Melissa is a Content Marketing Intern at Repsly, Inc. and is currently studying International Affairs, Environmental Studies, and Law at Northeastern University. She loves the opportunity Repsly provides her to help some of her favorite brands grow by creating quality content. Outside of work, Melissa enjoys practicing yoga, making music, and anything dog-related. She has traveled to multiple countries in Latin America to work on reforestation and agriculture projects, and uses her marketing and advocacy skills to try to make the world a better place.
When expanding into new markets, the best brands know that staying on top of their entire sales process is critical to sealing the deal. But how can you stay on top of your sales process if you aren’t engaged in it each step of the way? Product distribution is one important step that often goes overlooked as brands opt for the cheapest or easiest option rather than devising a legitimate distribution strategy. In this post, we will tell you everything you need to know about product distribution, from different distribution strategies to who is who in the industry, so you can refine your own distribution strategy to achieve peak performance on the shelf.
In a competitive space such as food and beverage, it can sometimes seem like a good idea to cover a large market at once -- but once you do, where do you go from there? Consider the “inch wide, mile deep” strategy: tapping into a market from multiple angles and offering value to more than one buyer persona.
Ah, the holidays. While the thought of colder weather may make us cringe, we are approaching the holiday season, and the excitement is real. Along with good eats and holiday parties, we can expect to see plenty of brands trying to inject the “holiday spirit” into their products in the coming months. While there will surely be some interesting campaigns to check out, only a great campaign has the power to boost your sales long after the holiday is over. This year, break through the noise and outshine your competitors with a holiday campaign that will put your brand in the best position possible to keep up the momentum.
When it comes to the food and beverage space, product placement matters big time. Customers shouldn't have to play “Where’s Waldo” trying to find your product in a store. If it’s not easy to find, they will give up and opt for something else. With that in mind, investing in your product's position in the store (and on the shelf!) can lead to a massive lift in sales. In fact, being in the right spot in a store can sometimes "double or triple your sales instantly," according to Christina Korkowski, co-founder of OUNCE WATER. For Korkowski's water company, that means getting a spot in the cooler instead of the warm shelf, but every product has a different winning position that can make all the difference. In this post, we'll run through a few tips to dazzle retailers and get your products the sales-boosting spots in the store they deserve.
When we think about “success” in the food and beverage space, we often think of establishing a national presence on the same shelves as industry leaders and our biggest competitors. While getting product on these shelves is a major accomplishment on the road to a brand’s success, it’s possible many companies (including yours!) are overlooking the power of retailers they may never have considered: convenience stores.
Launching a brand is a huge undertaking, and it is totally okay to feel like you don’t always know what the next step should be. Whether it is a decision about pricing, marketing, or distribution, the best answer isn’t always right in front of you. This is why it is important to look to the experiences of industry experts who have already successfully overcome the challenges that you might be facing now, or could face further down the line.
As a rep, you know how frustrating it can be to maintain good communication between the field and the office. Reporting may be delayed or forgotten entirely, information can crawl through the chain of command, and perhaps your manager has been breathing down your neck about a lack of quality feedback.
Supply chain management, marketing, and sales are the cornerstones to any CPG business. Nobody knows this better than Dan Morad of Critical Mass Group, a startup founder and beverage industry expert. Dan started his own beverage company, Invigorade, about five years ago. He quickly realized how hard it can be to juggle managing, selling, and marketing all at once. After selling Invigorade, Dan founded Critical Mass Group, a partnership of industry experts that helps CPG brands like his own optimize their supply chain management, marketing and sales.
Let's be real: Developing a pricing strategy is a major pain in the you-know-what. The truth is, pricing a product is not just a matter of finding a magic number; it is a matter of understanding your target customer, and why or how a certain strategy succeeds or fails over time. And while there are tons of tips and tricks out there for developing a pricing strategy, few resources provide examples specific to the food and beverage industry, and even fewer explain why those strategies work better than others.
After weeks, months, maybe even years of research and development, you’ve finally done it: you’ve created an amazing new product. At least to you and your supporters, your product is amazing. But how do you convey that to the general public? And how are you supposed to get that product to sell?