In today’s episode of CPG Insiders, Mark is joined by Drew Littlejohns, co-founder of VH Nutrition and an expert in the Amazon landscape, to dive into the often-overlooked challenges of building a successful Amazon business. This conversation explores the complexities of navigating Amazon's ever-evolving platform, the impact of AI on search algorithms, and the steps brands must take to protect their presence online.

Learn insider strategies, including the importance of tightly managing your Amazon listings, handling rogue resellers, and the hidden costs of staying competitive on the platform. This episode is a must-listen for anyone selling on Amazon who wants to ensure they’re maximizing their success while avoiding the platform's pitfalls.

Bio:

Drew Littlejohns is the CEO and Co-Founder of VH Nutrition, a company that has sold over $60 million worth of products on Amazon, Walmart, and Shopify. Starting from humble beginnings in basements and garages, Drew and his partner grew the business into a multi-seven-figure operation with a GMP-certified facility, FDA registration, and a spot in the top 1% of third-party Amazon sellers.

Beyond eCommerce, Drew is an adventurer who has climbed all 58 of Colorado's 14,000-foot peaks and is pursuing a PhD in Philosophy from Kairos University. With over 14 years of Amazon experience, Drew now runs AMZFixer.com, a consulting and brand management agency helping businesses navigate the complexities of selling on Amazon.

You can connect with Drew at:
Email: Drew.littlejohns@gmail.com
Website: AMZFixer.com

In today’s episode of CPG Insiders, Mark is joined by award-winning entrepreneur Justin Floyd to address a growing concern in the industry: counterfeiting. Mark + Justin discuss the alarming rise of counterfeit products and the impact on both consumers and legitimate brands. 

Learn how AI and advanced technology can help combat this issue and protect supply chains with real-world examples, highlighting the significant economic implications and the importance of maintaining product integrity.

About Justin Floyd  
Justin Floyd is an award-winning entrepreneur with a 25-year track record of founding and investing in pioneering technology companies solving the world’s biggest economic and social challenges. He founded RedCloud to address fundamental issues with the global supply of consumer goods that prevent brands, distributors and retailers in fast-growth economies from trading efficiently, transparently and cost-effectively with one another. Floyd’s previous experience includes founding and running cloud intelligence company Vecta and co-founding transatlantic fintech company CC. He is twice a regional Ernst and Young Entrepreneur of the Year finalist, four times a Red Herring 100 winner, a Finalist Codie award winner, and a Fast Track 100 finalist. 

In todays episode of CPG Insiders

Mark + Justin tackle an essential question for entrepreneurs: Do you have a single product or the foundation for a broader business? They delve into the critical differences between having a successful item on platforms like Amazon and building a sustainable, scalable business capable of thriving in the competitive retail landscape. Through insightful examples and analysis of market dynamics, Mark and Justin offer valuable guidance for evaluating your product's potential and strategizing for long-term growth. This episode is a must-listen for anyone looking to understand the nuances of product versus business in the CPG industry.

On today’s episode, Mark + Justin dive into the game changing strategies from the book “10x is Easier than 2x” by Dan Sullivan and Dr. Benjamin Hardy. They explore the revolutionary concept that aiming for tenfold growth is not only more exciting, but often easier than the traditional goal of doubling. Drawing from their extensive experience, Mark + Justin discuss how this 10x mindset shifts the approach to business, pushing beyond the limits of incremental growth to embrace innovation and bold thinking. This episode is packed with practical advice, real-world examples, and insights into how entrepreneurs can apply 10x thinking to achieve extraordinary success. Whether you’re looking to revolutionize your business or personal life, this episode offers the inspiration and tools to think bigger and achieve more.

This episode, Mark + Justin welcome back master broker, David Biernbaum, to discuss his experience with ECRM (Efficient Collaborative Retail Marketing) and its impact on the Consumer Packaged Goods industry, especially for entrepreneurial brands. ECRM has changed the industry by offering category-specific events where new companies get a chance to interact directly with retail buyers - significantly increasing opportunities for small brands. The guys also talk about how to determine if your brand is ready for ECRM and the steps you can take to prepare for the event.
 
About David Biernbaum: David is a nationally acclaimed consumer products retail business consultant and master broker who has brought more than 200 successful consumers brands to market. Learn more about David Biernbaum & Associates.

This episode, Mark meets with Lauren Stiebing of LS International to discuss mentorship. The right mentor can fast track your learning + help you take your business to the next level. Lauren shares her insights into how to connect with the right mentor and what kind of commitment it takes to build an impactful mentor-mentee relationship. Plus, Mark + Lauren talk about common obstacles and goal-setting for purposeful work together with a mentor. 
 
About Lauren Stiebing: In 2015, Lauren founded LS International, an organization that partners with global consumer companies to help them find, retain, and develop their executive teams to face the challenges of tomorrow. LS International also sponsors the LEAD Network, which promotes the advancement of diversity within the Consumer + Retail Industry. Check out LS International's knowledge center for more info and resources.

https://ls-international.com/about-us/

https://ls-international.com/knowledge-center/

https://ls-international.com/about-us/lauren-stiebing/

This episode, Mark + Justin talk entrepreneurlife and the age-old "too much to do, not enough time" problem with Andrew Mellen, author of Calling Bullsh*t Busy. Andrew teaches entrepreneurs, businesses, and everyday people how to leverage time management + simplification to create freedom through organization.

