Shane Lohman’s Post

At Five Star Beverage, we understand that in the crowded beverage industry, standing out is crucial. That’s why we’re dedicated to crafting value propositions that not only resonate with distributors but also drive real business growth. If you’ve ever wondered how to make your brand impossible to ignore, this latest piece offers actionable insights into crafting a winning pitch that aligns perfectly with distributor needs and market demands. Let us help you turn potential into profitability. Dive into our insights, refine your strategy, and watch your distribution efforts thrive. #BeverageIndustry #DistributionStrategy #BusinessGrowth #BrandBuilding #ValueProposition #FiveStarBeverage #FiveStarStrategy

Don’t sell products until you understand this 👇 You’re not selling the PRODUCT: you’re selling an EMOTION. Ask yourself these questions to uncover what your target audience REALLY wants to buy (and how your product closes that gap): 👉 “When my target audience goes to bed, what keeps them up at night?” 👉 “When my target customer is around family and friends, what does he/she want others to think of him/her?” 👉 “What are my target audience’s goals and aspirations in life? How can my product get them closer to their dream life?” Ready to ditch your 9 to 5 and grow a profitable, 6+ figure business? Follow for proven marketing tips and tricks to set you apart from the competition! #businesstips #realestatetips #financialfreedom #marketingtips #leadership #ecommerce #marketingadvice #businessadvice #ecommercetips #digitalmarketing #salesadvice #businessfinance #realestate #supplementcompany #hiringadvice #business #hiringtips #entrepreneurtips #wholesaling #sales #marketing

Why should major retailers be interested in your innovative brand? It may seem obvious, but I've seen many companies fail to do sufficient due diligence before talking to retailers. This usually means a significant revenue and brand awareness opportunity is lost for 6 – 12 months. Having a thorough understanding of your market and what the retailers are looking for is one of the most important steps to successfully persuading them to list your brand. Here are 9 questions to help with the process: Market ✹ How big is the market for your product – volume and value ✹ What is the realistic market share could you win? ✹ How price sensitive is the market – commodity, premium, niche or mass Product & Retailer ✹ What are the unique needs met by your product? ✹ How is it different from in market competitors? ✹ What is its value proposition - (premium/mass/budget) ✹ How much will customers be willing to pay? ✹ What will your product do for the target retailers? ✹ Will it enhance category value, margin, volume, drive more consumer traffic? Demonstrating an understanding of how each of the above impacts the retailer’s business is a vital part of persuading them that your brand is right for them. #founders #founder #consumergoods #fmcg #cofounders

Brand founders and leaders, when you’re ready to launch in new markets, you may find yourself weighing the benefits of signing with a distributor vs. partnering directly with the retailer. I’ve worked with amazing distributors and also with… a couple not-so-great distributors.  While there are many advantages to signing directly with a retailer, there are a few scenarios when a distributor may make sense in your business model -- here are a few of my favorite use cases: ➡️ When you are entering a region with multiple countries, currencies, regulatory requirements and a decentralized retail landscape. The Middle East is a great example. Operating across the GCC countries is very complex and having a local, centralized partner on the ground – independent of a specific retailer – is highly advantageous. ➡️ If your channel strategy is to go broad rather than deep. If your near-term vision is to partner with just one or a handful of key retailers in a market, your team can likely handle these relationships directly. Alternatively, if you aim to be in as many points of distribution as possible across diverse channels (specialty-multi, department store, medspas, facial bars, etc.), a distributor can be a force multiplier. ➡️ Related, some distributors specialize in a specific channel, such as medspas, doctors offices or independent beauty shops. Even in the U.S., if you are trying to reach a niche as a complement to your primary channel, a distributor can help you go further, faster. Other benefits: 🚚 A local distributor allows you to have stock on the ground so you will be able to replenish retailers more quickly when demand spikes. 💡 Distributors provide boots on the ground for field training, store checks, VM updates and more. If you are not prepared to hire local field support as well as marketing support in the form of a PR and influencer agency, a great distributor partner can provide these resources for the brand. As with any multi-year partnership, It’s so important to carefully vet prospective distributors before you sign. I help brands navigate this process to make informed decisions, helping to evaluate the prospects, contracts and plans. Brand leaders, reach out if I can help!

