Business
All brands struggle to connect with their ideal shoppers. Largely because most commoditize shoppers or lump them into common buckets. Being able to spot trends requires intent listening and being able to isolate real insight from the noise, the M-Factors. This weeks free guide. Trade Marketing ROI Calculator: http://CMS4CPG.com/PromotionROI Welcome, I've been talking a lot about especially recently about the importance of knowing who your ideal customer is about being able to identify who they are, what they look like, how they buy your product, and how they celebrate it when they get home. This is not an easy subject for some brands and the challenge is that a lot of the database out there don't accurately depict or identify who your core consumer is. Today I'm talking to someone who's got a solution for that and the best part about it is that it can help you see things that other databases overlook or ignore. It can help you isolate what's going on in a specific market and the price is extremely reasonable. You're definitely going to want to stay tuned. So why does this matter? Having a canned top line report and walking into retailer does nothing to differentiate your brand from any brand on the shelf. But, being able to isolate what is unique about your product and help educate the retailer about not only your product but the customer that buys it. That's the win-win. This is how you grow sustainable sales. This is how you future proof your brand. The best part about that is that when you can bake those insights into your selling story, it's going to help your products resonate more with consumers and with retailers. And to go one step further, when you're trying to identify the best way to promote your brand, generic promotions don't do any good. They don't help you raise a bar or sell more. The majority of promotions are wasted - over 70%. Can you believe it? If you want your brand to be around for a long time, the most effective way to do that is to more effectively manage your promotions and this begins with understanding exactly who your ideal consumer is and then developing creative strategies to promote to them. As an industry, we need to get away from the one size fits all cookie-cutter strategies that every brand uses, even the big brands. At the end of every episode I always include one easy to download, quick to digest strategy that you can instantly adopt and make your own. Well today I'm going to share that with you at the beginning. Today I want to let you know that I recently launched a Trade Promotion ROI Calculator. You heard me correctly and the best part is that it's free a tool that you can use to calculate the effectiveness of your promotions. You're going to learn more about it by going to my website and clicking on the promotion analysis tool button across the top above the menu and not to worry there are instructions on how to use it on the website so i'm not going to repeat them here. Go to BrandSecretsAndStrategies.com. Don't forget to check out the free weekly webinars series I watch to help those brands impacted by covid. If you like the podcast, do me huge favor and share it with a friend. Help me raise the bar in our industry. Remember the goal here is to get your product onto more store shelves and into the hands of more shoppers. Empowering Brands And Raising The Bar. Now here’s Mike