Just a few years ago for one of my clients we lined up some then “little known” celebrities to endorse the product. Included were Rihanna, Tierra Mari, Katherine Heigl, Kate Walsh, Traci Bingham, and James Denton. None were yet big stars when this photo was taken! The celebs were holding their OraWave Pink Ribbon […]
“Nice to see Australian Dream and now Tri Calm (both are DB clients) ON the shelves at Walgreens! :)”
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On May 31st David Biernbaum will be leading a seminar in St. Louis discussing topics such as strategic marketing plans and common mistakes of retailers. St. Louis, Mo. (PRWEB) May 20, 2007 — For privately held, moderate-to-midsized consumer packaged goods companies, marketing and sales consultant David Biernbaum is their David vs. Goliath. For more than 27 years, Biernbaum has helped companies maneuver the sea of […]
BUSINESS SESSION 1: SAN DIEGO — “Niche manufacturers are an important part of NACDS Marketplace, but these smaller companies typically are new to the industry and have a great deal to learn when it comes to successfully bringing their products to market. Looking to help inform these fledgling companies on the critical role of a […]
David Biernbaum heading a Task Force Group to address retailer’s senior management about (SKU) over-rationalization. All Clients, Associates and Industry Friends: To help reverse the current retail trend for omitting small brands, licenses, specialties and niche products from retail POG’s, I am teaming up with four distinguished colleagues (other consultants and industry leaders) on addressing […]
The Product In this age of SKU-rationalization, it’s critical your product has a defined market need, point of differentiation and good timing. The Right People The CPG retail industry is complex and unforgiving, with hundreds of hidden details and nuances. Experience PAYS! The Right Appointments Retailers operate with specific category planning calendars. It’s critical to […]
If your broker can be at a meeting with an account he or she has a relationship with, take him or her with you! Don’t ask buyers, “Where are you located and how many stores do you have?” This indicates you have not done your homework and don’t know the industry. You lose credibility at the […]
Your brand must sustain the company’s or store’s image. Store brands should be viewed as more than margin boosters and serve as reinstatement of the store’s identification. It’s important to note that true value-oriented brands build customer loyalty, even through economic downturns and recoveries. The quality of the merchandise should be communicated effectively—not understated nor overstated! […]
Failing to do proper due diligence on the viability of your business idea. Miscalculating market size, timing, ease of entry and potential market share. Underestimating financial requirements and timing. Hiring for convenience, rather than skill requirements. Caution: Friends and relatives might be less expensive, but they probably do not have the right expertise to help you […]
