156. Trade Marketing Essentials to Maximize ROI With Kurt Kaiser, ViaggioTrade

156. Wasting 70% of your trade spend? That's why your retail growth is stalling—and it's costing you more than you think. In this episode, we break down the essential trade marketing strategies that separate high-performing CPG brands from those stuck repeating last year's playbook. Most brands treat trade spend as a cost of doing business. The truth? It's your largest growth lever—and your biggest profit leak. You'll learn how to shift from velocity thinking to contribution thinking, build an intentional pricing and promotion strategy, avoid ineffective off-invoice traps, and align sales and marketing around a unified trade plan. We also unpack why most promotions fail, how to measure incremental volume properly, and how to use trade marketing to create a sustainable competitive advantage. If you want predictable, profitable retail growth, this episode is your roadmap. Listen to related episodes to go deeper into ROI, contribution, and retail execution strategy. Get instant access on the show webpage: RetailSolved.com/session156