{"id":5069,"date":"2018-05-16T09:00:00","date_gmt":"2018-05-16T14:00:00","guid":{"rendered":"https:\/\/csuiteold.c-suitenetwork.com\/advisors\/?p=5069"},"modified":"2018-05-16T09:36:27","modified_gmt":"2018-05-16T14:36:27","slug":"boost-brand-building-online-with-physical-distribution","status":"publish","type":"post","link":"https:\/\/csuiteold.c-suitenetwork.com\/advisors\/boost-brand-building-online-with-physical-distribution\/","title":{"rendered":"Boost Brand-Building Online with Physical Distribution"},"content":{"rendered":"

\"\"<\/p>\n

These days, we spend a lot of money and time on online brand-building. There are tons of marketers online that promise to revamp your sales. They\u2019ll write copy, buy you social media ads, and build you funnels. But who does all this go to? A massive population at the very top of the funnel. You\u2019d be lucky to get 2% buy in. Seems inefficient, doesn\u2019t it?<\/p>\n

This could be fine for selling digital products, personal branding, and even personal services, but when it comes to consumer packaged goods (CPG), the effort isn\u2019t nearly as effective as starting with good physical distribution.<\/p>\n

Many consumer brand-builders decide to sell their products online, not because they want <\/em>to, but because they have <\/em>to. Retailers won\u2019t take them! So, they try to execute the same type of campaigns that seem to be successful for personal brands. If you have a lot of money for TV ads, it may rub off as support for your online efforts. But now you\u2019re breaking the bank, and your ROI is in jeopardy.<\/p>\n

On the other hand, online consumer brand promotions that are already in retail can see a handsome ROI, since the consumer has already seen the brand. We notice that, before making their first purchase, consumers will be aware of a brand after several visits to the store. Online promotion can shorten that time by making the consumer more familiar with your brand\u2019s benefits and features by offering incentives or by providing third-party endorsements. But it must be at retail first!<\/p>\n

Most importantly, an online initiative can provide where-to-buys. Your field salespeople can use this to promote displays and specials in physical stores.<\/p>\n

So why not sell online in addition to in-store? To put it simply, retailers won\u2019t go near it if it\u2019s one cent less anywhere <\/em>online than what they can sell it for. This is why many consumer brand-builders list a purposely inflated price\u2014just to make room for the retailer.<\/p>\n

Think about subscription models, like the Dollar Shave Club for example. They\u2019re somewhat successful, but how many subscriptions does a consumer want to get the hundreds of products they need? How often do they want their deliveries? What if they miss one? Eventually, one trip to the retailer seems like the better option.<\/p>\n

In retail, the new trend is to go to the store, pick out what you want, and have the items delivered same-day. This is kind of a mash-up between physical choice, personalized attention, and instant gratification. Or, like at Target, Walmart, and many other retailers, you can order online and pick the items up in-store without paying a delivery fee. This reduces the store\u2019s need to carry large inventories by satisfying specific consumer orders for on-demand products.<\/p>\n

Even with the above changes and many more to come, ensuring physical distribution is the easiest way for people to find you. It\u2019s the best way to utilize online promotion. But, it\u2019s the most difficult challenge that consumer brand builders face. So why do it, then? Because the best discovery, volume, and large transactions that keep CPG business going are still at retail.<\/p>\n

And there\u2019s no magic formula. Getting on the shelf isn\u2019t the real challenge. The real challenge is staying <\/em>on the shelf! Don\u2019t take your first big break lightly. But, if you can<\/em> get in at retail level and then get discontinued (possibly due to your unfamiliarity of how to service your customers), the entire industry will know. Your competition will be happy to warn others not to purchase your \u201cnon-starter.\u201d Make sure your first few shots at retail give you the reputation of a \u201chot mover.\u201d You\u2019ll need that to expand your distribution!<\/p>\n

Then, once you put all that money into promotion and online ads, it\u2019ll have somewhere to go\u2014into the store, where customers have seen that brand before!<\/p>\n

To help you out, we\u2019ve created a course called Shelf Smarts<\/a><\/strong>. Check it out! Discover how you can get your product on the shelf, and keep it there!<\/em><\/p>\n

For more, read on:\u00a0http:\/\/c-suitenetworkadvisors.com\/advisor\/michael-houlihan-and-bonnie-harvey\/<\/a><\/strong><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

These days, we spend a lot of money and time on online brand-building. There are tons of marketers online that promise to revamp your sales. They\u2019ll write copy, buy you social media ads, and build you funnels. But who does all this go to? A massive population at the very top of the funnel. You\u2019d […]<\/p>\n","protected":false},"author":149,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wpupg_custom_link":[],"wpupg_custom_link_behaviour":["default"],"wpupg_custom_image":[],"wpupg_custom_image_id":[],"footnotes":""},"categories":[39],"tags":[],"editorial_calendar_month":[],"class_list":["post-5069","post","type-post","status-publish","format-standard","hentry","category-marketing-sales"],"acf":[],"yoast_head":"\nBoost Brand-Building Online with Physical Distribution - C-Suite Network Advisors<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/csuiteold.c-suitenetwork.com\/advisors\/boost-brand-building-online-with-physical-distribution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boost Brand-Building Online with Physical Distribution - C-Suite Network Advisors\" \/>\n<meta property=\"og:description\" content=\"These days, we spend a lot of money and time on online brand-building. 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