Trade Marketing Essentials
Learn what you need to know to maximize trade spending ROI, grow profitable sales, and gain a significant sustainable competitive advantage
Do you feel like an ATM machine with everyone having their hand out? Are you frustrated that you see little tangible benefit from your promotions? You are not alone!
Trade spending represents around 25% of your gross sales and yet over 70% is wasted. Let’s fix that!
Trade spending includes everything required to get your products onto store shelves and into shoppers hands.
This topic has been getting a lot of interest on the podcast, articles, and beyond. In fact, I was recently invited to be the keynote at a trade marking symposium in-addition to being asked to host “Mastering The Shelf “, a three part webinar series focused on effective trade management strategies. I am currently in the middle of a three part webinar series for the Category Management Association.
You can see my draft outline for the course below.
This course will be an in-depth, deep-dive into how to maximize your trade marketing ROI. This will result in more sales and profits, increased distribution, preferential merchandising opportunities, incremental promotional opportunities, and much much more. Please let me know what you would like for me to include in this course.
This course is not a mini-course. This course will go well beyond the content and insights shared in my PROVEN STRATEGIES TO MAXIMIZE TRADE MARKETING ROI mini-course. This course is for any brand wanting to get their products onto more store shelves and into the hands of more shoppers. This course is for any brand wanting to get more runway to grow sales and profits.
Sign up below so you can be the first to know when this course goes live.
Proven Strategies To Grow Sales And Profits For Your Natural Food Brand
COURSE REGISTRATION INCLUDES A FREE 30-MINUTE CONSULT!
In this Masterclass
YOU WILL LEARN
1. The biggest reason brands fail and how to NOT become a statistic
Trade spending includes everything needed to promote your brand. Most trade spending is wasted. Learn how to avoid the pitfalls other brands face
2. How to maximize each and every selling opportunity!
Effective promotions expand runway, grow sales, and maximize your promotional ROI. They are the engine of your business - MAKE certain you use the right fuel
3. How to not feel like an ATM machine
Retailers and distributors demand you participate in their promotional programs but few if any help you grow sustainable sales? Learn strategies to choose the best promotions to grow sales and profits and not bankrupt your brand
4. Why most promotions fail and how to avoid throwing money away
Most brands struggle to measure and evaluate promotional effectiveness. This does not need to be overly complicated. This critical skill determines how long your brand will be around, months, years, or longer. Learn the basic skills to drive profitable sales
See Course Curriculum Below
This is a Must Attend If...
- You are tired of feeling like an ATM and no longer want to be a perpetual fund raiser
- Your promotions do little if anything to drive sales
- Deductions and fees are sucking the life out of your business
- Your promotions fall flat and feel like a waste of money
- You’re feeling STUCK in your business and you need a roadmap to success
- You are confused and overwhelmed looking for direction and guidance
- You are tired of being pushed around by big brands
- You are frustrated that retailers overlook and ignore your brand
- You question the advice and strategy of your advisor, broker, agency, etc
- You feel like the deck is stacked against you
- You want to save time and money and avoid the top challenges and pitfalls most brands face
- You want a blueprint to what’s working RIGHT NOW instead of second guessing whether or not the strategies you’ve been trying are actually going to work
- You’ve been trying to grow sales and get more shoppers but you haven’t gained any traction
OVER 80% OF NATURAL BRANDS
FAIL WITHIN THE FIRST YEAR
I AM COMMITTED TO CHANGING THIS
WHAT'S INCLUDED IN THIS COURSE?
HERE IS WHAT YOU WILL RECEIVE
AND WHAT YOU WILL LEARN:
In this self-paced course, you will receive access to several informative podcasts with top industry leaders, CEOs and founders of successful brands who candidly share insider secrets in addition to the following easy to follow video lessons:
WHY THIS MATTERS
“There is no specific training in the natural industry
that addresses the common challenges most brands face,
including at any of the business schools, seminars, incubators or accelerators.”
“While there are many well-meaning individuals with advice, the sad truth is
more than 80% of start-up brands in our industry fail within their first year.”
I am committed to changing this.
Shoppers can’t buy your products if they cannot find them. The focus of this, and all my content, is to help you get your products onto more retailers shelves and into the hands of more shoppers - empowering brands and raising the bar.
We’ve all heard the expression that a picture is worth a 1000 words. Pictures and stories that resonate with us leave a lasting impression far more impactful than facts and figures. This is the primary element in building trust with shoppers. Most shoppers search first for their favorite brand.The first impression that consumers have of your brand is on a retailer's shelf. You put a lot of energy into branding your packaging - you want it to stand out on a crowded shelf. Your on-shelf brand messaging needs to be consistent across every store. Poor product placement and merchandising are the biggest mistakes most brands make.
