way. Relevancy and Authority may be considered independently. The algorithm might score a page as relevant, but not authoritative. And it might score a page as authoritative, but not relevant.

In general, the search engines strive to present the most relevant and authoritative pages to the users. However, relevancy tends to trump authority in instances where both do not exist.

And this gets to the crux of the whole issue here. Google had an algorithm for determing authority. It did not match how users defined authority. Some business learned how to exploit that algorithm and the resulting user experience was impacted negatively. And now, Google is attempting to correct that discrepancy by right-aligning their algorithms definition of authority. It is a natural evolution.

Website authority and domain strength more important than ever

What this update has done is joined the Relevancy requirement a lot more closely to Authority. Both have existed as metrics for the past 10 years, but now it appears that authority is playing an even more important role in ranking. And what is authority? A lot of it comes back to domain strength (and in some ways the original PageRank concept that launched Google):

• Unique, unduplicated content
• Age of site
• Relevancy of inbound links
• Authority of inbound linking sites
• And the last one is purpose. Why does your site exist? Does it serve a unique purpose? Or is it similar to (or the same as) hundreds of other sites out there? This is probably the most important of all with regards to authority.

To get back to the goal of the search engine, they have one shot to answer the question correctly. To improve their accuracy, they are somewhat limiting the pool of potential answers by filtering out sites with less authority. This leads to more relevant answers for the users and helps the search engine achieve its goal.

For those marketers who have focused on building out sites with SEO best practices and businesses with unique selling propositions, there should be limited impact to your business. Google is trying to filter out the noise so that sites like yours can be found more easily. For those sites that have strayed, implementation of SEO best practices and clear articulation of a unique selling proposition will help get you back on track.

And if you’re not sure where you stand? Dig into your site analytics tool and look at pre/post traffic levels from organic search. The best way to know how your business is going to be affected will be measuring the data on an ongoing basis and learning what the traffic patterns are on your site.

Read more viewpoints from Thrivepoint or contact us to discuss how we can help your business.

© 2011. Thrivepoint LLC. All Rights Reserved.

The op-ed makes a very strong case for the coming of analytically driven marketing. We completely agree that results-based analysis should and will be a key-driver in decision making for advertising, marketing and product development. And the boon in analytics and automation will assist in making that a continuing reality. But we think the conclusion that IBM, and other IT companies, will ‘crush’ advertising agencies, is incorrect. Here’s why:

Advertising exists to sell products and services.

Applications exists to simplify, automate and improve the administration of tasks.

The two are different. It is perplexing that people continually state that marketing tools and analytics will eliminate the need for advertising professionals. Advertising is not simply about data. Advertising is about the ideas, emotions, needs and wants that drive a consumer’s purchase decisions. Tools, data and analytics will help advertising professionals make smarter decisions (and it will even assist in the decisioning), but the core foundation can not be replaced; businesses will still need to decide:

1. Who is their customer
2. What do you they to sell them
3. How do they want to sell it

Why would advertising professionals not continue to do that type of work with the added benefit of better tools and analytics from the likes of IBM and Adobe? Think of it this way:

Did Quickbooks ‘crush’ accountants? or did it make accountants more productive?

Did Salesforce.com ‘crush’ sales people? or did it make sales people more productive?

Did Microsoft Office ‘crush’ office workers? or did it make office works more productive?

In each case, the applications enhanced and improved the ability of professionals to do their job better. And honestly, our point of view is that this is what is happening — IBM is making applications for marketers. Adobe is making applications for marketers. Accenture is making applications for marketers. And ad agencies are going to be as likely to embrace these toolsets as anyone. In fact, they already are embracing them at increasing rates. The thousands of new agencies that have sprung up in the past ten years are the earliest of adopters and will continue to be so because they know it is good business, good service, and good marketing to do so.

[Hat tip to @citizencaen for starting this conversation last week]

Read more viewpoints from Thrivepoint or contact us to discuss your business’ needs.

© 2010. Thrivepoint LLC. All Rights Reserved.

Google Instant is a new search enhancement that shows results as you type. We are pushing the limits of our technology and infrastructure to help you get better search results, faster. Our key technical insight was that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds (a tenth of the time!) to glance at another part of the page. This means that you can scan a results page while you type.

