Issue link: http://osercommunicationsgroup.uberflip.com/i/858133
Chain Drugstore Daily 5 1 Tuesday, August 22, 2017 AO: RLA Collective is unique in several ways, but two key things come to mind specifically. We focus solely on the mar- keting of OTC, supplement and personal care brands, including grooming/hygiene, nutritionals, medical devices and medical foods. We know the landscape, the con- sumers, the challenges, the restrictions and the opportunities for these types of brands. Additionally, because our roots were in PR, where you only succeed in getting big media coverage if you customize your messaging and approach to the spe- cific editor/producer, we parlay this approach into the more robust integrated brand marketing we do now. We know it's never one size fits all. With the plethora of channels in which we receive information 24/7, it's really easy for a brand to create white noise. We, instead, want to focus on the niche messaging and the consumer subset that will really mat- ter and will move the needle … then test, learn and build from there. CDD: Why is your focus on personal health and wellness important for clients? AO: Our focus means we understand the various sides of marketing over-the- counter and supplement brands, from consumer compliance behavior to regula- tory concerns and retail strategy. Because we understand the regulatory environ- ment (FDA, FTC, etc.), we help keep our OTC/supplement clients safe. We are dealing with consumer healthcare topics, studies and drugstore brands day in and out, so we know what works, what we can say and how to respond to consumers in the channels we market while mini- mizing risk to brands. CDD: What makes a good client rela- tionship? AO: The ideal client relationship for RLA Collective is one where we are viewed as a partner, not merely as a ven- dor. Vendors are hired to do tactics, while partners are hired for their expertise and insight, to work with the brand team on strategy, messaging and then, execution of tactics that come out of these conver- RLA Collective (Cont'd. from p. 1) sations. Partners are trusted in their deci- sions based on a long history of expertise in the category or in targeting a particular consumer demo, for instance. When we have this type of relationship of mutual idea sharing, trust and autonomy, the results speak for themselves. CDD: How do you approach brand strat- egy? AO: It depends on the brand, the catego- ry, the situation. Plus, are you new to the market, facing declining sales or potential delisting at a retailer, adding line exten- sions, etc.? Whatever the case may be, we look at your goals, current sales data, your potential audience(s), your competition, your timing and your budget. Only then can we determine the best strategy. CDD: What's new in marketing brands in 2017? AO: This year we really took advantage of the latest technology and launched digital advertising using a proprietary artificial intelligence (AI) platform to advertise client brands across social, dis- play and search simultaneously, using data we collect directly from consumers for initial targeting and development of look-alike audiences in real time. It has been showing great results thus far and allows us to work within some of the restrictions there are in targeting health issues in digital due to HIPPA. CDD: What's your advice to health brands entering the U.S. market? AO: The U.S. market is going to be vast- ly different from wherever you've been selling, and many of your preconceived strategies may not be appropriate for this market. My best advice is to partner with an agency that specializes and understands marketing health brands in the U.S. mar- ketplace, which includes retailers, con- sumers and media. Get them involved as early as possible in the process so that they can give their best guidance. You don't get many second chances in this market. For more information, go to www.rla collective.com. consultant David Biernbaum is the "David" versus Goliath. Since 1977, David has led or influenced more than 200 successful consumer brands and SKUs to retail shelves. On October 24, 2017, David Biernbaum will hold his next informal no-fee Coffee Talk for a select group of attendees. David will share the secrets that have made the difference for dozens of companies in their quest for retail shelf space. David conducts these talks and discussions in a modest conference room environment, informally, on topics such as strategic marketing plans, common mistakes with brand development and doing business with retailers. Biernbaum is a highly acclaimed industry executive of four decades in major global consumer goods companies, and well-regarded consultant, master- broker of national sales, investor, board member and consumer goods business development strategist. He has an inde- pendent national sales organization of his own and is well connected in retail CPG channels. In fact, Biernbaum is a founder and host to more than 70,000 industry members and connections on LinkedIn's Consumer Goods & Retail Professionals. For more than 37 years, Biernbaum has helped companies maneuver the sea of competition fighting for retail shelf space, helping brands carve out niches and posi- tion themselves to become some of the most beloved brands and sales superheroes of their categories. Biernbaum has worked on all types of consumer brands, but has a special passion for health and beauty, over the counter and personal care brands. A portion of the Coffee Talk will focus on retail. Topics and discussion points will include: What are the most practical ways to approach the mega-bil- lion giant retailers who exert such enor- mous power and influence over which brands fly or flounder? What are the common mistakes