CPG Insiders (Mark Young, Justin Girouard)

In this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year’s budget could hinder your success. This episode is packed with insights to help brands stay ahead and thrive in an ever-changing market.

Content Outline For Today's Show

Segment 1: When we have increased costs and increased store brand sales - do not stop advertising
Segment 2: The odds that you are the only one product in market that can do what you can do is very unlikely
Segment 3: When you cut advertising and marketing, you reduce your future value - momentum matters

If you have any questions, you can contact us through jandhlabs.com

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

This episode, Mark + Justin talk entrepreneurlife and the age-old "too much to do, not enough time" problem with Andrew Mellen, author of Calling Bullsh*t Busy. Andrew teaches entrepreneurs, businesses, and everyday people how to leverage time management + simplification to create freedom through organization.

Deeper than just 'getting organized', Andrew fosters real transformation by changing how people think, feel, and interact with time, money, and stuff. Plus he shares easy, actionable steps you can take right now to address time-productivity obstacles in your own business. A great listen for anybody looking to take more control of their time + improve productivity to enhance their quality of life. 
 
About Andrew Mellen: "The Most Organized Man in America", Andrew is a best-selling author with ideas featured on Oprah and TedX. As one of the pioneers of professional organizing + productivity, Andrew travels the world speaking, teaching, and coaching individuals and global brands including the New York Mets, Genentech, American Express, Time, Inc., and the Metropolitan Museum of Art. For more about Andrew or to enroll in one of his programs, check out his website.

On today's episode of CPG Insiders, Mark + Justin delve into the critical role of Amazon in the CPG landscape, emphasizing how it's shaping consumer behavior and expectations. They discuss strategies for effectively using Amazon as a platform, from choosing the right fulfillment options to navigating the competitive marketplace. They also address the importance of adapting to Amazon's influence on customer experience, from product discovery to post-purchase interactions. For CPG brands looking to thrive in today's e-commerce-driven world, this episode provides valuable insights into leveraging Amazon's vast reach while protecting and growing their brand.

Dr. Mark Young's new book, Hypno-tising - the secrets and science of ads that sell more, comes out Tuesday, December 7th.

This book asks:

What if you could create advertising that’s so compelling, so hypnotic, that it motivates consumers to make an immediate change in their behavior to buy your product or service?

In HYPNO-TI$ING: The Secrets & Science Of Ads That Sell More, you’ll learn how to do that, and much more.

Whether you’re an entrepreneur, a marketing professional, or you just want to understand the science and psychology behind why human beings make the choices they make, elevate your brand by ordering HYPNO-TI$ING today!

https://www.amazon.com/dp/B09LR9MBXX/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Welcome back to CPG Insiders, on this episode your Hosts Dr. Mark Young and Justin Girouard talk about just how much of a brand can some products become.

Content Outline:

Segment 1: How Ad Agencies sell Clients that they need to build their brand.  The truth of it is that some products are built to be brands, and some products are made to be things.

Segment 2: Does the Brand / Product tell the world something about me?  This doesn’t mean that a product can’t be KNOWN for something.

Segment 3: The guys get into the 7 Truths of this topic 

If you want to learn more about CPG Advertising you can contact us through jandhlabs.com.

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

This episode, Mark + Justin are joined by David Biernbaum to talk about Rite Aid's brace for bankruptcy and projections to close hundreds of stores. They dig into what the progression of this bankruptcy filing could look like over the next few months for vendors + consumers. 
 
Most importantly, the guys discuss the impact on suppliers working with Rite Aid now. How brands that currently distribute through Rite Aid can curb potential losses and mitigate coming risk, what it means for future distribution of brands just beginning at Rite Aid, plus what payment scenarios might play out for suppliers. 
 
About David Biernbaum: David is a nationally acclaimed consumer products retail business consultant and master broker who has brought more than 200 successful consumers brands to market. 

Learn more about David

In todays episode of CPG Insiders

Mark + Justin tackle an essential question for entrepreneurs: Do you have a single product or the foundation for a broader business? They delve into the critical differences between having a successful item on platforms like Amazon and building a sustainable, scalable business capable of thriving in the competitive retail landscape. Through insightful examples and analysis of market dynamics, Mark and Justin offer valuable guidance for evaluating your product's potential and strategizing for long-term growth. This episode is a must-listen for anyone looking to understand the nuances of product versus business in the CPG industry.

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail?
With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand.
Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Infinity Worlds Inc. The company is a dedicated team of manufacturer brokers that specialize in Walmart distribution for their clients.

On the show, Mark and Chad discuss the kinds of products, brands and clients that Infinity Worlds partners with to help present to Walmart buyers. Chad talks about how Walmart differs from other types of retailers, considering the challenges and benefits that come with getting on a Walmart shelf.

Chad offers some advice for being prepared for Walmart consideration, what to anticipate and provide for a presentation to Walmart, how to use Retail Link as a great resource once your product is in Walmart and more. He offers invaluable insider information that is useful to CPG brands seeking a place at Walmart and those who are already there. 

Special Guest:

Chad Bugos’s Road to Retail was a little unconventional. After graduating from the University of Iowa Pharmacy program and later receiving his MBA, Chad worked as a Walmart pharmacist, then moved into Pharmacy Operations as a Regional manager before eventually landing at the Walmart Home Office as a senior buyer. He was known to his suppliers as a very strategic buyer, possessing great vision for where to take his categories to maximize the most gain. 

As Co-Founder and CEO of Infinity Worlds Inc, Chad believes in collaboration and open communication with his team and his clients to realize the common goal of maximizing sales. Well-respected within the Walmart walls, Chad is able to forge and build relationships based on his understanding of how Walmart thinks and what Walmart needs in order to serve the needs of the end consumer. Chad’s love of merchandise, searching for truly inspiring products and companies, and then helping those companies succeed is what he loves most about his job. When he is able to disengage long enough to get in some personal time, since he is an avid sportsman, you will find him happily in a deer stand or a duck blind.

Contact Infinity Worlds, Inc:

Email: info@infinityworlds.com

Phone: (479) 250.0915 

LinkedIn: https://www.linkedin.com/company/infinity-worlds-inc./about/

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

In this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy.

Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why prioritizing collaboration over compromise is essential. Chris Voss brings his unique expertise to the CPG world, offering actionable insights to help brands win in high-stakes negotiations.

On this episode of CPG Insiders, Abe Cohn of the Cohn Legal Group shares his expertise involved with start-up companies and registering trademarks for brands and products. They discuss what makes it more likely for trademarks to gain approval with the Patent and Trademark Office, and what challenges companies can face when naming products. They also consider some of the legalities to be considered before starting a business.

They take the conversation deeper as they explore the trademarking and legal intricacies involved in one of the fastest growing categories in the CPG market, CBD products.

About the Guest:

Abe Cohn is managing partner and an Intellectual Property Attorney at Cohn Legal, PLLC, a law firm designed specifically to provide a boutique and highly individualized experience for entrepreneurs and startups.  Abe has personally counseled over 15 established startups in the food space and scores of other businesses launching in varied and diverse sectors. 

Follow him on Instagram: @cohnlg.

Consultant and Master Broker David Biernbaum joins Mark and Robb on the podcast to discuss what a company should know before meeting with retail buyers. They go through steps in the process of getting a product on a retail shelf, exploring some of the thinking behind the store-level planning that determines whether or not a product will be approved. Category reviews at retail stores are major endeavors that any brand needs to be well-prepared for.

Smaller products and companies tend to be the higher margin products, with better innovation, but they’re still competing against the name recognition of big brands. Retail buyers are risk-avoidant, so a brand must make it clear that the risk for the retailer would be not adding your product to their shelves.

They explain the difference between brokers and master brokers and why brands need them to get into retail.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy.

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

On this episode, Mark and Justin discuss content marketing (also called native content or native advertising), focusing most on long-form advertising. They discuss how content marketing has changed and how it has stayed the same.

People now feel entitled to getting information for free on the Internet, and content marketing takes advantage of that. They discuss some different ways to reach your targeted audience with relevant, in-depth information about your product.

They dive a little deeper into the logic behind running digital advertorials on third-party websites and the pathway to accomplish this kind of campaign successfully.

Content Outline:

Segment 1: COVID – How it took over our lives over the past 2 years.  How the population has moved to 30 percentages of the population claiming anxiety.  Macro shifts / large scale changes from pre-pandemic times.  Waves of the pandemic have shown changes in behavior.

Segment 2: For CPG companies, more people now are engaged now with nutrition to the tune of 12 million more people who were not focused on eating healthy or shopping healthy before COVID.  Mindfulness / stress relief has been a slow steady rise as well, how people are dealing with the stress of the Pandemic.  Good news for health focused brands.

