New items and brands should be treated uniquely. Carelessly introducing them into the market without a plan can be devastating to a products success. We thoughtfully launch new items to maximize distribution. Some items and brands will need more education while others are all about speed and being first to market. If you have the right bait, but you don’t know how to present it – no fish will bite.
New Distribution Process
Once we come up with a plan, it’s time to go to work. Communication is critical to make sure everyone is informed. This can range from customers needing to be fully educated in person to a simple speed to market email. Most importantly, the products or brands need to be introduced to the decision makers.
Coffee is for closers! You need to know the customers and what it is that will get them to push the “Go” button. Some customers want free fills, big rebates or participation in their charity golf outings. It’s also important to always maintain a honest reputation and follow through. This always leads to more opportunities for new items down the road.
Following up with a retail execution plan is critical. We have our own retail merchandising team to assist in the implementation of any agreements. We also track all new distributions in order to make sure the products were all shipped successfully. Once in place, projects are turned over to our Business Management Process