SECRETS 106 A Blueprint To Ensure Category Growth with Daniel Lohman of Brand Secrets and Strategies

A picture is worth a thousand words. The first impression shoppers have of your brand is on a store shelf – make it a good one! An effective merchandising strategy can make it easier for shoppers to buy your products and add rocket fuel to your growth.

To sell more and grow beyond other brands in your category, you need to use strategies that they overlook. This is going to be the focus of the solo podcast that you hear from me, over the next couple of months. I’ve had the privilege of working with and mentoring hundreds of brands and retailers in our industry. This series of podcasts are dedicated to answering some of the questions and addressing the challenges that they share with me. I surveyed the people who receive my weekly newsletter, and they’ve validated the same bottlenecks.

The focus of this podcast is how to land shelf space and win at retail. This is the blueprint that you need to follow to ensure category growth and to get your products on more retailer shelves and into the hands of more shoppers. One of the biggest mistakes that brands make, literally all brands makes when they get into retail, is that they’re so excited to gain distribution with a new retailer, they don’t think about where their product belongs on the retailer’s shelf. This is a huge mistake, and as I said, literally every brand makes it.

Retailers cannot begin to be an expert in every category and every item they sell. They need your help and they need your guidance. It’s to your advantage to help guide the retailer regarding where your product belongs on their shelf. A lot of brands don’t realize its schematic work is typically farmed out by the retailer to a third party vendor, typically a broker or someone else. They frequently decide where the products go on the shelf and how the category will be merchandised. Now while the retailer approves the schematic before they implement it, you need to know that your competition might be deciding where your product goes. The merchandising might also be decided by somebody who has no invested interest in the category.

In either situation, you lose. Having someone that has no interest in the category or someone who doesn’t know who your customer is or how the customer shops a category, or even worse yet, having someone who has a bias, decide where your product goes. This can derail your brand and even seal your fate, dramatically limiting your ability to grow, to merchandise your product effectively or to maximize any promotions.

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Click here to learn more about Brand Secrets And Strategies

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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, 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 |2019-02-07T12:30:11+00:00January 22nd, 2019|Podcast, Sales/Profit Growth|

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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