Segment 3: Sources of Influence – Dr. Marion goes into some detail on how Murphy Research goes about gathering the data, and how some of the small details of this data.  Post Pandemic, people are turning more to digital influence than they ever used to.

Sarah Marion, Director of Syndicated Research, joins Murphy Research with experience in both syndicated and custom research. With a background in cultural anthropology, Sarah excels in triangulating between different types of data, connecting the dots to build compelling stories from primary qualitative and quantitative research and secondary sources. Before joining Murphy Research, she led The Hartman Group’s syndicated research program, and she has special expertise in food and beverage, CPG, health and wellness, sustainability, the natural and organic market, and shopper insights. Sarah has led a wide variety of projects, but has special expertise in qualitative methods, longitudinal trackers, and trends research. She holds a Ph.D. in cultural anthropology from Indiana University.

Website: https://murphyresearch.com/

In this episode of CPG Insiders, the focus turns to the critical importance of intellectual property (IP) in the CPG world. Mark + Justin explore how IP serves as a vital asset that can greatly enhance a company's market value, drawing parallels to real estate. They cover the essential aspects of patents, trademarks, copyrights, and trade secrets, underlining the necessity of safeguarding innovation. The conversation also touches on the evolution of business valuation from tangible to intangible assets, underscoring the strategic advantage of IP. This episode is packed with key insights for CPG entrepreneurs aiming to utilize intellectual property effectively to protect and expand their businesses.

In today's episode of CPG Insiders, Mark dives into the importance of assembling the right team, particularly focusing on the value of a fractional CFO for growing businesses. Joined by Paul Harrison, a seasoned fractional CFO with extensive experience in the consumer packaged goods industry, they discuss the critical role a CFO plays in managing finances, predicting cash flow needs, and avoiding costly mistakes.

Tune in to learn insights on how a fractional CFO can provide the expertise of a full-time CFO without the full-time cost, making it an ideal solution for startups and mid-sized companies. 

Bio:
Paul Harrison is a seasoned fractional CFO with over 15 years of financial and operational experience, specializing in supporting high-growth companies. His expertise spans working with major retailers like Whole Foods, Trader Joe's, Walmart, Costco, Kroger, Aldi, Home Depot, and Amazon. Paul has successfully created financial models for profitable product launches and secured financing from lenders and investors. His leadership experience includes roles at Krispy Kreme Doughnuts and Lucy's, where he led teams across FP&A, accounting, finance, HR, IT, and risk management. Paul holds an MBA from the University of Virginia's Darden School and a BA from Emory & Henry College, and he is a Certified Public Accountant (inactive). In addition to his professional achievements, Paul has served as a board member and finance committee chair for HabitatForsyth, a Habitat for Humanity affiliate. Outside of work, he is an avid runner and triathlon participant who enjoys the outdoors.

LinkedIn: https://www.linkedin.com/in/paul-harrison-2957b21/

On today's episode of CPG Insiders, Mark + Justin address the critical topic of legal navigation within the CPG industry. They underline the importance of understanding FDA and FTC guidelines to prevent regulatory pitfalls, especially when making product claims. They discuss the need for specialized legal counsel to aid in classifying products appropriately and ensuring compliance with advertising standards. The episode acts as a cautionary yet informative guide for CPG entrepreneurs to emphasize the proactive management of legal risks and the value of professional support in achieving business longevity and success.

This week we welcome the charming and brilliant Joe Polish. Mark and Justin discuss his New York Times best-selling book “What’s in it for Them?” 

Joe Polish is one of the most sought after marketers alive today, known for his ability to connect with almost anyone on the planet. Joe continues to be a prominent figure in the world of business and entrepreneurship. He’s the co-founder of two popular podcasts: 10XTalk and iLoveMarketing.

Mark, Justin, and Joe breakdown the power of asking “What’s in it for them?” in every interaction in business and life. Starting with the foundational elements of genuine curiosity and authenticity we can become pain detectives to give value on the spot.  

You will learn how to ensure that your offer is always bigger than your ask to attract the people you want and repel the ones you don’t. We discuss how these tools are used in marketing and in everyday life to achieve your goals. 

In today’s episode of CPG Insiders, Mark, riding solo, dives into the critical mindset of “playing to win” versus “playing not to lose.” Drawing from his personal racing experiences and entrepreneurial insights, he explores how this shift in perspective can make or break success in consumer packaged goods. Learn  the risks involved in retail entry, the power of brand awareness, and the importance of proving your product in the marketplace. For entrepreneurs looking to thrive, this episode reinforces why bold actions and calculated risks are essential for growth.

On today’s episode of CPG Insiders, Mark + Justin are joined by frequent guest and veteran CPG expert David Biernbaum to discuss the do's and don'ts of preparing for ECRM meetings and the critical importance of a solid marketing plan. They dive into how retailers evaluate new products, and common mistakes to avoid, and how to ensure your product gets and stays on the shelf. Learn how ECRM can be a game-changer for brands that are ready to present themselves professionally and effectively.

Segment 1: The guys dig into the two distinctive styles of entrepreneurs that there are.  Understanding WHO you are, can help you understand which type you might be, and plan to be successful.  You will always function at your best when you are being true to yourself. 

Segment 2: Elon Musk – Hard Core Risk Taker – type of entrepreneur.  Mark goes into a little detail on the background and the history of Elon Musk, and how he continued to bet on himself in areas that had nothing to do with where he was before field wise.  Musk gains purpose and value out of WHAT he is doing, the grind is his purpose. 

Segment 3: Richard Branson – Risk Mitigator – type of entrepreneur.  Justin and Mark explain how being risk averse, or a risk mitigator can look like a risk taker, but it is not true.  Mark goes through some examples of how he mitigates risk in areas when he runs into risk in some of his more dangerous activities. 

Key Take-aways - Surround yourself with people who know what they are doing.  Figure out WHO you are, lean into that, and play that hand of cards.   

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

Today we are going to be diving into the lessons that can be learned from the marketing techniques of presidential leaders and you can leverage them to grow your business and we are joined by Jason Voiovich.

Segment 1: Selling ideas is similar to Selling products - much of the psychology is the same. In fact, a product is simply an idea with a tangible delivery system.
Segment 2: Many brands have discovered they can lobby the government for favorable restrictions to commerce (aka rent-seeking) as a higher ROI option to "real" advertising and marketing. That's risky because it opens you to disruption (e.g. Taxi medallions vs. Uber in NYC), but it's hugely popular with large brands. Challenger brands need to have a plan to counter that.
Segment 3: The Calvin Coolidge story. Breakthrough in branding and politics. (Bruce Barton of BBDO was the key strategist).
1. First one to understand radio (1:1 not one to many), not FDR
2. First one to target market (women, African Americans, rural, etc.)
3. First one to use astroturfing to build support
4. First one to use strategic images (costume idea)
Segment 4: Marketer in Chief: How Each President Sold the American Idea Book Plug

If you want to learn more about how to successfully grow your challenger brand you can contact us through jandhlabs.com and if you want to learn more about the marketing tactics of our presidents go out and buy Marketer in Chief on Amazon today or visit markererinchief.com.
We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Justin had so much more to talk about to a past guest, Dr. Sarah Marion the Director of Syndicated Research at Murphy Research.  She was kind enough to give us, and YOU some more time to dive into some of the data that makes Justin Smile!!!

On this episode of CPG Insiders, Mark and Justin share why you should not bail on advertising during the COVID-19 pandemic. They explain the affect this is having on American’s media consumption and how it’s a silver lining for advertisers. Specifically, they discuss where those opportunities to connect can be found.

Mark and Justin also review two factors consumers need to buy a product: mental availability and physical availability. They explain the importance of expanding your mental availability with consumers during this time.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

In today’s episode of CPG Insiders, Justin welcomes Paul, the Creative Director at Jekyll+Hyde, to explore the crucial elements of building a brand that lasts in the CPG industry. They discuss the importance of understanding your brand's identity, knowing your customers, and developing cohesive messaging that resonates with your target audience. They share practical insights on avoiding common pitfalls, maintaining brand trust, and transforming transactions into lasting customer advocacy.

If you've ever wanted to know the behind-the-scenes secrets of creating a brand that stands the test of time, this is the episode for you.

On this episode, Mark and Robb welcome Steve Anderson, President of Hockfield & Associates, Inc., to share some important information about getting a product into Walgreens. As a manufacturer’s rep that works primarily with the major drug chain, he has an insider perspective that is essential for growing CPG manufacturers to understand.

They cover why a well-versed broker is so beneficial for manufacturers introducing products into retail, as well as maintaining their position and finding success. They also discuss how getting into a major retailer like Walgreens requires a significant investment on the manufacturer’s part, while detailing what that level of distribution can mean for your business.  

