CPG Insiders

This Show’s Notes

Mark is in sunny Florida for today’s show, and Justin is in an ice storm in Detroit.  Mark let’s us know a little about our guest David Biernbaum.  The guys jump right in to how the pandemic changed meeting.  From retailers conducting business differently, to ECRM being digital.

Pre-Pandemic, all the retailers would have an annual review.  There would be meetings set up, and we would show what we are trying to do, and we would fight to get our products on their shelves.  But now…its all virtual meetings, from Zoom to Teams, it is near impossible to get a face to face meeting.

There is a whole different way in doing business with retailers.  There are ways to turn this to your advantage, but you need to know some tricks.  You will still use a logical order in presenting your brand, but you need to know who is in the room with you (the virtual room) and as a courtesy, you need to let them know who is in your room.  Since most of these meetings are being hosted from someone’s house.  Don’t be sitting on your lazy boy in the living room while your kids run around on camera.

Listen in for more tips and insight from the Guys and David.

https://biernbaum.com/

https://www.instagram.com/davidbiernbaum/?hl=en

https://www.linkedin.com/in/davidbiernbaum/

Today’s Episode

These shows are essentially conversations that we, at the Agency have every week. The core of these shows come from meetings we have taken with clients. If we get three people asking us the same questions in a week, there has to be other people who would benefit from knowing this information. Every show here is built on something someone asked.

Mark and Justin dive into explaining different types of clinical trials

How to go about our own Clinical Trial

Get FTC Lawyer before you make claims

Use professionals, this is not something to do on your own

Dan Sullivan's Book

https://www.amazon.com/Who-Not-How-Accelerating-Teamwork/dp/B08KYKR23H/ref=sr_1_1?crid=3POTKBED3VZFS&keywords=who+not+how+dan+sullivan&qid=1674233025&sprefix=who+not+how+%2Caps%2C87&sr=8-1

Content Outline For Today's Show

Segment 1: When we have increased costs and increased store brand sales - do not stop advertising Segment 2: The odds that you are the only one product in market that can do what you can do is very unlikely Segment 3: When you cut advertising and marketing, you reduce your future value - momentum matters

If you have any questions, you can contact us through jandhlabs.com

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Content Outline:

Segment 1: Foundational Info for Brand Managers Segment 2: What are the Common Mistakes Brand Managers Make Segment 3: Peer to Peer Interaction and Sessions with Kevin’s team

Kolbe Info - https://www.kolbe.com/

Guest Biography:  

Kevin is a trained educator with 20 years of experience as a CPG executive. Since founding Gurulocity in 2016, he's been empowering brand managers to think and act independently to accelerate the growth of their brands, teams, and careers by providing marketing training and consulting services to many of the country's leading CPG organizations. In doing this, Kevin has helped his clients realize over $1B in new revenue and has trained more than 1,000 brand managers. He is also a featured instructor for the American Marketing Association, lectures at the IU Kelley School of Business, and has been featured in Ad Age, Forbes, Fast Company, Business Insider, and the CMO Council. 

Email: [email protected] Website: https://gurulocity.com Social links (Twitter/Instagram/SnapChat/Facebook): LinkedIn >> https://www.linkedin.com/company/gurulocity Twitter >> https://twitter.com/gurulocity

Justin had so much more to talk about to a past guest, Dr. Sarah Marion the Director of Syndicated Research at Murphy Research.  She was kind enough to give us, and YOU some more time to dive into some of the data that makes Justin Smile!!!

Content Outline:

1. Segment 1: Organic Farming (costs, results, future casting) 2. Segment 2: Can you leverage this into messaging for brands? 3. Segment 3: With continued inflation hitting these “more expensive” brands what does that look like in the future?

Julie DiNatale has been working in sustainability and agriculture for over two decades and is Truterra’s Commercial and Strategic Partnerships Leader. Julie has been involved in the emerging ecosystem services markets and regenerative agriculture programs across North America. Prior to joining Truterra, Julie worked for Corteva Agriscience, an ag tech start-up, consulted for large agribusinesses, and was an ag-sector analyst for a sell-side Wall Street firm. Before her career in agriculture, Julie spent a decade in sustainability, health, and safety for a large chemical manufacturer. Julie grew up in Western New York where she spent summers on her cousin’s dairy farm. Julie earned a B.S. from Michigan State University’s College of Agriculture, and an M.S. in Environmental Science from the University of Rochester.

