Effective brand messaging is critical to the success of every brand. Shoppers can’t buy products they don’t know about. A blend of strategies used by iconic brands with the creative grassroots tactics and proper funding can accelerate your brands growth

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Retailers want and need brands willing and able to provide actionable insights to grow sales and increase shopper loyalty. Any brand can be a category leader. How a small brand leveraged advanced strategies to gain a competitive advantage with big brands.

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Nothing happens until someone buys your product and shoppers can’t buy what they can’t find. The path to sustainable sales and getting your product onto more retailers shelves and into the hands of more shoppers.

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Today, I have the privilege of sharing with you a conversation that I had with a legacy natural brand that has adopted some strategic principles that I talk about a lot on this podcast. Let me explain. If you've been listening for a while, you know that I mentor and work with a lot of brands in the natural channel, that includes retailers as well. The majority of questions I receive are regarding how do you implement the strategies big brands use and stay true to your mission? How do you become more strategic? How do you compete head-to-head toe to toe with the big brands without becoming like them? The underlying concern is how do you stay focused on main street as opposed to being focused on wall street, where some brands unfortunately, switch their focus from their mission statement to their income statement? In other words, they focus more on the bottom line and the corporate profits than on the core mission the brand was usually started with.

Today's story is about a legacy brand that accelerated their mission by leveraging the advanced strategies that we talked about on this podcast in my course and in all of my content. As a result, they've been able to go head-to-head, toe to toe with the most sophisticated brands in their category. They are looked to as a category leader. In this episode, you're going to hear how the brand leverages their capabilities at shelf to help retailers' gross sales in their categories. This is what every retailer wants and needs— savvy brands willing and able to step up and take a leadership role in their category, to help them drive sales within their store, beginning with focusing on the customers' needs first and foremost and by giving shoppers what they really want, quality healthy products.

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Most healthy brands first appear on natural retailer shelves. They are experts in providing tremendous value, customer service and product education to shoppers. Natural retailers who collaborate with brands gain a significant competitive advantage.

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Real shopper loyalty is earned not found on plastic cards. Your brand’s real strength is its ability to convert casual customers into brand ambassadors.

CLICK HERE TO DOWNLOAD YOUR FREE STRATEGIC GUIDE: Merchandising Checklist To Grow Sales and Shopper Loyalty

On this podcast, we spend a lot of time talking about brands, brand strategy as well as how brands can leverage their unique mission to drive sales on retailer sales and to get their product in the hands of more shoppers. Today, we're going to talk about the one thing that all brands have in common, whether it's online or in a traditional brick and mortar store. The retailers when customers usually find products for the first time and it's how a brand makes its first impression and where it begins to build their loyal community. There are a lot of different retailers that brands can choose to launch their products in. None are perhaps more important than the independent natural retailer. This is because natural retailers are where brands typically get their start. It's the independent retailer that is responsible for launching many other brands that you know and like today.

It's the independent retailer that gave that brand a start that first gave it life. It's for this reason that I say that the natural independent retailers are the heart and soul of natural. Let's face it. It's a lot harder to get distribution at a large retailer where you have no track record, you have no proven success story. I'm not saying that it's impossible. Let's be honest though. It's a lot harder to build distribution in a large retailer unless you have a lot of money to buy the shop space. Brands know that the best opportunity that they have to grow sales is to start with where their customers are shopping, natural retailers and especially independent natural retailers are where customers go to learn about nutrients to find healthy, better for you products that they can't find in larger stores. The success of an independent retailer is tied directly to their relationship with the brands on their shelves.

On today's podcast, we talk about different ways that brands can help independent retailers succeed and grow. Remember, this podcast is about you and for you. The strategies, tips and tricksthat we share are designed specifically to help you help the retailer grow sales by leveraging your brand, which of course in turn, helps you grow sales and helps you develop a loyal community. Stay tuned in the end for today's freebie. If you like this podcast, please subscribe, share with a friend and leave a review on iTunes. Now, let's roll up our sleeves and get started. Here is Corinne Shindelar of INFRA (Independent Natural Food Retailers Association) / The Climate Collaborative.

Here's Corinne Shindelar of INFRA (Independent Natural Food Retailers Association) and The Climate Collaborative

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Brand relevance is changing the way consumers shop. Personalization is driving the conversation between brands and shoppers. The old rules no longer apply. Creative disruptive brands can amplify their voice with a compelling selling story.

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Your brand's selling story is the cornerstone of all effective business building strategies. Learn How To Get Your Brand On The Shelf and What Retailers REALLY Want. This Is Your Roadmap To Success. 

CLICK HERE TO GAIN INSTANT ACCESS TO MY FREE TURNKEY SALES STORY STRATEGIES COURSE

The theme for today's episode is complacency, and how every brand needs to fight against it. How every brand needs to strive continually to be better than every other brand on the shelf, in the market, and in their category.

