In this episode, the CPG Guys are joined by Joe Davis, the Managing Director of Tree Line Strategy Group, which helps companies with strategic planning, customer development, digital commerce, and sales strategy.
Listen to the CPG Guys on Apple Podcasts - Please rate and review
Listen to the CPG Guys on Spotify
Joe answers these questions:
- Retail Media continues to grow in importance for retailers seeking to develop profitable revenue streams and for brand advertisers seeking meaningful full-funnel alternatives to linear television & print media. What’s your take on the level of challenge presented to CPG brands trying to navigate all of the retail media networks available to them?
- Should brands focus on the big marketplaces like Amazon, Walmart, Instacart, etc., or do they need to develop negotiation strategies for all the places their products appear for sales and why?
- Brand advertisers find themselves in different types of situations in which they must negotiate retail media investments. What are these situations, and what types of response do they necessitate?
- What essential questions do brands need to ask the retailer before agreeing to anything?
- How should brand advertisers build their teams for effective negotiation?
- How do brands decide what they should be negotiating for in these discussions?
- What are the red flags of RMN negotiation, and how can brand advertisers prepare for the rabbit holes the retailer may be forcing you to go down?
- Beyond what you’ve shared, what should brand advertisers be looking to address to help them deliver success in their retail media activation strategy?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
