Sharp economic downturns like the one triggered by the COVID-19 pandemic can pose significant challenges for businesses of all kinds. But companies that think long-term and continue to invest for the future fare better both during and after the economic crisis.

In a recent survey to some of the top manufacturers’ rep firms in the foodservice industry, we asked them what product launch mistakes they see in the field, and here are five that were mentioned over and over again — most of which happen before the marketing communications activities even kick in.

Tradeshow prep season is upon us. What big picture questions do you need to answer before you get down to the nitty-gritty details? Here are a few of the most critical strategic questions to ponder as you begin planning:

Think for a second. What would your brand look like if it had a Tinder profile? Could you make a consumer stop dead in the middle of their feverish left-swipe spree, or would you get swiped into the “meh, maybe next time” category? 

For many B2B companies, full-scale product launches are not something they do frequently. So when it’s time to introduce their newest innovation to the world, the planning phase can be a little overwhelming.

In the onslaught of Christmas commercials, it’s easy for companies to get lost in the crowd with just another fa-la-la-la message, but some transcend the ribbons and bows to tell a compelling story. Publix stands out as a prime example of how to tap into the meaning behind the season, which it does year after year in its advertising — and B2B companies can learn a thing or two from its heart-touching messages.