Road 2 Retail

Episode 169: Today the Road 2 Retail team discusses how a brand can determine if it is ready for retail and how to secure a meeting with a retailer. These insights are based on our experiences with many brands and with input from over a dozen interviews with senior retail merchants. Many important actions must be taken before that first unit sells to a consumer.

Follow the Road 2 Retail so you don't miss any episodes (details below). Learn more or send us questions at www.road2retail.com.

Discussion points today include:

- You may be ready to go to traditional brick & mortar retail if you have a differentiated product, have a stress tested supply chain, and have the capital to fund inventory and a marketing plan

- Do you fully understand your 'all in' COGs and pricing?

- Does the profile of your brand's consumer match with the retailer's shopper? Hint: they need to!- Tactics on how to get a meeting with the retailer you have identified

- Is your leadership team credible and experienced? Are you working with a broker who knows the account well?

- And many more key issues are discussed in today's episode

Follow the Road 2 Retail podcast on the following platforms:

Apple podcasts-https://lnkd.in/gs3BfXbd

Spotify- https://lnkd.in/ewWcnYpY

YouTube channel- https://lnkd.in/gH2Dk_q6.

Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com

Eagle Labs- A manufacturer of consumer healthcare products

https://wwweaglelabsinc.com

Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode # 168. Today the Road 2 Retail team speaks with Dror Sharon, co-founder and CEO of Belle’s Gourmet Popcorn- and the winner of the Buyer’s Choice award at the July ECRM Center Store Grocery Session in San Diego.

Details on how to follow the Road 2 Retail podcast are below.

Plus give us a follow-on LinkedIn. Learn more at www.road2retail.com.

Discussion points with Dror include:

- The hidden costs of retail distribution (It’s more than you think)

- Why did they go with Walmart very early?

- How to manage rapid retail expansion (It takes a team)

- The benefits of attending ECRM sessions-

The expansion of the Belle’s brand into functional foods

- A fan of Liverpool soccer

Thanks to our sponsors: ECRM puts the right brands with the right buyers at the right time for seamless product discovery, cultivating powerful retail and foodservice relationships.

https://ecrm.marketgate.com/

Big Chalk- The Emerging Brands Launch & Growth Toolkit https://bigchalk.co/emerging-brands-launch-growth-toolkit/

Please share the Road 2 Retail podcast with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode # 168. Today the Road 2 Retail team speaks with Dror Sharon, co-founder and CEO of Belle’s Gourmet Popcorn- and the winner of the Buyer’s Choice award at the July ECRM Center Store Grocery Session in San Diego.

Details on how to follow the Road 2 Retail podcast are below. Plus give us a follow-on LinkedIn. Learn more at www.road2retail.com.

Discussion points with Dror include:

- The hidden costs of retail distribution (It’s more than you think)

- Why did they go with Walmart very early?

- How to manage rapid retail expansion (It takes a team)

- The benefits of attending ECRM sessions- The expansion of the Belle’s brand into functional foods

- A fan of Liverpool soccer

Thanks to our sponsors:

ECRM puts the right brands with the right buyers at the right time for seamless product discovery, cultivating powerful retail and foodservice relationships

https://ecrm.marketgate.com/

Big Chalk- The Emerging Brands Launch & Growth Toolkit https://bigchalk.co/emerging-brands-launch-growth-toolkit/

Please share the Road 2 Retail podcast with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode # 167. Today the Road 2 Retail team spends time with the Founder & Principal of SBL Consulting Group- Susan Levy. Susan and her firm are experts at helping brands plan and manage Rx to OTC switches and sharpen their brand strategy. Listen as Susan discusses what her firm is seeing regarding consumer healthcare trends and the new avenues available for consumers to get information about their health.

Details on how to follow the Road 2 Retail podcast are below. Plus- give us a follow-on LinkedIn. Learn more at www.road2retail.com.

Today's discussion points include:

- How she founded her firm based on one project that kept leading to another!