Google Instant is brilliant, but we think they may have mis-typed that last sentence (key technical insights notwithstanding!). We think what they meant to say was that now you can need only type one keyword to easily scan multiple search results pages. This increases speed and accuracy of searching and drives a much better searching experience for consumers. Instead of typing a query. Clicking search. Getting results. Typing the next query. Repeating. The user simply starts a query and then seamlessly scrolls through several different results pages.

Here is an example of a query for barack obama. With Google Instant, you only need type in barack obama and then you scroll through several results for things like biography, quotes… er, birth certificate.

And this is ultimately how user search behavior will change. Users will type one idea into the search box and then scroll through several different SERPs (search engine results pages) to fine tune their search.

So how does Google Instant affect search marketing?

Questions abound: Will this kill SEO? Will this drive more traffic through more expensive paid search terms?

Our take: This is fantastic for consumers and good for marketers.

Why? Because instead of users settling for one and two word queries, they will use Google Instant’s auto-suggest feature to expand their queries to three and four words. This drives better, faster, more accurate results for users and if you’ve looked at campaign performance by query length, you’ve probably seen better campaign performance from more specific terms. At the very least, you will be able to better discern if the searcher is really a target customer or not and whether you want allocate budget to reach that searcher.

Take a search for vans; If someone types in vans, Google is encouraging them to expand their search to something more specific. As a marketer this is good because that searcher will likely self-identify by choosing the suggested keywords for shoes, concert tickets or vehicles. That’s saves marketers from inadvertently buying clicks from non-qualified searchers.

What about the long tail? We expect that more one- word queries will turn into two-, three- and four- word queries as people use the auto-suggest feature more. And we expect that five+ word queries will probably turn into more three- and four- word queries. We’re not sure if this makes the head bigger, the tail shorter or what you want to call it. Just expect more demand to be aggregated on two to four word queries in both paid search and SEO.

Read more viewpoints from Thrivepoint or contact us to discuss your business’ needs.

© 2010. Thrivepoint LLC. All Rights Reserved.

Here is our answer: Why not give both their full due?

Hear us out. The problem in this debate is that it is not apples to apples. Some marketing channels are good for closing deals. Some marketing channels are good for making introductions to consumers. Some are good at both. The best marketing programs not only acknowledge this, they embrace this reality.

The key piece missing has been the quantifiable proof… which brings us back to conversion attribution analysis. In order to quantify the role that different marketing channels play, here is how we recommend you implement click attribution analysis:

• Evaluate buys for both conversions and introductions
• For conversion metrics, use last click attribution and measure CPA or ROI or whatever your conversion metric typically would be.
• For introduction metrics, use first click attribution and measure lifetime value as the metric
• Optimize your marketing based on maximizing introductions and maximizing conversions

The goal of this approach is to maximize your growth opportunity while you optimize your conversion opportunity. If you use this model, you will identify the best channels for introductions to consumers and you will know how best to convert them too!

Read more viewpoints from Thrivepoint or contact us to discuss your business’ needs.

© 2010. Thrivepoint LLC. All Rights Reserved.

In advertising, distribution drives content. On the other hand, in social media marketing, content drives distribution – that is, you have to have something important or interesting to “say” in order for someone to be interested enough to engage and pass it along. It is the content strategy that delivers distribution opportunities, audience cultivation and, ultimately, how a social media campaign may play out.

So how do you develop content that provides distribution? Here are four ways to break down social media marketing into specific content and distribution tactics.

Social Broadcasting

This is the most fundamental form of social marketing. Almost all companies engaged in social media marketing are doing Social Broadcasting. This type of campaign is about pushing your message out through social media communities and hoping the story gets further distribution on the network. It is akin to putting a story out on the wire with the hope that it gets picked up for broader distribution.

The Basics: The most basic tactic is to push offers and press releases to fans on Twitter or Facebook pages, or to push blog posts and articles out on Digg or Reddit.

More Advanced: Social applications, videos, games, custom social sites, contests and promotions all fall under more advanced social broadcasting tactics. Distribution can be on any number of social networks that are general (ie. Facebook) or very specialized (ie. YouTube for videos, or industry-related social networks).

You also want to be sure that you are not just pushing shameless self-promotion out to the social media world at large. Mix it in with some actual content that may be of interest.

Social Recruiting

Social recruiting is focused on building an audience. The goal of Social Recruiting is to have as many people as possible subscribe to your social media profiles or communications. This is closely aligned with lead generation for email marketing programs. The general idea is that “friends” or “fans” or “followers” are people whom the business can communicate with directly anytime, without the expense of advertising media costs or paid mailing lists.

