Trade Marketing Essentials

Stop wasting money! Maximize your Trade Marketing ROI with proven strategies to grow profitable sales and gain a competitive advantage

Are you tired of wasting money? Do you feel like an ATM machine with everyone having their hand out? Are you frustrated that you see little, if any, 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 the hands of shoppers - including online.

Introducing Trade Marketing Essentials, a simple and effective program to give you the skills and confidence to maximize your Trade Marketing ROI. It includes an in-depth, step-by-step approach to walk you through both innovative and the best practices and strategies to help your brand grow and thrive.

Every slight improvement in your Trade Marketing ROI means more runway for sales growth, higher brand valuations and better terms when negotiating with investors. It also provides fuel for more innovation, greater support for mission based causes, more retailers saying “YES” to your products, and much much more.

  • Where is your brand on the above table?
  • What could you do with the extra $$,$$$?
  • This savings will compound every year as you invest in growing profitable sales!
  • A talented Category Management Expert can help you amplify your results and help you explode sales.

This is not a mini-course. This course goes 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 gain a significant competitive advantage.

You’ve put all your love, heart, sweat, and passion into building your brand. Shouldn’t your go-to-market strategy be every bit as creative?

This begins with knowing how to maximize your trade marketing ROI. Here is the link to the FREE Promotion Analysis Tool I created to help you confidently grow and scale your brand.

Click here to see how much you could be saving!

Get Notified When Trade Marketing Essentials Opens

We'll send you an email when the course opens.

Note: I am looking for a few brands interested in gaining early access to the course. This is a limited offer that will not be repeated. The first launch will be a beta launch at a significantly discounted price. I need the help of a few brands to ensure this course addresses all of the challenges you face. You will receive lifetime access to the full course when it goes live without having to pay the full price. Get on the waiting list and please reach out to me with any questions. Click here to schedule a free 30 minute call.

Hello, I’m Dan Lohman.

Daniel Lohman

I teach brand owners, entrepreneurs, founders, and their teams how to save time and money with proven strategies to grow sustainable sales and profits. Empowering Brands | Raising The Bar.

You will learn how to get your products onto more store shelves and into the hands of more shoppers, including online.

I created this course to address the challenges and frustrations from the brands I speak to at industry events like Expo West, keynote and featured talks, on my popular Brand Secrets And Strategies podcast, replies to my weekly brand-building newsletter, and more.

This is even more relevant given what’s going on in the world today regarding the virus, the lockdowns, and the dramatic impact to our natural community.

Brand Secrets And Strategies Podcast

Here are some facts I want you to consider:

  1. People still need to eat.
  2. The best defense against any virus is a healthy diet and lifestyle!
  3. Shoppers want to feel good about the products they buy, products that align with their values.

Your customers need you & your products now more than ever!

Let’s make it easy for them to find and buy your products!

In these uncertain times, the best thing I can do is help you level the playing field against big brands, give you more runway from your available resources, and support you with answers to your most pressing questions along with a connected community. You are not alone!


I’m an expert on trade marketing and category management, the first person certified at the highest level of category management proficiency - a Certified Professional Strategic Advisor (CPSA). I’ve created several revolutionary tools for my clients and former employers in addition to training brands of all sizes from pre-revenue to multi-billion dollars in sales.

These are the strategies I share on my podcast, YouTube channel, webinars, on stages, and throughout all my content.

You can see the course curriculum below. I am continuing to add content to address your specific bottlenecks and the things that keep you up at night.








Trade Marketing Essentials was created for brands of all sizes. These are skills you and your team need to compete at a highest level. You don’t have to be an expert brand marketer to get results like a pro. This course is for you!

  • Lifetime access to all current and future content - including any content updates and upgrades.
  • Work at your own pace. Pro tip: for even better results, go through the lessons with your entire team. Brainstorm on creative ways to bake these strategies and insights into your brand's DNA.
  • Clear step-by-step guidance teaching you how to maximize your Trade Marketing ROI and avoid the pitfalls that derail and even bankrupt other brands.
  • Regular office hours on Zoom to support you, to help answer your most pressing questions and give you advice to maximize your brand's go-to-marketing strategy.



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




Watch The Webinar Replay: Trade Marketing Strategies That Grow Sales And Profits

25% of a brand's gross sales are tied to your trade marketing and yet over 70% is wasted or ineffective, more in natural. Trade marketing includes everything required to promote your brand. Let’s fix that! There is a better way to grow sales & profits


“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.

Which of these brands are you?

Gain a competitive advantage with advanced strategies other brands overlook

This course is closed for enrollment.

Get Notified When Trade Marketing Essentials Opens

We'll send you an email when the course opens.

