As brands launch into the unique area of consumer packaged goods (CPG), the scope of trade promotion becomes a major reality to address. It crosses various disciplines (sales, finance, leadership) on weekly if not daily basis and extends to external partners such as brokers. From the first meeting with a distributor or retailer, it is a topic of discussion and is a part of distributor agreements.
Despite the level of importance, few brands proactively address building trade promotion expertise right from the outset. It is either addressed through a reactive approach or it simply never becomes a focal area – not maximizing these important customer marketing dollars.
So, very simply, why is this so important?
- The scope of the dollars is significant. Trade promotion will account for over 25% of your gross revenue; significantly higher in the earlier years where you build distribution. It’s the second largest expense line in virtually every CPG manufacturer’s P&L.
- Trade promotion touches all constituents in the go–to–market process.
- Trade promotion impacts virtually every in-store purchase decision:
Trade Promotion Expertise is critical for every CPG brand to maximize this key element of their P&L.
Schroeder & Associates provides fractional trade promotion expertise at an affordable price with an immediate ROI. We are uniquely positioned to assist you as long term partner with the expertise, experience, results & references to make you successful.
Let’s win together!