On May 31st David Biernbaum will be leading a seminar in St. Louis discussing topics such as strategic marketing plans and common mistakes of retailers.

St. Louis, Mo. (PRWEB) May 20, 2007 -- For privately held, moderate-to-midsized consumer packaged goods companies, marketing and sales consultant David Biernbaum is their David vs. Goliath. For more than 27 years, Biernbaum has helped companies maneuver the sea of competition fighting for retail shelf space, helping brands carve out niches and position themselves to become some of the most beloved brands and sales super heroes of their categories.

On May 31st, Biernbaum, launches the first in his series of consultative "Coffee Talks". Biernbaum will share the secrets that have made the difference for dozens of companies in their quest for regional, big box and global shelf space.

According to Biernbaum, "It's easy for privately held CPG companies to make missteps. I talk to them like a friend in the business. It's important that they know what they really need and want to know. That includes answers and practical knowledge about everything from the NACDS Marketplace, ECRM and all the major retail chains."

The Coffee Talk series will take place in St. Louis, near the St. Louis Airport, making the summit easily accessible for entrepreneurs coming for all over the U.S, and Canada. Biernbaum, known as a hands-on senior marketing and sales VP for growing niche brand companies, holds the key to the Pandora's Box of answers of what it takes to make it in today's competitive consumer goods retail landscape.

A portion of the Coffee Talk will focus on retail. Topics and discussion points will include: What are the most practical ways to approach the mega-billion giant retailers who exert such enormous power and influence over which brands fly or flounder. What are the common mistakes and pitfalls for how these retailers are approached? What do they expect from you when you walk in the door? What types of meetings really work, and what types of meetings really do not? What are the real motivators? What are the real turn-off's that you might not notice until several months later? What are the politics, the nuances, and infrastructures that drive decisions with each retailer, specifically? What are the real preparations needed for successful appointments? What is worthwhile, and what not? What is the real substance I need? How important is my product? What prevents many new innovative products from getting chosen, even with great pricing and good margins? What are the roles of the buyer, the category manager, and where does senior management come into play?

According to Biernbaum, a CPG's relationship with its broker can be one of the primary cornerstones of its success. Most reputable brokers in each market are very knowledgeable and helpful, and have good relationships with retailers in their markets, and many retail buyers prefer that CPG's use brokers for any number of reasons. However, it is absolutely essential and critical to your company's health that you have a completely realistic understanding about brokers, and the entire broker process, immediately and upfront. At the Coffee Talk session, Biernbaum will have an in-depth discussion about brokers, covering topics ranging from hiring, reliance, expectations, appointment and door-opening, and the 6 common mistakes most companies make with brokers.

One of the biggest blunders Biernbaum has seen companies make is in their own planning. Biernbaum's Coffee Talk will address critical elements for success including the real cost associated with launching new items; competing in categories dominated by giants; return on investment with trade advertising; and a crash course in key CPG industry terms.

In addition, Biernbaum will provide tips on activities and things to look out for before, during and after each tradeshow or conference to maximize each experience.

To register for the summit, email Biernbaum at email protected from spam bots, or call him at (314) 434-6008.

About David Biernbaum

David Biernbaum is a consumer packaged goods specialist in the field of marketing, retail sales, and business development, with a far-reaching background and resilient history developing major national brands, niche items, licensed goods, and premium store brands.

David Biernbaum contributed on developmental leadership teams with major multinational companies such as Smith Kline Beecham, Abbott Laboratories, and Gillette, helping to launch highly successful brands such as Aquafresh, Mineral Ice, Selsun Blue, and Oral-B brands, while holding executive and management leadership positions and developing many of today's leaders in the consumer goods industry.

"Hands-on," David Biernbaum develops and manages direct national sales forces, brokers, and savvy marketing teams. David's history is building long term equity and success in both large multi-national firms, and rapid development of entrepreneurial brands and small businesses using efficient gorilla approaches to compete.

David Biernbaums leadership was instrumental to help develop Vi-Jon Laboratories become a major force in private label personal care products, and Zooth Inc., during its most propelling growth years. David also helped develop Fresh & Go USA, OraWave LLC's formable partnership with the Susan G. Komen Breast Cancer organization, and currently he is helping Dr. Harold Katz LLC with a rapid pace of retail growth and development with its TheraBreath brand and new PerioTherapy brand launch.

David Biernbaum is a frequent columnist, panelist, and contributor for trade shows, instructional workshops, and panels, and has written several columns for trade magazines such as MMR, Chain Drug Review, ECRM Focus, and Private Label Buyer.

David Biernbaum engages in frequent teleconferences and small board room meetings to help companies with trade show strategies, marketing, and sales leadership.

CVS ACQUIRING LONGS

RETAIL WIRE BRAINTRUST;
DAVID BIERNBAUM

Congratulations to CVS. There is no doubt that CVS has a very strong management team and is an extremely well run organization.

There will be a few implications for manufacturers that should be taken under consideration:

1. In order to achieve critical mass, it's even more important now for suppliers to achieve distribution at CVS, Walgreens, and Rite Aid.

2. One of the great attributes that Longs had is that the retailer had a "mind of its own" and often would support niche brands even if not carried by all the major national chains. Consumers could often find that specialty brand at Longs.

3. With only three drug chains dominating the national scene, I do hope that the assortment in the front will not be exactly alike in all three chains. Consumers desire a point of difference in one chain vs. another. Honestly, we have arrived at a point where all stores are starting to look almost the same, and feel the same, to the consumer.

4. In some of the past acquisition events only the mainstay large multi-nationals could afford to pay the fees and heavy costs associated with it. I do hope that CVS will make this an affordable transition for smaller suppliers and manufacturers. It's important to the consumer, suppliers, and especially to CVS (and other large retail chains) to keep entrepreneurial brands alive so that new innovation and differentiation will continue to happen.

It would be better overall if there were more (not fewer) drug chains, however, if Longs had to be acquired it makes sense that it would be CVS. This gives CVS a very strong presence on the West Coast. CVS is an excellent drug chain and it has always been very ethical and a good partner for supplier partners.
David Biernbaum, Senior Marketing and Business Development Consultant, David Biernbaum Associates