Shane Lohman’s Post

Distributors can’t build your brand’s foundation—they’re here to help you scale it. 🚀 A productive and successful distribution partnership begins with a brand that has a clear identity, a strategic plan, and a way to truly engage consumers. Without these, even the best distributors are limited in what they can do. In my years running a distribution company, I’ve seen it firsthand: rate of sale isn’t a distribution problem—it’s a brand problem. Distributors can get your product onto shelves, but it’s up to your brand to make sure it moves. 🟢 Build a brand that resonates: Craft a strong brand identity that stands out and connects with consumers, no matter where you are. 🟢 Own your growth: Distributors are there to scale what you’ve established, not create it from scratch. Taking ownership sets your brand up for success. When brands take accountability and build a solid foundation, distribution evolves from a logistical hurdle into a growth-driving asset. Ready to transform your approach and make distributors your strongest advocates? Let’s connect and create a strategy that drives real, scalable success. #DistributionStrategy #BrandGrowth #BeverageConsulting #StrategicPartnerships #ScalableSuccess #FiveStarBeverage

Great brands aren’t just built on great products—they’re built on great partnerships. As a distributor and brand builder, we’ve learned that the best results don’t come from demand alone. They come from brands that partner with us—brands that communicate, listen to feedback, support marketing efforts, and work together to build something bigger. The biggest mistake? Expecting the distributor and retailers to do all the heavy lifting. At the end of the day, it’s not just about selling products; it’s about collaboration. That’s what turns good brands into great ones. Cheers to the great partners out there!

To stand out to your distribution partners and drive sustained growth, it’s crucial to present your KPI strategies in a clear, structured, and impactful manner. Here’s how to ensure your strategies are effectively communicated and implemented: 1. Clear Communication of KPIs: Your KPI strategies should be clearly communicated through your presentations. Use visuals like logos and comparative charts to make key points stand out. Ensure that your KPIs are easy to understand and align with your distribution partner’s goals. 2. Align KPIs with Your Production Calendar and Brand Strategy: Build your KPIs around your production calendar and brand strategy. This means creating a comprehensive plan that includes your production schedules, brand initiatives, and marketing programs. Your KPIs should be the culmination of these elements, guiding your distribution partners on how to achieve your brand’s goals. 3. Develop a Market Execution Strategy: Once you have your production calendar and brand strategy in place, develop a market execution strategy that aligns with your distributor’s KPIs. This strategy should act as a roadmap for your distribution partners, detailing how they should execute to achieve your brand’s goals. Include specific actions, timelines, and expectations to ensure clarity. By building these foundations and communicating them effectively, you create a more efficient relationship with your distribution partners. Clear communication cuts down on confusion and frustration, saving time and effort. This allows both parties to focus on achieving brand goals and driving success on a daily basis. Regularly engage with your distribution partners regularly to review progress, address challenges, and make necessary adjustments. Regular check-ins and collaborative meetings ensure everyone remains aligned and committed to the brand’s success. Effective communication of your KPI strategies ensures that your distribution partners are aligned with your brand’s goals and motivated to achieve them. A well-structured plan that integrates seamlessly with their operations makes it easier to reach mutual objectives and drive sustained growth. Countless brands leave growth, sales, and overall success on the table due to their lack of an impactful brand strategy that is effectively communicated to distribution partners in the form of a market strategy. You owe it to your brand, your team, and yourself to implement these strategies and maximize your brand's potential. #ActionPlan #DistributorSuccess #BeverageGrowth #KPIStrategy #BrandStrategy #MarketGrowth #FiveStarBeverage #BusinessTips #StrategicPlanning #FiveStarStrategy

Diving deep into the essence of strategic partnerships and their pivotal role in brand growth has been a cornerstone of my career. Here's a glimpse into how the right distribution decisions can elevate a brand to new heights. Let's embrace the power of strategic thinking together. #BusinessStrategy #BrandGrowth #StrategicPartnerships

