Building Memory Structures That Stick

This episode features an interview with Andrew Thomas, VP of Marketing at Archer Meat Snacks, a company that makes jerky, sticks and sausages, from real ingredients. Andrew has over 15 years of experience in the CPG food and beverage industry, with brands like Chicken of the Sea, Wilde Chips, and PepsiCo. 

He discusses Archer’s recent rebrand, their go-to-market strategies, and the importance of social and influencer marketing. 

Key Takeaways:

• Awareness and creating memory structures for customers helps build a moat around your brand. 
• Don’t underestimate the power of a strong PR flywheel. Once it gets going, it has an outsized impact. 
• Long-term partnerships are the way to go with influencers. Fewer, bigger, better is a more strategic and authentic approach. 

Quote: 

•   We're the fourth largest meat snack brand in the nation. Our awareness is not the fourth largest. It's lagging quite a bit behind. And so what I'm trying to do is really build that mental availability, build a big ownable, distinctive brand that creates those memory structures in our consumer's mind so that when they go to the store, when they go to Costco, they go to Sam's, they go to Target, they go to Walmart, they recognize and see us because we have a pretty successful business today, but people are buying the grass fed beef mini sticks. They haven't necessarily been buying the Country Archer or the Archer grass fed beef mini sticks. And we want to create a moat around our brand. We want to generate a lot of that stickiness. 

Episode Timestamps: 

*(05:46) The Trust Tree: Being scrappy with social and influencer

*(23:09) The Playbook: Leading a strategic rebrand

*(45:43) Quick Hits: Andrew’s quick hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Andrew on LinkedIn
• Learn more about Archer Meat Snacks
• Learn more about Caspian Studios

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