What To Actually Put In Your Supermarket Presentation to Unlock Listings - Rebecca Oliver-Mooney and Kieran South

what do you put in your deck to win a listing? what do you put in your deck to move from 100 stores to 500 to 1000 to 2000? How does your marketing change as you move from challenger <> a house hold brand? Is distribution just vanity metric for founders? Joy to sit down with CoOp Head of Buying Rebecca Oliver Mooney And Data Don Corleone, Kieran South For a challenger chinwagON THE MENU:Data tells, story sells - buyers still wanna feel the goosebumpsWill Stor Science of Storytelling - humans are homo-nagens, the story telling animalWhy Stories keep us safe but data is the comfort point for buyers Nassim Taleb Data = confidence, rationality = survival 3 questions to ask before every pitch What need are you fulfilling?What’s the need ?Who has that need?Where are those that have the need?Shelves Are Not Stretchy: where is the gap and unmet need in the category?Hunter vs Farmer Mode: conversation moves from distribution to rate of sale, shelf, basket, homesThe Hidden Cap-Ex requirements for More Distribution Brands: Do the right thing for the shopper and do the right thing for the customers P&L DASH, Gym Kitchen, Wild Growth explained: understand where your shopper wants to move next? Brands, always ask: What’s the most important message we want to land? Brands, always ask: what are the shopper barriers? Why distribution is just a vanity metric: penetration really builds house hold brands