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Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material...

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Marketing to your Local Retailer
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Page 1: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Marketing

to your

Local

Retailer

Page 2: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Setting the Stage

Page 3: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Do your Research

What sets your product apart?

Type of product

Ingredients

Pricing

Packaging/branding

Your company

Page 4: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Is your product unique to the

marketplace?

Page 5: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Ingredients○ Fresh

○ Organic

○ Fair Trade

○ Non-GMO

○ Locally Sourced

○ Less Processed

○ Special Diets (Vegan, Raw, Paleo, Gluten Free)

Page 6: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Pricing

Consumers are generally willing to pay up to

about 10% more for local foods.

The “fresher” the product, the higher the

premium people are willing to pay.Source: AT Kearney, Ripe for Grocers: The Local Food Movement. May 2014

What will the market bear?

Page 7: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Wholesale vs Retail PricingUnderstand the difference between margin and markup.

Retailers generally use margin to determine pricing.

Margin varies by category, do your research to get an idea

of what a standard margin for your product might be.

VS

Page 8: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Packaging

Page 9: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Your Company

Increasingly, consumers want to know not just

about the product, but about the reputation of

the company who makes it.

Page 10: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Business Essentials (aka the boring part)

● Good Communication

● Appropriate Licensing

● Net Terms

● Minimum Orders

● Credit Policy

● UPCs that work

● Taking Orders and Delivering

● Professional Invoices & Price Sheets

Page 11: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Marketing SupportProduct Samples & Free Fill

Promotional Pricing

In-Store Demos

Website/Social Media

Printed Material

Cross Promotion with other

Businesses

Expos and Community Events

Page 12: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Plotting your Future

Define what success looks like to you.

● Distribution

● Brokers

● Co-Packers

Page 13: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Approaching the

Retailer

Page 14: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

DoRemember, timing is everything

Make sure the retailer is a good fit for

your product

Take the time to find the right contact

Try multiple approaches

Be open to feedback

Offer samples

Be patient

Be persistent

Take no for an answer

Page 15: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Don’t

Make cold calls

Go around the person in

authority

Be pushy or rude

Be long-winded

Expect an answer overnight

Make promises you can’t keep

Burn bridges

Page 16: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

Once your product is

on the shelves

Follow through on your

commitments

Be an excellent communicator

Be punctual and polite to buyers

and receiving staff

Be open to feedback

Page 17: Marketing to your Local Retailer - DATCP Home Homepage · Website/Social Media Printed Material Cross Promotion with other Businesses Expos and Community Events. Plotting your Future

THANK YOU!

Megan Minnick

Purchasing Director

Willy Street Co-op

[email protected]


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