Crafting a Value Proposition That Distributors Can't Ignore Now that you're aware of the KPIs that matter to distributors, the next step is building a compelling brand strategy or pitch that aligns with and plays to these KPIs. Here's how you can do it: Points of Distribution: - Enhance your distribution partner's early market penetration. - Lay out a support strategy for the market launch. - Show how partnering with your brand will elevate their portfolio's overall market presence. Rate of Sale: - Define your brand's target audience and engagement strategies. - Illustrate how your product and it's brand identity will generate consistent sales velocity. - Emphasize the importance of driving sales to ensure a return on their investment. Cases per Delivery: - Analyze the distributor's brand portfolio. - Communicate how your brand fits and adds value to their portfolio. Profit per Delivery: - Show how your brand will drive more profit than similar brands in their portfolio. - Provide attractive quantity discounts (e.g., $2 off per case for 10 cases). By crafting your presentation to align with these KPIs, you position your brand as a strategic asset for your distributors and foster stronger, more profitable partnerships. Key Takeaway: Winning over distributors isn't just about presenting a great product. It's about showing how your brand integrates seamlessly into their portfolio and contributes to their business goals. Focus on these KPIs and present a clear, compelling value proposition to turn potential relationships into powerful, enduring partnerships that drive sustained growth and market leadership. #BeverageIndustry #DistributorSuccess #BrandStrategy #MarketGrowth #SalesOptimization #FiveStarBeverage

🚫 Top 3 Brand Measurement Missteps to Avoid: Turning a blind eye to negative feedback: This isn't just criticism, it's a treasure trove of opportunities to improve. Putting all eggs in the sales basket: Remember, the essence of brand strength can't be summed up by sales figures alone. Overlooking the value of long-term relationships: Success isn't just about the initial sale, it's about fostering loyalty over time. Avoiding these pitfalls is crucial for a deeper understanding and enhancement of brand impact. #BrandMistakes #BrandLessons #ContinuousImprovement

Shane Lohman you nailed it! Simplifying brand strategies is crucial for empowering distributors. According to a 2024 report by IbisWorld, companies that streamline their product offerings see a 30% increase in distributor satisfaction, leading to higher sales performance. Focused, strong offerings not only reduce friction but also align everyone towards common goals. Let’s keep pushing for that clarity and efficiency! ♻️Share if you care. #togetherinvisiblenomore #sippers #beer #beverageindustry

The Power of Distribution: Fueling Growth Beyond Great Products 🌍 Having an amazing product is just the first step. Without the right distribution strategy, even the best ideas can struggle to reach their full potential. Whether it’s finding the right channels, building partnerships, or optimizing logistics—distribution ensures your offering gets in front of the right audience, at the right time, and at the right scale. In today’s fast-paced world, distribution is the key to unlocking growth, visibility, and long-term success. Don’t just build—distribute! #BusinessStrategy #Distribution #Growth #Marketing #Logistics

Why relying on a brand with only 1 SKU isn't enough in competitive markets, and how we turned it around! We partnered with a distributor in Portugal, and initially, we only had one product under our brand in the market. The brand had sustainable growth, but there was potential for more. We wanted to optimize the market potential, but we knew expanding the product line was crucial to ensure long-term success. We realized that one product wasn’t enough to sustain growth or fully leverage our distribution. The market was competitive, and our partner needed more to stand out. Therefore, we took a bold step: launching a second product alongside the first. Time was of the essence, and execution had to be flawless. What if we could launch two products in the market in record time? What if both products could be on TV, rapidly increasing brand awareness and driving sales through our existing distribution network? Within two weeks, we finalised the artwork, prepared the packaging, and shipped the second product on time. Both products were on TV shortly after, boosting visibility and distribution. The result? We doubled the sales and market presence for both products. This case has now become a blueprint for future market expansions. If you’re looking to grow your portfolio and leverage smart strategies like this, let’s connect!

Focusing solely on sales without building a brand results in linear growth and shrinkage. Many early-stage companies overlook the importance of breaking this linear relationship to build leverage into their sales through branding. Why do you think large companies spend billions on brand building without a specific call to action? A robust brand simplifies consumer decisions, encouraging repeat purchases and fostering trust in additional products and services that they assume already align with their values.