SECRETS 066 A brand-building coaching session with Marshall and Elliott Rader of Gluten Free Bar

Small brands have a lot in common. They all experience similar growing pains. Most struggle to find quality help that gives them a sustainable competitive advantage. The difference is going from survival mode to a strong growth model with explosive sales. 

Today’s show is unique. You’re going to love this. I think you’re really going to be impressed. Today’s show is actually more of a coaching call, where fans of the show who I’ve been swapping emails with ask me questions, and I help them in real time. I share advice with them that’s going to help you as well. These are the same problems, pitfalls, concerns, and issues that all the different brands I talk to share with me. In fact, the strategies that I’m going to share with you are the strategies that you will find in my free Turnkey Sales Story Strategies course, so a little bit of background.

I’ve been a retailer, I’ve been a manufacturer, I’ve been a consultant. I’ve worked with brands in every stage of growth. This is a strategy that I developed early on in my career. A strategy that helped me outperform all the big brands that I went up against. I’m talking Procter & Gamble, Frito-Lay, et cetera. You name it.

This strategy has worked time, after time, after time. It’s helped the brands that I’ve supported stand out on a crowded shelf. It’s helped me get incremental product placement promotions. It’s because of this strategy that I was once able to build a 4,200 bag chip display in the lobby of a major retailer that Frito-Lay used to own. This while working for a small regional brand.

These same strategies also helped me push around with the larger brands in the world. In addition to that, it helped me become the category captain of several different categories, which opened up a lot of incremental doors and gave me a powerful voice in the category.

A voice that allowed me to help shape the category of the retailer. A voice that gave the brand that I was working for a sustainable competitive advantage, including incremental merchandising and product placement that I didn’t have to pay extra for. In several situations the retailers actually gave me full access to their data.

Can you imagine the savings that would be for a small brand? Because of this I was the first person they called when they needed incremental product support, merchandising. I was the first person they called when they needed another promotion.

These strategies worked for me and they’ll work for you, and the best part is that other brands don’t even do this. Especially the big brands. If you’ve been listening to other episodes of this podcast you’ve heard leading industry experts validate these strategies. My goal with all the content that I produce, this podcast, the course, is to help you get your brand on more retailer shelves and into the hands of more shoppers.

Before we go any further, I have two questions for you. I want you to be thinking about the answer as you listen to this podcast. One; what other subjects would you like me to cover? Two; what is the most valuable tip that you’ve learned from this podcast or from other podcasts, that you can bake into your brand’s DNA and leverage at retail?

Send me an email. I’d love to hear your thoughts, your recommendations and your comments. If you like this podcast share it with a friend, subscribe and leave a review on iTunes. Here now are Marshall and Elliott of The Gluten Free Bar.

Download the show notes below

Click here to learn more about The Gluten Free Bar

Empowering Brands | Raising The Bar

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By |2018-07-10T19:02:02+00:00July 10th, 2018|Brand Engagement, 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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