The CPG Guys
CPG & FMCG eCommerce industry icon Sri Rajagopalan & consumer loyalty guru Peter V.S. Bond explore how brands and retailers understand and engage with consumers in-store, online and everywhere in between. http://cpgguys.com
The CPG Guys
Retail Media Networks Investment Negotiations with Tree Line Strategy Group’s Joe Davis
In this episode, the CPG Guys are joined by Joe Davis, Managing Director of Tree Line Strategy Group which helps companies with strategic planning, customer development, digital commerce & sales strategy.
Follow Joe on LinkedIn at: https://www.linkedin.com/in/joe-davis-co/
Follow Tree Line Strategy Group on LinkedIn at: https://www.linkedin.com/company/tree-line-strategy-group/
Follow Tree Line Strategy Group online at: https://www.treelinestrategygroup.com/
Joe answers these questions:
- Retail Media continues to grow in importance for both 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 that is presented to CPG brands trying to navigate all of the retail media networks available to them?
- Should brands be focused 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 are the essential questions 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 that the retailer may be forcing you to go down?
- Beyond what you’ve shared, what should brand advertisers be looking to address in helping them deliver success in their retail media activation strategy?
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