Evergreen Trading

The Rise and Economics of the Virtual Restaurant

From the fully automated diner and instantly hydrating pizza in Back to the Future Part 2 to the flying noodle restaurant at Bruce Willis’ apartment window in The Fifth Element, we’ve long been imagining the ways technology might change the way we eat. The movie that got closest to reality was probably 1995’s The Net when Sandra Bullock orders a pizza from her PC over a dial-up internet connection. The idea of ordering food via a keyboard, without speaking t...

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The future of sourcing

Sourcing vs Procurement The terms Sourcing and Procurement are often used interchangeably, but they are two distinct (though inextricably linked) processes. Sourcing is all about supplier relationships and mitigating risk; procurement is all about purchasing and acquisition. In the most basic terms, sourcing is the process of identifying, vetting, negotiating, and securing contracts with suppliers. The sourcing process precedes procurement and makes it poss...

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Podcast with Brett Colbert

As ProcureCon Marketing approaches, we thought it would be perfect timing to talk to one of the pioneers of Marketing sourcing, Brett Colbert. The topic on which Brett and I spoke was the relationship between Marketing and Procurement/Sourcing. When I asked Brett for the name for the topic, he wrote back, "Marketing and Strategic Sourcing: Are we friends yet?" As someone who has enjoyed a remarkable career in both Marketing and later, in Procurement, Br...

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Three Keys to Restaurant Profitability – A Guide for CFOs

Traditionally, the role of a Chief Financial Officer has been largely isolated to numbers. In today’s rapidly changing economic landscape, with restaurant sales slowing, a restaurant CFO’s purview has expanded to touch on everything from labor retention, vendor management, and pricing, to company culture, staffing, and customer behavior.  In addition to budgets and reporting, restaurant CFOs are expected to be innovators and problem-solvers, making stra...

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Podcast with Brad Adgate

Brade Adgate is a smart and engaging personality in the world of media. He's spent a career and earned a national reputation working on both the agency and vendor side of the media business. CNN, FOX, Forbes, and others consider him to be an authority for his opinions and prognostications on topics such as media measurement, strategy, and research. But it was for his keen knowledge of politics and political media that we recorded a podcast. With 2020 ahead...

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Chris Voss and the Art of Negotiating

I recently heard expert hostage negotiator Chris Voss speak on the topic of negotiation and thought it was worth highlighting some of his important points. Each of us negotiates all day long, sometimes without even knowing it. The better skilled we are at it, the better will be our outcomes. Chris Voss is a former FBI hostage negotiator, the CEO of The Black Swan Group Ltd, and co-author of the book, Never Split the Difference. Prior to founding Black Swan Gr...

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Mobile Ads: Benefits Vs. Privacy

Have you ever had an ad show up on your Facebook or Instagram feed that was so perfectly tailored to you, it made you wonder if your phone’s microphone has been listening to your conversations? How often do you spend a few minutes perusing a product listing then have that exact product show up in an ad a few minutes later? When you walk into a Target or a Kroger, do you get a push notification reminding you to check their app for coupons? For most regular sm...

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The State of Digital Place-Based Media

The digitization and media saturation of the world has turned quite a few industries on their proverbial heads. The advertising industry, in particular, has found itself in a unique position. On the one hand, their old reliable advertising channels like newspapers and television are becoming less and less relevant. On the other hand, they are faced with a problem of overabundance. Advertisers have more avenues to reach consumers than ever before. It sounds gr...

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Podcast with Tim Pulido

With the Restaurant Finance & Development Conference coming up next month in Las Vegas, we wanted to produce a podcast with a restaurant industry expert. The first name to come to mind was long-time industry expert Tim Pulido. Tim began his career in brand marketing, moving up quickly to general management and concept leadership in the restaurant space. He spent 20 years at PepsiCo, then McDonalds, and several other notable chains. Tim presently is the...

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Aligning your media buying with business results

Our latest white paper tackles the subject of the transition of media buying from being evaluated using the traditional metrics of rating points, demographics, reach, etc. with sell-through, new customers, inventory levels and profit. Clients are demanding tangible results and there is a move underfoot for CMOs to deliver on business goals, not just on media KPIs. It’s a challenging and expensive task, but clients and brands are demanding accountability and ...

