CPG Insiders

On this episode of CPG Insiders, Mark Young and Justin Girouard discuss 7 of the most common mistakes CPG brands make when starting to market their products.

After decades of experience in the advertising industry, the team at Jekyll & Hyde have identified many common traps that challenger brands fall into when starting out in the CPG marketplace. Mark and Justin offer up some sound advice for new brands to avoid these pitfalls in order to put themselves on the path to growth.  

On this episode, Mark and Justin Girouard, Director of Accounts at J&H, talk about direct response advertising in the modern CPG space. They compare the original, typical model of direct response with what it can look like now, thanks in large part to the Amazon marketplace. 

Consumer behavior has changed, making people more willing to purchase things directly without ever seeing or touching them ahead of time. This opens up a lot of possibilities for direct-to-consumer companies, and the growing digital advertising space means you can reach potential consumers on a smaller budget.

Mark and Justin discuss what your company needs to succeed with these kinds of consumers, the different reach of tradition and digital media, and how direct response can benefit your business.

On today’s episode, Mark and Robb delve into the murky waters of utilizing well-known celebrity talent within a campaign. A recognizable face and voice in a TV or radio spot can help snag the attention of consumers, driving sales of your product, but there are many things to take into consideration before taking that leap.

They discuss the steps that a brand should take before committing to using a celebrity for their campaign. They advise researching a celebrity's political and social viewpoints to make sure they align with your brand’s and avoid a potentially sticky situation down the line. They also stress the need to check and double check that your budget is in order, taking into account SAG-AFTRA fees and all that they imply. 

They finish up the show by sharing some of their own experiences working with celebrities and learning by trial and error. 

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Abe Cohn of the Cohn Legal Group shares his expertise involved with start-up companies and registering trademarks for brands and products. They discuss what makes it more likely for trademarks to gain approval with the Patent and Trademark Office, and what challenges companies can face when naming products. They also consider some of the legalities to be considered before starting a business.

They take the conversation deeper as they explore the trademarking and legal intricacies involved in one of the fastest growing categories in the CPG market, CBD products.

About the Guest:

Abe Cohn is managing partner and an Intellectual Property Attorney at Cohn Legal, PLLC, a law firm designed specifically to provide a boutique and highly individualized experience for entrepreneurs and startups.  Abe has personally counseled over 15 established startups in the food space and scores of other businesses launching in varied and diverse sectors. 

Follow him on Instagram: @cohnlg.

On this episode of CPG Insiders, Mark welcomes David Biernbaum back to the show to discuss NACDS. They talk about what to expect from NACDS and how manufacturers trying to get into retail should approach the event. They also offer valuable tips to those attending who already have a place on retailer shelves.

They talk about what buyers are looking for in the 12-minute meeting at Meet the Market, as well as what kinds of questions and answers you should have for buyers. You’re going in not to close a sale but to close a future contact opportunity.

They talk about the other event days and offer essential, insider tips on how to make NACDS the most successful for your company and product.

Special Guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy.

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater. 

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

This episode, Mark invites Brandon Leong of RangeMe onto the podcast to discuss what the platform does to help manufacturers get retail distribution. With nearly half a million brands and a million products listed on the platform, they act as a connecting point for both new and established products with retail buyers and service providers. Mark and Brandon break down the process of working with RangeMe and the ways they facilitate all the things you can do to help your business to get on shelves.

About the guest:

Brandon leads a talented and energetic marketing team focused on the growth of the RangeMe marketplace. He brings with him a unique blend of CPG industry experience along with expertise in high-growth technology start-ups. Brandon has held senior marketing roles for over a decade, most recently at the retail analytics company Quri and, before that, Aria Systems. Brandon is a father, a husband and native San Franciscan.

Learn more at https://www.rangeme.com/

Follow Brandon on Twitter: @bleongSF.

Linkedin: https://www.linkedin.com/in/wbleong/

On this episode, Mark and Robb welcome Steve Anderson, President of Hockfield & Associates, Inc., to share some important information about getting a product into Walgreens. As a manufacturer’s rep that works primarily with the major drug chain, he has an insider perspective that is essential for growing CPG manufacturers to understand.

They cover why a well-versed broker is so beneficial for manufacturers introducing products into retail, as well as maintaining their position and finding success. They also discuss how getting into a major retailer like Walgreens requires a significant investment on the manufacturer’s part, while detailing what that level of distribution can mean for your business.  

About the guest: 

Steve Anderson, President – Hockfield & Associates, Inc., has serviced and sold to Drug, Food and Mass customers for over 30 years. Steve started as a distributor of seasonal products and then grew as a manufacturer’s representative, forming Steve Anderson & Associates in 1980.

