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. [...]
Explore the challenges every brand faces Learn strategies for overcoming obstacles and leveling the playing field. Charles, founder of LesserEvil snacks, discusses the challenges of growing a brand in the competitive retail industry. He emphasizes the importance of adaptability, quick decision-making, authenticity in resonating with customers, customer value and unique [...]
Trade marketing is typically the single largest line item on a company’s income sheet, but how do you know if your trade marketing is effective? Most promotions are ineffective and fail to encourage new shopper trials – the primary goal of every promotion. While rewarding loyal shoppers to make repeat purchases can prove beneficial, [...]
Elevate your brand by maximizing trade marketing ROI. Learn effective tactics for getting products into shoppers' hands. Trade marketing, includes everything to get products into shoppers’ hands. It is crucial for brand success. Measuring its effectiveness is challenging. While promotions increase sales, many are ineffective, diluting brand contribution and failing [...]
Explore ways to know your brand health and boost your brand strategy for better performance and sales growth. The health of a brand is measured by its ability to drive profitable sales at retail, not by the size of its bank account. Promotions build awareness and drive sales, most are [...]
