194. You're wasting trade spend—and it's quietly killing your runway. If you don't know your true promotion ROI, you're guessing with your biggest line item.

In this episode, I break down 8 proven trade marketing strategies to maximize promotional ROI, increase brand awareness, and protect your margin. Most CPG brands throw money at TPRs, displays, and billbacks without measuring base lift, incremental volume, or long-term impact. That's not strategy—that's hope.

You'll learn how to identify wasteful trade spending, measure what actually drives sustainable sales, and design promotions that build base instead of just temporary spikes. I'll also walk you through how to use a Trade Promotion ROI Calculator to model outcomes before you commit dollars.

Try the free Trade Promotion ROI Calculator and guide at the show notes page, and listen to other episodes to go deeper into trade marketing, retail strategy, and category leadership. Let's turn trade spend into a strategic weapon.

Get instant access on the show webpage: RetailSolved.com/session194

193. If you're trying to grow your CPG brand alone, you're making it harder than it needs to be — and it's costing you shelf space, sales, and staying power.

Your brand's strength is directly tied to the community you attract. In today's environment — where shoppers crave connection, transparency, and shared values — community isn't optional. It's your competitive advantage.

In this episode, we break down how to build a robust, engaged community that evangelizes your brand, answers your toughest growth questions, and helps you compete more effectively at retail and online. You'll learn how to turn loyal customers into ambassadors, how to structure a value-driven ecosystem, and how community becomes your most powerful growth lever.

Then listen to more episodes to go deeper into retail strategy, storytelling, and execution systems that give you an unfair competitive edge.

Download the free New Item Essential Checklist to strengthen your foundation and support sustainable growth.

Get instant access on the show webpage: RetailSolved.com/session193

192. Your product isn't losing shelf space because of price — it's losing because your value story isn't clear. When shoppers can't connect ingredients to outcomes, retailers can't see your advantage. And confusion kills velocity.

In this episode, I sit down with registered dietitian Kim Kirchherr of K2 Outcomes to unpack how ingredient transparency, science-based messaging, and authentic storytelling build shopper trust and retail loyalty. We discuss why brands should never apologize for quality ingredients, how retailers interpret nutrition claims, and how to translate sodium, sourcing, and labeling into a compelling retail selling story.

You'll learn how to shift health from marketing hype to true customer service — and how to position your brand as a trusted category partner.

Download the free Trade Marketing Essentials Guide to go deeper and listen to related episodes to strengthen your retail strategy.

Get instant access on the show webpage: RetailSolved.com/session192

191. Retail has changed forever—and if you don't adapt, your brand could disappear. Disruption exposed fragile supply chains, shifted shopper trust back to big brands, and forced retailers to rethink everything from sourcing to shelf space. In this episode, I sit down with Phil Lempert, The Supermarket Guru, to unpack how the pandemic reshaped grocery, distribution, promotions, and consumer behavior—and what that means for emerging CPG brands.

We dive into supply chain resilience, why promotions vanished, how smaller brands can rebuild retailer trust, and why now is the time to secure your sourcing, refine your selling story, and show up as a value-added partner. You'll also learn how retailers are going direct to farmers—and what that means for brokers and distributors.

Get instant access on the show webpage: RetailSolved.com/session191

190. If your promotions spike sales but leave you with less cash, you're shortening your runway—and you may not even know it. Most CPG brands pour 25% of gross sales into trade marketing, yet the majority of that spend fails to grow sustainable base sales. That's not a promotion problem. It's an ROI problem.

In this episode, I pull back the curtain on why syndicated data misleads brands, how poor retail execution distorts results, and why most trade promotion software can't fix flawed strategy. You'll learn how to evaluate one SKU, one retailer, one promotion at a time—and how to design promotions that increase base sales instead of just renting volume.

I also walk you through the Promotion Analysis Tool and Trade Promotion ROI Calculator so you can model scenarios, reduce waste, and reinvest savings into distribution, innovation, and growth.

Download the free guide at brandsecretsandstrategies.com/session190 and listen to related episodes to go deeper into trade marketing mastery.

