CPG Insiders

Today's Show - 

Segment 1: There is Doom and Gloom in the air. Just listen to the news these days, it would be very easy for people to get depressed with everything going on. But despite all that, it is still a great time to be alive, and be in business. There are fortunes to be made. Labor shortage, customer service, figure out how to deliver these – and you could be a super star.

Segment 2: We meet our Guest Ryan Lewendon (Bio below), who gives us a short breakdown of where he has been and how he got into this business. Big companies are not innovating, and customers are not looking to big companies for innovation. Ryan talks top mistakes that owners make when they start their companies. If I am selling my CPG company, do I need to hire a brokerage to do this?

Segment 3: Getting involved with a cause, or taking a political stance – does that limit my acquisition opportunities? It is far more important to be passionately desired by a small group of people than to have name recognition with the masses. Market Size, Velocity, Profitability. Non-compete agreements after the sale.

If you want to learn more about anything you heard here, you can contact us through jandhlabs.com.

Website: https://gllaw.us/who-we-are/

Instagram: #ryanlewendon

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.

Ryan Lewendon is a Partner at Giannuzzi Lewendon, a premier boutique law firm that focuses on the representation of privately-held, high-growth consumer products companies. Prior to joining Giannuzzi Lewendon in 2011, Ryan was an associate at Donovan & Giannuzzi LLP.

Since 2007, Ryan has focused his practice on helping innovative consumer products entrepreneurs grow their companies by navigating both the day-to-day hurdles and the tent-pole obstacles and opportunities a consumer products company must navigate on its way towards an acquisition.

Ryan has assisted hundreds of companies structure and negotiate their distributor, broker and supplier relationships, employee incentive programs and advisory networks, and celebrity/influencer endorsements and promotional partnerships.

Ryan has advised clients through financing transactions at every stage of their growth cycle – from angel investments to rounds with institutional investors. He has recently assisted clients in exit transactions with acquirers such as Coke, Pepsi, General Mills, Boulder Brands, Group Danone, Bacardi, General Mills and others.

Ryan grew up in Hamden, Connecticut. He received a M.S in Molecular and Cellular Biology from Tulane University and a J.D. from Brooklyn Law School, where he was a member of the Moot Court Honors Society’s Sports Law team. When he isn’t busy helping bring emerging brands to the mainstream, he is an avid runner, reader, and raconteur. He resides in Manhattan, New York.

Welcome back to CPG Insiders, on this episode your Hosts Dr. Mark Young and Justin Girouard talk about just how much of a brand can some products become.

Content Outline:

Segment 1: How Ad Agencies sell Clients that they need to build their brand.  The truth of it is that some products are built to be brands, and some products are made to be things.

Segment 2: Does the Brand / Product tell the world something about me?  This doesn’t mean that a product can’t be KNOWN for something.

Segment 3: The guys get into the 7 Truths of this topic 

If you want to learn more about CPG Advertising 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. 

Today we are going to be diving into the lessons that can be learned from the marketing techniques of presidential leaders and you can leverage them to grow your business and we are joined by Jason Voiovich.

Segment 1: Selling ideas is similar to Selling products - much of the psychology is the same. In fact, a product is simply an idea with a tangible delivery system. Segment 2: Many brands have discovered they can lobby the government for favorable restrictions to commerce (aka rent-seeking) as a higher ROI option to "real" advertising and marketing. That's risky because it opens you to disruption (e.g. Taxi medallions vs. Uber in NYC), but it's hugely popular with large brands. Challenger brands need to have a plan to counter that. Segment 3: The Calvin Coolidge story. Breakthrough in branding and politics. (Bruce Barton of BBDO was the key strategist). 1. First one to understand radio (1:1 not one to many), not FDR 2. First one to target market (women, African Americans, rural, etc.) 3. First one to use astroturfing to build support 4. First one to use strategic images (costume idea) Segment 4: Marketer in Chief: How Each President Sold the American Idea Book Plug

If you want to learn more about how to successfully grow your challenger brand you can contact us through jandhlabs.com and if you want to learn more about the marketing tactics of our presidents go out and buy Marketer in Chief on Amazon today or visit markererinchief.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.