COURSE PARTICIPANTS WHO COMPLETE THIS COURSE WILL ALSO RECEIVE
- Lifetime access to this course so that you can review it anytime
- Exclusive access to our private course community group on Facebook (by invitation only)
- A free 30-minute phone consultation to ask me anything ($150.00 value)
- Exclusive future course bundle discounts and bonus material ($500.00 value)
Listen to this short podcast episode below…
Is your brand strategy to run a sprint or a marathon? Knowing the health of your brand will help you gauge your stamina and help you reduce the risk of a heart attack. Healthy brands live longer requiring less capital and giving you more runway to grow sales
The Brand Secrets and Strategies podcast is an audio natural products accelerator for food startups, entrepreneurs, emerging health-focused brands and retailers. It’s radically different and raising the bar in our industry. We rise by lifting others. I remain passionate about our industry, mission-based brands, making a healthier way of life more accessible and raising the bar.
In addition to sharing my 25 years of experience, well known industry thought leaders, CEO’s and Founders of successful industry organizations and brands candidly share their insider secrets and advice with you. Learn actionable insights and strategic solutions to grow your brand, avoid the pitfalls and save valuable time and money.
“Listening to a half a dozen of your podcasts with the breadth of them being as many as they are, you can listen to half of those and get an MBA in entrepreneurship”
-Scott Jensen, CEO of Rhythm Superfood and Stubbs Legendary BBQ Sauce
This course is not open for enrollment.
Please share this information with your team, colleagues,
or anyone you feel might also benefit from this free course.
See you inside!
Dan Lohman is a Strategic Advisor in the CPG and Organic Industry. His company, Brand Secrets and Strategies (Category Management Solutions) provides innovative ideas, actionable insights and strategic solutions for companies interested in gaining a significant competitive advantage. Dan is known for his unique ability to assist companies in expanding their retail distribution and improving merchandising.
With over 25 years in the industry, Dan's 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. This Category Management expert is passionate about mission-based brands, making a healthier way of life more accessible, empowering brands and raising the bar in our industry.
His popular Brand Secrets and Strategies articles, podcast and courses teach brands what retailers REALLY want, how to get their product on the shelf and how to save valuable time and money.
The Brand Secrets and Strategies podcast is an audio natural products accelerator for food startups, entrepreneurs and emerging health-focused brands and retailers. It’s radically different and raising the bar in our industry. In addition to sharing his CPG experience, Dan talks with well-known thought leaders, CEOs and Founders of successful industry organizations and brands who candidly share insider secrets and their advise with you.
As a top contributor to the leading trade publications, Dan has more than 300 published articles to his name. As a trusted and respected member of the natural community, he is successfully leveling the playing field between conventional and natural.
Because giving back and helping healthy brands succeed is so important to him, Dan offers many free resources to our community. He has chosen to make his Turnkey Sales Story Strategies course available to brands at no charge for a limited time.
His weekly newsletter, educational podcast and training courses are revolutionizing the industry and have become an invaluable resource for brands and retailers seeking to grow sales.
Frequently Asked Questions
StartWhat is trade marketing and why does it matter?
StartHow to maximize your Trade Marketing ROI
StartTrade marketing 101 - the basics
Start40%, 25%, 72%- Why Trade Marketing is important
StartTrade marketing and investors - making you brand more attractive
StartTrade marketing for natural brands
StartWhat is Trade Spending?
StartWhat Is The Real Objective Of A Promotion
StartThe customer journey and promotion management
StartWhat role does trade marketing play in your growth strategy
StartIndustry terms and what you need to know
StartThe rules - what you need to know
StartThe anatomy of a promotion
StartBrokers and Trade Marketing
StartTrade Marketing Strategies That Grow Sales And Profits
StartThe benefits to overall market basket growth - start here
StartRolling up trade marketing to a single unified brand strategy
StartPlanning ahead - the benefits
StartTrade marketing goal setting - you can not hit a target you don’t aim for
StartHow to tie trade marketing plan to sales and marketing
StartMeasures you need to pay attention to
StartCreative trade strategies including co-promoting, dual merchandising, etc
StartHow often should you promote and how aggressively (how deep)
StartAccount-specific trade marketing strategies
StartIn-store demo strategies to maximize promotions
StartBest practices and processes that help you reach your targets
StartDiscounts and allowances
StartEssential Strategies To Maximize Your Trade Marketing ROI
This course is not open for enrollment.
|Image is the property of CMS4CPG LLC, distribution or reproduction is expressively prohibited.