The Basics: Many companies start out sending a social media page to colleagues, friends and family with the expectation that their networks will also be interested in connecting via social media. And we are sure everyone at some point has received a new follower on Twitter in hopes that they would reciprocate the follower. You can tell this tactic when you see that the person who follows you is following hundreds or thousands more people than are following them.

More Advanced: Many companies will engage in promotions, paid advertising and extensive content creation to build dedicated audiences of fans, followers and friends. Some companies may build customized support areas for specific customers to create an installed base of experts or promoters.

Social Engagement

Social engagement refers to active discussions with people on social media networks. With social media, everyone is a media magnate with an audience; businesses that engage that audience have an opportunity to amplify their message with genuine endorsements from trusted sources – friends, families and colleagues – or head off trouble quickly if someone is unhappy with the product or service. This is a tricky situation because many companies have gotten in trouble for misrepresenting the true identity of the person engaging with customers on social networks.

The Basics: Having an open message board on your social profiles lets customers have a place to give you their feedback. Think of it as an open suggestion or complaint box.

More Advanced: Many companies employ “digital street teams” to constantly comb the web and engage where necessary. In some cases, automated messaging mechanisms are employed to find, connect and automatically message to people based on a set of business rules.

Social Monitoring

One of the aspects of social media most discussed is the ability for social media to provide access to unfiltered customer discussions and feedback. By listening to customers, businesses can learn a lot and address issues quickly. Social Monitoring is all about simply listening to the chatter on the web and analyzing that information for insights, and then turning those insights into promotional opportunities.

The Basics: The most basic way to do this is to use search engines on sites such as Google News, Technorati or Twitter to monitor news, blogs and tweets.

More Advanced: Many companies use proprietary or 3rd party search algorithms to comb the web for feedback and data related to their products, customer opinion and competitors. They then compile this data to analyze for trends, research and insights.

Concluding Thoughts

Our goal in providing this framework for social media has been to emphasize creativity and content as the driver of social media success.We hope you take this framework, improve it and make it your own as you take social media down new and interesting paths.

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Let’s talk more more about social media marketing solutions! Contact us to start a discussion.

© 2010. Thrivepoint LLC. All Rights Reserved.

Salsa surpassed ketchup in dollar-volume sales in 1991 and was worth $931 Mil in 2008 (that’s more than 379 million jars!). Now, part of that may be because Salsa doesn’t last as long as ketchup. But hey, that’s not salsa’s problem.

Salsa first gained notoriety in the 1970s due to increased interest in Southwestern foods, healthier foods and higher tortilla chip sales (you gotta dip all those chips in something). Nowadays, you’ll find many varieties of salsas. Pace introduced 5 new varieties in 2008 alone.

If you read our recent post about BBQ sauce, you’ll remember a problem that small producers have: shelf space. The big guys run the show for salsa much in the same way they do for BBQ sauces.

So where does that leave smaller producers? Well they need to rely on the web more to generate interest, sales and trials.

• Be sure that you have a website that lets people know where they can buy your salsa.
• Share your URL on your packaging.
• Let consumers order directly from your website.
• Give your consumers some tantalizing recipes
• Tell your story (where did you get your recipe? has it been in the family for years?)
• And for heaven’s sake try to use the word “chipotle” on your website. It’s the Mexican ingredient du jour, and that term alone is searched by more than 90,000 consumers each month on Google.

Something of interest is that some of the biggest brands out there do not have a presence on the big social networks. But they do have a presence on the supermarket shelves.

So, as a small packager of salsa, what are you to do?

90% of all salsas are sold in a bottle or can. The rest is sold fresh in the produce section of the market, or at specialty locations (including restaurants).

In California, most supermarkets sell a fresh option. It is usually quite tasty. And it will usually last a a few days. It is usually made right at the supermarket.

I almost always opt to buy my chips and salsa at a local Mexican restaurant in Los Angeles called Tito’s Tacos. It is worth the drive and the wait (there’s always a line).

And that’s the thing about salsa. If you have a good salsa, people will search it out. But you need to help them find it.

That’s where your website and social presence comes in.

