Every dollar spent to get your products into the hands of shoppers falls under the umbrella of trade marketing. The challenge is that most promotional spending is largely ineffective and wasted. Effective promotions expand your brand’s runway, grows sustainable sales and it maximizes your promotional ROI. Trade marketing encompasses every effort required to get [...]
Retail is pay-to-play and, like any game, you need to know the rules. The better you know the rules, the more effective your selling strategy can explode your sales and profits. Your creativity can then give you a significant competitive advantage. You’re taught that you need to continually raise money and then raise more [...]
A lot of brands approach marketing as an afterthought - Big mistake! Hear how one brand achieves a huge competitive edge making their customers their highest priority. Hint, it’s not rocket science, just good old fashion two way authentic communication. The achilles heal of big brands is that they apply the outdated “tried and [...]
Category reviews are expected by most retailers. They are one of the most underutilized opportunities to differentiate your brand and explode sales. It begins with a collaborative retailer brand relationship/partnership. Retailers want and need actionable insights that increase sales, shopper traffic, and give them a distinct competitive advantage. They want collaborative strategic partnerships with [...]
Growing a brand is difficult and it can take a lot out of you. You feel like you need to be everywhere at once and that you need to handle everything yourself when you’re first starting out. The constant deluge of distractions fights for your attention and can derail you. This is a key [...]
Over 80% of natural brands fail within the first year - I’m committed to changing this. There are a lot of “experts” offering advice that lack the creativity your brand needs to differentiate itself. As a brand owner, you need to keep your hand firmly on the rudder of your ship. You should never [...]
Digital strategies can add rocket fuel to your sales growth. They can give you more runway helping you compete at a much higher level. Traditional retail is expensive and it’s pay-to-play. A blended strategy makes it easier for shoppers to find and purchase your brand. Your products need to be available wherever your current [...]
Shoppers want what they want and they want to feel good about the products they buy. This includes not only what’s in your package but the packaging itself. Shoppers want packaging that reflects their values and their commitment to reducing climate change. This includes reducing packaging waste. The sad reality is that most recyclable [...]
The foundation of your brand and your ability to provide exceptional value all hinges on how well you know exactly who your core shopper is. That is the focus of this week's podcast with Ethan Hirshberg of Ethan’s. Don't miss this one! SECRETS 129 Knowing Your Core Customer Is Critical To Your Success At [...]
Your packaging strategy should be integrated into your brand strategy. Most brands overlook some of the most important ways that packaging can help you stand out on a crowded shelf while helping you get your product on more store shelves and into the hands of more shoppers. To many brands, packaging is simply the [...]