Today we are Talking about NielsenIQ Data and Reports, we are joined by Andrew Criezis, Head of Product for SMB globally at NielsenIQ.

Justin and Mark pose the following questions to Andrew -

1. You recently posted an interesting article to LinkedIn titled "Are your promotions catapulting your brand or cannibalizing it?" Can you give our listeners some topline take-aways from this piece and how you reached the conclusion that you did? 2. You touched upon some advice for handling CPG promotions in the current retail environment, what about tips for brands coping with ongoing inflationary pricing and increased cost of materials? 3. That leads me to the next question ... How are CPG brands facing current supply-chain challenges and what creative strategies are they implementing to maintain relationships with retailers and market share? 4. What market research stats from the last few months have surprised you the most, and what do you attribute the findings to? 5. What do you see as some of the biggest CPG challenges for 2022? On the flip side, where do you see the most significant opportunities? 6. How can both retailers and CPGs better prepare for unforeseen inflationary, demand fluctuation or supply chain issues in the months ahead?

Special Offer link for CPG Insiders audience members

Andrew Criezis is the Head of Product for SMB globally at NielsenIQ. He was recently the chief product officer during the creation and launch of a new, best in class CPG platform, Byzzer. His track record of success includes global executive experience in go-to-market strategy, revenue cycle management, operations, and product development. Andrew is expert not only in crafting data-driven business solutions, but also in embedding analytics in all aspects of NielsenIQ products. With skills that span product management, sales strategy, marketing, and operations, Andrew’s holistic approach to leadership ensures both continuous improvement for NielsenIQ as a company and above all, a high-quality product.

Dr. Mark Young's new book, Hypno-tising - the secrets and science of ads that sell more, comes out Tuesday, December 7th. This book asks:

What if you could create advertising that’s so compelling, so hypnotic, that it motivates consumers to make an immediate change in their behavior to buy your product or service?

In HYPNO-TI$ING: The Secrets & Science Of Ads That Sell More, you’ll learn how to do that, and much more.

Whether you’re an entrepreneur, a marketing professional, or you just want to understand the science and psychology behind why human beings make the choices they make, elevate your brand by ordering HYPNO-TI$ING today!

https://www.amazon.com/dp/B09LR9MBXX/

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.

Today we are going to be diving into how to win and grow your business at Kroger and Meijer, and we are joined today by Brent Bortman and Phil Bortman.

Segment 1: How to start a relationship with Kroger and Meijer? How to get into Kroger and Meijer? What is the game plan or strategy to gain distribution with Kroger and Meijer?

Segment 2: What's new at Kroger and Meijer for existing brands? What are the current trends, challenges or opportunities brands should know to be successful? Segment 3: Phil Bortman and Associates – Tell us about the company, services and outcomes brands can expect.

CTA: If you want to learn more about how to successfully do business with Kroger and Meijer you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Kroger and Meijer or with your current Kroger and Meijer business you can contact Phil and Brent:

LinkedIn: https://www.linkedin.com/in/phil-bortman-4230886

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.

Guest Bios:

PHIL BORTMAN ROLE: PRESIDENT PHIL BORTMAN & ASSOCIATES Phil Bortman is the President and Founder of Phil Bortman & Associates, a sales brokerage firm specializing in representing consumer packaged goods companies. He is responsible for the overall growth and retention of the business. Prior to founding his company, Phil was a partner in a successful small agency MGR Sales Associates in Michigan for more than 14 years. Phil learned the manufacturer’s representative business during a 18 year tenure at Pankow Associates. While there, he was awarded Sales Representative of the Year multiple times. He was responsible for managing major HBC vendors, Snack and Food vendors and increasing their sales revenue from $10 million to $35 million in under 3 years. Phil was responsible for taking the Breathe Right product from a test market in Michigan to a national success story that sold to GSK for over $300 million. After decades in the industry, Phil still greatly enjoys seeing his accounts succeed and negotiating deals that are beneficial for both the company’s accounts and vendors. Phil graduated Wayne State University in Detroit, Michigan, with a bachelor’s of science in Pharmacy and Psychology. After graduating, he spent several years practicing as a registered pharmacist, in both independent and large chain drug stores in the Midwest and Southwest. His early career has made him uniquely positioned to understand retail trends and buying patterns. He resides in metro Detroit and enjoys golfing, exercising, classic cars, watching Detroit sports teams and spending time with his family – including his 11 grandchildren.