About the guest: 

Steve Anderson, President – Hockfield & Associates, Inc., has serviced and sold to Drug, Food and Mass customers for over 30 years. Steve started as a distributor of seasonal products and then grew as a manufacturer’s representative, forming Steve Anderson & Associates in 1980.

After 11 successful years, the company was purchased by one of the nation’s largest food brokers, in which Steve became their VP of Sales for their Health & Beauty Care division in Chicago. In 1995, he joined Hockfield & Associates, a Chicago based manufacturer’s rep agency and immediately helped grow their business, primarily with new and emerging companies.  Bringing new profitable opportunities to their customers has been one of Steve’s greatest accomplishments. Expansion occurred in numerous categories including Oral Care, First Aid, Hair Care, Foot Care, Personal Care, Antacid/Laxatives, Cough/Cold and Health Care, including growth in private brands.

Steve purchased the company from Ed Hockfield upon his retirement in 2006. Additional staff was added to ensure a successful transition and provide value added services to their customers and manufacturers. Significant investments have been made in technology, keeping the company ahead of its competitors by providing internal tracking systems and POS data used for project management, forecasting and sales analysis. During those rare “free times,” Steve enjoys hiking, skiing, golfing and cheering for his Chicago sports teams.

Learn more at https://hockfield.com/ or call (847) 259-0612.

In today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models.
Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what you can do to stay ahead. Whether it's navigating new regulations or optimizing your retail partnerships, this episode is packed with actionable insights to help brands thrive in an ever-changing landscape.

Today we are Talking about NielsenIQ Data and Reports, we are joined by Andrew Criezis, Head of Product for SMB globally at NielsenIQ.

Justin and Mark pose the following questions to Andrew -

1. You recently posted an interesting article to LinkedIn titled "Are your promotions catapulting your brand or cannibalizing it?" Can you give our listeners some topline take-aways from this piece and how you reached the conclusion that you did?
2. You touched upon some advice for handling CPG promotions in the current retail environment, what about tips for brands coping with ongoing inflationary pricing and increased cost of materials?
3. That leads me to the next question ... How are CPG brands facing current supply-chain challenges and what creative strategies are they implementing to maintain relationships with retailers and market share?
4. What market research stats from the last few months have surprised you the most, and what do you attribute the findings to?
5. What do you see as some of the biggest CPG challenges for 2022? On the flip side, where do you see the most significant opportunities?
6. How can both retailers and CPGs better prepare for unforeseen inflationary, demand fluctuation or supply chain issues in the months ahead?

Special Offer link for CPG Insiders audience members

Andrew Criezis is the Head of Product for SMB globally at NielsenIQ. He was recently the chief product officer during the creation and launch of a new, best in class CPG platform, Byzzer. His track record of success includes global executive experience in go-to-market strategy, revenue cycle management, operations, and product development. Andrew is expert not only in crafting data-driven business solutions, but also in embedding analytics in all aspects of NielsenIQ products. With skills that span product management, sales strategy, marketing, and operations, Andrew’s holistic approach to leadership ensures both continuous improvement for NielsenIQ as a company and above all, a high-quality product.

On this episode of CPG Insiders, Mark and Justin consider how consumer trends have changed significantly, with a long list of the brick and mortar stores closing in 2020 as evidence. CPG brands need to rethink how they view their business, in terms of where their consumers shop.

They discuss the ideal business model of many digital-only businesses, and they talk about the CPG categories for which consumers prefer shopping online.

They also consider how marketing for many online businesses expands outside of just digital advertising, even if sales are only direct to consumer.

In today’s episode of CPG Insiders, Mark is joined by award-winning entrepreneur Justin Floyd to address a growing concern in the industry: counterfeiting. Mark + Justin discuss the alarming rise of counterfeit products and the impact on both consumers and legitimate brands. 

Learn how AI and advanced technology can help combat this issue and protect supply chains with real-world examples, highlighting the significant economic implications and the importance of maintaining product integrity.

About Justin Floyd  
Justin Floyd is an award-winning entrepreneur with a 25-year track record of founding and investing in pioneering technology companies solving the world’s biggest economic and social challenges. He founded RedCloud to address fundamental issues with the global supply of consumer goods that prevent brands, distributors and retailers in fast-growth economies from trading efficiently, transparently and cost-effectively with one another. Floyd’s previous experience includes founding and running cloud intelligence company Vecta and co-founding transatlantic fintech company CC. He is twice a regional Ernst and Young Entrepreneur of the Year finalist, four times a Red Herring 100 winner, a Finalist Codie award winner, and a Fast Track 100 finalist. 

In today’s special edition of CPG Insiders, Mark + Justin offer a behind-the-scenes look at their consultative process with emerging brands in the consumer packaged goods industry. They engage with the founders of the Scrummy Sweets Co. to dissect the challenges and opportunities of launching a new product in a highly competitive market. From discussing production difficulties and market entry strategies to exploring marketing tactics and distribution challenges, this episode provides invaluable insights into the realities of scaling a CPG brand. If you’ve ever wanted to peek behind the curtain and discover the secrets of brand consultation, this episode is a must-listen!

The phrase the fastest way between two points is a straight line explains exactly how our minds think. Our minds are programmed to leverage shortcuts to navigate through our decisions.

Today's Show Rundown

Segment 1: Let’s revisit one topic from our last episode as a reminder. Let’s talk about the two brains. Explain the brains to our listeners.
Segment 2: Judgement under adversity, Heuristics and Biases – What are Heuristics?
Segment 3: How do consumers use Heuristics in their buying choices?
Segment 4: What do marketers need to understand about Heuristics to become more effective?

If you want to learn more about the brain and it’s thinking process you can contact us through jandhlabs.com and in about 4 weeks you will be able to get a copy of Hypno-ti$ing.
We appreciate everyone listening, we are going to begin releasing twice a month to provide you with even more insights and as always please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Mark Young and Robb Taylor of Jekyll & Hyde Advertising expand on the difference between brand building and increasing sales for CPG companies. They explain what brand awareness, unaided brand awareness and top-of-mind awareness mean, in terms of measuring success – and what can make these figures nearly irrelevant.

They offer insight on what a brand really needs to do in order to shape how consumers experience the brand.

On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Marketing (SEM), display ads, social media sponsored ads, retargeting campaigns and more.

They talk about types of targeting that can be done on different platforms, the type of media that appeals to users on those platforms and some different strategies across devices.

Also, they cover the strategy behind content marketing based on user behaviors, exploring tried and true tactics on the path that can convert someone in your targeted audience into a buyer. It’s crucial to understand your audience to appropriately market to them online.

Digital has to be a part of your ad campaign in this day and age, but it has to be done intelligently and efficiently to be successful.

Today we are going to be diving into how to win and grow your business at Walmart and we are joined today by Cameron Jernigan. Cameron is a merchant turned supplier solutions. Cam started his career working for Walmart where he spent time in sourcing and product development in private label brands with over $1 billion in P&L impact across frozen foods, dry grocery, bakery and OTC. He then transitioned into a true merchandising as a merchant with direct purchasing and P&L responsibility for food. Cam has now taken that experience to create supplier solutions and opportunities for companies and brans looking to build and grow effective business in the retail landscape with Blue Ocean Innovative Solutions.

CTA: If you want to learn more about how to successfully do business with Walmart you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Walmart or with your current Walmart business you can contact Cameron, what is the best way for people to reach you Cameron?

https://www.blueoceanis.com/

On this episode of CPG Insiders, Mark and Justin are joined by Ashish Talati. Ashish leads an FDA practice and is one of the industry’s foremost experts on FDA regulatory matters.   He is also very knowledgeable when it comes marketing law.

Mark and Justin ask Ashish for his opinion of what can - and cannot - be said about certain products. They explore the importance of understanding what category your product will fall under and the difference between the categories.

They address the differences between the FDA and the FTC and discuss some of the things that can land your company in hot water with these federal agencies. Ashish then explains the importance of working with a law firm that specializes in handling claims and the federal agencies.

Finishing up, Ashish explains some of the ins and outs of copyrights and trademarks. They discuss the difference between the two and the importance of utilizing these to protect your business and products.

More about Ashish Talati:

Ashish R. Talati leads Amin Talati & Wasserman’s FDA practice and is one of the industry’s foremost experts on FDA regulatory matters. He has gained an exceptional reputation for his successful results at the cutting edge of FDA and regulatory law, where he has responded nimbly to changes in the regulatory climate and the marketplace, guiding clients through some of our industries’ most complex issues.