Let's face it: The last thing you want to do is get lost in all the noise, and the clutter in your category. So how do you stand out? How do you differentiate yourself? How do you make a mark in the category? More importantly, how do you get your product on more retailer's shelves, and into the hands of more shoppers?

This impacts every brand. And I do mean every brand. Whether you're online, or a traditional brick and mortar, or use a blended strategy, this is the one thing that every brand needs to fight against.

In the words of our guest today, he says that you need to swim faster. You need to work harder. You need to be better than every other product on the shelf. So how do you do that? How do you stay on top of the competition? How do you stay relevant in front of the eyes of the consumer and of the retailer? And how do you do it without going broke in the process?

That's where this podcast comes in, and other resources like it. Think about it: this podcast is more than just entertainment. It's an opportunity to sit down, one on one, with the thought leadersin the industry. To be inspired by their stories, and to learn from them.

Today I have the privilege to introduce you to Michael Sansolo. I've known Michael for quite a while. As a leading industry voice, as a thought leader, as an author, as a keynote and featured speaker at several industry events, Michael brings a unique perspective to the industry by the way that he looks beyond the four corners of the package, or more importantly beyond the four corners of the store.

Michael focuses on trends outside of retail to better understand what's coming up, what's next. In a minute, for example, you're gonna hear a story about how a brand uses personalization to help build a relationship between the customer and the brand.

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Ever wish you had a crystal ball? Leveraging the advanced strategies big brands use helps you compete more effectively, saves you valuable time and money, provides you with actionable insights into future trends and a significant competitive advantage.

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Your market basket includes all items shoppers purchase on each shopping trip. Health conscious shoppers spend more than regular shoppers. Learn how to leverage the importance of your shopper to drive sustainable sales and increase shopper loyalty. 

CLICK HERE TO DOWNLOAD YOUR FREE STRATEGIC GUIDE: 11 Key Strategies To Increase Market Basket Size

If you've been listening to this podcast for a while, consuming any of the articles that I write, or if you've taken my free Turnkey Sales Stories Strategies course,you've heard me continually talk about the importance of strategies. Solid business strategies to help your brand grow sales by getting on more retailers' shelves, and into the hands of more shoppers. Properly executing these strategies is like pouring rocket fuel on your growth. It can give you a significant competitive advantage in any economy, and in any channel.

Today's story is proof that these advanced strategies work, and that they can help you, too. Today, I'm thrilled to have Steve Hughes on the podcast to share with you his stories about the education he received in traditional CPG. And how he leveraged that education to help him build brands in natural. Steve has an impressive background, and he truly is an inspirational leader.

You've heard me interview a couple of the people that worked for him in the past, TJ McIntyre and Alex Hannifen, both from previous podcasts. They both shared their insights and how the mentoring and the coaching and the guidance that Steve gave them helped them earn the positions that they're in today as industry leaders.

You probably know Steve from his success at Boulder Brands, how he grew that brand and turned it into a major success. How he was able to compete head to head, toe to toe with the most sophisticated brands by using these strategies that we've been talking about.

Today, Steve and I have a great conversation about how he leveraged these strategies, strategies that any brand can use, and should use. We also share tips and tricks as well as insights into what we believe the future of natural CPG is going to look like.

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It’s easier to begin with a mission in mind. The strength of small brands is their ability to to be agile and adaptive. Mission driven brands are changing the way we shop and the choices we make. Natural brands are influencing the choices big brands make

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The strength of every brand is it’s ability to communicate beyond the four corners of its package. Shoppers demand authenticity and transparency beginning with the promise your brand makes. Amplifying the message is how you build loyalty & repeat sales. 

This episode's FREE downloadable guide

Consumers want and appreciate brands and retailers who make shopping easy, convenient and save them time. Learn strategies to help retailers drive sales with your brand. 

CLICK HERE TO DOWNLOAD YOUR FREE STRATEGIC GUIDE: Effective Merchandising Strategies

Today I want to introduce you to someone I’ve known for quite a while. I bump into him at a lot of networking events, trade shows and even around town. I’ve always known Steve to be a great communicator. He knows everybody. Steve’s the kind of guy that will go out of his way to make an introduction or to help support you with advice and by introducing you to the right people that can help solve your problem. This is at the core of what makes natural natural. One of the main reasons I wanted to invite Steve on today is because a couple years ago I had the privilege of speaking alongside Steve at a SupplySide West event. The topic was on food labeling, specifically non-GMO. When Steve got up at the talk I had the rare privilege of getting to know him in an entirely different light. His passion, his ability to communicate about the importance of knowing what’s in your food and why it mattered so much to him. The argument Steve made would have swayed any jury. His message was personal and from the heart. This is one of the main reasons I wanted to introduce Steve to you and to bring him on the podcast.

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Do you know what a vision quest is? It’s a search for a higher meaning and purpose. Learn how an iconic brand was born out of purpose and mission and is now leading an important movement and changing countless lives in the process.

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Brokers are an extension of your sales team. Help them succeed through accountability to maximize sales, increase distribution & accelerate growth.