Brent Bortman Brent Bortman is the Director of Sales for Phil Bortman & Associates, which is a sales brokerage firm, specializing in Health and Beauty care products, specialty food, and snacks. Brent is responsible for the company’s Health and Beauty care portfolio as well as the company’s growth accounts. Brent has been with the company for more than a decade and manages accounts with Meijer, Kroger, Target, Cardinal Health/Kinrey and various other retailers. He works with consumer packaged goods companies of all sizes and has had success taking startup companies to mass market awareness. He was the first to bring several well-known brands like Zarbee’s, Cremo, and SmartyPants among others to mass retailers. Prior to joining Phil Bortman and Associates, Brent led sales teams in different sectors including the mortgage industry and payroll companies. A native Michigander, Brent is a graduate of Michigan State University, with a bachelor’s degree in finance. He currently resides in the metro Detroit area with his wife, son and twin daughters. You’re most likely to find him on a golf course in his spare time.

Today we are going to dive into the topic of sustainability. Sustainability continues to be a large topic in CPG today and many retailers are making it a large factor in their product evaluation process. We are very lucky to be joined today by Christina Lampert. Christina is the director of innovation at the world’s largest ingredient sustainability database, HowGood.

Segment 1: What is the First Educator Advantage? Why is it important for brands? Segment 2: Sustainability is a large topic in CPG, specifically in packaging. Are there other areas brands should be paying attention to besides packaging? Segment 3: How should brands execute the FEA (First Educator Advantage)? Segment 4: What is HowGood? What resources are available for brands?

If you have any questions, you can contact us through jandhlabs.com and if you want to learn more about HowGood and improving your brands sustainability you can contact Christina Lampert:

Website: https://howgood.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.

The phrase the fastest way between two points is a straight line explains exactly how our minds think. Our minds are programmed to leverage shortcuts to navigate through our decisions.

Today's Show Rundown

Segment 1: Let’s revisit one topic from our last episode as a reminder. Let’s talk about the two brains. Explain the brains to our listeners. Segment 2: Judgement under adversity, Heuristics and Biases – What are Heuristics? Segment 3: How do consumers use Heuristics in their buying choices? Segment 4: What do marketers need to understand about Heuristics to become more effective?

If you want to learn more about the brain and it’s thinking process you can contact us through jandhlabs.com and in about 4 weeks you will be able to get a copy of Hypno-ti$ing. We appreciate everyone listening, we are going to begin releasing twice a month to provide you with even more insights and as always 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.

Today we are going to be diving into how to win and grow your business at Walmart and we are joined today by Cameron Jernigan. Cameron is a merchant turned supplier solutions. Cam started his career working for Walmart where he spent time in sourcing and product development in private label brands with over $1 billion in P&L impact across frozen foods, dry grocery, bakery and OTC. He then transitioned into a true merchandising as a merchant with direct purchasing and P&L responsibility for food. Cam has now taken that experience to create supplier solutions and opportunities for companies and brans looking to build and grow effective business in the retail landscape with Blue Ocean Innovative Solutions.

CTA: If you want to learn more about how to successfully do business with Walmart you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Walmart or with your current Walmart business you can contact Cameron, what is the best way for people to reach you Cameron?

https://www.blueoceanis.com/

Today's Show Rundown

What is the Common Mistake Marketers Make when reviewing their advertising executions? How is the brain constructed? What is the difference between the conscious and unconscious mind? What role does critical facility play in how we process information? We walk through a buying scenario and how the unconscious and conscious mind work? How do these two parts of our mind work together? How can we as marketers get to the unconscious mind? Is one awareness and one for attention or analysis?

If you want to learn more about How the Brain Sees Advertising you can contact us through jandhlabs.com and in about 5 weeks you will be able to get a copy of Hypno-ti$ing.