What is trade marketing and what are the benefits of trade marketing? Trade marketing includes everything required to get your product in the hands of a shopper. It is the primary growth driver for all CPG brands. The goal of every promotion is to introduce your product to new shoppers [...]
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 [...]
Trade shows can be a huge distraction and expense for retailers, but they don’t need to be. You can maximize these opportunities to gain a competitive advantage in your market.The original purpose for trade shows was for brands to display and introduce new products to retailers. This is where retailers would typically order new [...]
Our kids are our future and they are the future of the natural product's industry. We need to ensure that we don’t overlook them in our merchandising and marketing. This country has a serious epidemic. Childhood obesity and other serious related problems plague our youth. Strategies that teach kids about the importance of healthy [...]
To begin with, I suggest every store needs to have a competitive set. A competitive set is a merchandising strategy that helps you compete more effectively in your market. Let me explain. When a shopper comes into your store, they compare your product selection, merchandising and pricing to your local competitors. You should ideally [...]
Plant-based is perhaps THE fastest growing segment in natural. It is also one of the more confusing segments from the shopper's perspective. So, how do you leverage the strength of this growing trend to maximize category sales, increase shopper traffic in your store, and compete more effectively against mainstream threats? There is a [...]
New product innovation is the lifeblood of every brand. New products fuel sustainable growth, attracts new shoppers and increases brand awareness. Know the critical steps to get your product on more retailer's shelves and into the hands of more shoppers. The 11 Most Important Things Retailers REALLY Want #1 A [...]
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, [...]
This past week I had the privilege of attending and contributing to NatchCom for the first time. NatchCom is an event that brings together industry thought leaders in the digital and e-commerce space primarily focused on natural better-for-you brands. I have long since maintained that brands need to have a multi-channel strategy. The old way of [...]
Shoppers have virtually unlimited number of choices when it comes to where they shop and how they shop. It is therefore critical that they have consistent, clear, easy to understand messaging that resonates with shoppers. This all begins with where and how retailers merchandise key categories in their stores. The foundation of this strategy [...]
