293. Roughly 25% of your gross sales go to trade spend—and most brands have no idea if it's working. In Day 21 of 30 Days to Profitable CPG Growth, I break down how to measure the true value of promotions so you stop burning cash and start extending your runway. Learn how to separate promo spikes from real growth, evaluate base sales lift, and turn trade marketing into a strategic weapon retailers and investors respect.

Trade marketing, often misunderstood as just discounts and promotions, encompasses a wide range of activities aimed at getting products into shoppers' hands. To maximize the impact of promotions, brands should focus on increasing base sales rather than just generating short-term spikes. By analyzing the effectiveness of promotions and understanding their true impact on base sales, brands can extend their runway, improve profitability, and build stronger relationships with retailers.

Action step: define break-even lift before you run the promo. Do you know your promo break-even point?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 155 What is Trade Marketing Maximizing Revenue, Kurt Kaiser with ViaggioTrade

🎙️ 200 Trade Promotion Review Strategies – Enhance Your Profits

Unlock effective Trade Promotion Review Strategies

🎙️ Webinar Trade Management Essentials To Grow And Scale Your Brand https://RetailSolved.com/TradeStrategies.

Day 21 of the Free 30 Days to Profitable CPG Growth

Tip of the day: The best way to reduce wasted spending and explode sales is to maximize your promotional effectiveness. Get more runway to grow and scale, better valuations, and give retailers a reason to say yes to your recommendations.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session293

292. Knowledge wins at retail—but applied knowledge changes the game. In Day 20 of 30 Days to Profitable CPG Growth, I show how combining book smarts with street smarts turns brands into indispensable retail partners. You'll learn how to spot patterns competitors miss, anticipate retailer needs, and build playbooks that protect the shopper experience and drive predictable growth. This episode explains why retailers reward brands that make their job easier—and how to become that brand.

Brands that succeed in retail combine book smarts with street smarts to become indispensable to retailers. Street smarts involve anticipating retailer needs, understanding shopper behavior, and adapting strategies to each account. By becoming the trusted go-to resource for retailers, brands can move from chasing opportunities to having opportunities brought to them.

Action step: build your "retail playbook": placement, promo, execution, story. What's your weakest pillar today?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 137 The Future of Retail Insights from a Industry Leader – Whole Foods, Walter Robb with Stonewall Robb and Whole Foods Market

🎙️ 61 Success Strategies For Natural Retailers and Brands, Corinne Shindelar with INFRA

🎙️78 Best Practices To Build Legacy Brands for Success, Scott Jensen with Rhythm Superfoods and Stubb's Legendary Bar-B-Q

Day 20 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Knowledge is power - especially in this industry. Raise above your competition by becoming the trusted go-to resource retailers turn to get the edge they deserve.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session292

291. Most brands approach retailers asking for space, promotions, and favors—and wonder why buyers tune them out. In Day 19 of 30 Days to Profitable CPG Growth, I show how to flip that dynamic by becoming an expert in your retail partner. You'll learn how understanding a retailer's business model, shopper, people, and priorities turns you from a vendor into a trusted category leader. This episode explains how respect, insight, and value creation earn influence, access, and long-term growth.

Brands should view retailers as partners, not vending machines, by understanding their business models, priorities, and challenges. By providing value and insights, brands can build trust and become indispensable category leaders, gaining preferential treatment and opportunities. This approach, based on the law of reciprocity, fosters long-term success for both the brand and the retailer.

Action step: write one page: strategy, shopper, margin drivers, risks, goals. Which retailer do you need to study next?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️62 Proven Strategies To Level The Playing Field Effectively, Todd Kluger with Lundberg Family Farms

🎙️ 99 Sales Management Success Strategies that Build Brands, Bob Burke with Natural Products Consulting

🎙️ 123 In-Store Marketing Strategies Every Brand Should Use, Andrew Therrien with Sampler

Day 19 of the Free 30 Days To Prosperity Challenge

Tip of the day: No two retailers are the same. They deserve to be respected and valued. Their success is your success. Personalizing your relationship will pay huge dividends and give you the edge you deserve.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session291

290. Most new products fail because brands guess instead of asking. In Day 18 of 30 Days to Profitable CPG Growth, I show how to dramatically reduce innovation risk by co-creating with the customers who already love your brand. You'll learn why focus groups mislead, why natural brands are the true R&D engine of CPG, and how using your community as your innovation lab leads to faster launches, lower costs, and products shoppers are waiting to buy before they ever hit the shelf.

