Male Millennial, Gen-X Opps: Dan-O's Seasoning announces new marketing VP (Score 50)
Sales lead: This hire will directly impact the company's marketing strategy & agency roster. 
- Dan-O's Seasoning named Neal Stewart marketing VP in May 2023.
- Stewart joins from Holland Construction, where he served as marketing director.
- He is now responsible for all of Dan-O's marketing initiatives.
Target demographic: Gen-X & millennial men
The company will likely:
- Ramp digital spend back up
- Experiment with additional ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Dan-O's spent $400 on digital display ads YTD, a huge decrease from $427.2k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend jumped from $28.8k in 2021 to $451.6k in 2022.
- 2022 data: 58.5m impressions via desktop display (85%), mobile display (12%), and desktop video (3%).
- Ad location: It placed 90% of these ads directly onto sites such as foxnews.com, drudgereport.com, listenonrepeat.com, rawstory.com, and youtube.com. It placed 10% of these ads through multiple indirect channels onto sites such as yahoo.com, buzzfeed.com, yahoo.com/health, finance.yahoo.com, and heavy.com.
Agency analysis:
- Opportunity: Contact the new marketing DM now to offer creative, media, digital, or social media assistance.
- Current roster:
- JMG Public Relations: PR
Insight Sources: Digital spend insights estimated by Pathmatics.
