by Jen Johnston Most brands have a PowerPoint® presentation that their sales team uses when meeting with retail buyers. I am willing to wager that most brands think their presentation is “good enough.” Since manufacturers regularly come in to the Hamacher offices to present their products for consideration in independent pharmacy planograms, I’ve seen a … Read More
manufacturers
Do you know what your customers really want?
by Megan Moyer The product development process is complex and there are plenty of risks along the way. We’ve always advocated for research to be a part of this cycle to mitigate those risks and ensure you’re going to market with a product that is meeting a need and/or filling a gap. Do you know … Read More
Making Seven Seconds Count
by Dave Wendland Seven seconds – that’s how much time shoppers generally spend at shelf “searching” for an item to purchase. Let’s put this into perspective: it takes food only seven seconds to go from the mouth to the stomach via the esophagus; a Ferrari can accelerate from zero to one hundred miles per hour within four seconds; … Read More
Bentonville Here You Come!
by Dave Wendland The appointment has been made. Your bags are packed. Prototype products are pristinely mounted on their display board. A professionally-produced video of the company history and founders is cued up on the laptop. And a twenty-slide PowerPoint® containing testimonials from family and friends who have tested and used the product for the … Read More
In brand marketing, relevance to consumer is critical
by Jenny Kosek for Chain Drug Review December 9, 2014 In a multipart series during 2014, our team is examining key product attributes and marketing tactics from two different perspectives — the retail buyer and the consumer/shopper. This objective picture of the two viewpoints should contribute to a product’s success at retail. In this column, … Read More
A tale of two products: part two
by Dave Wendland You may recall that in my last blog I reviewed two new product entries into the independent pharmacy space. And, I compared the pros and cons of their packaging, messaging and their market-readiness. Here’s part two. This post grades readiness in the areas of assortment planning and marketing. I think you’ll soon … Read More
A tale of two products: part one
by Dave Wendland During the 2014 National Community Pharmacists Association (NCPA) Annual Convention I had a wonderful opportunity to meet with two start-up health, beauty, and wellness product manufacturers. Both had identified independent pharmacy as the ideal segment for their launch, and both had prototypes available to share with attendees. However, the similarities stop there. … Read More
For consumers, value, not price, is paramount factor
By Megan Moyer for Chain Drug Review October 27th, 2014 In a multipart series throughout 2014, our team is examining key product attributes and marketing tactics from two different perspectives: the retail buyer and the consumer/shopper. This objective picture of the two viewpoints should contribute to a product’s success at retail. In this column … Read More
Define your brand story to reach Millennials
By Jen Johnston If your brand is trying to reach people in their 20s and 30s and you are still asking the question “Can a brand have a personality?”, then you may be missing the bigger picture. The idea that a brand can have a personality goes without saying; in fact, a brand must have … Read More
Branded together
By Dave Wendland Can a brand have a personality? Yes! A corporation, a product, even an individual has an opportunity to be “branded.” My definition – not dissimilar from others far more learned than me – is simple. Brand identity is what people say about you or your product after you’ve left the room. So, … Read More