SECRETS 247 How To Know The Value Of Your Promotions – Prioritize Trade Marketing

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The best way to reduce wasted spending and explode sales is to maximize your promotional effectiveness. Get more runway to grow and scale, better valuations, and give retailers a reason to say yes to your brand. Don’t rely on cookie-cutter strategies

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FREE Trade Promotion ROI Calculator:

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Free brand-building resources to help you grow and scale

Turnkey Sales Story Strategies FREE ON-DEMAND COURSE

Why Most Brands Fail – The Roadmap To Sales Success FREE ON-DEMAND COURSE

Essential In-Store Customers First Marketing Strategies FREE ON-DEMAND COURSE

How To Drive Profits With Sustainable Packaging FREE ON-DEMAND COURSE

The Retail Game – What You Need To Know With Bob Burke FREE ON-DEMAND COURSE

Sales Success Begins With A Solid Business Plan FREE ON-DEMAND COURSE

How To Turn Your OnLine Data Into Explosive Sales Growth FREE ON-DEMAND COURSE

2016 Category Management Handbook Page 20 & 21

Brand Secrets And Strategies YouTube Channel

Guide # 25

Want More Sales? 30 Days To Prosperity – How To Plan For Success In 2021 And Beyond!

As we transition into 2021 & given how challenging 2020 was, I decided to address the specific questions & challenges listeners sent in. They’re organized into a masterclass, 30 Days To Prosperity. How to confidently grow, scale & get the edge you deserve.

click here to download:

31 Days To Prosperity Challenge Workbook

Empowering Brands | Raising The Bar

Ever wish you just had a roadmap? Well, now you do!

Don’t miss out on all of these FREE RESOURCES (strategic downloadable guides, podcast episodes, list of questions you need to be asking, and know the answers to, the weekly newsletter, articles, and tips of the week. You will also receive access to quick and easy online courses that teach you how to get your brand on the shelf, expand distribution, understand what retailers REALLY want, and address your most pressing challenges and questions.

All tools that you can use, AT NO CHARGE TO YOU, to save you valuable time and money and grow your sales today!

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By Daniel Lohman, CPSA|2021-07-12T20:23:59-06:00January 21st, 2021|Category Leadership, Podcast, Video|

About the Author: Daniel Lohman, CPSA

Daniel Lohman, CPSA is Strategic Advisor in the CPG and Organic Industry. His company, Category Management Solutions (CMS4CPG LLC), provides innovative ideas, actionable insights and strategic solutions for companies interested in gaining a significant competitive advantage. He assists companies in expanding their retail distribution and improving their merchandising. His extensive knowledge and expertise reaches far beyond traditional category management and has earned him recognition throughout the industry as an expert, speaker, trainer and thought leader. Daniel can be reached at Dan@CMS4CPG.com. Connect with me on LinkedIn.

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Promotion Efficiency Calculator - How effective is your trade spending?

Hover over the question marks below:

Annual Gross Sales

% Trade Promotion Spending 25%

Sales % Trade Promotion Spending $

% Promotion Efficiency Improvement 10%

Annual Trade Promotional Savings $

What could you do with the additional $$,$$$?

Now, let’s give you the tools and resources to make this a reality!

Promotion Analysis Tool Lite (Trade Promotion ROI Calculator)

Event Name

Event Detail

Trade Spending

Volume

Event Date

Fixed Costs

Item Incremental Units

Event Weeks

Menu Cost

Item Base Units

Case Rate

Miscellaneous Cost

Brand Incremental Units

Units Per Case

Consumer Cost

Brand Base Units

Feature Promoted Price

In-Store Demo Costs

Item Incremental Dollars

Average Retail Price

Off Invoice Case Rate

Item Base Dollars

Avg. Event Scan Price

Bill Back - Case Rate

Brand Incremental Dollars

Total Cases Shipped

Scan Down Rate Per Unit

Brand Base Dollars

Calculations

Price Discount %

Event Sales $

Item Unit Lift

Base Cases

Incremental Sales $

Item Unit Lift % %

Incremental Cases

Margin %

Brand Unit Lift

Total Event Cases

Event Profit $

Brand Unit Lift % %

Cost Per Incremental Case $

Item Dollar Lift $

Cost Per Shipped Case $

Forward Buy Cases

Item Dollar Lift % %

Total Variable Costs $

Lift (Incremental % of Base) %

Brand Dollar Lift $

Total Trade Spending $

Net Unit Cost $

Brand Dollar Lift % %

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* Save each scenario to compare pre-event to actual event performance. Run as many different scenarios as you want. The goal is to reduce costs and maximize longterm sales. Look for opportunities to improve promotion performance. Refresh the screen to create another scenario. Make sure to respond immediately to my email confirmation (if you don't see it, double check your junk or spam folder). Privacy Policy: We hate spam & promise to never share your email.