Harnessing the great untapped potential of brand-led growth in B2B is where it's at. How you do it - well that's all about being humanely relevant and likeable #HumanizingB2B

𝗕𝗶𝗴𝗴𝗲𝗿 𝗶𝘀𝗻'𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗯𝗲𝘁𝘁𝗲𝗿: Entering a new market is a pivotal moment for any brand, and the choice of distributor can make all the difference. While it's tempting to partner with a big-name distributor, here are five crucial reasons why bigger isn't always better: 𝗟𝗮𝗰𝗸 𝗼𝗳 𝗙𝗼𝗰𝘂𝘀: Big distributors handle a big number of brands, and yours might get lost in the shuffle. Your brand deserves dedicated attention to thrive, not to be overshadowed by larger, more established names. 𝗛𝗶𝗴𝗵𝗲𝗿 𝗗𝗲𝗺𝗮𝗻𝗱𝘀: The demands placed by big distributors can be daunting, from sales quotas to marketing expectations and financial needs. Meeting these requirements can strain resources and hinder growth potential, especially for smaller brands. 𝗟𝗶𝗺𝗶𝘁𝗲𝗱 𝗙𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Cookie-cutter approaches don't suit every brand. Bigger distributors may lack the flexibility to tailor strategies to your brand's unique needs, stifling innovation and agility. 𝗟𝗮𝗰𝗸 𝗼𝗳 𝗙𝗼𝗰𝘂𝘀: With a vast portfolio to manage, big distributors may not prioritize proactive promotion of your brand. Your products could languish on shelves, overshadowed by more prominent offerings. 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝗻𝗴 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝗲𝘀: Sharing shelf space with competing brands under the same distributor can lead to conflicts and diluted market presence. Your brand deserves undivided attention, not to play second fiddle to competitors. Above are 5 reasons why a large distributor might not be the best fit initially, but as your brand grows, the reach of the bigger distributors could come into play. Choosing the right distributor is about more than just size; it's about finding a partner aligned with your brand's vision and values. Consider the benefits of a smaller, more focused distributor who can provide personalized attention and strategic support tailored to your brand's journey. Does your brand want to tap into the European consumer market but needs guidance on crafting an effective strategy? Reach out me at 𝗳𝗼𝗻𝘀@𝗲𝗽𝗿𝗼𝗺𝗼𝘁𝗲.𝗻𝗹 or via Skype (ID: 𝗮𝗽𝗹.𝗷𝗼𝘇𝗲𝗽𝗵𝘀) to discuss how ePromote can help you unlock the potential of the European market for your brand. #ePromote #BusinessExpansion #B2CStrategy #B2B #MarketEntryStrategy #ChannelStrategy #BusinessDevelopment #EuropeanExpansion #GlobalBusiness #ConsumerMarket #DigitalMarketing #Ecommerce #MarketInsights

Understanding how distributors classify brands is crucial before approaching them. Here's a breakdown of how they might see your brand: Credit goes to Greg Seminara. Export guru ! 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐨𝐫'𝐬 𝐋𝐞𝐧𝐬 𝐨𝐧 𝐁𝐫𝐚𝐧𝐝𝐬: 𝙎𝙩𝙖𝙧𝙩-𝙪𝙥/𝙏𝙧𝙮𝙞𝙣𝙜 𝙩𝙤 𝙜𝙚𝙩 𝙩𝙧𝙖𝙘𝙩𝙞𝙤𝙣: Distributors might be hesitant with new brands, requiring a strong sales pitch and potential lower margins initially. 𝘾𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙚𝙧: Distributors might be interested in your innovative approach, especially if it disrupts the market. However, convincing them of your brand's staying power could be a challenge. 𝙋𝙖𝙧𝙩𝙞𝙘𝙞𝙥𝙖𝙣𝙩: This is a common category. Distributors might see you as a "me-too" brand unless you have a strong private label offering or unbeatable price point. 𝙋𝙡𝙖𝙮𝙚𝙧: Here's where things get interesting. Distributors see you as a respectable brand with a good market share in your home country. This opens doors for negotiations and potentially higher margins. 𝙉𝙖𝙩𝙞𝙤𝙣𝙖𝙡 𝙃𝙚𝙧𝙤: Distributors view you as a national favorite with strong brand loyalty. This is a highly desirable position, making it easier to secure distribution deals. 𝙍𝙚𝙜𝙞𝙤𝙣𝙖𝙡 𝙇𝙚𝙖𝙙𝙚𝙧: Similar to a National Hero, but with dominance across a specific region. This makes you a valuable partner for distributors looking to expand their offerings. 𝙄𝘾𝙊𝙉: This is a prestigious category. Distributors see you as a well-known leader in a niche market, likely with global presence. Partnering with you enhances their brand image. 𝘾𝙖𝙩𝙚𝙜𝙤𝙧𝙮 𝘾𝙝𝙖𝙢𝙥𝙞𝙤𝙣: Think Dettol (disinfectant). You dominate a core mass category with exceptional global performance. Distributors see you as a guaranteed success story. 𝙈𝙪𝙡𝙩𝙞𝙣𝙖𝙩𝙞𝙤𝙣𝙖𝙡: The ultimate goal! Distributors recognize your strong market share across multiple categories, worldwide. You have immense bargaining power and can dictate terms. Key Takeaway: Knowing where your brand falls in this spectrum helps you tailor your approach to distributors. Highlight your strengths and how you can benefit their business. With a clear understanding of distributor classification, you can increase your chances of securing a successful partnership.

