SECRETS 085 Revitalizing a tired category using advanced strategies with Adam Lowry of Ripple Foods and Method

Retailers need and want brands to step up and become category leaders. Today’s story is proof these advanced strategies work giving both brands and retailers a competitive advantage helping brands get their products into the hands of more shoppers.

Welcome. I want to remind you that there’s a free downloadable guide for you at the end of most every episode of my podcast. I always try to include one easy to download quick to digest strategy that you can instantly adapt and make your own. One that you can use to grow sustainable sales and compete more effectively. Remember, the goal here is to get your product onto more retailer shelves and into the hands of more shoppers. I appreciate you for listening. If you like the podcast, please subscribe, share with friends and leave a review on iTunes. 

Today’s story is about a brand who’s figured out how to do exactly what I’ve been talking about on most of these episodes. How to become a value-added resource to the retailers. Now, I certainly wish I could take credit for it. But I can’t. They’ve done this on their own. And you can too. Here’s how this works. If you become more than just a package on a retailer shelf, if you become more than just another brand with a handout saying, “Put me on your shelf. I need promotions. I need, I need, I need, I need,” from the retailer, then that’s going to differentiate you. If you can help the retailer drive sustainable sales in their category, if you can help the retailer drive more foot traffic and their store, then the retailer is going to bend over backwards to help you increase your sales. Help you introduce your product to new consumers.

This podcast, all the courses, the articles, the talks, all my content, this is what this is about, helping you help the retailer drive sales by leveraging that unique strength of your brand. Remember, everything is negotiable. Retailers generically don’t make anything, they sell other people’s stuff in the form of the real estate that your product occupies on their shelf. What they need from you are insights, actionable insights that go well beyond the canned top line report. We rise by helping each other. If you can help the retailer get what they want at a reasonable profit and more traffic in their store, then they’re going to help you get what you want. Increased sales, more consumers trying your brand, and the ability to own your own destiny.

So, what do I mean by that? Retail is expensive, everyone’s got their hand out asking for more and more from you. More money for this promotion, more money for slotting, et cetera. If you can own your own destiny by leveraging your strengths, your ability to drive sales within a retail store in lieu for some of the fees that really don’t contribute to the ROI of your brand, that’s how you build sustainable sales. That’s how you build a long profitable runway for your brand to succeed tomorrow, and well beyond. Here’s Adam, with Ripple Foods.

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By |2018-09-11T19:26:54+00:00September 11th, 2018|Category Leadership, Podcast|

About the Author:

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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