Frequently Asked Questions

When does the course start and finish?
All of my courses are self paced. The course starts now and never ends! You decide when you start and when you finish.
How long do I have access to the course?
You will have lifetime access to the course.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.
How long is the course?
While it's best to go through all modules in one week, you can complete it in one day. To get the most from the course, it's advisable that your team go through the course to achieve maximum benefit. Each module has one easy to digest strategy that you can instantly adopt and make your own - one that you can use to grow sustainable sales and compete more effectively. Remember that the goal is to get your product onto more retailer's shelves and into the hands of more shoppers.
Where can I receive help and support?
Join our private Facebook group. Here is where you can ask questions, engage with our community, and share resources. You can also reach me via email at [email protected]
Where can I find other courses like this?
Building a brand in retail is challenging. Wouldn’t it be great if you just had a roadmap? In response to your feedback and requests for training on specific pain points, I am releasing a series of courses addressing one key topic at a time to guide you, and help you avoid the pitfalls. Click here to learn more about and enroll in these online mini-courses specifically designed to solve your most pressing challenges and questions, help grow sales and save you valuable time and money: It’s your roadmap to success
Where can I find other free resources?
Look for my weekly newsletter, including my "Tip Of The Week" in your inbox. If you haven't already, head over to my Start Here page and subscribe. Other helpful resources include reading my articles and listening to my Brand Secrets and Strategies podcasts which can be found on While you're there, make sure to also check out the Resources tab. Here you will find many free downloads and tools to grow your brand and save you valuable time and money!


Trade Marketing Essentials


  • What You Will Learn
  • How To Get The Most From This Course
  • Additional Resources and how to use them
  • Invest in yourself - don’t farm this out!

Trade Marketing Basics

  • What is trade marketing and why does it matter?
  • How to maximize your Trade Marketing ROI
  • Trade marketing 101 - the basics
    • Why Trade Marketing is important
    • Trade marketing and investors - making you brand more attractive
  • Trade marketing for natural brands
  • What is Trade Spending?
  • What Is The Real Objective Of A Promotion
  • The customer journey and promotion management
  • What role does trade marketing play in your growth strategy
  • Industry terms and what you need to know
  • The rules - what you need to know
  • The anatomy of a promotion
  • Brokers and Trade Marketing
  • Trade Marketing Strategies That Grow Sales And Profits

Trade Marketing Essentials

  • The benefits to overall market basket growth - start here
  • Rolling up trade marketing to a single unified brand strategy
  • Planning ahead - the benefits
  • Trade marketing goal setting - you can not hit a target you don’t aim for
  • How to tie trade marketing plan to sales and marketing
  • Measures you need to pay attention to
  • Multi-channel approach
  • Creative trade strategies including co-promoting, dual merchandising, etc
  • How often should you promote and how aggressively (how deep)
  • Account-specific trade marketing strategies
  • In-store demo strategies to maximize promotions
  • Best practices and processes that help you reach your targets
  • Discounts and allowances
  • Essential Strategies To Maximize Your Trade Marketing ROI

Forecasting And Planning

  • Trade marketing and it’s impact on your P&L
    • Trade marketing, your P&L, income statement, etc
  • Trade Marketing Forecasting
  • Fund management
  • Trade marketing calendars
  • Tools (promotion ROI calculator, etc)
  • Trade promotion management optimization
  • Demand planning, forecasting, and inventory management

Executing your Trade Marketing Strategy

  • Every thing is negotiable
  • Promotional agreements - what you need to know
  • Effective trade management across multiple retailers and multiple events
  • Trade shows and events - what you need to know to maximize ROI
  • Preparing Broker partners for effective representation
  • Distributors in the trade marketing process
  • How do shipments impact trade marketing
  • How to just say no to a promotion that does not align with your objectives
  • Scorecards and KPI’s

Retail Execution

  • What is Retail Execution
  • Retail execution - success strategies to maximize your ROI
  • Brokers & retail execution
  • Information is your ally

Settling Promotions

  • What are deductions and how can they cripple your growth
  • Effective strategies to manage deductions & other settlements

Post Promotions Analysis And Evaluation

  • Review strategies - where to begin and what to focus on
  • How to avoid analysis paralysis
  • Data harmonization
  • Measuring promotional effectiveness
  • ROI break even analysis
  • Know your numbers
  • Review strategies to improve future promotions

Next steps

  • Recap
  • Rinse and repeat - strategies to add rocket fuel to your sales and profits
  • Trade Marketing Over Time - When you need to consider evolving from spreadsheets- TPM & TPO
  • Office Hours

Bonus Content

  • The rapid emergence of new brands and how a trade marketing strategy enables profitable progress
  • Your most pressing questions answered video

** Content may change with student feedback

Get Notified When Trade Marketing Essentials Opens

We'll send you an email when the course opens.

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