After 11 successful years, the company was purchased by one of the nation’s largest food brokers, in which Steve became their VP of Sales for their Health & Beauty Care division in Chicago. In 1995, he joined Hockfield & Associates, a Chicago based manufacturer’s rep agency and immediately helped grow their business, primarily with new and emerging companies.  Bringing new profitable opportunities to their customers has been one of Steve’s greatest accomplishments. Expansion occurred in numerous categories including Oral Care, First Aid, Hair Care, Foot Care, Personal Care, Antacid/Laxatives, Cough/Cold and Health Care, including growth in private brands.

Steve purchased the company from Ed Hockfield upon his retirement in 2006. Additional staff was added to ensure a successful transition and provide value added services to their customers and manufacturers. Significant investments have been made in technology, keeping the company ahead of its competitors by providing internal tracking systems and POS data used for project management, forecasting and sales analysis. During those rare “free times,” Steve enjoys hiking, skiing, golfing and cheering for his Chicago sports teams.

Learn more at https://hockfield.com/ or call (847) 259-0612.

On this episode, CPG Insiders welcomes Joe Tarnowski and Sarah Davidson from ECRM to the show. ECRM brings efficiencies and effectiveness to the buying & selling process, by connecting buying and supplies of various categories (food service, CPG, etc.). 

Joe (VP of Content) and Sarah (SVP of Grocery) expand on the elements of the ECRM program and how vendors can get the most of out of their meetings with buyers. They offer some suggestions on how to be prepared for their different programs. 

Visit  https://ecrm.marketgate.com/ to find which ECRM program could be right for your company.

Special Guests:

Efficient Collaborative Retail Marketing (ECRM®) provides Business Solutions by integrating Process, Vision and TechnologyTM. Comprised of category & season specific Efficient Program Planning Sessions (EPPS®), MarketGate software, ECRM is helping buyers and sellers improve sales, reduce expense, and go to market faster and more efficiently.

As SVP of Grocery, Sarah Davidson is responsible for leading, growing and developing the ECRM food and beverage business. This is done through engaging with buyers on sourcing and planning services and working with quality suppliers at the EPPS sessions throughout the year. Follow her at https://www.linkedin.com/in/sarah-davidson-a729833/.

As VP of Content, Joe Tarnowski develops content marketing strategy aimed at engaging ECRM buyer and seller customers during and in-between ECRM's in-person events. Follow him at https://www.linkedin.com/in/tarnowskijoseph/.

Mark and Robb invite Joshua Blake onto the show to discuss the complex ecosystem of the Amazon marketplace. They talk about why it is now in your best interests to have your product or products represented on Amazon, especially if you’re trying to earn shelf space in a brick and mortar store.

They also cover a number of challenges that come with selling on Amazon, including resellers, price control, brand image and more. Joshua offers some advice for handling potentially issues.

Joshua walks through the different options that CPG sellers have on Amazon (selling direct, selling to Amazon or selling through a third party), offering pros and cons of each option.

About the guest:

Joshua Blake is the President of a diverse, multi-channel online retailer. Prior to founding the company in 2013, Joshua served in the United States Air Force and worked in the hydroelectric generating industry implementing and designing new control systems.

Since 2013, his company has grown exponentially due to incredible passion, sheer tenacity, and a hardworking mentality. Their success can be attributed to bringing together a team of fun-loving, caring individuals who are energized, motivated, and focused on the ever-changing world of e-commerce.

Contact Joshua:

Email : [email protected]

Phone number: (304) 942-1898

Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory.

Retailers are pushing fewer vendors these days, but buyers understand that innovation and higher margins come from smaller players. That means it has never been easier for small companies or startups to break into major retail, if they’re prepared.

Mark, Robb and Roberto talk about why vendors need to find access and to actually use retailer data, even when buyers also have access. To capture as many sales as possible and keep a favorable relationship with buyers, you need to plan properly for inventory. Throughout their discussion, they offer practical advice for vendors about being better prepared and more knowledgeable about managing your supply and relationships with retailers.  

About the guest:

Roberto Carli is the Co-Founder of Alloy. Alloy was purpose-built for companies that make, move, and sell goods. It is an intelligent supply and demand synchronization platform that brings companies and their suppliers closer to consumers. Alloy seamlessly connects data from suppliers, 3PLs, manufacturers, and brick-and-mortar and eCommerce retailers for end-to-end insight into product and operational performance. See where your products and materials are, where they're going, how they’re selling, and where they should be. Learn more at https://alloy.ai/.