Ashish primarily counsels clients on matters of regulatory compliance, helping them anticipate and address regulatory issues in their day-to-day business operations and strategic planning. He also advocates on their behalf before the FDA, FTC, Customs, USDA, DEA, and other federal agencies, and in court. He is considered a leading authority in the areas of Generally Recognized as Safe (GRAS) requirements and New Dietary Ingredients (NDI); Ashish and his team do more NDI and GRAS projects than many of their competitors combined, and are known for their representation in the highest numbers of NDI matters submitted to FDA overall.  Considered a creative and strategic partner by his clients, Ashish works with companies all over the globe and is a trusted advisor at every step of the product life cycle, including product formulation, safety and efficacy studies, product launch, and ongoing marketing and sales.

In addition to his pioneering background in FDA regulatory matters, Ashish is highly regarded for his wealth of knowledge on advertising regulations. He counsels clients on compliance issues and claims substantiation in connection with their advertising and marketing programs, and represents advertisers in both defending and challenging claims before the Better Business Bureau’s National Advertising Division (NAD) and other regulatory bodies.

In addition to legal advice, he prides himself on providing business-oriented solutions which minimize risks and enable his clients to reach their corporate goals. The companies with whom he works prize his immediate accessibility, his wide range of contacts in the regulatory arena, and his deep expertise gleaned from a sharp focus on this area of law.  Prior to law school Ashish worked as a Chemist and a GMP auditor for the pharmaceutical industry. He also brings a tremendous amount of GMP experience to help respond to FDA 483’s and Warning Letters.

Contact Ashish Talati:

Website: https://amintalati.com/professionals/ashish-r-talati/

Email: ashish@amintalati.com

LinkedIn: https://www.linkedin.com/in/ashishtalati

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

Content Outline:

Segment 1: Siena tells us about where she is and what they do. she does. They have found a way to use data to help their clients understand the unpredictable. They work specifically with brands that want to learn about how their brands move in market. Consumer test / quantitively testing – how well the story that they are telling is doing.

Segment 2: Buying decisions are made with the unconscious mind, not the conscious mind. How do you tap into that unconscious behavior? Siena gives us some examples of how impactful the package design and creative can be. This is the entire reason clients come to Siena’s company, how to perform well on shelf.

Segment 3: Mark goes into some detail on NLP. How salespeople use tools like NLP to get through to your unconscious. How the consumer is the most important person in their world, so you as the brand or marketer need to remember that.

Difference versus distinction. Marketing by indication – 80% of people buying CPG are buying by indication. Customers don’t care about your heritage / product, anything unless you hook them in 3 seconds.

Website: https://www.smashbrand.com/

LinkedIn: https://www.linkedin.com/in/siena-dexter-8a04a265/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Content Outline:

1. Segment 1: Organic Farming (costs, results, future casting)
2. Segment 2: Can you leverage this into messaging for brands?
3. Segment 3: With continued inflation hitting these “more expensive” brands what does that look like in the future?

Julie DiNatale has been working in sustainability and agriculture for over two decades and is Truterra’s Commercial and Strategic Partnerships Leader. Julie has been involved in the emerging ecosystem services markets and regenerative agriculture programs across North America. Prior to joining Truterra, Julie worked for Corteva Agriscience, an ag tech start-up, consulted for large agribusinesses, and was an ag-sector analyst for a sell-side Wall Street firm. Before her career in agriculture, Julie spent a decade in sustainability, health, and safety for a large chemical manufacturer. Julie grew up in Western New York where she spent summers on her cousin’s dairy farm. Julie earned a B.S. from Michigan State University’s College of Agriculture, and an M.S. in Environmental Science from the University of Rochester.

Website: https://www.truterraag.com/

LinkedIn: https://www.linkedin.com/in/juliedinatale/

Twitter: https://twitter.com/juliedinatale4

On today’s episode, Mark & Justin talk about The Infinite Growth Path

We, at The Agency always get asked "how do you guys keep hitting these home runs over and over"? This Episode, the Guys are going to give you a peak under the hood at our 12 Point program that at Jekyll + Hyde we call The Infinite Growth Path.

The term "Best Practices" is a term that we dislike here so much because there is no risk, and therefor no innovation. Hard work, and following a very proven scientific methodology (our Infinite Growth Path) will help you mitigate some risk, and stack the deck towards having a successful Ad Campaign.

The 12 points of Infinite Growth Path explained

1. Business Model Review
2. Product Analysis
3. Historical Analysis
4. Point-of-Purchase Review
5. Consumer Insights
6. Hypto-Tising Principles
7. Refine Goals
8. Pre-Launch
9. Launch
10. Analyze
11. Optimize
12. Future Casting

If you have questions please reach out us and we will send you all kinds of information on our Infinite Growth Path.

On this episode of CPG Insiders, Mark and Justin explore how you can use the past year to market your products in 2020 and detail ways entrepreneurs can get their products into a position to grow as the new year approaches. They also share some messaging and techniques that can help you to focus your advertising, including breaking down the importance of anchoring your product or brand, and outline some steps you can take to do so.

Wrapping up, the two outline what to avoid with your advertising during these crazy times, and explain why brands should not let the Covid-19 overtake their advertising and messaging.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On today's show, Mark and Justin talk EOS (Entrepreneurial Operating System), with Coach Bob Shenefelt, a certified EOS Implementor.  What is EOS, how it works, how it can help fellow entrepreneurs manage the internal parts of their companies.

Coach Bob goes on to give a breakdown on all of these things, what EXACTLY is EOS, how it works.  1 Year Goals, 3 Year Picture 10 Year Plan.  Getting the whole team to to understand the company core values and that those are shared By All.  Right People / Right Seats.  Traction and the 90-Day World.  Rocks and what we have to accomplish to get to the next level.  

If you are using something like EOS - you are trying to build a self-managing company.  If you can not leave your business for a week, without everything falling apart, you dont have a business, you have a private practice.  How having an EOS structure in place would make many of these CPG companies easier to sell (if that was their plan).  

On this episode of CPG Insiders, Mark and Justin discuss what we can expect from 2021, the year we’ve all been looking forward to as we thankfully leave 2020 in the rearview mirror.

Mark and Justin begin with a warning: many of the habits adopted in 2020 will not go away, as most people have adjusted to the new normal. They break down how the move to digital shopping is not likely to slow during the new year.

The guys also explain why we can expect to see more brands launch as digital brands and stay as digital brands, and how these societal and market changes are sure to bring new opportunities to reach different demographics. Check it out!

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

Today, the guys talk pricing and price strategies.  How, with inflation - your product isn't competing with just competitors, but with a gallon of gas, or other basic necessities.  We have an excellent guest Ben Reich that we jump right in with.  Tune in and give it a listen. 

Ben Reich is the Co-founder and CEO of Datasembly (backed by well-known VCs). The company tracks product prices across 200+ retailers representing 150k+ stores across North America which is incredibly timely given the current economic climate and inflation issues. Currently, food inflation is outpacing salary growth and CPGs + retailers are scrambling to figure out pricing strategies to keep consumers shopping. That’s where Datasembly comes in. Recently, the company cracked the baby formula story wide open using their proprietary platform and technology to uncover shortages plaguing stores nationwide.

https://datasembly.com/

On this episode of CPG Insiders, Mark welcomes David Biernbaum back to the show to discuss NACDS. They talk about what to expect from NACDS and how manufacturers trying to get into retail should approach the event. They also offer valuable tips to those attending who already have a place on retailer shelves.

They talk about what buyers are looking for in the 12-minute meeting at Meet the Market, as well as what kinds of questions and answers you should have for buyers. You’re going in not to close a sale but to close a future contact opportunity.

They talk about the other event days and offer essential, insider tips on how to make NACDS the most successful for your company and product.

Special Guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy.

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater. 

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

In today’s episode of CPG Insiders, Mark + Justin are joined by friend and frequent guest David Biernbaum to discuss SKU rationalization in retail. They dive into  how retailers streamline their product offerings to boost efficiency and profitability, especially during economic downturns. The conversation covers the impact on both large and small brands, emphasizing the importance of maintaining unique products to attract loyal customers. 
Learn practical advice for challenger brands trying navigate SKU rationalization and effectively collaborate with retailers. Tune in for expert insights and strategies to help your brand thrive. 

On this episode of CPG Insiders, Mark and Justin talk about buying advertising media for in an election year. They discuss the challenges advertisers can face with the increase in political ads and broadcasts, plus they talk about ways to effectively work in and around a more cluttered advertising space.

On this episode of CPG Insiders, Mark and Justin introduce the company that is revolutionizing the new product entry process into brick-and-mortar retailers, PharmaVision! 
 
If you have a health-enhancing product with limited distribution or looking to gain your first major retailer, this is the must-listen-to episode for you!
 
For new listeners of the show, Mark and Justin provide a brief overview of the long and laborious process of how products gain brick-and-mortar distribution today. 
 
