#83 Trade Spend & Retail Promotions 101 with Jake Huber (+ Niramaya)
Video from Startup CPG. Watch on YouTube.
What you'll get
A sales director at a brioche brand covers the deals a store expects from a supplier: how trade spend and promotions are defined (off-invoice discounts, manufacturer chargebacks and scan-backs), when promotions are planned and how to make sure they run, free fills and buy-one-get-one offers, distributor versus retailer promotion calendars, and tracking results. It runs 70 minutes and ends with a short founder interview, so use it as a reference before you say yes to a first promotion.
Do this week
List the promotions a first store might ask you to fund, then for one of them work out what it would cost you on a case and how many extra units you would have to sell to cover it.