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If you’ve been tuning in much, you’ve heard me say repeatedly I love talking to entrepreneurial leaders. I love hearing their stories, how their brand got started. Typically, their story begins with a solution that they were trying to fill for their own needs or for someone that they know, cared about, and love. Today’s story is really unique. You’re going to love it. Today’s story is about someone who took a vision quest to China, to a foreign country. She and her partner took the time to learn how the farmers are producing their product, the crop, the rice. They took the time to get to know the farmers, to understand how they produce the rice, why it was unique, and what is important about it, and then find a way to improve upon it.

They seek to understand before they seek to be understood as Stephen Covey would say. As a result, they uncovered a new passion. They didn’t go to China to learn how to grow rice, to start a rice business. They went to China on a vision quest to find a purpose that was bigger than them, something that they could get behind. What they found was a love and a passion for new products, something that had been somewhat undiscovered. They instantly saw a niche, an opportunity to help the local community, the farmers, and to help provide a new sustainable source of income. They also identified a better way for them to produce their crops, and then take their crops to market. What I want to share here is what makes natural natural.

What inspires natural are people that look beyond themselves, people that focus on solving a real problem, people that come up with a creative and innovative, and inspirational idea, build a solid selling story around, and add rocket fuel to it as a result. Today’s story is about Lotus Foods, their products, and how they continue to inspire and change the industry for good including their work with a Climate Collaborative, OSC2 and beyond, they’re taking a leadership role in the way that rice is produced, leveraging their strategy of one crop per drop.

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Behind every mission is a champion working tirelessly fighting the good fight on behalf of us all. A true champion unites us in a common goal. Healthy food, clean air and water are the pillars of a quality life. Natural brands work to amplify the message.

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Today’s story’s is about someone who made a lasting change, someone that’s been working her entire life to make a difference, a real difference. Unfortunately, I think too many people take for granted the air we breathe, the water we drink, the planet that we live on. One of the things that makes natural natural are the committed brands, retailers and shoppers who go out of their way to support a community, to give back, to do more, and to be more.

Today’s story is about a champion who united us on so many important fronts, who gave us a strong united voice, who is instrumental in developing the platforms that we now stand behind. Like the Organic Trade Association, the Sustainable Food Trade Association, Climate Collaborative, and many other important initiatives.

Want an unfair competitive advantage? 

Take the 30 Days To Prosperity Challenge to master the brand-building skills and strategies required to give your brand a substantial and sustainable competitive edge. Stop Using the same cookie-cutter tactics your competitors rely on. RetailSolved.com/30daychallenge

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All brands wish for a crystal ball wanting to better understand retailers. Retailers want brands to take a leadership role in their categories and they want actionable insights they don’t have access to. Effective story telling is what sets brands apart.

This episode's FREE download

Your brand's selling story is the cornerstone of all effective business building strategies. Learn How To Get Your Brand On The Shelf and What Retailers REALLY Want. This Is Your Roadmap To Success. 

CLICK HERE TO GAIN INSTANT ACCESS TO MY FREE TURNKEY SALES STORY STRATEGIES COURSE

Welcome, have you ever wanted to ask a retailer what they really want? I mean, really have a sit down conversation with them, and pick their brain and find out how does a brand be successful in their stores? You’ve been repeatedly told what paperwork you need, what forms you need to fill out, what you need to have when you show up to a category review. Today’s episode goes well beyond that. We talk about exactly what retailers want and need from you. 

Let’s be honest, there’s a big difference between how big brands, and small brands interact with retailers. Have you ever wondered why that is? The reason this show exists, and the reason that I put out all the content that I put out is to answer this exact question. To help give brands an equal seat at the table with the most sophisticated brands in any category. To help small brands compete head-to-head, toe-to-toe in any category, in any channel, and in any economy. My mission is to make our healthy way of life more accessible by getting your products on more retailer shelves, and into the hands of more shoppers. How do I do that? Beyond my content, my course and this podcast, I invite thought leaders from this industry to share with you their thoughts, their advice, their wisdom. You’ve heard me say repeatedly that this podcast is about you, and it’s for you. 

Today’s special guest is a former retailer with experience with small retailers, as well as one of the largest retailers in the country. He and his team were responsible for making Kroger the number one retailer for organic foods a couple years ago. My special guest today is Mathis Martines.

On today’s podcast we have an in depth conversation about what retailers really want, what they really need, and how they need brands to step up and help them succeed, and grow their categories. What we share goes well beyond an incubator, business school, seminar, or program out there. We share with you the road map to success. The skills that every brand needs to know to become a category leader. To stand out on a crowded shelf, and to build sustainable sales. We talk about the strategies to help small brands close the gap, and level the playing field.

Want an unfair competitive advantage? 

Take the 30 Days To Prosperity Challenge to master the brand-building skills and strategies required to give your brand a substantial and sustainable competitive edge. Stop Using the same cookie-cutter tactics your competitors rely on. RetailSolved.com/30daychallenge

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RetailSolved.com/session54