As mentioned above. You may have a reasonably even playing field when it comes to Facebook and Twitter. Currently, Big Salsa is not there. So if you get your brand out there, and build up a fan base now, by the time Big Salsa gets around to it, you’ll be in a good place.

But as you can see from the Facebook Fan Page of a hot sauce (the “Southern” cousin of salsa), just being there is not enough.

Dave’s Insanity Sauce has over 1,100 fans, but only one post.

Give your fans something to talk about. Start the conversation. The Superbowl is coming up. Remind them that it’s your salsa that should be sitting on the table next to the tortilla chips. And give them a reason to order it (a coupon and a place to redeem it, free shipping, a recipe, etc.)
Don’t just ask one question and expect your fans to do the rest.

As far as search engines, there’s bigger competition than Pace or Ortega. And that’s the romantic latin dance made popular by the 80s movie “Salsa” (tagline: “It’s Hot”). A search for “Salsa” comes up with more than 39,000,000 results. So what to do?

Recipes. Make sure your website has a lot of them. And be sure to use keyword-rich, tantalizing recipes (such as chipotle).

Engage fans where they are. Everyone has to start somewhere, so set up your Facebook Page and start building your fan base. Send a free order of salsa to anyone who gets 25 people to join. Become part of the party.

Remind people of reasons to enjoy salsa (i.e.: Happy Cinco de Mayo).

Lastly, if you must eat Big Salsa, may i recommend Herdez? I “discovered” it in a small Mexican market in Los Angeles years ago and have always kept it as my backup salsa (there’s always a jar or can in the cupboard). But I guess I’m not the only one who likes it because I just noticed that they are now owned by Hormel. Little salsa becomes Big Salsa.

Learn more about our email and social marketing solutions, Thrivepoint Engage™ and Thrivepoint Remarketing™, or contact us to discuss how we can help you build your brand, sales and distribution.

© 2010. Thrivepoint LLC. All Rights Reserved.

The former can be determined pretty easily. Walk into any supermarket, convenience store or corner market and it will be what’s readily available. Sometimes it will be the only thing available. In case you need to know, it’s Kraft, closely followed by Heinz BBQ sauce. In their defense, they were also the first to market back in the late 40s and early 50s.

The latter is much more subjective. And regional for that matter. Your favorite barbecue sauce may only be available in your favorite BBQ restaurant. Or it might only be distributed within a 30-mile range of where it is made.

So how does the little guy compete against the big guys when it comes to BBQ sauces? Well, truthfully, it’s not easy. Walk the aisles of your local supermarket and you’ll see a wide variety of sauces, most of which have big marketing dollars behind them. Most small sauces don’t stand a chance in a supermarket, unless they are the local flavor, in which case, they probably aren’t going to be in the market in the next town over. And obviously, you’ll find more BBQ sauce in a supermarket in the South, than in, say, the Northeast.

Luckily, there’s the Internet. But even then, there’s a lot of competition.
A quick search for “barbecue sauce” on Google yields over 11,000,000 results.

So how do you stand out? How do people find you?

For starters you want to be sure you have a good website (unless you have an arrangement with one of the many “BBQ Sauce of the Month Club” websites, in which case, the following advice would apply to them as well.)

Whether you’re a BBQ Sauce Maker and Seller or just a Seller, here are some things to keep in mind:

Put your URL on the label or cap and give people a reason to visit your website: discounts on future bottles, interesting emails (recipes, stories from the grill, etc.), demonstration videos.

Make sure you have a Facebook Fan Page and/or Twitter page, and that you actively encourage people to join it. Maybe you even put your Facebook and Twitter info on the label, or in your restaurant. At the very least, put it on your site.

Offer up a lot of recipes. Mouth watering, keyword-rich recipes. The more ways people can find you, the better.

Make sure your site is ready for any new traffic. We’ve all heard about the site, that got mentioned on a TV show or a popular email newsletter, only to break down with the desired onslaught of traffic that came its way. That’s no way to succeed.

Tell your story on your website: BBQ Sauce aficionados don’t just want to know where their sauce came from, they want to know who it came from. Did you quit your white collar job to follow your passion? Were you a cook in the army? Had you never tried BBQ until your first trip to the South and that was the day everything changed? Did you drive across country “researching” BBQ? (Full disclosure: I drove across the country “researching” BBQ sauces and blogged about it back in 2002.)

People want to feel that by buying a particular BBQ sauce, they’re making a statement. They want to live the dream you had the courage to pursue, if only through their taste buds.

