Point-of-Sales / Coolers / Freezers / Racks / Fixtures / Shippers
Summary: Depending on the types of products a food start-up has in their portfolio the need for in-store marketing and sales materials is very necessary to discuss. Most products in a retail store location have the possible needs for point-of-sales materials, racks, fixtures and/or shippers. These items maybe for long-term (or permanent placement) or are put into stores during key times of the year (holidays, seasons, etc).
Where in the Store (Section Selection and Merchandising)
The Lemonaders Team helps clients understand where in the store they are best suited (related mostly to retail formats with multiple departments). In the supermarkets, mass merchants, military commissaries and exchanges and limited assortment stores the perimeter of the store is better travelled that the middle aisles (center of the store). For example a spice company would do much better in the meat department versus being in the spice section (center of the store).
Direct to Consumer Some food start-ups decide to bypass traditional retail stores and set up a direct-to-consumer strategy. If the food start-up has expertise on creating e-commerce platforms then a direct-to-consumer launch may become successful.
Definition: Direct to consumer means you are selling your product directly to your end customers without third-party retailers, wholesalers, or other middlemen.
Direct-to-Consumer launches may include web-based stores only or more traditionally may include the multi-level-marketing model where company representatives sell directly to the public may a series of means (door-to-door, events and parties, telemarketing, friends only and more). Well-known companies such as Amway, Beachbody, Herbalife and Xango are strictly direct-to-consumer (multi-level-marketing) sales models.
Our Approach to Direct-to-Consumer: The Lemonaders Team has history and a complete understanding in the process of creating a successful direct-to-consumer business model. Our history includes creating a number of infomercial programs (via the television and radio) in the past years.
The Lemonaders Team works with its clients to understand how to sell internationally. There are many opportunities in Asia, Europe and Australia amongst other regions of the world to sell to. We created FoodExports.org to be an informational resource for start-up and regional consumer product brands wanting to explore doing business overseas. Our own international business we have product being sold in over 85 countries worldwide. One of our founders was based internationally with the largest CPG business in the world in markets such as Switzerland, Malaysia, China, South Africa, Turkey, Australia, Brazil and Chile.
We work with the four government funded entities that help create sales and marketing opportunities with exports worldwide.
Setting Up Warehousing (3PL)
Clients need to understand the importance of creating warehousing partners in strategic parts of the US (when the product lines expansion dictates the needs). It’s more common once a brand is established to have at least two partnering warehouse locations in the American Market. The most common cities to locate one in the Eastern USA are Memphis, TN; Harrisburg, PA; Charlotte, NC, Nashville, TN; Atlanta, GA and Raleigh, NC. The most common cities in the Western USA to locate a partnering warehouse are Reno, NV; Boise, ID and Salt Lake City, UT.
What is a 3PL Warehousing Company: Third-party logistics (abbreviated as 3PL, or TPL) in logistics and supply chain management is an organization’s use of third-party businesses to outsource elements of its distribution, warehousing, and fulfillment services.
Marketing a Brand
The Lemonaders Team works with its clients to understand how to market a brand group. There are different areas we are involved with when it relates to the subject of marketing.
YouTube Programming/Social Media: We have two internal web based agencies that can be involved with your social media needs.
In-Store Marketing: Retail buyers want to see what your in-store marketing programming will be (ex demos, promotions, displays, events). The Lemonaders Team can create a full in-store marketing campaign for its clients.
Branding: How to showcase a brand concept via its logos, branding statements and more.
Consumer Marketing: How to market to the consumer in general (websites, packaging, social media and more).
Trade Marketing: Working between all departments linking sales, marketing, operations and logistics with the common messaging to retailers, food service operators and brokers.
Summary: The Lemonaders Team will be available to create distribution plans relating to the launch of any internal brand. The team has relationships and a long history with most relevant distributors and wholesalers in America. The other subject to be aware of are the immense diversity of the types of distributors and wholesalers we have in America.
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