Push versus Pull

The conversation between Sam Anderson and Shane Lohman focuses on the importance of creating pull in marketing and sales strategies for brands. They discuss how brands often focus on pushing their products to distribution partners without considering the need to create brand engagement and customer loyalty. They emphasize the role of the brand in driving initial sales and engagement, and the importance of storytelling and brand identity in resonating with consumers. They also discuss the need for a scalable brand strategy and the value of engaging bartenders and servers as frontline salespeople. The conversation highlights the effectiveness of targeted market launches and events in creating pull and building brand momentum. The conversation focuses on the importance of building relationships and creating a pull strategy in the beverage industry. It emphasizes the need to show love and appreciation to customers and focus on accounts where the product is already successful. The key steps to creating a pull strategy include developing a brand calendar with tiers, implementing menu placements and server incentives, and providing training and support to waitstaff. It is essential to have a clear plan in place and invest in above-the-line activities to drive brand growth.