Help Food Distributors and Brokers Share Your Selling Story (Correctly). You’ve created a killer pitch deck and selling story. You’ve researched the retailer’s plan-o-gram (POG), the trends, and competitive homework. You’ve finally had a meeting with a retail food buyer – and it went well. That’s how the journey starts. But sooner or later on your journey to…
Your Retail Selling Story (Hint: Your Retail Marketing Deck) A retail marketing deck is one of food brands’ most critical–and challenging–sales components. Anyone who has experienced success selling to multiple retail customers has cracked the code. They have perfected their unique retail selling story. Each may have developed wildly divergent strategies and tactics depending on…
“Me-too brand” – An Uphill Battle to be Found When the NewPoint team explores a fit with a new food client, the first thing we do is buy the product and perform what we call an “unboxing.” If we bought the product online, we look at how the product was shipped, how the product was…
You’ve worked so hard to get to this point. Make the most of that “big” meeting: the successful buyer presentation. Cutting to the chase, there is a very good chance you are not going to walk into this meeting and 10 minutes later have your product listed. There are literally hundreds of things that need to…
Congratulations! Your food brand’s been deemed worthy by a retail category buyer. And while it may be ready for the shelf, is it ready for the warehouse? Now’s the time–if you haven’t already–to think seriously about…order fulfillment. The phrase alone can wax over many an eyeball. But disregarding the finer details of order fulfillment is…
If there’s one drum you’ll hear us beat consistently at NewPoint, it’s the reality that your product alone won’t close the deal on your food sales presentations into the retail chains. Buyers need and expect much more from their suppliers than just another SKU. As challenging as this reality might be, when you understand and…
And no, it doesn’t involve securing a public endorsement from Martha Stewart. (Though that definitely wouldn’t hurt.) It’s actually much simpler than that. It’s surprisingly old-fashioned. It’s… …feeding people. That’s right. In-store demos are the best support for a product launch. At NewPoint we talk to buyers often. We interview and survey them because we want…
We ask Retail Food Buyer questions so you don’t have to. The questions in this series have one goal: help your food brand get on – and stay on – the shelf. We asked these questions in interviews and surveys. or they were submitted by food companies that attended our Emerging Food Brands Forum. For…
Entrepreneurs ready with questions for retail food buyers If there’s one thing that 25+ years of consumer package goods marketing has taught me it’s this: If you want to sell your products to consumers in the retail shelves, you need to first sell it to the gate keepers. Also known as retail food buyers, AKA category…
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.