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How CMOs Can Partner with CFOs

Traditionally, the Chief Marketing Officer and the Chief Financial Officer have been the frenemies of the C-Suite. They’re on the same team, but their departmental culture, viewpoints, processes, tools, and KPIs are often wildly different. The time has come, however, to bury the hatchet and join forces. As Brand Quarterly points out, “In today’s increasingly digital economy, a strong partnership between finance and marketing can spell the difference between a...

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Podcast with Steve Sommers

In this episode of the Evergreen Trading Podcast, I interviewed marketing executive Steve Sommers. Steve and I spoke about the transition of the traditional CMO role to that of the Chief Growth Officer. Much of this transition is due to the ubiquity of data and digital measurement. According to Steve, today's CMO is responsible for much more than the traditional oversight of the brand. They are now largely responsible for the growth of the company and an unp...

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Can Traditional Retail Thrive with AI and Automation?

In the last fifty years, we’ve seen retail move from main street to the mall and from niche shops to superstores. There have been massive shifts and waves in the industry but until the early part of the last decade, the basic logistics have been the same: A customer in 1908, 1980, or 2008 wanted to buy something, traveled to the store, browsed the available inventory, paid for their purchase, and took it home. Even considering factors like special orders or l...

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Podcast with Scott Neslund

We spoke to Scott Neslund about the transition of Brand Marketer to Brand Media Investor. Basically, it revolves around the concept of brand clients making investment decision with the media budget vs just spending the budget. Scott talks about the transition of brand marketers to the various new roles they must play in the digital world in which we now live. Brand marketers used to be able to manage the visual aspects of the brand and oversee the advertisin...

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Make the Last Mile of Analytics Your First Priority

"Don't tell me how hard you work. Tell me how much you get done." - James Ling Any runner will tell you, the last mile in any marathon is the hardest. The same holds true for analytics. Seventy percent of enterprises recognize that smart use of analytics is a critical strategic priority, but only 10% believe they’re even coming close to achieving the full potential of analytics. The reason for that huge gap can be found in that all-important, ever-challengi...

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Adopting a Value-First Advertising Strategy

Advertising has come a long way from Madison Avenue’s much-celebrated heyday. Advertising has undergone massive disruption in the last twenty years, more so than most industries. Even so, many website banner ads, pop-ups, and Instagram ads that the Mad Men of yore never dreamed of still follow somewhat traditional, straightforward formulas. Traditional advertising uses campaigns to create impressions for brand awareness, recall of a product, message, or promo...

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Our Predictions for Mobile Advertising in 2020

As mobile technology becomes increasingly ubiquitous, the best place for brands to connect with consumers is literally in the palms of their hands. Advertising on mobile platforms will undoubtedly continue to grow by leaps and bounds through 2020 and beyond.  Investment in mobile advertising hasn’t just gone through the proverbial roof in recent years; it’s shattered it. WARC reports that mobile ad spend reached $137.9 billion worldwide in 2018. The inc...

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How CMO's Can Achieve Longevity in Tenure

Marketing in 2019 and beyond is virtually unrecognizable from marketing as recently as 15 years ago. The rapid pace of changes in technology, practices, and culture has drastically changed the marketing landscape even more so than many other fields. In addition, marketing is a complex discipline with a lot of moving parts, and many CEOs have a hard time understanding the challenges faced by their CMO. To make matters worse, marketing departments in many com...

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Five lessons learned from Gene McCarthy's 40 years at the helm of business

I had the pleasure recently of sitting down with Gene McCarthy and asking him to share some insights he’s gathered over the past 40 years from being part of and leading some of the most iconic brands of the footwear and outdoor industries. Gene is extraordinarily passionate about how brands interact and communicate with the world, so his learned insight should be of interest to anyone aspiring to grow a brand in today’s diverse and hyper-connected world. Her...

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Digital Innovation Opportunities for the C-Suite

Embracing digital innovations is no longer an option for the C-Suite. Digital disruption is a fact of life. Period. Full stop. Material disruption is no longer limited to entertainment or transportation; the fact is, digital innovations will disrupt every industry. The decision that you as a C-level executive have to make is, will you be doing the disrupting, or waiting for another company to come along and disrupt you.  Awareness and willingness to act are ...

