Hello and thank you for joining us today. This is the Brand Secrets and Strategies Podcast #195

Welcome to the Brand Secrets and Strategies podcast where the focus is on empowering brands and raising the bar.

I’m your host Dan Lohman. This weekly show is dedicated to getting your brand on the shelf and keeping it there.

Get ready to learn actionable insights and strategic solutions to grow your brand and save you valuable time and money.


Welcome, I've been talking a lot about especially recently about the importance of knowing who your ideal customer is about being able to identify who they are, what they look like, how they buy your product, and how they celebrate it when they get home. This is not an easy subject for some brands and the challenge is that a lot of the database out there don't accurately depict or identify who your core consumer is. Today I'm talking to someone who's got a solution for that and the best part about it is that it can help you see things that other databases overlook or ignore. It can help you isolate what's going on in a specific market and the price is extremely reasonable. You're definitely going to want to stay tuned.

So why does this matter? Having a canned top line report and walking into retailer does nothing to differentiate your brand from any brand on the shelf. But, being able to isolate what is unique about your product and help educate the retailer about not only your product but the customer that buys it. That's the win-win.

This is how you grow sustainable sales. This is how you future proof your brand. The best part about that is that when you can bake those insights into your selling story, it's going to help your products resonate more with consumers and with retailers. And to go one step further, when you're trying to identify the best way to promote your brand, generic promotions don't do any good. They don't help you raise a bar or sell more.

The majority of promotions are wasted - over 70%. Can you believe it? If you want your brand to be around for a long time, the most effective way to do that is to more effectively manage your promotions and this begins with understanding exactly who your ideal consumer is and then developing creative strategies to promote to them. As an industry, we need to get away from the one size fits all cookie-cutter strategies that every brand uses, even the big brands. 

At the end of every episode I always include one easy to download, quick to digest strategy that you can instantly adopt and make your own. Well today I'm going to share that with you at the beginning. Today I want to let you know that I recently launched a Trade Promotion ROI Calculator. You heard me correctly and the best part is that it's free a tool that you can use to calculate the effectiveness of your promotions. You're going to learn more about it by going to my website and clicking on the promotion analysis tool button across the top above the menu and not to worry there are instructions on how to use it on the website so i'm not going to repeat them here. Go to Don't forget to check out the free weekly webinars series I watch to help those brands impacted by covid. If you like the podcast, do me huge favor and share it with a friend. Help me raise the bar in our industry. Remember the goal here is to get your product onto more store shelves and into the hands of more shoppers. Empowering Brands And Raising The Bar. Now here’s Mike

I want to thank Mike for coming on today. What a cool tool and the best part about it is that you can leverage it to get insights that other brands don't have access to and this is going to help you differentiate your brand from any other brand on the shelf. This could also potentially help you with new innovation what kind of product should you be thinking about that customers want to buy. You can learn more about it along with Mike 's book on the podcast web page and in the show notes. In addition to that and don't forget you can also get to the Trade Promotion ROI Calculator while you're on the website you can get there by going to thank you for listening and i look forward to seeing you and the


Thanks again for joining us today. Make sure to stop over at for the show notes along with more great brand building articles and resources. Check out my free course Turnkey Sales Story Strategies, your roadmap to success. You can find that on my website or at Please subscribe to the podcast, leave a review, and recommend it to your friends and colleagues.

Sign up today on my website so you don’t miss out on actionable insights and strategic solutions to grow your brand and save you valuable time and money.

I appreciate all the positive feedback. Keep your suggestions coming.

Until next time, this is Dan Lohman with Brand Secrets and Strategies where the focus is on empowering brands and raising the bar.

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FREE Trade Promotion ROI Calculator:

Click Here To Maximize Sales And Profits

Trade Management Essentials – Strategies To Grow And Scale Your Brand

Trade marketing includes everything required to promote your brand. It’s your growth engine and the largest item on your P&L. Most trade spending is wasted. Every brand seeks to maximize their promotional ROI. There is a better way to grow sales & profits.

Empowering Brands | Raising The Bar

Ever wish you just had a roadmap?  Well now you do!

Don’t miss out on all of these FREE RESOURCES (strategic downloadable guides, podcast episodes, list of questions you need to be asking and know the answers to, weekly newsletter, articles and tips of the week.  You will also receive access to quick and easy online courses that teach you how to get your brand on the shelf, expand distribution, understand what retailers REALLY want and address your most pressing challenges and questions.

All tools that you can use, AT NO CHARGE TO YOU, to save you valuable time and money and grow your sales today!

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