Explore the essential tools to ensure sales success and enhance your retail execution with effective scorecards and KPI’s. Scorecards are a project management tool that helps brands track progress, ensure accountability, and execute their go-to-market strategy effectively. They improve communication, align teams, and provide specific instructions to the sales team on how to merchandise [...]
Unlock the secrets to maximizing trade marketing ROI and gain a sustainable advantage in sales and profits. This podcast episode explores trade marketing, emphasizing its importance for brand growth and highlighting the ineffectiveness of many trade funds. It features a discussion on the need for a unified team approach, creative thinking, and a focus [...]
Explore what trade marketing is and see why it is crucial for brands to optimize their trade spending to enhance revenue. Trade marketing, managing trade spending to introduce products to new consumers, is crucial for brand growth and sustainability. Effective trade marketing strategies, such as optimizing trade rates and promotion effectiveness, can significantly impact [...]
Unlock Sales Success with Customer First Strategies Learn how aligning brand values enhances trade marketing effectiveness. Mike Forbes, CEO of Alter Eco Foods, discusses the company’s commitment to sustainability and eco-friendly practices in the chocolate industry. He emphasizes the importance of leveraging strategies from mainstream CPG to help natural brands thrive. [...]
The art and science of getting your products on more store shelves and into the hands of more shoppers - without going bankrupt in the process. Sell more, gain more runway. It’s estimated that 25% of a brand's gross sales are tied to their trade management budget. The challenge is that over 70% of [...]
If 70% of your trade spend is wasted, you’re burning runway—and risking your brand’s survival. Trade marketing represents roughly 25% of your gross sales, yet most brands can’t clearly measure what works, what lifts base sales, or what simply rents volume. In this episode, I break down why in-store execution—not just discounts—determines your profitability [...]
Uncover effective trade show strategies to maximize sales and make the most of your marketing investment at events. Trade shows are a valuable opportunity for brands to connect with retailers and consumers, potentially leading to increased sales and distribution. Brands should be prepared with samples, marketing materials, and a follow-up strategy to engage with [...]
Unlock the potential of your brand with trade marketing strategies that grow sales and maximize your promotional ROI. The future of retail is changing, with shoppers having more choices and brands needing to personalize their connections with them. Brands should focus on understanding their core customers, their needs, and preferences, rather than relying on [...]
Unlock the secrets to maximize promotion effectiveness and boost your brand's sales with strategic trade marketing insights. Effective trade marketing, particularly promotions, requires a deep understanding of customers and the category to differentiate brands and negotiate win-win deals with retailers. Brands should focus on personalization, consistency, and clear communication of [...]
Discover how to use strategies brands overlook for innovative sales techniques that drive growth and enhance brand health. Understanding brand health, measured by category growth contribution, is crucial for small brands to differentiate themselves from larger ones. This involves increasing category contribution, optimizing distribution, and running targeted promotions. [...]
