It can be really difficult to give a creative agency constructive feedback on creative concepts for branding and pack design. “I don’t like it” is feedback we hear all too often, and it’s not bloody helpful! Here’s a framework to give structure to your feedback and get the best out of your agency: 1) Go… Continue reading Giving Feedback on Creative for New Product Development
To be honest, empathy and understanding aren’t generally my strong points. But an understanding of some of the common pain points a Category Manager faces in their daily grind can give you an advantage when pitching a new product. This short list should get you thinking like a Category Manager in no time… Sales The… Continue reading Recognising Retailer Pain Points
This is it. The moment you’ve been waiting for. Your new product is going to have a chance at the big time. The supermarket equivalent of Olympic Gold. So how are you going to make the most of this opportunity? How can you ensure your product is presented to the retailer in the best possible… Continue reading You’ve developed a bloody brilliant new product and have booked a meeting with a Category Manager. Now what?
Double-triple-check you’ve ticked all the boxes before meeting with a retailer to present your new product idea. Is your distinct selling proposition (DSP) clear and concisely communicated? Have you taken a category wide perspective? Can you show how your new product will grow the category as a whole? Have you shown where your product would… Continue reading A Checklist for Pitching Your New Product to a Retailer
What better way to get one over your competitors than to anticipate a retailer’s concerns and coming to the rescue with a commercially viable solution. Boom. So what do they lose sleep over? And what can you do to help? Decrease Financial Risk Suggest a trial Offer a consignment agreement Offer markdown coverage Increase Chances… Continue reading What do Category Managers lose sleep over? And how can you help them sleep like a baby?
You might have a bloody brilliant new product idea but you need to sell it properly if you want to win or increase your share of shelf-space. Here are some tips, go forth and conquer… Do: Do understand the individual retailer and their strategy. Develop or market your new product idea to them with their… Continue reading Do’s & Don’ts When Pitching Your New Product to Retailers
Once you have your foot in the door with a retailer your chances of getting more product on-shelf (and therefore selling more shit) increase. Awesome. When pitching a new opportunity to a Category Manager, lead with the consumer insight your product is uniquely positioned to address. If this is not clear to you, you need… Continue reading Tips & Tactics to Increase Your Shelf-space Allocation
You only have one chance to make a brilliant first impression… 1. Keep it Simple, Stupid. Don’t invite a cast of thousands. Don’t overwhelm with data (all they’ll hear is blah blah blah). Don’t bullshit . Explain the insight and present your product upfront. The rest is detail (important, yes, but still detail). 2. Make… Continue reading Tips For Pitching Your New Product Idea to Retailers