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Trade marketing is your brands growth engine. It predicts future success & how quickly your brand will scale & grow. It’s critically important that you use the right fuel. Most brands overlook this. Learn how to explode sales with the RIGHT rocket fuel!
Let's roll up our sleeves and get started. Trade marketing is your brand's growth engine. It predicts future success and how quickly your brand will scale and grow.

It's critically important that you use the right fuel. Most brands overlook this. Learn how to explode sales with the right rocket fuel.

Welcome. A lot of brands ask me on a regular basis, what role should trade marketing play in your growth strategy? The simple answer is this.

It's everything. It's the holy grail. It is what fuels your brand.

It's what helps your brand get in front of more customers. It's what introduces your brand to future customers. Trade marketing is something that incorporates everything that's required to get your brand in the hands of more shoppers.

That includes getting on a retailer shelf and everything else. Trade marketing is usually about 25% of a brand's gross revenue, gross sales. And yet 70% to 90% of those trade dollars are wasted or ineffective.

FrNow, when I say wasted or ineffective, what I mean by that is out of stocks, not having the product in the right place, not executing very well on your promotions. More importantly, there are other things that you need to understand. For example, when you promote your product with a temporary price reduction, how does that impact your sales?

You need to understand all those dynamics and all those variables so that you can identify the best way to promote your brand. A lot of times, retailers and distributors, et cetera, will ask you to buy into promotions or support your brand with promotions that do nothing to move the needle, that do nothing to help your gross sales after the promotion is over. They're just a waste of money.

By leveraging these strategies and understanding everything you can about trade marketing, you can then sit down and have an intelligent conversation with your retailer and with your distributor and say, You know what? This particular promotion is not going to help me grow sales. However, I can use this other promotion with a different set it up differently so you can leverage your social media, et cetera, where you can do more to drive sales for them.

And if you can help them understand the benefit to them, well, then hopefully they'll be willing to work with you and help you create the right promotions that are going to be a win-win for both you and the retailer. And that's exactly why trade marketing plays such an important role in your growth strategy. I want to help teach you the strategies and the tactics that you need.

I want to be the sherpa that helps you traverse the mountain, that helps you avoid the pitfalls that most brands fall into. I want to teach you the strategies that your competition overlooks or doesn't know anything about. That's going to help you grow and scale your brand faster than.

I've got a lot of resources on my website, other podcast episodes, etc. that you're definitely going to check out. More importantly, you definitely want to check out the free webinar series that I just launched a little while ago.

I started doing this because when Expo West was canceled, I wanted to find a way to give back. I wanted to find a way to help you succeed. I decided to lean into this situation because I understand how important your products are to the consumers that are buying them.

And I understand how important your products are to the retailers that sell them. It's your products, natural organic products, that are responsible for sustainable growth across every category. And in their absence, every category would be flat or decline.

Something that I proved in the 2016 Category Management Handbook. If you want to see the article, then you can get it on any podcast page on my website. Thank you for listening.

Do me a favor, share this with any brand wanting to grow sustainable sales. And reach out to me and let me know what are the problems and what are the challenges that you face. Let me know so I can help put together content around that to answer some of your most pressing bottlenecks.