Win at Retail Using Category Management Strategies with Dan Lohman

Building a relationship with grocery retailers is about more than just making a great product they can put on their shelf. You need to have a real understanding of who your consumer is, what else they put in their shopping carts, and why your food or beverage brand provides value to a store beyond the profit margin on an individual sale.

Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Dan Lohman, a CPG and Natural and Organic Industries Strategic Adviser. His company, Brand Secrets and Strategies, helps provide brands with actionable insights and strategic solutions to get on more store shelves and into the hands of more shoppers. He’s also the host of the Brand Secrets and Strategies Podcast.

In This Episode:

Why category management is so important for developing deeper relationships with retailers. What most people get wrong about category management. How to focus on market basket to help grow your retailer partners’ total sales. The questions you need to ask to develop your brand story. What retailers want to see to justify stocking your product. Why you don’t want to have to keep reacquiring the same customer. Why issues at the store ultimately reflect on your brand, not the retailer. How to get data and what to do with it. What Dan did when a competitor showed up with a big check to get his product off the shelves.

Resources:

Take a Course with Dan (If you enjoyed the podcast, please this unique affiliate link for Dan’s courses!) Brand Secrets and Strategies The Brand Secrets and Strategies Podcast Secrets 115: SUCCESS = Brand Strategy + Execution With Michael J. O’Donnell From The Belmullet Food and Beverage Group Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website (download your Brand Checkup Scorecard here)