TradeScope Podcast with Rob Hand

What is the cost of a full transformation of trade channel promotion technology?

This is an elusive figure because in the midst of this global expansion of trade promotion technology and the growth of TPx vendor innovation, consumer products manufacturers are challenged to understand realistic costs in advance of beginning the initiatives in order to properly budget. In this podcast episode, Rob Hand breaks down the issues and problems that drive the costs to the levels we are seeing, and offers an opportunity to better plan for these expenses before beginning a major modern TPx transformation. For the White Paper that goes with this podcast episode, request a copy at [email protected]

This episode answers the many questions I have received about why I wrote the book, “The Invisible Economy of Consumer Engagement,” and how I decided on the content and subject matter it covers. The time for a book like this has never been better. We are on the precipice of innovative technologies never before available to plan, execute, analyze and manage the nearly $1 TRILLION of global trade and channel promotion spending; but we continue to suffer failure in promotion ROI, heavy out-of-stocks (even before the pandemic), and the lack of accurate historical data granular enough to drive the powerful AI and machine-learning engines we are building. The strides being made to improve trade promotion management are certainly considerable; however, we are behind the curve in the ability to leverage that $1 TRILLION to better align all of the promotional channels required to effectively engage the CONSUMER. “The Invisible Economy of Consumer Engagement” is the most comprehensive treatment of all aspects of modern trade and channel promotion management, execution, and analysis ever written, and it is released at a time that is more critical than any other in mercantile history.

Rob announces the impending release of his first book on trade promotion, The Invisible Economy of Consumer Engagement. He explains how he  relates the practices and processes of trade promotion management, analytics, and execution (TPx) to the mission-critical objective of consumer engagement excellence. It is truly “The Book of TPx.”

For more: https://handpromotion.com/ 

Trade Channel Promotion implementations are long and hard. But they don’t have to be. The success of critical change management that takes place after a TPx implementation has a lot to do with HOW you take the design steps before a single line of code is written. Take the time to listen to this TradeScope Podcast and learn how you can improve your chances of not only a successful implementation, but gain the acceptance of the new technology and process by everyone who will use it.

If your company products are promoted and sold through the commercial channels, the competition is fierce and the need for channel incentives is great. Check out this episode of the TradeScope Podcast to learn how one very famous commercial products company launched one of the most successful channel promotion programs and became a household brand name in the process. Learn how your company can increase sales and market share through an engaging channel incentive plan.

Thanks for listening!

For more about Hand Promotion Management: https://handpromotion.com/

There are so many advisory opinions about what will happen in a post COVID-19 world, but little or nothing written about the treatment of trade promotions.  Rob gives some straight-talk advice to CPG suppliers about what needs to happen now and in the future.  Check out his latest TradeScope Podcast episode to find out.

For more about Hand Promotion Management: https://handpromotion.com/

CPG, more specifically Fast Moving Consumer Goods (FMCG) has carved out an entirely distinctive trade promotion management and execution format. But you need to know that TPx is only ONE version of channel incentive programs across every industry selling through the various channels of distribution. Rob breaks down some of the most relevant differences between CPG and other consumer or commercial product channel incentives programs.  May be the first you’ve heard of them!  Take a listen.

For more about Hand Promotion Management: https://handpromotion.com/

Optimization is the latest buzzword in trade promotion and revenue growth management. RGM has owned it, especially around “Price Optimization.”  But be VERY careful about what you hear regarding trade promotion optimization. The advanced data science of REAL optimization depends on many factors, and not every vendor delivers those key factors. In this podcast, listen to Rob break down the difference between REAL and “artificial” optimization.

For more about Hand Promotion Management: https://handpromotion.com/

Retail Execution – it’s not exactly Jurassic in age, but this venerable old process is taking on a much more critical role in the improvement of trade promotion spending success. In this podcast, Rob Hand covers the important connection and alignment with trade promotion and how effective retail execution leads to better control and compliance of promotional performance across the trade channels.

For more about Hand Promotion Management: https://handpromotion.com/

Revenue Growth Management, RGM, is becoming a key strategic focus area for all consumer products companies today. The role of managing RGM is being elevated throughout the industry to, in many cases, the C-suite level.  Trade promotion is finally finding its natural fit within the RGM organization. Why not?  Promotion optimization has always been one of the top priorities for RGM across every consumer products company. Listen to Rob break down the role of TPx in RGM in this insightful treatment of one of the top mission critical jobs in CPG today.

For more about Hand Promotion Management: https://handpromotion.com/