They then discuss how with PharmaVision, brands can simplify that process, gain the ability to be on shelf in just a few months, and have the opportunity to make a profit doing it! 

Today we are going to dive into the topic of sustainability. Sustainability continues to be a large topic in CPG today and many retailers are making it a large factor in their product evaluation process. We are very lucky to be joined today by Christina Lampert. Christina is the director of innovation at the world’s largest ingredient sustainability database, HowGood.

Segment 1: What is the First Educator Advantage? Why is it important for brands?
Segment 2: Sustainability is a large topic in CPG, specifically in packaging. Are there other areas brands should be paying attention to besides packaging?
Segment 3: How should brands execute the FEA (First Educator Advantage)?
Segment 4: What is HowGood? What resources are available for brands?

If you have any questions, you can contact us through jandhlabs.com and if you want to learn more about HowGood and improving your brands sustainability you can contact Christina Lampert:

Website: https://howgood.com/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

For today’s episode we welcome our guest, the owner of Sweet Leaf, Michal May. Michael recounts his father’s incredible journey starting the company. 

We learn about alternatives to sugars, and the laborious process of getting FDA approval. Mark, Justin, and Michael discuss the lessons they’ve learned that are crucial for the success of starting a company. 

Michael talks about applying his military strategy training to being an entrepreneur and the challenges COVID has provided for CPG products getting on the shelves of retailers – and all the necessary preparation and planning that goes into it. 

https://www.sweetleaf.com/

Amazon Link - https://www.amazon.com/stores/SweetLeaf/page/1FBD77B3-A43C-42DE-A6C4-24317C4230D6?ref_=ast_bln

In today’s episode of CPG Insiders, Mark is joined by Drew Littlejohns, co-founder of VH Nutrition and an expert in the Amazon landscape, to dive into the often-overlooked challenges of building a successful Amazon business. This conversation explores the complexities of navigating Amazon's ever-evolving platform, the impact of AI on search algorithms, and the steps brands must take to protect their presence online.

Learn insider strategies, including the importance of tightly managing your Amazon listings, handling rogue resellers, and the hidden costs of staying competitive on the platform. This episode is a must-listen for anyone selling on Amazon who wants to ensure they’re maximizing their success while avoiding the platform's pitfalls.

Bio:

Drew Littlejohns is the CEO and Co-Founder of VH Nutrition, a company that has sold over $60 million worth of products on Amazon, Walmart, and Shopify. Starting from humble beginnings in basements and garages, Drew and his partner grew the business into a multi-seven-figure operation with a GMP-certified facility, FDA registration, and a spot in the top 1% of third-party Amazon sellers.

Beyond eCommerce, Drew is an adventurer who has climbed all 58 of Colorado's 14,000-foot peaks and is pursuing a PhD in Philosophy from Kairos University. With over 14 years of Amazon experience, Drew now runs AMZFixer.com, a consulting and brand management agency helping businesses navigate the complexities of selling on Amazon.

You can connect with Drew at:
Email: Drew.littlejohns@gmail.com
Website: AMZFixer.com

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life.
Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose.
Learn why willpower alone won’t drive real change, how structure actually fuels creativity, and why understanding your North Star is critical for long-term success. From managing internal chatter to creating an environment that supports growth, this conversation unpacks the mindset shifts that lead to real progress.

On this episode, Mark and Robb welcome master broker David Biernbaum back to the show to discuss the timing of getting your product onto retail shelves. They explore a number of practical recommendations on how to impress buyers during your meeting, as well as the technicalities of what to expect once you have a contract with a retailer.  

As a manufacturer in the CPG industry, it always helps to have a broker working with you who understands the business already. If you’re lucky enough to get a meeting with a retail buyer, you have to remember that you are selling to the buyer, not to the consumer. Be prepared to explain how you’ll get consumers into the store, but the buyer needs to quickly understand that going into business with you will be worth it for them. 

David brings a wealth of advice and warnings about the process of getting into retail, offering crucial insights you won’t want to miss.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy. 

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory.

Retailers are pushing fewer vendors these days, but buyers understand that innovation and higher margins come from smaller players. That means it has never been easier for small companies or startups to break into major retail, if they’re prepared.

Mark, Robb and Roberto talk about why vendors need to find access and to actually use retailer data, even when buyers also have access. To capture as many sales as possible and keep a favorable relationship with buyers, you need to plan properly for inventory. Throughout their discussion, they offer practical advice for vendors about being better prepared and more knowledgeable about managing your supply and relationships with retailers.  

About the guest:

Roberto Carli is the Co-Founder of Alloy. Alloy was purpose-built for companies that make, move, and sell goods. It is an intelligent supply and demand synchronization platform that brings companies and their suppliers closer to consumers.

Alloy seamlessly connects data from suppliers, 3PLs, manufacturers, and brick-and-mortar and eCommerce retailers for end-to-end insight into product and operational performance. See where your products and materials are, where they're going, how they’re selling, and where they should be. Learn more at https://alloy.ai/.

On today’s episode, Mark and Robb delve into the murky waters of utilizing well-known celebrity talent within a campaign. A recognizable face and voice in a TV or radio spot can help snag the attention of consumers, driving sales of your product, but there are many things to take into consideration before taking that leap.

They discuss the steps that a brand should take before committing to using a celebrity for their campaign. They advise researching a celebrity's political and social viewpoints to make sure they align with your brand’s and avoid a potentially sticky situation down the line. They also stress the need to check and double check that your budget is in order, taking into account SAG-AFTRA fees and all that they imply. 

They finish up the show by sharing some of their own experiences working with celebrities and learning by trial and error. 

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On today’s episode, Mark + Justin dive into the game changing strategies from the book “10x is Easier than 2x” by Dan Sullivan and Dr. Benjamin Hardy. They explore the revolutionary concept that aiming for tenfold growth is not only more exciting, but often easier than the traditional goal of doubling. Drawing from their extensive experience, Mark + Justin discuss how this 10x mindset shifts the approach to business, pushing beyond the limits of incremental growth to embrace innovation and bold thinking. This episode is packed with practical advice, real-world examples, and insights into how entrepreneurs can apply 10x thinking to achieve extraordinary success. Whether you’re looking to revolutionize your business or personal life, this episode offers the inspiration and tools to think bigger and achieve more.

On this episode of CPG Insiders, Mark and Justin consider a question that clients often ask them.

They run through a number of things to consider about your CPG product when you’re planning your creative and media strategy. This includes what kind of advertising it needs to effectively sell, where it is sold, who the target demographic is, as well as other constraints.

Today's Show Rundown

What is the Common Mistake Marketers Make when reviewing their advertising executions?
How is the brain constructed?
What is the difference between the conscious and unconscious mind?
What role does critical facility play in how we process information?
We walk through a buying scenario and how the unconscious and conscious mind work?
How do these two parts of our mind work together? How can we as marketers get to the
unconscious mind? Is one awareness and one for attention or analysis?

If you want to learn more about How the Brain Sees Advertising you can contact us through
jandhlabs.com and in about 5 weeks you will be able to get a copy of Hypno-ti$ing.

On today’s episode of CPG Insiders, Mark + Justin dive into the intersection of business and politics, with the upcoming U.S. presidential election looming large. They discuss how consumer brands must navigate the chaotic political climate, exploring how marketing strategies and consumer behavior shift during election season. From the rising cost of goods to political alliances and the potential implications for your business, learn insights on how brands can prepare for the uncertainty ahead. Don’t miss this crucial episode on steering your brand through turbulent times.

In this episode of CPG Insiders, and part 1 of our  3-part series, Mark  + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones.

In this video, we break down:
• Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too.
• Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution doesn't meet a core human problem, it won't resonate with a mass audience.
• Focus on a Specific Audience: Avoid trying to be everything to everyone. Being a me-too product dilutes your brand. Instead, focus on a clearly defined target market.
• Keep It Simple: Make products that can be described in one sentence. Clarity in your message builds better brand recall.
• Maintain Strong Margins: Never have less than a 5:1 margin. A higher margin provides the budget needed for effective advertising and long-term growth.
• One Hero Product Over Many Mediocre Ones: One successful item is better than ten mediocre products. Identify and protect your hero product, and never cannibalize its success.
• Fit into Retail Expansion Levers: Your product should enhance profitability, drive higher volume, or expand category offerings—helping you capture more shelf space in mass retail.

They discuss the importance of aligning your product strategy with retail buyer expectations and the key role of innovation and focus in scaling your brand from digital success to dominating the big-box retail space.

