Brand To Expand Your Stockists
Kelly Mackenzie, Creative Director and Founder of White Bear Studio, with special guest Blake Gladman of KAM Media, hosted a masterclass for food businesses on how to brand and position to expand your stockists.
Once founders of a food or beverage brands plant the seed, it’s time for that all-important growth before the ultimate harvest. This requires scaling up, expanding your stockists and growing your revenue. Our masterclass on how to brand to expand your stockists took a financial strategy spin on things.
We shared some of the secret ingredients that make up a perfect pitch. From understanding the retail landscape to speaking the ‘language’ of your direct customers, industry experts KAM Media joined us to share their high-value insights.
We talked through our special recipe for effective branding and packaging from our proven creative process that has seen every brand that we’ve created get their investment and shared our top tips to ensure that your product gets on the shelf, and flies off it too.
Our Creative Director, Kelly Mackenzie, even offered a free brand audit of three live case studies that were jam packed with tangible insights.
Blake’s Three Stages To A Successful Retailer Sales Pitch:
Blake Gladman, Strategy Director of KAM Media, a London based research agency specialising in Hospitality and Grocery Retail, shared market-leading insight on the Grocery Retail sector, together with his tips for creating a winning sales story to gain listings.
Know your market
There are four core segments to the UK grocery market: Supermarkets (£128bn), Convenience (£40bn), Specialists (£10bn) and Online (£11bn).
11,000 supermarkets across the country, with Lidl and Aldi now accounting for 14% of all UK grocery sales.
Online is growing but still only represents 7% of total market (to grow to 10% by 2023).
There are 49,000 convenience stores, and the average visitor frequency per week is 3.4 time vs a supermarket of 2.5 times.
Know their shopper
90%+ of UK adults will shop in a supermarket or convenience store in a typical month, so it’s not about demographics. It’s about targeting the most valuable shopper missions. Missions include:
1. Bulk Shop – Online / Supermarkets
2. Main Shop – Online / Supermarkets
3. Top-up – Supermarkets/ Convenience
4. Meal for tonight – Convenience
5. Food to go – Convenience
Know which one your product fits in, and why.*
90%+ of UK adults will shop in a supermarket or convenience store in a typical month
Show the value
What value does your product deliver? Does it drive footfall to your retailer and what targeted shopper can you help attract to the retailer? You need to work out how much your mission is worth and whether it is one that the retailer is targeting.
Does your product drive incremental sales, rather than take sales from another product, thereby adding additional revenue to your stockist’s bottom line?
- Renad Sheraif