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My name is Mike Schneider, also known as SchneiderMike. Ask me about that some time…
Articles by Mike
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Mike Schneider reposted thisMike Schneider reposted thisLast call for Nosh Live Pitch Slam applications! ⏰ Applications close this Friday, Oct 2 at 5PM EDT. Six finalists will pitch live at Nosh Live in Marina del Rey, competing for a $10,000 Nosh advertising package, a live interview on Nosh, and the trophy. Apply now: https://lnkd.in/gj8TMYwg #NoshLive #pitchslam #packagedfood #cpg John Craven | Melissa Traverse | Carolyn Craven | Mike Schneider
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Mike Schneider reposted thisMike Schneider reposted thisThey say sharing is caring. So I shared a decade’s worth of lessons on branding, design and packaging in CPG. Nombase by BevNET CPG Media, the educational platform powered by BevNET.comT and Nosh.com, recently invited me to turn some of those lessons into a course designed specifically for early-stage CPG founders. We cover everything from what founders should figure out before they start designing to the decisions that help a brand get noticed, understood and remembered once it hits the shelf. A few of the principles we get into: 👀 What isn’t seen isn’t sold. Retail is a competitive visual environment, and the 10-foot, 5-foot and 1-foot views of your packaging all have different jobs. 🧠 People don’t read. They recognize. Brands like Graza and Banza build distinctive visual assets that make them recognizable before you ever read the name. 🛒 Challenge the category, not the consumer. The best disruption maintains enough familiarity for people to understand what something is while challenging the conventions that make everything look the same. 📦 Structure can be strategy. Liquid Death and Boxed Water stand out before a single graphic is applied, proving you don't necessarily need an expensive proprietary package to create structural distinction. ✂️ Simplify to amplify. Your packaging doesn't need to communicate everything your brand has to say. It needs to communicate the right things in the right order. We also get into naming, building a useful brand strategy, testing creative with consumers, and what early-stage founders should prioritize before spending money on design. The full Packaging That Performs: How to Stand Out on Shelf course is now live on NomBase Education: https://lnkd.in/g4JUaG7h Big thanks to Melissa Traverse and the NomBase team for inviting me to contribute and for building a resource specifically for the people creating the next generation of CPG brands.
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Mike Schneider reposted thisMike Schneider reposted this👂 Want to Protein-Maxx your ears? Not sure what that would look like, but it SOUNDS like my colleague Brad Avery and I chatting about the favored ingredient of functional brands. 🆕 On the most recent episode of CPG Week, we dive into Beyond's "Phytosphere" ambitions, the whey shortage and rebranding bars. Plus, I get to learn that Goth Girl Spit 🤢 is a thing (I guess). 🎧 Listen to the end and hear my rant about why apple is better than pumpkin spice for fall flavors. All you PSL 🎃 heads can come at me all you want; that stuff is gross. Like and subscribe on your podcast platform of choice and go to BevNET CPG Media to check out past episodes.
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Mike Schneider reposted thisMike Schneider reposted thisEvery first-time founder gets treated like crap. Dismissed. Told their idea is crazy. Questioned at every turn. Until they prove it isn’t. And if you start with money or some other privileged situation, keep it to yourself or be prepared to pay more for everything. It doesn’t increase your odds of CPG success. Serial founders can look like they have it easy from afar, but a lot of that is because everyone wants a piece the second time around. Investors want in. Vendors want the business. Advisors want to help. And plenty of people will try to charge more because they assume you can pay it. Neither path guarantees success or failure. Do your thing. Grind away. Pay your dues. Prove it.
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Mike Schneider reposted thisMike Schneider reposted thisWhat can hiyo and Fishwife teach you about preparing for major retail growth? On September 25 at 1:30 PM ET, George Youmans, Co-Founder and CRO at Hiyo, and Pierre Jamet, Head of Sales at Fishwife, are sharing how brands can prepare for the operational realities of a major retail launch. Learn how to plan production and inventory, forecast demand without putting cash flow at risk, support existing accounts while scaling, and recognize when your brand may not be ready to make the jump. It's free to attend, just register: https://lnkd.in/g6N33C8y Melissa Traverse | Colin Sughrue | #cpg #retail #foodandbeverage
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Mike Schneider reposted thisMike Schneider reposted thisThanks BevNET.com, San Francisco Brewing Co., Mike Schneider and John McKenna for hosting Xinyu Chang and me last night. Great beer, food and people!
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Mike Schneider shared thisBest part about the Taste Radio Meetups Tour is sharing dreams with great people. Thank you San Francisco for the amazing turnout and for the meaningful conversations. See you next time.