If you enjoyed this episode and want more actionable insights on achieving mass retail success, connect with us:
• LinkedIn for Podcast: https://www.linkedin.com/company/cpginsiders
• LinkedIn for Agency: https://www.linkedin.com/company/jekyll-and-hyde-labs
• Podcast Website: https://cpginsiders.com/
• Agency Website: https://jandhlabs.com/
• Apple Podcast: https://podcasts.apple.com/us/podcast/cpg-insiders/id1434129622
• Spotify: https://open.spotify.com/show/0JOZgrcDS8FezhyrulHRhI

Subscribe now for more expert tips on mass retail, effective product strategies, and building a brand that stands out in a crowded marketplace. Leave us a 5-star review wherever you get your podcasts, and stay tuned for Part Two where we explore investment strategies for retail success!

Mark Young and Robb Taylor explain why a CPG product needs both a paid search campaign and an organic search strategy in their overall digital marketing strategy. They talk through typical consumer behavior that makes it important for your product to show up at the top of their search.

They cover the differences between intent terms, conquest terms and consideration terms and how they can be used to support your advertising campaigns. 

On today’s episode, Mark & Justin talk about how Television has changed over the years.  The guys go on to explain the differences between OTT, and CTV.  What they are and how you can leverage these new systems to your advantage.

Most people have more than one “subscription” type account, like Hulu, Netflix, Prime Video, and how can you get into advertising on these ad supported platforms.  Why should you be buying here and Mark explains about Cost-Per-1000”.  These addressable TV models allow you to target where you want, without having to buy local TV.  You can get super granular with this type of advertising, though use of data partners you can target all sorts of data points.

Youtube is becoming television today, it is HOW people are getting their information.  The quality you can get on YouTube is amazing, the Ads that get served, vary in function depending on the buy.  Justin explains all the different type of targeting you can do with YouTube.

On this episode of CPG Insiders, Mark and Justin discuss how businesses are handling today’s volatile political landscape. They share stories of companies that have taken a political stance and survived the mob as well as explaining why political activism is not necessarily the right move for every company.

Mark and Justin recommend what to look for and understand before attaching your company to a group or cause. They explain the importance of going “All in” and recognizing that that you’re putting your company at risk any time you choose to publicly align with a group or cause.

The guys also discuss the pushback some companies receive for running ads on certain networks. They explain the importance of looking at these comments to see if they are legitimate, or if they originate with bots or groups that are paid to send these complaints.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode, CPG Insiders welcomes Joe Tarnowski and Sarah Davidson from ECRM to the show. ECRM brings efficiencies and effectiveness to the buying & selling process, by connecting buying and supplies of various categories (food service, CPG, etc.). 

Joe (VP of Content) and Sarah (SVP of Grocery) expand on the elements of the ECRM program and how vendors can get the most of out of their meetings with buyers. They offer some suggestions on how to be prepared for their different programs. 

Visit  https://ecrm.marketgate.com/ to find which ECRM program could be right for your company.

Special Guests:

Efficient Collaborative Retail Marketing (ECRM®) provides Business Solutions by integrating Process, Vision and TechnologyTM. Comprised of category & season specific Efficient Program Planning Sessions (EPPS®), MarketGate software, ECRM is helping buyers and sellers improve sales, reduce expense, and go to market faster and more efficiently.

As SVP of Grocery, Sarah Davidson is responsible for leading, growing and developing the ECRM food and beverage business. This is done through engaging with buyers on sourcing and planning services and working with quality suppliers at the EPPS sessions throughout the year. Follow her at https://www.linkedin.com/in/sarah-davidson-a729833/.

As VP of Content, Joe Tarnowski develops content marketing strategy aimed at engaging ECRM buyer and seller customers during and in-between ECRM's in-person events. Follow him at https://www.linkedin.com/in/tarnowskijoseph/.

On this episode of CPG Insiders, Mark and Justin skim the surface of neuro-linguistic programming and how J&H utilizes scientifically proven techniques in their neuro-persuasive advertising.

They discuss the conscious mind and how much information it can process, versus the volume that the unconscious mind can manage.

They go through a number of techniques to help change consumer behavior. They talk about “power words” that can be used to better land an advertising message with a listener, viewer or reader. Mark explains what implanting means, the reason for using “because” statements, embedded commands, metaphors and so much more. And they consider how advertisers can cut through all of the information that compete for consumers’ attention.

Some recommended resources:

Influence by Robert B. Cialdini

Pre-Suasion by Robert B. Cialdini

Thinking, Fast and Slow by Daniel Kahneman

This episode, Mark + Justin welcome back master broker, David Biernbaum, to discuss his experience with ECRM (Efficient Collaborative Retail Marketing) and its impact on the Consumer Packaged Goods industry, especially for entrepreneurial brands. ECRM has changed the industry by offering category-specific events where new companies get a chance to interact directly with retail buyers - significantly increasing opportunities for small brands. The guys also talk about how to determine if your brand is ready for ECRM and the steps you can take to prepare for the event.
 
About David Biernbaum: David is a nationally acclaimed consumer products retail business consultant and master broker who has brought more than 200 successful consumers brands to market. Learn more about David Biernbaum & Associates.

On this episode of CPG insiders, Mark and Justin are joined by Cody Whittick, from Kynship. Cody joins the guys to discuss social influencers and how they can benefit your product.

They discuss the true measure of leveraging social influencers and what your focus should be before pursuing a social influencer. Cody explains the importance of the content and sheds light on why you should not focus on the follower count of the influencer. He shares what really matters when looking at social media influencers.

Mark and Justin also ask Cody to walk through the experience that you can expect when working with his agency. They also discuss the other benefits that come from social media influencers.

More about Cody and Kynship: https://www.kynship.co/

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

This episode, Mark invites Brandon Leong of RangeMe onto the podcast to discuss what the platform does to help manufacturers get retail distribution. With nearly half a million brands and a million products listed on the platform, they act as a connecting point for both new and established products with retail buyers and service providers. Mark and Brandon break down the process of working with RangeMe and the ways they facilitate all the things you can do to help your business to get on shelves.

About the guest:

Brandon leads a talented and energetic marketing team focused on the growth of the RangeMe marketplace. He brings with him a unique blend of CPG industry experience along with expertise in high-growth technology start-ups. Brandon has held senior marketing roles for over a decade, most recently at the retail analytics company Quri and, before that, Aria Systems. Brandon is a father, a husband and native San Franciscan.

Learn more at https://www.rangeme.com/

Follow Brandon on Twitter: @bleongSF.

Linkedin: https://www.linkedin.com/in/wbleong/

Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover the value of recency in planning media and how it can offset the need for frequency.

They compare different formats and lengths of commercials on tv, radio and podcasts and why you would choose one for your product’s advertising.

They also explain why print is not dead, but they consider how changing trends in media consumption mean advertisers must adapt to capturing their modern audiences.

This Show’s Notes

Mark is in sunny Florida for today’s show, and Justin is in an ice storm in Detroit.  Mark let’s us know a little about our guest David Biernbaum.  The guys jump right in to how the pandemic changed meeting.  From retailers conducting business differently, to ECRM being digital.

Pre-Pandemic, all the retailers would have an annual review.  There would be meetings set up, and we would show what we are trying to do, and we would fight to get our products on their shelves.  But now…its all virtual meetings, from Zoom to Teams, it is near impossible to get a face to face meeting.

There is a whole different way in doing business with retailers.  There are ways to turn this to your advantage, but you need to know some tricks.  You will still use a logical order in presenting your brand, but you need to know who is in the room with you (the virtual room) and as a courtesy, you need to let them know who is in your room.  Since most of these meetings are being hosted from someone’s house.  Don’t be sitting on your lazy boy in the living room while your kids run around on camera.

Listen in for more tips and insight from the Guys and David.

https://biernbaum.com/

https://www.instagram.com/davidbiernbaum/?hl=en

https://www.linkedin.com/in/davidbiernbaum/

In today’s episode of CPG Insiders, Mark is joined by entrepreneurial giants Dan Sullivan, Joe Polish, and Dean Jackson. They explore effective marketing strategies, drawing on decades of experience. The group shares transformative ideas that have propelled their careers, focusing on how small businesses can apply psychological principles to influence consumer behavior and the importance of consistent relationship-building. This episode provides firsthand experiences and actionable insights from top minds in marketing and entrepreneurship.

Tune in for valuable knowledge to enhance your marketing and business growth strategies.

On this episode of CPG Insiders, Mark and Justin talk about guarantees ad why they can help sales for your products.

Most ad agencies push concepts like “awareness” (in its myriad forms) and intent-to-buy as goals for their clients to achieve through advertising. Jekyll & Hyde Advertising is different, focusing on measurable, tangible metrics like increased sales for your products. Because of this, J&H is the only agency to offer a guarantee on their work for new clients.