Big brands often fail to innovate because they prioritize manufacturing efficiency over consumer needs, leading to missed trends and product flops. Natural brands can leverage their loyal customer communities for co-creation, gaining valuable insights and pre-selling products. By asking customers directly about their preferences and involving them in the innovation process, brands can reduce risk, increase success rates, and build stronger relationships with their audience.

Action step: talk to 10 customers and write the "need state" in their words. What problem are they hiring you to solve?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 51 An Unsung Hero Changed The Way We Celebrate Food, Ahmed Rahim with Numi Organic Tea and OSC2

🎙️ 94 Reinventing Favorite Foods with a Artisan Vegan Cheese, Miyoko Schinner with Miyoko's Kitchen

🎙️ 97 Disrupting the Category with a Creative Packaging Strategy, Greg Steltenpohl with Califia Farms and Odwalla

🎙️ 185 Tofurky The Hottest Food Trend in Plant Based Products, Seth Tibbott with Tofurky

Day 18 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Natural is the R&D for total CPG. Natural products are driving the profitable trends. Co-creating with your loyal tribe can dramatically improve new item launches while streamlining innovation giving shoppers products they are eager to buy.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session290

289. Retailers don't choose brands with the best charts—they choose brands with the clearest story. In Day 17 of 30 Days to Profitable CPG Growth, I break down fact-based selling: how to combine POS data, real shopper insight, and clear recommendations into a story retailers act on. You'll learn why push-button reports fail, how to stand out in line reviews, and how emerging brands earn influence, space, and growth without buying it through trade spend.

Fact-based selling, a crucial skill for competing with big brands, involves using data, shopper insights, and clear recommendations to tell a compelling story. This approach goes beyond traditional category management by providing retailers with actionable insights and solutions, rather than just data points. By combining POS data with shopper insights and community feedback, brands can create personalized, impactful stories that resonate with retailers and drive growth.

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 45 The Importance Of A Solid Business Strategy Today, TJ McIntyre with BOBO'S

🎙️ 59 Fact-Based Selling Stories Transform Your Sales Strategy, Steve Hughes with Sunrise Strategic Partners and Boulder Brands

🎙️ 88 Category Leaders Open Doors & Grow Profitable Sales Effectively, Russ Forester with Hain Celestial

Day 17 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Fact-based selling is advanced story telling - what I call true category management. Fact-based story telling includes actionable recommendations with measurable results to give you the edge you deserve.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session289

288. Most brands look at data—but very few know how to use it. In Day 16 of 30 Days to Profitable CPG Growth, I explain why surface-level metrics and canned dashboards fail to create real advantage. You'll learn how to spot hidden patterns, translate data into shopper-led insights, and use analytics as a roadmap for future sales and profits. This episode shows how true data literacy helps you stop guessing, earn retailer trust, and compete at a higher level—without drowning in spreadsheets.

To compete at a higher level in the natural channel, brands must master data analytics beyond surface-level metrics. This involves understanding shopper behavior, identifying category gaps, and using data to validate problems and propose solutions. By doing so, brands can earn retailer trust, influence category decisions, and future-proof their business.

Action step: identify 3 numbers that drive action: contribution, basket, retention. What metric do you wish you had weekly?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 35 Sales Extend Beyond Retailer's Shelves for Brands, Chuck Muth with Beyond Meat

🎙️ 54 Insider Secrets To Getting On Shelf with Retailers, Mathis Martines with Enlightened, Formerly Kroger

🎙️ 92 Plant Based – The Hottest Trend In Retail You Should Leverage, David Benzaquen with Plant Based Solutions and Ocean Hugger Foods

🎙️ 199 How To Keep Your Brand Alive Today And Tomorrow, Andrew Therrien with Sampler

Day 16 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Knowledge is power - especially in this industry. If you want to compete at a higher level you need to adopt the advanced strategies big brands rely on. This is how you level the playing field and even gain the edge you deserve!

You can get the episodes free guide and todays show notes at: RetailSolved.com/session288

287. Retailers don't want more brands—they want partners who help them win. In Day 15 of 30 Days to Profitable CPG Growth, I explain how emerging brands can become trusted category leaders without massive budgets or category captain fees. You'll learn how to leverage your unique shopper, bring actionable insights (not canned reports), and lead with ideas that grow baskets and profits. This episode shows how helping retailers first unlocks premium placement, influence, and long-term growth.

Retailers face immense pressure from online competition and changing shopper behaviors. Brands can gain a competitive edge by becoming category leaders, not just category captains. This involves understanding the retailer's shopper, leveraging complementary brands, providing actionable insights, and thinking like a retailer to help them win.