Why should major retailers be interested in your innovative brand? It may seem obvious, but I've seen many companies fail to do sufficient due diligence before talking to retailers. This usually means a significant revenue and brand awareness opportunity is lost for 6 – 12 months. Having a thorough understanding of your market and what the retailers are looking for is one of the most important steps to successfully persuading them to list your brand. Here are 9 questions to help with the process: Market ✹ How big is the market for your product – volume and value ✹ What is the realistic market share could you win? ✹ How price sensitive is the market – commodity, premium, niche or mass Product & Retailer ✹ What are the unique needs met by your product? ✹ How is it different from in market competitors? ✹ What is its value proposition - (premium/mass/budget) ✹ How much will customers be willing to pay? ✹ What will your product do for the target retailers? ✹ Will it enhance category value, margin, volume, drive more consumer traffic? Demonstrating an understanding of how each of the above impacts the retailer’s business is a vital part of persuading them that your brand is right for them. #founders #founder #consumergoods #fmcg #cofounders

In many B2B businesses, downward communication is often overlooked. 🙅 This leads to problems like Misunderstandings, lack of alignment & decreased employee morale To protect your organisation from such pitfalls, you must actively communicate in all directions, especially from top to bottom. ⬆️⬇️ Having an Internal Brand Communication Strategy can help bridge these gaps in understanding 🙂 Talk to us to know more- [email protected] . . . . . #branding #marketing #brand #business #advertising #brandidentity #entrepreneur #designer #brandingdesign #business #marketing #wholesale #startup #networking #businessowner #businesstobusiness #marketplace #b2bmarketing #b2bstrategy #brandcommunication #brandstrategy #marketing #communication #brandcommunications #marketingcommunications #brandstrategy

Why Tailoring Your Brand Pitch to Showcase Value to Distributors is Crucial 🔍 The Common Mistake: Too many brands lose out on valuable opportunities by giving generic presentations that fail to demonstrate real value to distributors. It's crucial to see things from the distributor’s perspective to stand out and forge strong partnerships. 💡 The Analogy: Think of finding high-quality distribution partners like a romantic relationship. High-value partners want to know what you bring to the table. If you can't communicate your value effectively, you won't attract the right partners, leading to less fulfilling and productive relationships. 🎯 Strategic Approach: Success in building these partnerships isn't about random chance. While distributors might appreciate your brand story, unique flavors, or quality, if you can't clearly communicate the value your brand brings to their portfolio, it's unlikely they'll engage further. Knowing what distributors seek and defining your value proposition accordingly is key. 📊 Understanding KPIs: Key performance indicators (KPIs) like points of distribution, rate of sale, cases per delivery, and profit per delivery are crucial. Tailoring your brand strategy to resonate with these needs can create stronger partnerships and drive growth. 📅 Stay Tuned: This week, we'll dive into these KPIs and explore how aligning your brand strategy with them can lead to stronger distributor relationships and increased success. 🤔 Key Question: When presenting to a distributor, ask yourself: How does my brand add value to their portfolio, and how can I communicate that value most effectively? #BeverageIndustry #DistributionStrategy #BrandGrowth #MarketAnalysis #SalesOptimization #BusinessStrategy #FiveStarBeverage #FiveStarStrategy