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Maximizing the Influence & Power of the Corporate Brand

Whether in B2B or B2C markets, good economic times or bad, large businesses or small, brand matters. It’s far more than just a design aesthetic; it is a core part of a business’s value. You know this, of course (though you might be surprised by just how much brand matters – it’s estimated that brand represents around 30% of S&P 500 companies’ market value). The question instead is – given that importance – how can you make the most of your brand in the m...

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Where your TV ad audience went and how to get them back

According to Nielsen, prime-time ratings for all cable networks declined by 27% since 2016. We know why. Linear TV has taken a back seat to the new consumption of content on a variety of devices and set top boxes. It’s been difficult to track viewership and, therefore, to feed commercials to this audience. You can’t just buy more GRPs because with ratings down, there just isn’t enough supply to match the growing demand. And even if you can get the points you...

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Building a Corporate Culture That Gets Results

Returns to shareholders 60% higher than the median. Responsible for up to half the difference in operating profit between organizations. A 20% increase in scores from employees rating their employer.  Viewed by 82% of CEOs and HR leaders as a potential competitive advantage. If we told you there was an employee, consultant, or piece of tech that could have this sort of impact, what lengths would you go to get them? How much time and money would you commit...

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How Five Cutting Edge Brick and Mortar Retailers are Doing 21st Century Retail Right

Evergreen Trading recently sat down with Board of Advisory member Rich Last to get his perspective on retail. This article is the result of that conversation.  Rich has enjoyed a 25-year career in digital retailing including his launch and leadership of the Digital Retailing degree program within the University of North Texas. Under his early leadership at JCPenney, the chain began selling merchandise via the Web in October 1994, becoming the first Departmen...

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Technology Brings New Life To The Out Of Home Industry

Out-of-home advertising is the world's oldest form of advertising, and until recently hasn't become nearly as easy to implement well as other ad forms. This traditionally manual medium has required knowing the owner of the sign, working out an agreement, printing the ad, and having it installed. If you need to change your creative, you'll have to redesign, reprint, and reinstall. But the conversion of more and more out-of-home advertising from static boards ...

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Protecting Yourself From Mounting Ad Fraud in OTT

Connected TV is quickly becoming more mainstream, and in this year’s fourth quarter, some big players will be launching offerings that will get people questioning their cost of cable TV. As the tide of money flows to OTT/Connected TV, a growing amount of ad fraud is hitting that space. Unfortunately, the perception is that because OTT is not cookie-based it is immune to fraud. Not true. It’s been reported that a network of internet-connected devices running...

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Media Buying - Clarity Within Metrics and Performance

State of the Industry Media buying used to be a much simpler process. Companies took their ad to the newspaper and it was printed. But as technology progressed, so, too, did media buying opportunities. Today the complex process includes print, television, outdoor, and digital media to get the right message to the right audience at the right time.  The new paradigm of media buying offers many opportunities to companies who know how to effectively deliver their...

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Impact Over Impressions: What Matters to Your CEO

For years there has been concern over the relationship between the CEO and Marketing. You’ve likely read this stat before, but we are going to cite it again because for anyone who hasn’t it's telling. A 2012 study by Fournaise showed that 80% of CEOs do not trust and are not impressed by their marketing teams. And in 2016-2017, Gartner found that marketing budgets began to fall. They have since recovered, but these statistics illustrate the trepidation felt b...

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Media Buying in 2020: A Look Ahead at The Evolution and Trends

Simply put, if you are currently wondering how “digital” might change your media buying, you’re probably already behind the curve.  Data and personalization have fundamentally and irreversibly changed the media buying landscape. The saying that “there’s no longer any such thing as ‘digital marketing’, only ‘marketing’” may be well-worn, but it has considerable truth. The media buying strategies that will lead the way in 2020 and beyond won’t take a part...

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Marketing Metrics: The New Rules For CMOs

As a marketing professional, you know that the marketing world is constantly morphing into something new, requiring the best marketers to be up-to-date on the state of strategies, influencers, and techniques.  You need to stay current to produce at a high level. But the sheer number of data points and massive volume of statistics can be overwhelming. That volume of data can be beneficial or misleading for professionals trying to keep abreast of the myri...

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Drop us a line.

We’ve helped some of the world’s top brands get more value out of their media buys and we can do the same for you. Ready to work with us? Still unsure? We’d love to hear from you.