Learn more about the Jekyll & Hyde Guarantee here: https://jekyllhydeagency.com/guarantee/.

This episode, Dr. Mark Young is joined by Randy Mercer, Chief Product Officer at 1WorldSync, to talk about product content - what it is, why you need it as a retail vendor, and how product content platforms help both brands and retailers drive sales. 
 
For brands entering their first retailer, getting product content to stores to help them operate their supply chain and ecommerce experience is critical! Learn how product content platforms help brands build that bridge with retailers. Plus, how brands can leverage product content platforms for big benefits like telling their product story across multiple retail chains, providing marketing copy + images to support retailer efforts, informing buyers + store management, and even helping brands as they expand into new retailers. 
 
As the leading product content platform, 1WorldSync provides solutions that simplify the creation and distribution of product content. Over 14,000 companies and retailers utilize the 1WorldSync platform, including Walmart, Amazon, Google Shopping, Target, Kroger + Walgreens. 
 
About Randy Mercer: Randy is an omnichannel product content expert with over 15 years of industry experience. He leads 1WorldSync's global product management and solution architecture teams, aligning the company's portfolio with current customer needs and emerging market trends.

On today's show, Mark and Justin talk about all the ways you can advertise on mobile

Justin explains how the convenience of your mobile device is what is allowing advertisers to target you based off so many different variables. When you go to work, when you go the the doctors, these mobile phone start to learn your patterns, track your location and all kinds of other personal information.

Mobile devices are extremely powerful tools, and advertising there is equally as powerful. When brands go and look at analytics, at a minimum, 60% of their traffic is coming in from a mobile device. The numbers don't lie. You have to be careful though certain assumptions when targeting geographic areas, you might be assuming shoppers are going where you think they go, this could be incorrect.

The beauty of this type of advertising is that consumers are so used to it now, it feels less invasive no days. From a marketers stand point, this is a treasure trove of data that
We can use to target the type of consumer we want to target.

Today’s Episode

These shows are essentially conversations that we, at the Agency have every week. The core of these shows come from meetings we have taken with clients. If we get three people asking us the same questions in a week, there has to be other people who would benefit from knowing this information. Every show here is built on something someone asked.

Mark and Justin dive into explaining different types of clinical trials

How to go about our own Clinical Trial

Get FTC Lawyer before you make claims

Use professionals, this is not something to do on your own

Dan Sullivan's Book

https://www.amazon.com/Who-Not-How-Accelerating-Teamwork/dp/B08KYKR23H/ref=sr_1_1?crid=3POTKBED3VZFS&keywords=who+not+how+dan+sullivan&qid=1674233025&sprefix=who+not+how+%2Caps%2C87&sr=8-1

Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your company, your product and the retailers where you want to earn shelf space.

Today's Show - 

Segment 1: There is Doom and Gloom in the air. Just listen to the news these days, it would be very easy for people to get depressed with everything going on. But despite all that, it is still a great time to be alive, and be in business. There are fortunes to be made. Labor shortage, customer service, figure out how to deliver these – and you could be a super star.

Segment 2: We meet our Guest Ryan Lewendon (Bio below), who gives us a short breakdown of where he has been and how he got into this business. Big companies are not innovating, and customers are not looking to big companies for innovation. Ryan talks top mistakes that owners make when they start their companies. If I am selling my CPG company, do I need to hire a brokerage to do this?

Segment 3: Getting involved with a cause, or taking a political stance – does that limit my acquisition opportunities? It is far more important to be passionately desired by a small group of people than to have name recognition with the masses. Market Size, Velocity, Profitability. Non-compete agreements after the sale.

If you want to learn more about anything you heard here, you can contact us through jandhlabs.com.

Website: https://gllaw.us/who-we-are/

Instagram: #ryanlewendon

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Ryan Lewendon is a Partner at Giannuzzi Lewendon, a premier boutique law firm that focuses on the representation of privately-held, high-growth consumer products companies. Prior to joining Giannuzzi Lewendon in 2011, Ryan was an associate at Donovan & Giannuzzi LLP.

Since 2007, Ryan has focused his practice on helping innovative consumer products entrepreneurs grow their companies by navigating both the day-to-day hurdles and the tent-pole obstacles and opportunities a consumer products company must navigate on its way towards an acquisition.

Ryan has assisted hundreds of companies structure and negotiate their distributor, broker and supplier relationships, employee incentive programs and advisory networks, and celebrity/influencer endorsements and promotional partnerships.

Ryan has advised clients through financing transactions at every stage of their growth cycle – from angel investments to rounds with institutional investors. He has recently assisted clients in exit transactions with acquirers such as Coke, Pepsi, General Mills, Boulder Brands, Group Danone, Bacardi, General Mills and others.

Ryan grew up in Hamden, Connecticut. He received a M.S in Molecular and Cellular Biology from Tulane University and a J.D. from Brooklyn Law School, where he was a member of the Moot Court Honors Society’s Sports Law team. When he isn’t busy helping bring emerging brands to the mainstream, he is an avid runner, reader, and raconteur. He resides in Manhattan, New York.

This week’s exciting episode deviates from our standard entrepreneurial guest, instead we have a former FBI agent hostage negotiator, Chris Voss.

Chris Voss is also the author of the world renown book “Never Split the Difference: Negotiating As If Your Life Depended On It” – recounting the practices and tactics Chris used in hostage negations and how it can be applied to business negotiations.

Mark, Justin, and Chris breakdown the process of becoming a hero for the buyers we’re selling to. Showcasing our desire to collaborate to mutually succeed. It’s not a simple, linear path, but Chris believes uncertainty is an opportunity for our genuine curiosity to allow us to be open to new ideas that can navigate us down a path to success we never would have imagined before. 

You will learn how to become a trusted advisor for your buyer. We discuss how Chris’ tactics in hostage negotiations can be used to achieve your marketing goals. 

https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=1689265994&sr=8-1

On this episode of CPG Insiders, Mark and Justin break down the keys to marketing to seniors. They explain how the senior market is much larger than many realize, how society has not kept up with the changing lifestyles of senior citizens, and how that outdated mindset to too often reflected in marketing.

Mark and Justin go on to break down the various groups that exist within the broader pool of senior citizens and the optimal medium to reach these different groups, as well as explaining how to avoid common messaging mistakes.

Wrapping up today’s show, the guys discuss some useful messaging techniques, and explain how a thorough understanding of your target market can lower your advertising costs.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin are joined by David Biernbaum. David has brought more than 200 consumer brands to market over the course of decades in the consumer products space.

David walks through some of the initial steps to get the processes moving and how to avoid some of the most common issues that entrepreneurs run into. Mark, Justin and David then discuss the various factors that go into determining the valuation of a company or brand, and the importance of understanding when to sell. Finally, they discuss the importance of distribution and finding the right broker when looking to sell.

More about David Biernbaum:

David Biernbaum is a nationally acclaimed consumer products retail business consultant, gifted strategist, and skilled master broker of national sales, who along with his teams has brought to market more than 200 successful consumer brands still in the marketplace today. An expert in consumer behavior with nearly 40 years of experience in the health and wellness space, David has a unique understanding of the retail marketing process and strong relationships with industry decision-makers, and executives.

Connect with David Biernbaum:

Website: http://biernbaum.com/

LinkedIn: https://www.linkedin.com/in/davidbiernbaum

Facebook: https://www.facebook.com/David-Biernbaum-and-Associates-LLC-128614070533857

Twitter: https://twitter.com/davidbiernbaum

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode, Mark and Robb welcome Amanda Igrisan, Social Media Director at Jekyll & Hyde, to discuss the ins and outs of social media marketing.

They talk about how to best use social media, how to handle negative comments and why social media marketing is more than just putting content out for people to see. Social media is a good place for brands to develop their personality, but you also need to build an audience. Amanda discusses some elements of achieving this successfully.

They talk through the various major platforms and how they differ, discuss the useful data you can learn from a social media audience, and cover some of the common marketing misconceptions about social media campaigns.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

This episode, Mark meets with Lauren Stiebing of LS International to discuss mentorship. The right mentor can fast track your learning + help you take your business to the next level. Lauren shares her insights into how to connect with the right mentor and what kind of commitment it takes to build an impactful mentor-mentee relationship. Plus, Mark + Lauren talk about common obstacles and goal-setting for purposeful work together with a mentor. 
 
About Lauren Stiebing: In 2015, Lauren founded LS International, an organization that partners with global consumer companies to help them find, retain, and develop their executive teams to face the challenges of tomorrow. LS International also sponsors the LEAD Network, which promotes the advancement of diversity within the Consumer + Retail Industry. Check out LS International's knowledge center for more info and resources.

https://ls-international.com/about-us/

https://ls-international.com/knowledge-center/

https://ls-international.com/about-us/lauren-stiebing/

On this episode of CPG Insiders, Mark Young and Justin Girouard discuss 7 of the most common mistakes CPG brands make when starting to market their products.

