Two overlooked factors in product introductions

Posted by on Aug 13, 2018 in Industry Intuition, Views

By Jen Johnston, CHHC, as seen in Chain Drug Review, July 9, 2018 When evaluating new products to the market, retail buyers and Hamacher Resource Group category analysts look at five factors — innovation, promotion, earning potential, product orientation and category growth. While manufacturers tend to focus a lot of energy on mastering the first three […]

Aim, Ready, Fire: Three steps to meaningful research

Posted by on Jul 31, 2018 in Brand Marketing, Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, May/June 2018 To advance virtually any business initiative, effective market research is critical. Too often this step is overlooked or shoddily conducted, resulting in less than ideal outcomes. Time spent adequately preparing can increase the likelihood of success and eliminate significant angst and […]

Lessons from a lucrative housing market

Posted by on Jul 25, 2018 in Future of Retail, Views

By Dave Wendland for Drug Store News June 22, 2018 Not unlike other communities across America, the Milwaukee metro area where I reside has been experiencing a real estate boom. Homebuyers are over-bidding on the asking prices of homes in the most desirable area of town and sellers barely have time enough to put a sign in […]

Do You Make This Embarrassing Merchandising Mistake in Your Pharmacy?

Posted by on Jul 20, 2018 in Independent Pharmacy, Views

Written by and published in Elements magazine, June 15, 2018 Independent pharmacies commonly fail to stock enough product in their front ends, leaving gaps and bare spaces on the shelves. A sparse row here. Some blank spots there. Sometimes an entire section left empty. A few bare spots may seem harmless. But empty shelves make your pharmacy feel like […]

Dissecting The Shopping Experience: Consumers Are Not Defined By Format

Posted by on Jul 16, 2018 in Industry Intuition, Views

by Dave Wendland, CommunityVoice for Forbes Agency Council, as appeared on Forbes.com June 13, 2018 I recently had the privilege of presenting to an international audience of consumer packaged goods (CPG) distributors from over 35 countries. My discussion focused on the changing retail landscape and how to effectively navigate today’s consumer shopping experience. As I prepared for this […]

Learn From The Good, The Bad And The Ugly In Product Launches

Posted by on Jun 28, 2018 in Industry Intuition, Views

by Dave Wendland, CommunityVoice for Forbes Agency Council, as appeared on Forbes.com May 24, 2018 Preparing for a brand launch or reintroduction to the market is not for the faint of heart. For more than 25 years, I’ve moderated numerous collaborative strategy sessions with consumer packaged goods (CPG) manufacturers on behalf of our company and have worked with other […]

Keeping the end in mind

Posted by on Jun 21, 2018 in Brand Marketing, Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, November/December 2017 It was Lewis Carroll in the Alice in Wonderland Through the Looking Glass book that said, “If you don’t know where you’re going, any road will get you there.” I personally like Yogi Berra’s twist on the phrase, “If you don’t […]

Rearranging furniture

Posted by on Jun 15, 2018 in Future of Retail, Views

by Dave Wendland for Drug Store News May 14, 2018 As spring approaches in Wisconsin — finally — it’s always a great time to renew, refresh, and, for me, rearrange some furniture. There’s something about a “winter arrangement” that keeps my living room chairs situated for cozier and more intimate conversations. However, come spring, I look […]

Promo strategy can make, break an intro

Posted by on Jun 13, 2018 in Industry Intuition, Views

By Megan Moyer as seen in Chain Drug Review, May 4, 2018 For new products, clinching sales hinges on consumer awareness of the brand and its benefits. With so many marketing channels as possible avenues of promotion, brand marketers must optimize budget dollars to reach their target market by choosing the right message for each one […]

Communication is a game of catch

Posted by on May 30, 2018 in Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, March/April 2018 One of the lessons (and there are many) from my days as a member of an improvisational comic troupe that continues to have tremendous value in everyday conversation centers on the true art of communication. The experience taught me the importance […]