Action step: bring one insight + one solution to every retailer conversation. What's one insight you could bring this week?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 41 Understanding What Drives The Beating Heart Of Natural Trends, Robbie Vitrano with Good Spread and NatchCom

🎙️ 43 Retail Done Right Building Brand Partnerships, Ben Friedland with Lucky's Market

🎙️ 77 Perfect Recipe For Growth Innovate and Lead, Leigh & Bill Keith with Perfect Bar

Day 15 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Retailers want and need your help! You hold the key to giving them a huge competitive edge. Become an indispensable trusted resource and partner and savvy retailers will reward you with incremental opportunities

You can get the episodes free guide and todays show notes at: RetailSolved.com/session287

286. Chasing the wrong retailers quietly drains cash, focus, and momentum. In Day 14 of 30 Days to Profitable CPG Growth, I explain why not every retailer is right for your brand—and how misaligned distribution can tank your runway. You'll learn how to identify ideal retail partners based on shopper fit, contribution (not ego), and your ability to support execution. This episode shows how to build smarter distribution—online and in-store—so growth is profitable, strategic, and sustainable.

Not every retailer is suitable for every brand. Brands should focus on partnering with retailers that align with their ideal customer's shopping habits and values, rather than chasing big-name banners. By prioritizing contribution over coverage and owning their distribution strategy, brands can build impactful and profitable relationships with retailers.

Not all doors are good doors.

Action step: define "ideal retailer" by shopper, category, execution support, and terms. Which retailer is your best fit right now?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 132 The Wrong "Expert" Jeopardizes Your Brand Success, Jeff Schmidgall with Bubba's Fine Foods

🎙️ 189 How To Get Your Brand Discovered By Retailers Easily, Sarah Davidson, Joseph Tarnowski, Brandon Leong with ECRM & RangeMe

🎙️ 175 Creative Strategies for Brands at Retail = incremental Opportunities, Brandon Leong with RangeMe

Day 14 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Just like every customer is unique, so is every store. Use what you have learned to find and identify your dream shopper and focus all your efforts there

You can get the episodes free guide and todays show notes at: RetailSolved.com/session286

285. Confused shoppers don't ask questions—they choose your competitor. In Day 13 of 30 Days to Profitable CPG Growth, I break down why clarity and consistency are the hidden multipliers behind trust, conversion, and repeat purchase. You'll learn how inconsistent messaging, placement, and execution quietly erode value—and how clear, repeatable brand signals help shoppers buy with confidence. This episode shows how to simplify the customer journey, amplify perceived value, and turn clarity into a competitive weapon.

Clarity and consistency are crucial for building a successful brand. When customers are confused or unsure about a product, they are more likely to choose a familiar or cheaper option. By providing a straightforward and predictable customer journey, brands can increase confidence, leading to more sales and customer loyalty.

Consistency is a growth lever.

Action step: choose 3 brand truths and repeat them everywhere for 90 days. What are your 3 non-negotiables?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 26 Story Telling Secrets to Boost Your Brand, Bobby Umar with Raeallan

🎙️ 34 Plant Based Strategies to Drive Consumer Engagement, Mike Cooke with Daiya

🎙️ 64 Heart Of Successful Brands Building Community, Neil Grimmer with Habit and Plum Organics

Day 13 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Confusion pushes shoppers away. The customer journey needs to be simple and straight forward. Help lead shoppers to the resolution of their problem and you will win them for life.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session285

284. If shoppers can't find your product, they can't buy it—no matter how strong your story is. In Day 12 of 30 Days to Profitable CPG Growth, I explain why friction at shelf quietly kills velocity and how to remove it. You'll learn how to map the shopper journey, use market-basket insights to guide merchandising, and translate storytelling into shelf clarity retailers care about. This episode shows how making your brand easy to find and easy to buy drives trust, loyalty, and repeat sales.

To increase sales and build customer loyalty, brands must make their products easy to find and purchase. This involves understanding the shopper's buying journey, identifying complementary products, and strategically placing products in stores. By removing friction and confusion from the shopping experience, brands can create a seamless journey that encourages repeat purchases and strengthens retailer relationships.

Availability beats awareness.

Action step: audit friction: search, shelf placement, OOS, PDP quality. Where is it hardest to buy your brand?

For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes:

🎙️ 68 Proven Strategies to 2x Your Loyal Shoppers Easily

🎙️ 104 Essential New Item Checklist for Launching Products

🎙️ 144 Creative Disruptive Retail Strategies to Win Customers, Mike Fogarty with Choice Market

Day 12 of the Free 30 Days to Profitable CPG Growth

Tip of the day: Confusion pushes shoppers away. The customer journey needs to be simple and straight forward. Help lead shoppers to the resolution of their problem and you will win them for life.

You can get the episodes free guide and todays show notes at: RetailSolved.com/session284