Basemakers reposted this
Inc. 500 CEO @ Basemakers | Wharton Fellow | Helped scale 300+ CPG brands in retail | Follow us on our journey of building a world-class sales agency that builds brands from $0 → $100mm+
“What’s the best way to drive sales velocity?” This is a question I’m asked many times each year. It’s something our team at Basemakers focuses on for many brands in thousands of stores throughout the US. The answer? Three things: -Availability -Visibility -Brand Advocacy 1️⃣Availability CPG is such a physical business. Grocery managers and distributors deal with thousands of SKUs, so it’s inevitable that there will be out-of-stocks and voids periodically. Ensuring you close voids and work with your distributors to order the right amount of product ahead of promo periods is essential. 2️⃣Visibility Finding ways to disrupt the shopper's path through displays and secondary placements is key. The display above generated hundreds of unit sales throughout the period it was up. 3️⃣Brand Advocacy Brands that actually visit stores and chat with retailers and distributors are able to see what they care about most. Finding win/win solutions to help meet their category goals while boosting your opportunities is what it’s all about. Competing in CPG is brutal, but with the right team and focus, you’ll put your brand in the best place to succeed!
Throwback Just Chill display. Love it.
I bought that whole end cap man
Equally important is that the Brand Advocate tie in the competitive spirit among stores with product sales with post promotion or display visibility results. Brands will increase their influence.
That’s been the plan for 30 years. Key to execution is contact.
Max Baumann can you please share a link to that Brand’s website? Thanks!
Chris Wakefield - remember when you tried to replace my Power Crunch display?! Short lived lol! 💪🏼👍🏼
that pops !
This is an awesome display! Has a lot of pop to it!
Great info and spot on. #3 is most often missed and is a huge opportunity for the majority. It’s a very specific kind of role, one that a typical brokerage can’t fully take on. Hence the void that basemakers fills. One thing I’m sure you battle with is filling voids in mid to large size chains that are on Planograms and not in the hands of the store staff.
Founder @ Sol-ti | Organic Living Beverages & SuperFoods
1moI agree with this but also the foundation needs to be a product that delivers more value to the consumer than a substitute good. Achieving this through flavor, function and packaging is super important for product market fit.