Get instant access on the show webpage: RetailSolved.com/session190

189. Struggling to get your CPG brand in front of retail buyers—especially when trade shows disappear? That's costing you shelf space and momentum.

In this episode, I share a powerful strategy to help you get discovered by retailers and secure real buying meetings without wasting money on travel, crowded expos, or cold outreach that goes nowhere.

You'll learn how platforms like ECRM and RangeMe are changing product discovery, why virtual buyer meetings are becoming part of the new retail normal, and how emerging brands can leverage supply chain gaps, out-of-stocks, and shifting buyer behavior to win new distribution.

Retailers are still sourcing. Buyers are still looking. The question is: are you positioned to be found?

Listen to related episodes to go deeper into trade strategy, retailer prep, and sustainable retail growth.

Get instant access on the show webpage: RetailSolved.com/session189

188. Your brand will not survive this market by hiding. If you pull back now, you lose trust, shelf space, and momentum.

In this episode, I sit down with Jeffrey Hayzlett of the C-Suite Network to talk about what it really means to lead during uncertainty. When trade shows are canceled, buyers are distracted, and the economy feels unstable, most brands freeze. Category leaders lean in.

We unpack how to become a "business first responder" by solving real problems, strengthening retailer relationships, and building trust through authentic communication. You'll learn why trust is your most valuable asset, how to pivot from events to virtual selling, and how to use this season to elevate your leadership instead of retreating.

This is about protecting your runway, supporting your retail partners, and positioning your brand as indispensable in the new normal.

Revisit past episodes to deepen your strategy and execution.

Get instant access on the show webpage: RetailSolved.com/session188

187. You're spending 25% of your revenue on trade marketing—and most of it isn't working. That matters because wasted trade spend shortens your runway and stalls retail growth.

In this episode, I break down how to set SMART trade marketing goals that actually move sales, improve ROI, and help you compete toe-to-toe with the big brands. You'll learn how to align your promotions with retailer objectives, reduce wasted spending, avoid costly out-of-stocks, and use scorecards and proactive planning to maximize every trade dollar.

Retail is a marathon, not a sprint. If you want sustainable growth, stronger retailer relationships, and more predictable sales, you need a disciplined trade strategy—not cookie-cutter broker tactics.

Download the free Trade Marketing Essentials guide to go deeper into these strategies, and be sure to listen to the related episodes on forecasting, retail execution, and deduction prevention to build a complete, scalable system.

Get instant access on the show webpage: RetailSolved.com/session187

186. Are your promotions draining cash instead of driving growth? If you don't understand trade marketing, you're burning runway without realizing it.

Trade marketing is the fuel that determines how fast — and how profitably — your CPG brand scales. Yet most brands waste 70–90% of their trade dollars on ineffective promotions, out-of-stocks, poor execution, and retailer programs that don't move base sales.

In this episode, I break down why trade marketing is your true growth engine, how to evaluate temporary price reductions, and how to stop funding promotions that create spikes instead of sustainable gains. You'll learn how to have intelligent, fact-based conversations with retailers and design win-win strategies that grow both your sales and their profits.

Download the free Trade Promotion ROI tools on my website and explore additional episodes to go deeper into mastering trade spend, execution, and profitable growth.

Get instant access on the show webpage: RetailSolved.com/session186

185. You don't need millions in funding to win at retail—but you do need a mission strong enough to outlast the struggle. In this episode, I sit down with Seth Tibbott, founder of Tofurky, to unpack how he built a plant-based powerhouse from a treehouse… literally.

We dig into how Tofurky carved out an entirely new retail category, why mission-driven brands outperform transaction-driven brands, and how flexitarian shoppers are reshaping CPG growth. Seth shares what it really takes to disrupt a category, bootstrap intelligently, build retailer trust, and turn a niche into national demand.

If you want to understand how to create sustainable growth without chasing slotting fees and deep discounts, this episode is for you.

Download the free guide on Category Management at the link in the show notes and listen to related episodes to go deeper into building your retail advantage.

Get instant access on the show webpage: RetailSolved.com/session185