155. Trade Marketing Secrets to Extend Your Runway With Kurt Kaiser, ViaggioTrade

155. You're wasting trade spend—and it's killing your runway. Most CPG brands blindly pour 25% of gross revenue into trade marketing, yet 70%+ of promotions don't even break even. That's lost margin, lost leverage, and lost shelf life. In this episode, we break down what trade marketing really is, why "cost of doing business" is the most dangerous myth in CPG, and how poor promotion strategy silently erodes your brand equity. You'll learn how to shift from reactive, check-writing behavior to strategic trade management that drives trial, builds base sales, and strengthens retailer partnerships. We cover trade rate, gross margin impact, promotion ROI, broker alignment, and how natural brands can compete without racing to the bottom on price. If you want more runway, stronger retailer relationships, and sustainable growth, this episode is required listening. Get instant access on the show webpage: RetailSolved.com/session155