For emerging brands in today’s marketplace, there’s never been more opportunity than right now.
There’s also never been more competition for shelf space and share of shoppers’ carts. Consider this sobering statistic: Only 15 percent of emerging brands reach their objectives, according to research from FDM Sales, a division of Advantage that specializes in supporting consumer-packaged goods (CPG) start-ups.
“In many ways, this is the best time in history to be an emerging brand,” said David Fall, senior vice president of enterprise growth for Advantage Solutions, in an article published recently in New Hope Network, an Informa publication. “That consumer demand and proliferation, however, also means it’s tougher than ever to stand out and break through from the crowd.”
Increasingly, in recent years, shoppers are seeking out healthier, disruptive brands — and, therefore, retailers are, too.
How brands can break through and win is the key focus of a panel hosted by Advantage Solutions on March 5, at the Natural Products Expo West convention in Anaheim, Calif. The session, “Emergent to Insurgent: Crack the Code to Propel Breakthrough Growth,” will be open to all Expo West attendees.
Advantage executives will dive into key takeaways from the recent article, which provides a roadmap for emerging brands to drive sustainable sales velocity at retail. To win, according to Advantage leaders, nascent brands must do the following:
- Scale sustainably;
- Use authentic, creative moments to drive trial;
- And build an insights-driven go-to-market playbook.
Brands that beat those odds typically steer clear of common pitfalls: expanding distribution too quickly, falling short on marketing their products, and failing to maintain an adequate supply chain to consistently deliver at retail, among others.
By partnering with Advantage, which offers a suite of interconnected solutions spanning from supplier chain to marketing to headquarters sales, emerging brands gain access to the support needed to steer them through the so-called “messy middle” of the brand-building process to grow, scale and achieve their goals.
“While it’s possible for brands to succeed on their own, it’s very easy and tempting to move too fast, spread yourself too thin or neglect making decisions in the short term that will hamper your long-term growth,” Fall said.
Other Advantage leaders on the panel include Chief Communications Officer Kelli Hammersmith; Amy Joyce, vice president of customer insights and analytics for experiential; Amy Lang, president of CDS global operations; Deirdre Hazelton, senior vice president of sales; Megan Mellquist, vice president of client services; Michael “Doc” Dagerath, vice president of Daymon technical services; and Nick Sabala, vice president of operations for Advantage’s insights and analytics.
Learn more about Expo West and how to attend the Advantage-hosted panel.
