Understanding Consumers for Effective Marketing

what do you put in your deck to win a listing? 

what do you put in your deck to move from 100 stores to 500 to 1000 to 2000? 

How does your marketing change as you move from challenger <> a house hold brand? 

Is distribution just vanity metric for founders? 

Joy to sit down with CoOp Head of Buying Rebecca Oliver Mooney 

And Data Don Corleone, Kieran South 

For a challenger chinwag

ON THE MENU:

1. Data tells, story sells - buyers still wanna feel the goosebumps

1. Will Stor Science of Storytelling - humans are homo-nagens, the story telling animal

1. Why Stories keep us safe but data is the comfort point for buyers 

1. Nassim Taleb Data = confidence, rationality = survival 

1. 3 questions to ask before every pitch 

• What need are you fulfilling?
• What’s the need ?
• Who has that need?
• Where are those that have the need?

1. Shelves Are Not Stretchy: where is the gap and unmet need in the category?

1. Hunter vs Farmer Mode: conversation moves from distribution to rate of sale, shelf, basket, homes

1. The Hidden Cap-Ex requirements for More Distribution 

1. Brands: Do the right thing for the shopper and do the right thing for the customers P&L 

1. DASH, Gym Kitchen, Wild Growth explained: understand where your shopper wants to move next? 

1. Brands, always ask: What’s the most important message we want to land? 

1. Brands, always ask: what are the shopper barriers? 

1. Why distribution is just a vanity metric: penetration really builds house hold brands