Tradespend is the amount that a manufacturer/vendor spends to promote a product in-store. Typical in-store promotion vehicles include discounts/coupons and supporting ads in a retailer's circular. However, in the industry, tradespend is the term used to describe all the costs associated with selling to a retailer. Here is a general list of [...]
The available methods that I know of for in-store advertising methods and strategies for a CPG company, which vary by retailer, are as follows: Packaging (see here for all about packaging); Point-of-purchase: shelf tags, posters, flyers; Shippers, displays, stand-alone end-caps, and shelf displays; In-store looping videos; Price promotions: coupons displayed at shelf, in a retailer’s [...]
What is the ideal metric to measure the effectiveness of a sampling initiative by a CPG / FMCG brand?
This is a question posted to Quora. My answer is as follows. The best metric I use to measure the effectiveness of a sampling initiative by a CPG brand is to look at sales over the following weeks of the sampling event to determine if the baseline for sales has increased and is sustained. For example, [...]