Category: Retail trade promotion

Promomash deduction management services can take over many or all aspects of organizing, cataloging, and validating the short payments that a brand’s customers make every month – and can even seek repayment for those short payments that are not valid.

Emerging CPG brands face innumerable challenges as they compete for shelf space and shopper’s attention. Walk into any brick and mortar (B&M) retailer, and on average, you'll find 35,000 products (mostly unknown) on their shelves – each of them championed by anonymous dreamers, believers, and risk-takers who wake up every day hoping to gain market acceptance and the glory of CPG stardom.

BIG ANNOUNCEMENT! 

Do you have 3rd party brokers or in-house sales reps visiting independent stores? If you're an emerging brand you are probably spending a considerable amount of effort on your broker relationships. 

 

At the beginning of the unfolding COVID-19 emergency, we posted about “doubling down” on the type(s) of promotion that brands should be doing during the pandemic. As it turned out, our ideas have largely been proven correct. However, there has been some contrary - we'll even call it bad - advice going around, so we’d like to go one step further and clarify what that bad advice is, as well as what brands should be doing instead and why.

In the last 2-3 weeks, in-store demonstrations have become a virtually non-existent activity as grocery and food retailers across the country scramble to serve shoppers preparing for extended periods of quarantine due to the COVID-19 crisis.

In our previous post, we discussed how both perception and reality are important factors to consider in formulating a strategy for how best to proceed in today’s uncertain environment. 

The Coronavirus COVID-19 epidemic is currently posing unique challenges for businesses in virtually every industry. While it’s naturally human to fear the unknown, all the facts are indicating that this is not a virus that poses an existential threat. Nevertheless, it’s sparking panic and decisions like the postponement of Expo West 2020 – a huge hit to our industry. For an emerging consumer goods brand looking to grow their business in stores, what to do? It’s an interesting question, and one for which we have a pretty clear answer.

If you’re a brand on retail store shelves, there’s a high likelihood you’re running some sort of trade promotion. The sole purpose of trade promotions is to move the brand’s products off the shelf and into the shopper’s cart. It’s the primary way that brands partner up with retailers to drive more sales to consumers.

It’s a truism because most humans respond more urgently to an active headache than to the prospect of proactively avoiding headaches by staying healthy. But that does nothing to minimize the fact that (according to Zion Market Research) over $130B of vitamins and other health supplements are sold globally every year.