So, as you can see, there’s a lot that can be done to help improve the visibility of your BBQ sauce.

Obviously, if you can get on a nationally syndicated cooking show, you’ll have plenty of interest in your product. But even then, you’ll want to be sure that your site is ready to do the heavy lifting.
There are multiple kinds of sauce but tomato-based sauces are the most popular brands nationally.  Regional styles include:

BBQ Sauce by Region:
Carolinas: Thin viscosity and vinegary are the unifying characterizations of barbecue sauces from this area. In eastern North Carolina, the sauce is seasoned with black pepper, cayenne and other spices while in western North Carolina, small amounts of molasses or ketchup are added. Yellow-mustard shows up in barbecue sauces from the Columbia area of South Carolina. Further south in Georgia, the sauces are notably sweeter with brown sugar and ketchup.

Memphis: Thicker sauces with more of a ketchup/mustard blend. Dry rubs sans sauce are common on grilled products.

Kansas City: Tomato-based, sweet with some heat at times, medium to thick viscosity. This style was the basis of the first commercial barbecue sauce from Kraft Foods.

Texas: Thick with molasses, Worcestershire sauce, chili peppers and powders used, as well as ingredients such as coffee.

Innovations in BBQ:
Spray-BQ from William and Williams Gourmet Foods in Port Washington, WI is a spray-bottle of sauce that is sprayed onto meat while it cooks.  It comes in six flavors and is marketed regionally.

Chef Hymie Grande’ BBQ sauce has no high fructose corn syrup and is the first BBQ sauce to meet the American Diabetes Assoc. requirements.  The sauce is made in Bridgeton, NJ.

FunniBonzLLC: Owner Jim Barbour was laid off in 2006 and was looking for his passion and cooking at home — he made a sauce he liked.  Took it to his local grocery (in Pennington NJ) and did in-store demos, selling $10,000 in his first week.  He has kept expanding, is now in Whole Foods stores, and has 3 varieties.  Just broke even in Aug. 2009.

Learn more about our email and social marketing solutions, Thrivepoint Engage™ and Thrivepoint Remarketing™, or contact us to discuss how we can help you build your brand, sales and distribution.

© 2010. Thrivepoint LLC. All Rights Reserved.

When people think of online marketing, they usually think one of three things: e-commerce, B2B lead generation or flashy ads from Fortune 500 companies. But, if you sell a consumer packaged good (CPG) at retail stores – the bricks and mortar kind – online marketing could be your secret weapon to grow your sales and distribution.

You’ve probably heard of email marketing, SEO and social. But simply engaging in these tactics will not necessarily deliver results. The key to success is having a strategy that can engage and activate your customer base – both existing and potential customers.

The Internet has been called the great equalizer between businesses small and large. And while it has become increasingly easy to buy online advertising from large publishers such as Google, the real power of online marketing is the ability for companies to communicate directly with customers without the need to buy advertising.

In times past, the only way to reach a large audience was to buy an advertisement or rent a mailing list. If you were lucky, you might have customer data from a survey or in-store presentation. All options forced CPG companies to be dependent on others for reaching their customers, or to invest significant budget into building their own customer database.

Today, CPG companies do not need to be so reliant on publishers to reach their audience every time they want to say something to them. The costs associated with building a customer database and messaging to them directly are a fraction of what they were even 10 years ago. Between email, social media and one’s own website, a CPG company has endless opportunities to reach and engage their customers, build their brand and influence purchases. Most importantly, the opportunity the Internet provides to communicate directly to consumers allows CPG companies to activate their customer-base at will.

Here is a notable example: President Obama’s electronic mailing list was generated almost entirely through his website. Through the course of his presidential campaign, the mailing list reached 1 Million subscribers. With a mailing list so large, he was able to engage and activate a passionate audience who then spread the word and pushed out the message. More importantly, it enabled him to step outside the box of the 30-second ad or 10 second sound bite to have a meaningful conversation with his audience. The engagement is priceless when compared with the cost of 30-second TV ads or prominent ads on the web.

That success formula is something that every CPG company should be striving to create today – build a customer database, engage the customers and activate them to build sales and broaden distribution.

Read more viewpoints from Thrivepoint or contact us to discuss your business’ needs.

© 2010. Thrivepoint LLC. All Rights Reserved.