Trade Marketing Essentials

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

Coming Soon!

The Complete Retail Solved Blueprint to Confidently Grow and Scale your brand. Become a Beloved Brand!

Effective promotions are the rocket fuel for your brand!

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!

“Daniel is the foremost expert in brand building in today’s marketplace. Daniel’s common sense approach to helping all companies from small to large become successful in a sound process. Daniel provides passion and intelligence to ensure your success in every retail format. Daniel provides sound strategies to guide your brand for increasing, profitable sales. I’ve been a follower of Daniel’s for years, I feel his process makes sense in today’s competitive business environment.”

Michael J. O’Donnell, The Belmullet Food and Beverage Group, LLC

Testimonials From The Podcast

“Dan has keen insights into both the plant-based and natural foods markets, derived from a lifetime of experience. He brings a unique understanding of what makes brands tick and how they can take advantage of undeveloped trends and is a great interviewer!”

Seth Tibbott, Founder, And Chairman, Tofurky


“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


“Dan and I talk about what retailers and shoppers really want, how to get your brand on the shelf, market changes, insights, trends, small brands and the future of the CPG industry!” “Always a great time and discussion with Dan!!!! One of the smartest most intuitive natural food leaders in the industry – thanks for having me on!”

Phil Lempert, CEO Consumer Insight, The Lempert Report, SupermarketGuru,, Spoon Guru, host USFRA’s Farm Food Facts podcast


“Scaling mission-based brands takes a specific playbook. Brand Secrets And Strategies podcast shed light on getting to shelf … it’s working for HonestTea and BeyondMeat”

Seth Goldman, Honest Tea, and Beyond Meat

8 Proven Strategies To Maximize Trade Marketing ROI

FREE Webinar Replay

Trade Promotion ROI Calculator

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


Trade Marketing Essentials


  • What You Will Learn
  • Invest In Yourself - Don’t Farm This Out!
  • Additional Resources and how to use them
  • How To Instantly Gain A Competitive Edge In Business
  • How To Get The Most From This Course

It All Starts With A Shopper

  • Introduction
  • It Starts With The Shopper, How Well Do You Know Your Customer?
  • Nothing Happens Until Someone Buys Your Products
  • Build A Thriving Community Around Your Brand
  • How To Convert Your Occasional Shoppers Into Loyal Evangelists
  • The Importance Of Target Marketing
  • The Customer Journey And Promotion Management
  • Lesson Recap

Trade Marketing Basics

  • Introduction
  • Trade Marketing Strategies That Grow Sales And Profits
  • Over 70% Of Your Promotional Dollars Are Wasted
  • What Is The Real Objective Of A Promotion For A Natural Brand
  • What Is Trade Marketing And Why Does It Matter?
  • What Is Trade Spending?
  • Why Trade Marketing Is Important
  • Trade Marketing For Natural Brands
  • Trade Marketing And Investors - Making You Brand More Attractive
  • What Role Should Trade Marketing Play In Your Growth Strategy
  • Distribution Horror Story - Don’t Let This Happen To You!
  • Amplify Your Promotions With Targeted Distribution
  • Measuring Effective Distribution Matters - ACV Decoded
  • How To Get More Profitable Distribution To Grow Sales
  • Brand Health Is The Key To Maximizing You Promotional ROI
  • Merchandising Strategies To Maximize Promotional Effectiveness
  • How To Get Your Brand On More Store Shelves
  • The Rules - What You Need To Know
  • The Anatomy Of A Promotion - Trade Marketing 101 - The Basics
  • The Impact Of Private Label On Your Promotion Strategy
  • The Importance Of Coordinating Promotion Strategies With Brokers
  • Lesson Recap

Trade Marketing Essentials

  • Introduction
  • How To Calculate The TRUE ROI From A Promotion
  • 8 Proven Strategies To Maximize Trade Marketing ROI
  • The Trade Promotion ROI Calculator - Your New Best Friend!
  • Trade Promotion ROI Calculator - Instructions
  • The benefits to overall market basket growth - start here
  • Rolling up trade marketing to a single unified brand strategy
  • Planning ahead - the benefits
  • Industry Terms You Need To Know
  • How to tie trade marketing plan to sales and marketing
  • Key Measures You Need To Pay Attention To
  • Subsidized Sales Volume - What It Means And How To Avoid them
  • 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
  • Creative Digital Strategies To Explode Sales And Reduce Costs
  • Leverage Your Online Community To Boost Shopper Loyalty And Trade Marketing ROI
  • Best practices and processes that help you reach your targets
  • Discounts and allowances
  • Essential Strategies To Maximize Your Trade Marketing ROI
  • Lesson Recap