Website: https://www.truterraag.com/

LinkedIn: https://www.linkedin.com/in/juliedinatale/

Twitter: https://twitter.com/juliedinatale4

Content Outline:

Segment 1: One Shot at a First Impression.  Nielsen and IRI Data makes failure public.  Operating at a loss, before you even get started.

Segment 2: Which Products Can Survive and Which Ones Can’t.  This is no time for Brand Building.

Segment 3: What Retail Survival Requires

If you want to learn more about saving your product from being de-listed you can contact us through jandhlabs.com.

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

Content Outline:

Segment 1: COVID – How it took over our lives over the past 2 years.  How the population has moved to 30 percentages of the population claiming anxiety.  Macro shifts / large scale changes from pre-pandemic times.  Waves of the pandemic have shown changes in behavior.

Segment 2: For CPG companies, more people now are engaged now with nutrition to the tune of 12 million more people who were not focused on eating healthy or shopping healthy before COVID.  Mindfulness / stress relief has been a slow steady rise as well, how people are dealing with the stress of the Pandemic.  Good news for health focused brands.

Segment 3: Sources of Influence – Dr. Marion goes into some detail on how Murphy Research goes about gathering the data, and how some of the small details of this data.  Post Pandemic, people are turning more to digital influence than they ever used to.

Sarah Marion, Director of Syndicated Research, joins Murphy Research with experience in both syndicated and custom research. With a background in cultural anthropology, Sarah excels in triangulating between different types of data, connecting the dots to build compelling stories from primary qualitative and quantitative research and secondary sources. Before joining Murphy Research, she led The Hartman Group’s syndicated research program, and she has special expertise in food and beverage, CPG, health and wellness, sustainability, the natural and organic market, and shopper insights. Sarah has led a wide variety of projects, but has special expertise in qualitative methods, longitudinal trackers, and trends research. She holds a Ph.D. in cultural anthropology from Indiana University.

Website: https://murphyresearch.com/

Content Outline:

Segment 1: Siena tells us about where she is and what they do. she does. They have found a way to use data to help their clients understand the unpredictable. They work specifically with brands that want to learn about how their brands move in market. Consumer test / quantitively testing – how well the story that they are telling is doing.

Segment 2: Buying decisions are made with the unconscious mind, not the conscious mind. How do you tap into that unconscious behavior? Siena gives us some examples of how impactful the package design and creative can be. This is the entire reason clients come to Siena’s company, how to perform well on shelf.

Segment 3: Mark goes into some detail on NLP. How salespeople use tools like NLP to get through to your unconscious. How the consumer is the most important person in their world, so you as the brand or marketer need to remember that.

Difference versus distinction. Marketing by indication – 80% of people buying CPG are buying by indication. Customers don’t care about your heritage / product, anything unless you hook them in 3 seconds.

Website: https://www.smashbrand.com/

LinkedIn: https://www.linkedin.com/in/siena-dexter-8a04a265/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Segment 1: The guys dig into the two distinctive styles of entrepreneurs that there are.  Understanding WHO you are, can help you understand which type you might be, and plan to be successful.  You will always function at your best when you are being true to yourself. 

Segment 2: Elon Musk – Hard Core Risk Taker – type of entrepreneur.  Mark goes into a little detail on the background and the history of Elon Musk, and how he continued to bet on himself in areas that had nothing to do with where he was before field wise.  Musk gains purpose and value out of WHAT he is doing, the grind is his purpose. 

Segment 3: Richard Branson – Risk Mitigator – type of entrepreneur.  Justin and Mark explain how being risk averse, or a risk mitigator can look like a risk taker, but it is not true.  Mark goes through some examples of how he mitigates risk in areas when he runs into risk in some of his more dangerous activities. 

Key Take-aways - Surround yourself with people who know what they are doing.  Figure out WHO you are, lean into that, and play that hand of cards.   

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.