Walmart, CPG, Brands, Biernbaum

Walmart is focused on expanding its digital brand portfolio

One of the primary reasons for Walmart’s long-term survival, market leadership and success, and the reason it will continue for years, maybe decades to come, is that unlike Kmart, Sears, J.C. Penney, Toys “R” Us, etc., Walmart makes all the right pivots and adjustments to changing times and consumer purchasing cycles and trends.

Read the whole story from RetailWire here.

What do you think? Post in the comments.

Celebrity endorsements, CPG Success

Celebrity Endorsements – The Secret to CPG Success

Celebrity endorsements can be a big win for your brand, especially when “little known” celebrities take off and become big stars. It’s a tried and true formula that has brought much success to many different brands.

Just a few years ago, one of my clients wanted to secure some celebrity endorsements for their new product, OraWave. We did some research and lined up a few “little known” celebrities to endorse their product. Little did we know that many of these minor, at the time, celebrities would go on to become big stars.

Even Adweek, arguably the most influential publication in the advertising industry, has recognized the power of relevant celebrity endorsements. Click here to see some recent examples of successful partnerships. 

Successful celebrity endorsements

Check out Rihanna, Katherine Heigl, Kate Walsh, Traci Bingham, James Denton and Tierra Mari holding their OraWave Pink Ribbon Twin Spin toothbrushes in the photo above. None were yet big stars when this photo was taken, but shortly thereafter they hit the big time and found fame. OraWave reaped the benefits of being associated with these up-and-coming celebrities and they increased their brand awareness dramatically.

There are many examples of successful celebrity endorsements: Neil Patrick Harris for Heineken Light, LeBron James for Nike and Sofia Vergara for Procter & Gamble for starters. Who would be your ideal celebrity to represent your brand?

Get started with your own celebrity endorsement

If you’ve got a product you think would benefit from a celebrity endorsement, and a budget for it, let’s talk. I have years of experience in developing celebrity brands and managing both talent and products to bring success and equity to new CPG brands.

Click here to send me an email about your brand and goals for celebrity endorsements. If I believe I can help, I will reach out to you and together we can implement a plan to help you increase your brand awareness with a well-suited celebrity endorsement. 

CPG brand, Consumer Products, Master Broker, Retail Strategy

Back to Basics – What Every New CPG Brand Needs to Know

People always ask me what they need to know before they launch a new CPG brand in the retail space. Over the years I’ve learned a few lessons about what’s necessary for success in this space. Here are some of the basics every new CPG brands need to cover before launching into the retail marketplace.

Have funding in place

For a successful launch in the CPG marketplace, you’ll need to have funding in place and easily accessible to cover costs like:

  • Retail fees and cost to do business with retailers.
  • Basic marketing, promotion and advertising.
  • Manufacturing, inventory, warehousing and distribution.
  • Cash flow.

Avoid disasters with planning

Without strategy and solid planning, it’s easy to get off kilter. Here are some of the most common reasons for disaster for your CPG brand in the first year:

  • Lack of adequate and proper funding.
  • Presenting the retail market prematurely.
  • Lack of business/marketing plan.
  • Lack of marketing energy (funding/plans/execution) after product makes it to the shelves.
  • Inability to ship on time or out of stocks.
  • Entering unfavorable deals and terms with retailers.
  • Pre-mature hiring of reps and brokers.
  • Not having finished goods and live samples.
  • Lack of completed sales presentations and proper marketing materials.
  • Inexperience working with chain drug, mass, and supermarket retailers.
  • Improperly managing reps and brokers and their activities.

Cover the marketing basics

Here’s what you need to have in place before hiring and deploying reps and brokers and going to market at retail:

  • Finalized package design with exactly the right information and graphics.
  • All display vehicles in place with live samples of open stock and individual samples and ready to ship.
  • High and low-resolution images in place for all products, all sizes, and all displays.
  • Complete PowerPoint Presentation that includes every retailer interest and discussion point.
  • Completely finished goods ready to ship now.
  • Plan of action (on paper and ready to explain) for ramping up demand for retail customers.
  • Sales materials ready for use. (Sell sheets, pricing, complete specifications, images, etc.)
  • Web site up and running – fully functional for consumers, retailers, and reps.

Complete “office” staffing

Before launching, it’s very important to have your office staff (or systems) in place, and ready to do business 24/7.

  • Ready to work with brokers
  • Customer service for retailers
  • Customer service for consumers
  • Warehouse, shipping, transportation, information systems, etc.

Make plans and preparation for your brokers

Make sure you give your brokers the proper tools so that they are effectively prepared to do their job.

  • Broker territories completely planned and laid out. (Do NOT let it simply evolve broker by broker!)
  • Broker contacts ready to use.
  • POG/placement suggestions/deletions/POA with information and illustrations or photos.
  • Complete broker selling kits ready to dispense for use! (Including all sales materials, samples, sell sheets, fact sheets, company data and instructions to do business, etc.)
  • Any commercial, ad, or brand promotion needs to be ready to “show and tell.” Have at the ready, and easily accessible, any links, print advertising, viral, video, etc.  (You might get only one chance to show your “energy” and this is of paramount interest to buyers.)
  • Market research data with visuals, metrics and stats to build your case!
  • Consumer research and testimonies (visual and ready to explain.)
  • Category information data and visuals. Be able to build your case for category expansion.
  • All “how to do business” written and printed details need to be clearly outlined for reps. (Terms, shipping points, shipping information, returns, retail ad budget parameters, and company contact information, commission’s administration, etc.)

Leverage CPG brand trade shows

Trade shows are a great way to get your product in front of retail buyers and executives. Sign up on time and be prepared for each show. Below are the big three, but there may be others that are appropriate for your specific product. For more details about the NACDS Total Store Expo, check out this blog post.

Plan and execute trade advertising

Be sure to have a plan and budget for important trade advertising:

  • Chain Drug review
  • MMR
  • Drug Store News
  • Other

 

BUSINESS DEVELOPMENT CONSULTING

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CONSULTING 

  • CONSUMER GOODS RETAIL
  • CONSUMER GOODS MARKETING
  • RETAIL APPOINTMENTS
  • PRESENTATIONS DEVELOPMENT
  • TRADE SHOW MENTORING
  • ECRM/NACDS TSE/GMDC
  • STRATEGY /BUSINESS DEVELOPMENT
  • BROKER- MANAGEMENT TRAINING
  • CEO/LEADERSHIP TRAINING
  • SALES MANAGER TRAINING
  • BOARD ADVISORY
  • ADVISER/MENTOR
  • CPG/RETAIL COACHING/ADVICE/ AND ALMOST ANYTHING CPG  BUSINESS RELATED!

BUSINESS DEVELOPMENT

  • NATIONAL SALES/MASTER-BROKER
  • NATIONAL ACCOUNTS DEVELOPMENT
  • STRATEGIC MARKETING/ADVERTISING
  • TRADE EVENTS LEADERSHIP ECRM, NACDS, NACDS ANNUAL MEETING, GMDC, ETC.
  • SENIOR TRADE BUSINESS RELATIONS
  • STRATEGIC PARTNERSHIPS
  • PACKAGE DESIGN (a)
  • ADVERTISING (b)
  • PUBLIC RELATIONS (c)
  • TOTAL COMPREHENSIVE BUSINESS EQUITY DEVELOPMENT!

a/b/c  DAVID BIERNBAUM HAS RELATIONSHIPS WITH AMAZING PEOPLE IN ADVERTISING, PR, TRADE MEDIA, ETC

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