Forecasting And Planning

  • Introduction
  • How To Plan And Forecast Sales In Uncertain Times (And For New Items)
  • Creative Strategies To Plan And Forecast Sales
  • Trade marketing and it’s impact on your P&L, Income Statement, Etc
  • Demand planning, forecasting, and inventory management
  • Trade Marketing Forecasting
  • Effective planning strategies to grow your brand
  • Fund management
  • Trade marketing calendars
  • Tools Of The Trade (Trade Promotion ROI Calculator, Etc)
  • Trade promotion management optimization
  • Lesson Recap

Executing your Trade Marketing Strategy

  • Introduction
  • Trade Marketing Goal Setting – You Can’t Hit A Target You Don’t Aim For
  • How To Maximize Brand Sales At Natural Products EXPO West
  • Salvaging ExpoWest - The Power Of Networking
  • Every thing is negotiable
  • Promotional agreements - what you need to know
  • How do shipments impact trade marketing
  • How to just say no to a promotion that does not align with your objectives
  • Lesson Recap

Retail Execution

  • Introduction
  • How Do You Future Proof Your Store In Uncertain Times
  • 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
  • Why Flawless Retail Execution Is Critical To Your Success
  • Retail execution - success strategies to maximize your ROI
  • Brokers And Retail Execution - How To Maximize Results
  • Scorecards and KPI’s
  • Information Is Your Ally
  • In-Store Marketing
  • Lesson Recap

Settling Promotions

  • Introduction
  • Top Strategies To Dramatically Reduce Deductions And Save Money
  • What are deductions and how can they cripple your growth
  • Effective strategies to manage deductions & other settlements (change backs)
  • Lesson Recap

Post Promotion Analysis And Evaluation

  • Introduction
  • Top 5 Strategies To Dramatically Reduce Deductions And Save Money
  • Trade Promotion Review Strategies Where To Begin And What To Focus On
  • How to avoid analysis paralysis
  • Know your numbers
  • Data Integrity And Harmonization
  • Measuring promotional effectiveness
  • ROI break even analysis
  • Review strategies to improve future promotions
  • Lesson Recap

Next steps

  • Introduction
  • Course Recap
  • How To Future Proof Your Brand In Uncertain Times
  • Rinse and repeat - strategies to add rocket fuel to your sales and profits
  • Trade Marketing Over Time, When to consider evolving from spreadsheets
  • Office Hours
  • Lesson Recap

Bonus Content

  • In-Store Success Strategies
  • What Is Trade Marketing And Why Does It Matter
  • Essential Strategies To Maximize Your Trade Marketing ROI
  • The Rapid Emergence Of New Brands And How A Trade Marketing Strategy Enables Profitable Progress
  • Trade Marketing Strategies That Grow Sales And Profits
  • How To Keep Your Brand Alive Today And Tomorrow And What Comes Next
  • How To Grow Sustainable Sales With Plant-Based Solutions Shoppers Want
  • How To Get Your Brand On Store Shelves And Into The Hands Of Shoppers

** Content may change with student feedback


“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.

Click Here To Get On The Wait List

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.
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. Go to 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?
My website is dedicated to helping you grow and scale your brand. It’s chocked full of brand-building guides, tips and advice from myself and the leading thought leaders in our industry on the Brand Secrets and Strategies Retail Solved podcast and YouTube channel. Start with the 30 Days To Prosperity Challenge. No matter where you are in your business, it will help you shore up your foundation and give you the edge you deserve. Go to to get started. Trade marketing is an area that every brand struggles with. Learn ways to cut excessive costs and gain a significant competitive edge by maximizing your trade marketing ROI. There’s even a free Trade Marketing ROI Calculator on my website:

Get Notified When Trade Marketing Essentials Opens

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

Click Here To Get On The Wait List

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