TAKING YOUR PRODUCT TO MARKET
IS A HIGH STAKES GAME...
Ideaology360 Stacks the Odds in Your Favor.
CHOOSING THE RIGHT RETAIL PARTNERSHIP
With the high cost of entry into today’s retail channel, emphasis needs to be placed on “partnership.” The product developer must be in sync with the retailer so realistic, attainable expectations are set and met for both sides.
The retailer relies on the marketer’s commitment to advertise and promote the product in coordination with the retailer’s own channels.
Retailers need a steady supply of products to stay in business. If demand for your product is low, it is taking up valuable shelf space that could be more profitably allocated. Therefore, proper product sell-through strategy, advertising and support are critical if both parties are to be successful.
Without sufficient advertising support, your product stands little chance of meeting sales expectations. Consequently, the retailer will either return or destroy your product, at great expense to your company.
Ideaology 360™ helps you avoid these pitfalls because we:
Create top-level strategic marketing, advertising and sales programs
Minimize risk by controlling expenses with a phased approach
Get your product to market efficiently and effectively
Build and sustain distribution
Analyze your results through all cycles of product distribution
Optimize your advertising campaign so your product becomes well-established
Never stop driving your company’s growth and product sales
WORKING WITH YOUR RETAIL PARTNERS
As a marketer, ultimately your dream is to see your product lining the shelves of tens of thousands of retailers across the country!
Without the right guidance, however, this dream can turn into a financial nightmare…one where you lose, at minimum, thousands of dollars paid to retailers for slotting and setup, or worse, your product just gathers dust on the shelf, setting your company back millions.
Before venturing into the retail landscape, you need to determine if your product is properly positioned and whether your company has the operational capabilities for this type of campaign.
Every Marketer must weigh a number of considerations before taking on the slippery slope of working with retail chains:
Has sufficient product/brand awareness been established through your advertising campaigns?
Is there enough demand for your product to ensure sufficient turns?
Do you have the financial resources to pay for inventory, slotting and new item set-up?
Can your company meet the extensive, wide-ranging requirements of each retail chain?
Does your company have sufficient human resources to deal with distribution logistics?
Can your production capacity keep up with the retailers’ demands?
If you can answer “yes” to each question, then your odds for success are greatly enhanced.
RETAIL ROLLOUT: CHOOSING THE RIGHT TIME AND THE RIGHT CHANNEL
Picking the right time for a Retail rollout is a complex process. In today’s market, retailers typically run on a “Planogram” schedule, an annual calendar set by each category’s buyer that establishes review periods, adjusts product selection, removes under-performing products, and introduces new ones.
Rolling out your product with optimal timing requires a comprehensive understanding of these calendars and the buyers who set them.
For channel selection, your product must be matched to the needs of the shoppers in the specific channels. Understanding the demographic and psychographic composition of each channels’ customers, as well as knowing the costs associated with doing business in each one, is critical for rollout success.
Navigating the Retail environment is not for the faint of heart. At Ideaology 360™, our specialists will help you evaluate and compile a list of the most-suitable potential retailers, develop the best launch strategy and ensure that your company has the essential resources for success.
With Ideaology 360™ doing the groundwork, your company will construct the solid foundation needed to build your Retail empire!