After decades of experience in the advertising industry, the team at Jekyll & Hyde have identified many common traps that challenger brands fall into when starting out in the CPG marketplace. Mark and Justin offer up some sound advice for new brands to avoid these pitfalls in order to put themselves on the path to growth.  

Content Outline:

Segment 1: One Shot at a First Impression.  Nielsen and IRI Data makes failure public.  Operating at a loss, before you even get started.

Segment 2: Which Products Can Survive and Which Ones Can’t.  This is no time for Brand Building.

Segment 3: What Retail Survival Requires

If you want to learn more about saving your product from being de-listed you can contact us through jandhlabs.com.

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

In today's episode of CPG Insiders, Justin + Paul continue their exploration of the organizing idea, shifting focus to the essential first step: understanding your brand identity. Building on their previous discussion, they dive into why knowing who you are and why you exist is crucial for creating authentic connections with your audience. Learn practical insights and strategies for uncovering your brand’s true purpose, ensuring your messaging aligns and resonates with your target market.

Mark and Robb invite Joshua Blake onto the show to discuss the complex ecosystem of the Amazon marketplace. They talk about why it is now in your best interests to have your product or products represented on Amazon, especially if you’re trying to earn shelf space in a brick and mortar store.

They also cover a number of challenges that come with selling on Amazon, including resellers, price control, brand image and more. Joshua offers some advice for handling potentially issues.

Joshua walks through the different options that CPG sellers have on Amazon (selling direct, selling to Amazon or selling through a third party), offering pros and cons of each option.

About the guest:

Joshua Blake is the President of a diverse, multi-channel online retailer. Prior to founding the company in 2013, Joshua served in the United States Air Force and worked in the hydroelectric generating industry implementing and designing new control systems.

Since 2013, his company has grown exponentially due to incredible passion, sheer tenacity, and a hardworking mentality. Their success can be attributed to bringing together a team of fun-loving, caring individuals who are energized, motivated, and focused on the ever-changing world of e-commerce.

Contact Joshua:

Email : webstore@necessities4life.com

Phone number: (304) 942-1898

On this episode of CPG Insiders, Mark and Justin address getting back to work and what that will look like. They discuss the importance of mitigating risk for both employees and employers.

They explain the importance sticking to your company’s long-term goals and discovering what adjustments your company must make following the pandemic. Mark and Justin share why it is importance to stay on the gas right now and why the companies that have done so have been successful.

Finally, discuss some of the latest news from the PPE government loans and what you should watch out for. They share some tips on how to stay out of trouble when it comes to the loans.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks.

Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define your customer can leave you lost in the noise.

On today’s episode of CPG Insiders, Mark + Justin explore the concept of the "Free Zone”, where brands can escape competition by creating unique value. They discuss how consumer brands can find untapped market spaces and leverage collaboration to elevate their industries. With examples ranging from beauty to beverages, they dive into how brands can distinguish themselves by aligning authentically with their customers and finding new ways to create impact. Learn how to navigate your brand towards a sustainable competitive advantage!

Today we are going to be diving into how to win and grow your business at Kroger and Meijer, and we are joined today by Brent Bortman and Phil Bortman.

Segment 1: How to start a relationship with Kroger and Meijer? How to get into Kroger and Meijer? What is the game plan or strategy to gain distribution with Kroger and Meijer?

Segment 2: What's new at Kroger and Meijer for existing brands? What are the current trends, challenges or opportunities brands should know to be successful?
Segment 3: Phil Bortman and Associates – Tell us about the company, services and outcomes brands can expect.

CTA: If you want to learn more about how to successfully do business with Kroger and Meijer you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Kroger and Meijer or with your current Kroger and Meijer business you can contact Phil and Brent:

LinkedIn: https://www.linkedin.com/in/phil-bortman-4230886

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Guest Bios:

PHIL BORTMAN
ROLE: PRESIDENT PHIL BORTMAN & ASSOCIATES
Phil Bortman is the President and Founder of Phil Bortman & Associates, a sales brokerage firm specializing in representing consumer packaged goods companies. He is responsible for the overall growth and retention of the business.
Prior to founding his company, Phil was a partner in a successful small agency MGR Sales Associates in Michigan for more than 14 years. Phil learned the manufacturer’s representative business during a 18 year tenure at Pankow Associates. While there, he was awarded Sales Representative of the Year multiple times. He was responsible for managing major HBC vendors, Snack and Food vendors and increasing their sales revenue from $10 million to $35 million in under 3 years.
Phil was responsible for taking the Breathe Right product from a test market in Michigan to a national success story that sold to GSK for over $300 million. After decades in the industry, Phil still greatly enjoys seeing his accounts succeed and negotiating deals that are beneficial for both the company’s accounts and vendors.
Phil graduated Wayne State University in Detroit, Michigan, with a bachelor’s of science in Pharmacy and Psychology. After graduating, he spent several years practicing as a registered pharmacist, in both independent and large chain drug stores in the Midwest and Southwest. His early career has made him uniquely positioned to understand retail trends and buying patterns. He resides in metro Detroit and enjoys golfing, exercising, classic cars, watching Detroit sports teams and spending time with his family – including his 11 grandchildren.

Brent Bortman
Brent Bortman is the Director of Sales for Phil Bortman & Associates, which is a sales brokerage firm, specializing in Health and Beauty care products, specialty food, and snacks. Brent is responsible for the company’s Health and Beauty care portfolio as well as the company’s growth accounts. Brent has been with the company for more than a decade and manages accounts with Meijer, Kroger, Target, Cardinal Health/Kinrey and various other retailers.
He works with consumer packaged goods companies of all sizes and has had success taking startup companies to mass market awareness. He was the first to bring several well-known brands like Zarbee’s, Cremo, and SmartyPants among others to mass retailers.
Prior to joining Phil Bortman and Associates, Brent led sales teams in different sectors including the mortgage industry and payroll companies. A native Michigander, Brent is a graduate of Michigan State University, with a bachelor’s degree in finance. He currently resides in the metro Detroit area with his wife, son and twin daughters. You’re most likely to find him on a golf course in his spare time.

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail.

With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store.

Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip begins.

On this episode of CPG Insider, Mark and Justin discuss some of the scams that are perpetrated on CPG advertisers. With the ongoing economic shifts, these scams are becoming more and more popular.
The guys share some tips to protect you from falling for some of the common schemes that are out there. They explain how these schemes target both small and up and coming CPG products.
Mark and Justin also share how you can tell if something is a scam or not. Finally, they explain that while the scams are run on unsuspecting victims nationwide, the Florida bankruptcy laws have allowed these scammers to base their operations there and flourish.

Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the category in which your product sells can make such an impact, plus strategies that can help tackle a greater share for your campaigns.

Mark lists what he would discuss with a client who comes to him asking about advertising budgets. They also cover some figures presented by Neilsen about advertising success and some common budget problems that can cause a campaign to fail.

On this episode, Mark and Justin Girouard, Director of Accounts at J&H, talk about direct response advertising in the modern CPG space. They compare the original, typical model of direct response with what it can look like now, thanks in large part to the Amazon marketplace. 

Consumer behavior has changed, making people more willing to purchase things directly without ever seeing or touching them ahead of time. This opens up a lot of possibilities for direct-to-consumer companies, and the growing digital advertising space means you can reach potential consumers on a smaller budget.

Mark and Justin discuss what your company needs to succeed with these kinds of consumers, the different reach of tradition and digital media, and how direct response can benefit your business.

Content Outline:

Segment 1: Foundational Info for Brand Managers
Segment 2: What are the Common Mistakes Brand Managers Make
Segment 3: Peer to Peer Interaction and Sessions with Kevin’s team

Kolbe Info - https://www.kolbe.com/

Guest Biography:  

Kevin is a trained educator with 20 years of experience as a CPG executive. Since founding Gurulocity in 2016, he's been empowering brand managers to think and act independently to accelerate the growth of their brands, teams, and careers by providing marketing training and consulting services to many of the country's leading CPG organizations. In doing this, Kevin has helped his clients realize over $1B in new revenue and has trained more than 1,000 brand managers. He is also a featured instructor for the American Marketing Association, lectures at the IU Kelley School of Business, and has been featured in Ad Age, Forbes, Fast Company, Business Insider, and the CMO Council. 

Email: knamaky@gurulocity.com
Website: https://gurulocity.com
Social links (Twitter/Instagram/SnapChat/Facebook):
LinkedIn >> https://www.linkedin.com/company/gurulocity
Twitter >> https://twitter.com/gurulocity