- How the definition of consumer healthcare has changed and what the current environment for Rx to OTC switches looks like

- SBL Consulting Group has developed a new offering for the market called DotConnect Express. A short, highly focused engagement to help clients connect the dots on a current business question or problem

- Susan offers her thoughts on what emerging brands in the consumer healthcare space need to consider and get right in order to be successful

- A committed fan of both Billy Joel and The Goo Goo Dolls

Follow the Road 2 Retail podcast on the following platforms:

Apple podcasts-https://lnkd.in/gs3BfXbd

Spotify- https://lnkd.in/ewWcnYpY

YouTube channel- https://lnkd.in/gH2Dk_q6.

Thanks to our sponsors:

The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com

Big Chalk- The Emerging Brands Launch & Growth Toolkit gives you retailer-ready evidence to answer every buyer’s hardest question before they ask – gaining shelf space through consumer-led insights, not hope.

https://bigchalk.co/emerging-brands-launch-growth-toolkit/

Enjoy the show!

Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Today the Road 2 Retail revisits one of our most requested topics: How should an emerging brand prepare to attend a trade show or an industry conference? These are expensive, time consuming, but important activities to undertake. A brand needs a plan to have a successful event. Wandering around and hoping for the best is not a great strategy. In today's show we cover:- The different types of trade shows and conferences that are out there. They have different purposes.- How to decide which shows to attend?- What does a brand specifically need to do in order to have a successful show?- How to attract people to your booth and how to run an effective booth?- Why attending the presentations and learning sessions most events offer is vitalLink to the full episode in the comments below. Learn more at www.road2retail.comThanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.comBig Chalk- The Emerging Brands Launch & Growth Toolkit gives you retailer-ready evidence to answer every buyer’s hardest question before they ask – gaining shelf space through consumer-led insights, not hope.https://bigchalk.co/emerging-brands-launch-growth-toolkit/

Episode #165 Today the Road 2 Retail team spends time with Leila Bahbah- Director of Marketing for the brand Opill. Listen to hear how Leila and the Opill team brought the first OTC daily birth control pill to market while also establishing an entirely new category through this 'first in class switch'. Details on how to follow the Road 2 Retail podcast are below.

Plus- give us a follow-on LinkedIn.

Learn more at www.road2retail.com.

Points covered with Leila today include:

- Her career background from food marketing to establishing a brand new OTC category

- Establishing the brand by building vibrant communities and key partnerships like the WNBA and Unrivaled- -

-How Opill uses social media to educate consumers and refute online misinformation with verified, medically accurate information

- How they educate the end consumer with a comprehensive approach by executing programs near college campuses and gathering places. This is coupled with a comprehensive full funnel paid media plan

- The importance of a brand being crystal-clear in their positioning of the benefit their product delivers and knowing your target user very well- A fan of Crocs' brand-building efforts

Follow the Road 2 Retail podcast on the following platforms:

Apple podcasts-https://lnkd.in/gs3BfXbd

Spotify- https://lnkd.in/ewWcnYpY

YouTube channel- https://lnkd.in/gH2Dk_q6.

Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com

Eagle Labs- A manufacturer of consumer healthcare productshttps://wwweaglelabsinc.comEnjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode #164 Today the Road 2 Retail team spends time with the Co-founder of Eco Bandage- Kiowa Kavovit. Listen to her very unique story of brand building as a true family business and as likely one of the youngest contestants ever on Shark Tank! Who says bandages aren't cool? Details on how to follow the Road 2 Retail podcast are below. Plus- give us a follow-on LinkedIn. Learn more at www.road2retail.com. Today's discussion points include:

- The idea for Eco Bandage came about from old school bandages being boring, gross, and ineffective

- Building a brand with your family- Learning how to succinctly pitch your business in environments from Shark Tank to Walmart Open Call

- Why discipline is important to make sure you can manage brand growth and fulfill promises- How ECRM and RangeMe have been so helpful to Eco Bandage

- What the Eco Bandage team looks for in an investor and in advisors

- A fan of Stevie Nicks and the brand Poppi. Follow the Road 2 Retail podcast on the following platforms

Apple podcasts-https://lnkd.in/gs3BfXbd

Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6.

Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands. https://www.emersongroup.com

Big Chalk- The Emerging Brands Launch & Growth Toolkit gives you retailer-ready evidence to answer every buyer’s hardest question before they ask – gaining shelf space through consumer-led insights, not hope. https://bigchalk.co/emerging-brands-launch-growth-toolkit/Enjoy the show!

Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode # 163

On the Road 2 Retail today, we talk about brand building with Jesse Bartley- Chief Commercial Officer at Scent Beauty. Listen to how Jesse and the team established criteria for the fragrance brands they purchase or the celebrity-driven brands they launch from scratch. Additionally, the importance of the partnerships they have established to build their business across the globe. Details on how to follow the Road 2 Retail podcast are below. Plus- give us a follow-on LinkedIn. Learn more at www.road2retail.com. Specific topics discussed today include: - How the idea for a DTC fragrance company came about- The thinking behind building brands from the iconic Stetson brand to the Sabrina Carpenter Sweet Tooth fragrances collection - The importance of authenticity- consumers know when it's not present- Scent Beauty's use of social media and digital marketing plans are unique to each brand- Not all brands belong in every retailer!- A Knicks fan!Follow the Road 2 Retail podcast on the following platformsApple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6.Thanks to our sponsors:Market Performance Group- A leading omni channel commerce. agencyhttps://www.marketperformancegroup.comRetail and Response- a media companyhttps://www.retailandresponse.comBig Chalk- The Emerging Brands Launch & Growth Toolkit gives you retailer-ready evidence to answer every buyer’s hardest question before they ask – gaining shelf space through consumer-led insights, not hope.https://bigchalk.co/emerging-brands-launch-growth-toolkit/Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode # 163. On the Road 2 Retail today, we talk about brand building with Jesse Bartley- Chief Commercial Officer at Scent Beauty. Listen to how Jesse and the team established criteria for the fragrance brands they purchase or the celebrity-driven brands they launch from scratch. Additionally, the importance of the partnerships they have established to build their business across the globe. Details on how to follow the Road 2 Retail podcast are below. Plus- give us a follow-on LinkedIn. Learn more at www.road2retail.com. Specific topics discussed today include: - How the idea for a DTC fragrance company came about- The thinking behind building brands from the iconic Stetson brand to the Sabrina Carpenter Sweet Tooth fragrances collection - The importance of authenticity- consumers know when it's not present- Scent Beauty's use of social media and digital marketing plans are unique to each brand- Not all brands belong in every retailer!- A Knicks fan!Follow the Road 2 Retail podcast on the following platformsApple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6.Thanks to our sponsors:Market Performance Group- A leading omni channel commerce. agencyhttps://www.marketperformancegroup.com

Retail and Response- a media companyhttps://www.retailandresponse.comEnjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

Episode #162 Today the Road 2 Retail is on the road in the greater Tampa-St. Pete area on site with Eagle Labs Inc. Eagle Labs is an incredible contract manufacturer for the OTC, health & beauty, and vitamin & supplements industries. We have been to many facilities over the years and the Eagle Labs facilities and commitment to quality are truly world class. We met with Michael Law- Chief Commercial Officer and Jana McDermott- Senior Sales Manager and discussed their operations and capabilities regarding how they help brands grow and manage their business. Details on how to follow the show are below. Plus- give us a follow on LinkedIn. Learn more at www.road2retail.com. Our discussion with Michael and Jana today touched on the following subjects: - Jana started the discussion by reviewing the extensive number of product forms they are capable of creating for their clients- Michael walked us through their commitment to quality, their extensive list of certifications, and an overview of their product development group- Eagle Labs can help emerging brands through its end-to-end fulfillment operations offered to clients- A checklist of what a brand should look for when searching for a contract manufacturing partner (tip: don't skip a site visit!)- Eagle Labs also offers a view on what they look for in a brand partner- Michael is a fan of AC/DC and Rush. Management approves of these selections!Follow the Road 2 Retail podcast on the following platforms:

Apple podcasts-https://lnkd.in/gs3BfXbd

Spotify- https://lnkd.in/ewWcnYpY

YouTube channel- https://lnkd.in/gH2Dk_q6.

Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.comFloret- A deduction management platformhttps://www.tryfloret.comEnjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!