Course: Marketing and Retail Channel Strategies for Growing Brands

• Intermediate Track

Lessons

• Merchandising

• 35 secondsCan I pay a store for specific store placement?
• 46 secondsHow does shelf placement work for a brand, does it change based on store or channel?
• 59 secondsAre certain areas of the shelf better than others?
• 1 minutes 3 secondsHow do I manage my shelf presence once I’ve been placed in small retailers and large chains?
• 50 secondsHow do I keep stores accountable for my shelf presence?
• 28 secondsHow do I find out how my sales are doing at various stores?
• 47 secondsWhat is a consumer decision tree and how does it impact my product?
• 32 secondsWhat is the concept of Discipline at Shelf?

• Packaging and Design

• 1 minutes 16 secondsWhat can a design firm do for my beverage?
• 2 minutes 14 secondsWhat’s the best time during the product lifecycle to engage a design firm?
• 2 minutes 59 secondsWill a firm work on a product by product basis? For example product expansions?
• 2 minutes 7 secondsWhat do I need ready to meet with a design firm?
• 1 minutes 11 secondsWho actually owns the design and intellectual property that’s created?
• 37 seconds What bottle type should I choose for my new product?
• 30 secondsIs packaging really that important?
• 22 secondsWhat does the packaging say about my product or brand?
• 36 secondsI know I need a bottle and cap? What else is also considered packaging?
• 25 secondsDoes someone supply all of my packaging needs? Or is it piecemeal?
• 28 secondsHow important is it to have my packaging match my sales sheets and other marketing materials?
• 49 secondsHow do you develop a brand's logo?
• 26 secondsHow important is a logo for developing brand allegiance?
• 27 secondsIs it common for co-packers to also offer branding advice?
• 43 secondsHow important is it to get outside feedback while designing your brand?
• 54 secondsHow do you tweak your packaging or brand as your business evolves?
• 1 minutes 8 secondsWhat role does digital design play in my branding?

• Sampling and Demoing in Club Stores

• 54 seconds How’s the traditional sampling program run at a Costco Wholesale Warehouse?
• 1 minutes 34 secondsWill I have an option to choose which individuals will be running the demo of my product?
• 1 minutes 56 secondsWhat opportunities exist to train potential samplers?
• 2 minutes 21 secondsWhat are Costco Roadshows?
• Do I have to have my product on the shelf to showcase in a Costco Roadshow?
• What advice would you give an entrepreneur to help gain approval for a Costco Roadshow?
• Does Costco product approval work on a national, regional or store basis?
• 47 secondsWhat’s the typical markup when selling at Costco?
• 1 minutes 11 seconds What should I budget for in terms of cost when it comes to a Roadshow?
• 53 secondsWhat’s an important thing to consider before completing a Roadshow?
• Do I need special Costco packaging for my product during sampling?
• 1 minutes 5 secondsDo I have to have my product on the shelf to showcase in a Costco Roadshow?
• 2 minutes 37 secondsWhat advice would you give an entrepreneur to help gain approval for a Costco Roadshow?
• 2 minutes 6 secondsDoes Costco product approval work on a national, regional or store basis?
• 4 minutes 31 secondsDo I need special Costco packaging for my product during sampling?

• Marketing Strategy

• 1 minutes 22 secondsWhat’s the role of a strategy hire in a large corporation vs. that of an entrepreneurial organization?
• 33 secondsWhat does a strategist look to accomplish for a small organization and how far into the future are they planning?
• 1 minutes 8 secondsIs the strategy role a necessity for every entrepreneurial organization?
• 1 minutes 29 secondsWhen you’re moving from natural into conventional does that require a change of business model or is it just a change of route to market?
• 2 minutes 21 secondsAre there certain sets evolving as a result of consumer trends that you see forming within the beverage industry?
• 39 secondsWhat is a category captain?
• 55 secondsFor entrepreneurial brands how important is it to frame your own competitive context? Is that a key strategy, the key strategy or the most effective way to create space for a brand?

• Press Releases

• 1 minutes 23 secondsWhat are some common mistakes that can be made when creating press releases?
• 41 secondsAre there avenues to push my press releases?
• 39 secondsWhen should I consider hosting a press conference?
• 1 minutes 2 secondsHow honest should I be in a press release regarding my company?
• 49 secondsWhat are bylined articles?
• 1 minutes 4 secondsWhat are some good suggestions for creating press releases?
• 52 secondsHow important are press hits?
• 2 minutes 43 secondsWhat kinds of research should you be doing before launching a PR campaign?
• 1 minutes 43 secondsWhat factors do you look at in a brand when designing their campaign?
• 1 minutes 6 secondsWho needs to know about your story and what are the prime avenues to target?
• 57 secondsHow long can a campaign take before you start seeing results?
• 41 secondsAre bloggers more receptive to newer brands than traditional media?

• Getting the Press Interested and Staying That Way

• 1 minutes 36 secondsCan you explain what is a press release and a pitch?
• 1 minutes 27 secondsWhat are the components to a successful pitch?
• 50 secondsCan you tell me some common mistakes brand owners make in their press release? In their pitch?
• 1 minutes 24 secondsHow do I initially get into contact with the media and get them to be interested in me?
• 1 minutes 47 secondsHow do you get press to STAY interested in what you do?
• 1 minutes 37 secondsWhat is viral marketing and what are your thoughts about it?

• Types of Marketing

• 41 secondsWhat is Cause Marketing or Cause-related Marketing?
• 47 secondsWhat is a pity purchase?
• 1 minutes 3 secondsCan a for profit company implement a cause marketing plan?
• 1 minutes 0 secondsHow is cause marketing different than traditional marketing techniques?
• 1 minutes 18 secondsHow long has cause marketing been utilized by brands and what are some common examples?
• 1 minutes 21 secondsWhat lessons have you learned when attempting to activate cause marketing plans?
• 1 minutes 37 secondsHow important is it for brands who wish to create a cause marketing campaign to allow for multiple avenues of positive expression?
• 3 minutes 21 secondsCan cause marketing be implemented on both short and long term initiatives?
• 1 minutes 53 secondsHow important is aligning the cause with a company’s brand or image?
• 2 minutes 45 secondsShould companies partner with a single initiative or multiple initiatives when considering cause marketing?
• 2 minutes 19 secondsHow important is it to show the consumer that you’ve followed up with your initiative causes?
• 4 minutes 34 secondsWhere can I find a non-profit organizations to partner with?
• 1 minutes 56 secondsHow can cause marketing effect bottom lines?
• 2 minutes 58 secondsHow likely will cause marketing influence purchasing decisions?
• 3 minutes 16 secondsHow do investors respond to cause marketing?

• Trade Spending

• 15 secondsWhat is trade spending?
• 52 secondsWhat are the factors I need to consider when determining my trade spending for a particular period of time?
• 26 secondsWhat percent of my total sales should I be spending on trade expenditures?
• 1 minutes 50 secondsWhere should newer brands focus their trade spending on?
• 57 secondsWhat is a retailer ad program?