Driving strong results and company value in consumer goods is my history and expertise.
DAVID BIERNBAUM CONNECTS ALL STAGES OF DEVELOPMENT
Skilled Broker Management all Retail Chains nationwide.
Retailer-Specific Sales Presentations.
Retail appointments and sales meetings.
Assistance with savvy package design consulting, marketing,
promotions, communications,
and all facets of your CPG business development.
Shrewd planning and execution for
trade shows and events:
NACDS, ECRM, GMDC,
New Vendor Events, etc.
Training and mentoring for your team and staff members.
Day to day consulting on all CPG/retail matters.
AVOIDING 7 COMMON “DISCONNECTS.” Mis-management of brokers by failing to keep a highly experienced razor sharp eye on everything they do from the minute you send the first box of samples.Also it is often “fatal” to send a broker alone to “show” your product without adequate preparation, detail, and without a skilled master broker or sales manager to represent the brand and the company in a more comprehensive way.
Incomplete retail presentation without the essential elements of a comprehensive proposal. Not having the right package design and markings for the “real world” of retail stores, shelf environment, consumer behavior, gender, target market, etc.
To be out-finessed by the often overlooked indirect hidden competition. Underestimating the true costs and commitments for retail distribution, pricing, and promotion. Being pressed into an unfavorable deal by a retailer or broker that you will never overcome. A product hits the shelves without an action plan to drive sufficient velocity, and therefore the product is delisted after just a few months.
PRESCRIPTION FOR SUCCESS IN THE CPG RETAIL BUSINESS
The Product
In this age of sku-rationalization, it’s critical that your product has a defined market need, point of differentiation, and good timing.
The Right People
The CPG retail industry is complex and unforgiving with hundreds of hidden details and nuances in working with retailers, buyers, brokers, trade shows, and more.Experience PAYS!
The Right Appointments
Retailers operate with specific category planning calendars.It’s critical to get the right timing down with all the right people in the room on both sides of the table.
The Right Presentation
Making a comprehensive proposal with all the key retail elements is essential to drive the desired results.
The Right Package/Design
This is not merely a graphic artist’s function. Consumer package design will make or break your results on the retail shelves.Poor velocity is often attributed to even the most “subtle.”
The Right Marketing/Promotions and Ongoing Brand Management
Your product’s survival on the shelves needs thoughtful planning, detailed attention, and expert consultation.This is vital from day one.Slow movers are short lived in retail stores.