EPISODE · Dec 15, 2020 · 7 MIN
Ep. 36 - Conversion vs. Trade Techniques to Drive Velocity Growth
from Startup Confidential · host Dr. James F. Richardson
Send us Fan MailIt's no secret that Placement is the "P" that dominates strategy among most early-stage consumer brands, selling into retail primarily. And there's no shortage of brokers, fractional sales VPs and consultants ready to focus you on manipulating the trade to win narrowly. The problem with this 'normative' viewpoint is that brands don't grow via TPR programs. There is NO marketing science to prove this common myth. Brands grow by adding households and growing velocity inside those households (generally most common for beverages). So, in this episode, I take on the myth and explain why you need to understand the limits of trade techniques in the later phases of the Ramp. If you're a Founder and want to see how well your team is set up for exponential growth, please take my Founder's Quiz online right now and get your score immediately. Please send feedback on this or other episodes to: [email protected] Host: Dr. James F. Richardson of Premium Growth Solutions, LLC www.premiumgrowthsolutions.comPlease send feedback on this or other episodes to: [email protected]
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Send us Fan Mail It's no secret that Placement is the "P" that dominates strategy among most early-stage consumer brands, selling into retail primarily. And there's no shortage of brokers, fractional sales VPs and consultants ready to focus you on manipulating the trade to win narrowly. The problem with this 'normative' viewpoint is that brands don't grow via TPR programs. There is NO marketing science to prove this common myth. Brands grow by adding households and growing velocity inside tho...
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Ep. 36 - Conversion vs. Trade Techniques to Drive Velocity Growth
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