and pitfalls for how these retailers are approached? What do they expect from you when you walk in the door? What types of meetings really work, and what types of meetings do not? David Biernbaum (Cont'd. from p. 1) What are the real motivators? What are the real turn-offs that you might not notice until several months later? What are the politics, the nuances and infra- structures that drive decisions with each retailer? What are the real preparations needed for successful appointments? What is worthwhile, and what is not? What is the real substance I need? How important is my product? What prevents many new innovative products from get- ting chosen, even with great pricing and good margins? What are the roles of the buyer, the category manager, and where does senior management come into play? According to Biernbaum, a CPG's relationship with its broker or national sales master-broker can be one of the pri- mary cornerstones of its success. Most reputable brokers in each market are very knowledgeable and helpful, and have good relationships with retailers in their markets, and many retail buyers prefer that CPGs use brokers for any number of reasons. However, it is absolutely essen- tial and critical to your company's health that you have a completely realistic understanding about brokers, and the entire broker process. At the Coffee Talk session, Biernbaum will have an in-depth discussion about brokers, covering topics ranging from hiring, reliance, expecta- tions, appointment and door-opening, and the six common mistakes most com- panies make with brokers. One of the biggest blunders Biernbaum has seen companies make is in their own planning. Biernbaum's Coffee Talk will address critical elements for success, including the real cost asso- ciated with launching new items, com- peting in categories dominated by giants, return on investment with trade advertis- ing and a crash course in key CPG indus- try terms. In addition, Biernbaum will provide tips on activities and things to look out for before, during and after each trade show or conference to maximize each experience. For more information, email david@biernbaum.com or go to www.biernbaum.com. with retailers. AK: Label Insight is a market leader for transparency, enabling access to complete and deep product attribute information for more than 400,000 products, representing 80 percent of the top purchased CPG prod- ucts in the U.S.A. Our product transparen- cy engine powers data-driven solutions for CPG brands and retailers, capturing and enhancing data contained on the packaging and labeling of food and personal care products. This type of high fidelity product data has never been more important. Label Insight's data allows us to enrich and enhance retailers' internal sys- tems so they can better understand their product inventory and set their owned brands up for future success at the shelf versus national brand competitors. Label Insight also helps retailers optimize their omni-channel experiences in response to consumer demand for a seamless shop- ping experience across physical and dig- ital properties. This data fuels website search functionality, recommendation engines and online searchability. CDD: What are the biggest retail trends you're seeing today? AK: More sophisticated health and well- ness initiatives. Many retailers are look- ing to improve their health and wellness initiatives and create better shopping experiences for people seeking specific foods like gluten-free or heart healthy, or personal products that are fragrance-free or sulfate-free. Label Insight helps retail- ers focus on the specific set of product attributes that matter to them. Once these attributes are identified and understood, retailers can analyze their inventory to identify which products meet specific H&W standards, and create a more con- nected omni-channel experience provid- ing consistent H&W info across all chan- nels – in-store, mobile, online and more. Label Insight (Cont'd. from p. 1) Drive towards greater transparency with SmartLabel™. SmartLabel is not just for large CPG brands. Retailers are answering the call for product trans- parency with their owned brands in order to create stronger connections with their customers and create long term loyalty. CDD: What's the opportunity with SmartLabel for non-food brands? AK: Nearly four in 10 consumers say they would switch to a new brand from a current preferred brand in favor of increased product transparency, and 73 percent of consumers would be willing to pay more for a product that offers com- plete transparency, according to a recent survey by Label Insight. The demand for transparency is clear, yet one of the most challenging categories in which to find information is personal care products. Consumer desire for transparency is universal, and the opportunity for retail- ers to satisfy consumer demand for trans- parency within their owned brand per- sonal care products will be a huge com- petitive advantage and will help owned brands drive growth. One great example of a company who has answered the call for transparency in personal care products is Unilever. Along with personal care brands such as Dove, Degree and Suave participating in SmartLabel, Unilever has launched a much lauded new fragrance transparency initia- tive for its personal care brands, voluntari- ly expanding its current product ingredient lists available through SmartLabel this year to include the fragrance ingredients in a product's formulation above 0.01%. The true opportunity with trans- parency is to better connect with con- sumers. It pays off in the form of increased brand loyalty and perceived brand worth. For more information, go to www.labelinsight.com or call 888.787.4386, x132.