Bricks and Clicks

Johnny and Colin are planning out their year of promotions. Hear how they plan for their CPG clients. In this episode they talk about planning how to roll out the MAPs across all teams.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

How do you use your data, and what learnings can you develop from it? Johnny and Colin break down what to look for when developing your MAPS.

• Merchandising and promotions. What needs to change this year?
• Assortment - have your priorities changed based on sales? Are there items to move up, or items at risk?
• Pricing - Is the pricing still accurate?
• Shelving - How much inventory on the shelves, can you get? Where in the store can you be?

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

Recorded live in the Gorgias office, Colin Davidson shares what brands who started as DTC need to know before going into grocery.

1. DTC brands are marketing companies. They're marketing their store as much as their products. When moving to brick and mortar, you need to think of your team as a sales organization instead. This means knocking on doors and building relationships.
2. It can take 3-4 years to sell into a retailer. Most retailers reset their shelves once a year. You need to be invited to sell in once a year.
3. The expectation of 10-15% of your budget being spent to promote with the retailer. This comes out of your gross margin, and is in conjunction with additional promotion on your end (email, website updates, etc). This is the easiest to measure promotion, and covers the cost of things like changing out tags.
4. Factoring additional costs associated with retail packaging requirements can increase costs as well
5. Don't be afraid to copy what works from successful brands. Grocery is a 100+ year old industry. Often times, if there was an easier way to do something, a brand like Nestle or Pepsi probably would have done it by now.
6. 8 weeks of velocity will tell you how well your product will sell. The goal is $10 of retail sales per SKU per week.
7. Retailers know more than brands

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

In this episode, Lucas asks Johnny and Colin about Expo west. What they saw, what was missing, and what their biggest takeaways were.

Lucas also talks about differences and nuances in the UK and Ireland.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

One of the most common myths in CPG is that you can make it up in volume. Sometimes it's doable but unless you're a big company you're not going to make up for eroding margins.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

We screwed up how we would spend the $75,000,000 raised by Liquid Death by not investing in data. Investing in Nielson, IRI and other data sources are a great investment when growing your business.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

Johnny and Colin are back, and don't expect this episode to be popular, but watch out when changing your packaging. It's rare to see a lift in sales when there is new packaging being released.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

Johnny and Colin share how they use pay for performance marketing to evaluate the best trade rates and promotional opportunities in grocery store promotions.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

In this episode of Bricks and Clicks, Stix joinsJohnny and Colin of Omnium to talk about Liquid Death's Cans in Hands strategy.

• What it means to be a VP of Cult Indoctrination
• The brand's first Super Bowl Commercial
• How else Liquid Death plans to spend the $75M they recently raised
• General supply chain conversation.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.

In this episode of Bricks and Clicks, Johnny and Colin of Omnium break down

• Rising Tide prices coming from P&G and the impact on the grocery industry
• What Campbell's is doing with their brothtails.

Bricks and Clicks is hosted by Johnny Valeriote and Colin Davidson, two of the three managing partners at Omnium. Produced by Rolled Up, submit your comments and questions to us on Twitter.