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Mike Schneider reposted thisMike Schneider reposted thisAnother great annual BevNET.com San Diego meetup last night, co-hosted with Naturally San Diego. Always appreciate the chance to catch up informally with colleagues, sample new products, and catch a live podcast recording with the great Ray Latif. Organizations like BevNET and Naturally do essential work for the CPG ecosystem. By creating spaces for authentic community building, they continue to give emerging brands valuable visibility, support founders through early growth stages, and help identify emerging consumer trends before they hit the broader market. And they taste all of our weird products - we love you bevnet!
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Mike Schneider reposted thisMike Schneider reposted thisSol-ti faces a costly, crowded refrigerated juice market. Its latest Circana results show how the brand is performing as it expands. Link in the first comment below 👇 #SolTi #RefrigeratedJuice #FunctionalBeverages #CPG #BeverageIndustry
Mike Schneider replied to a comment
1w
Paul Abley PAUL!!!
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Mike Schneider reacted on thisMike Schneider reacted on thisWhen the BevNET.com boys are in town I will always grab a front row seat. And if you fancy an evening of live podcasting and industry networking with CPG legends from across the pond John Craven and Mike Schneider, then you can grab a front row seat too. Secure your spot at their meetup at TRIP HQ on Wednesday, October 21, for free here: https://lnkd.in/e-rgKi3h And see you there.
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Mike Schneider liked thisNothing like adding more magic, to Magic Spoon. Super grateful for the trust and partnership of Gabi Lewis, Gregory Sewitz and the whole MS team as reimagined their entire portfolio design strategy, unifying the brand and creating even more impact at retail. Stay tuned for a magical and delicious case study 🥄 💪 ✨Mike Schneider liked thisSeven years ago, Magic Spoon was four flavors of cereal and a crazy idea: that maybe grownups deserved fun breakfast, too. Today, we’re cereal. Treats. Granola. Oatmeal. A whole pantry of childhood favorites, rebuilt for healthy grownups. It was time we looked like it. This week, we’re unveiling the first major evolution of the Magic Spoon brand since we launched. Meet the new look of Magic Spoon. We’ve refreshed everything, from our packaging and colors to the way our growing family of products shows up together, creating one cohesive, colorful Magic Spoon world across everything we make. And because a glow-up shouldn’t just be skin deep, we made our cereal even better, too. Now with fiber, plus the high protein, low carb, and 0g sugar you already know us for. It’s the biggest change we’ve ever made to Magic Spoon. And somehow, it feels more like us than ever. 🪄🥣
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Mike Schneider liked thisMike Schneider liked thisScaling a CPG brand isn’t only about finding more ways to grow. It’s about knowing which opportunities are worth pursuing. This episode explores how Hero Labs, Inc. is taking on entrenched food categories with baked goods and pasta that offer zero grams of sugar along with added protein and fiber. Listen to the full episode at the link in the first comment below 👇
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Mike Schneider reacted on thisMike Schneider reacted on thisWhatever stage you're at, there's a seat for you this December. Nosh Live (Dec 3-4) is packaged food. BevNET Live L.A. (Dec 6-8) is beverage. Brewbound Live (Dec 9-10) is beer and bev-alc. Whichever one is yours, there's a seat waiting. Early registration is open, you can learn more here: https://lnkd.in/gMUSjQbu Mike Schneider | John Craven | Ray Latif | Melissa Traverse Zoe Licata | Jessica Infante | GOODLES | poppi | Nosh.com | Brewbound | Stephen Ellsworth | Allison Ellsworth | Jeni Britton
Experience & Education
Publications
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Location-based Marketing For Dummies
Wiley
Location-based services (LBS) have started to gain popularity in the marketplace with more and more businesses starting to incorporate LBS into their marketing mix. This book is a necessary resource for anyone eager to create a two-way dialog with their customers in order to establish customer loyalty programs, drive promotions, or encourage new visitors. You'll learn how to successfully build, launch, and measure a location-based marketing program and figure out which location-based services…
Location-based services (LBS) have started to gain popularity in the marketplace with more and more businesses starting to incorporate LBS into their marketing mix. This book is a necessary resource for anyone eager to create a two-way dialog with their customers in order to establish customer loyalty programs, drive promotions, or encourage new visitors. You'll learn how to successfully build, launch, and measure a location-based marketing program and figure out which location-based services are right for your business.
Packed with resources that share additional information, this helpful guide walks you through the tools and techniques needed to measure all the data that results from a successful location-based marketing program.Other authorsSee publication -
Loyalty in 4D
Harvard Business Review
Languages
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Chinese
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