Deeper than just 'getting organized', Andrew fosters real transformation by changing how people think, feel, and interact with time, money, and stuff. Plus he shares easy, actionable steps you can take right now to address time-productivity obstacles in your own business. A great listen for anybody looking to take more control of their time + improve productivity to enhance their quality of life. 
 
About Andrew Mellen: "The Most Organized Man in America", Andrew is a best-selling author with ideas featured on Oprah and TedX. As one of the pioneers of professional organizing + productivity, Andrew travels the world speaking, teaching, and coaching individuals and global brands including the New York Mets, Genentech, American Express, Time, Inc., and the Metropolitan Museum of Art. For more about Andrew or to enroll in one of his programs, check out his website.

This episode, Dr. Mark Young is joined by Randy Mercer, Chief Product Officer at 1WorldSync, to talk about product content - what it is, why you need it as a retail vendor, and how product content platforms help both brands and retailers drive sales. 
 
For brands entering their first retailer, getting product content to stores to help them operate their supply chain and ecommerce experience is critical! Learn how product content platforms help brands build that bridge with retailers. Plus, how brands can leverage product content platforms for big benefits like telling their product story across multiple retail chains, providing marketing copy + images to support retailer efforts, informing buyers + store management, and even helping brands as they expand into new retailers. 
 
As the leading product content platform, 1WorldSync provides solutions that simplify the creation and distribution of product content. Over 14,000 companies and retailers utilize the 1WorldSync platform, including Walmart, Amazon, Google Shopping, Target, Kroger + Walgreens. 
 
About Randy Mercer: Randy is an omnichannel product content expert with over 15 years of industry experience. He leads 1WorldSync's global product management and solution architecture teams, aligning the company's portfolio with current customer needs and emerging market trends.

This episode, Mark + Justin are joined by David Biernbaum to talk about Rite Aid's brace for bankruptcy and projections to close hundreds of stores. They dig into what the progression of this bankruptcy filing could look like over the next few months for vendors + consumers. 
 
Most importantly, the guys discuss the impact on suppliers working with Rite Aid now. How brands that currently distribute through Rite Aid can curb potential losses and mitigate coming risk, what it means for future distribution of brands just beginning at Rite Aid, plus what payment scenarios might play out for suppliers. 
 
About David Biernbaum: David is a nationally acclaimed consumer products retail business consultant and master broker who has brought more than 200 successful consumers brands to market. 

Learn more about David

On this episode of CPG Insiders, Mark and Justin introduce the company that is revolutionizing the new product entry process into brick-and-mortar retailers, PharmaVision! 
 
If you have a health-enhancing product with limited distribution or looking to gain your first major retailer, this is the must-listen-to episode for you!
 
For new listeners of the show, Mark and Justin provide a brief overview of the long and laborious process of how products gain brick-and-mortar distribution today. 
 
They then discuss how with PharmaVision, brands can simplify that process, gain the ability to be on shelf in just a few months, and have the opportunity to make a profit doing it! 

Today, the guys talk pricing and price strategies.  How, with inflation - your product isn't competing with just competitors, but with a gallon of gas, or other basic necessities.  We have an excellent guest Ben Reich that we jump right in with.  Tune in and give it a listen. 

Ben Reich is the Co-founder and CEO of Datasembly (backed by well-known VCs). The company tracks product prices across 200+ retailers representing 150k+ stores across North America which is incredibly timely given the current economic climate and inflation issues. Currently, food inflation is outpacing salary growth and CPGs + retailers are scrambling to figure out pricing strategies to keep consumers shopping. That’s where Datasembly comes in. Recently, the company cracked the baby formula story wide open using their proprietary platform and technology to uncover shortages plaguing stores nationwide.

https://datasembly.com/

This week’s exciting episode deviates from our standard entrepreneurial guest, instead we have a former FBI agent hostage negotiator, Chris Voss.

Chris Voss is also the author of the world renown book “Never Split the Difference: Negotiating As If Your Life Depended On It” – recounting the practices and tactics Chris used in hostage negations and how it can be applied to business negotiations.

Mark, Justin, and Chris breakdown the process of becoming a hero for the buyers we’re selling to. Showcasing our desire to collaborate to mutually succeed. It’s not a simple, linear path, but Chris believes uncertainty is an opportunity for our genuine curiosity to allow us to be open to new ideas that can navigate us down a path to success we never would have imagined before. 

You will learn how to become a trusted advisor for your buyer. We discuss how Chris’ tactics in hostage negotiations can be used to achieve your marketing goals. 

https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=1689265994&sr=8-1

In today’s episode of CPG Insiders, Mark is joined by entrepreneurial giants Dan Sullivan, Joe Polish, and Dean Jackson. They explore effective marketing strategies, drawing on decades of experience. The group shares transformative ideas that have propelled their careers, focusing on how small businesses can apply psychological principles to influence consumer behavior and the importance of consistent relationship-building. This episode provides firsthand experiences and actionable insights from top minds in marketing and entrepreneurship.

Tune in for valuable knowledge to enhance your marketing and business growth strategies.

This week we welcome the charming and brilliant Joe Polish. Mark and Justin discuss his New York Times best-selling book “What’s in it for Them?” 

Joe Polish is one of the most sought after marketers alive today, known for his ability to connect with almost anyone on the planet. Joe continues to be a prominent figure in the world of business and entrepreneurship. He’s the co-founder of two popular podcasts: 10XTalk and iLoveMarketing.

Mark, Justin, and Joe breakdown the power of asking “What’s in it for them?” in every interaction in business and life. Starting with the foundational elements of genuine curiosity and authenticity we can become pain detectives to give value on the spot.  

You will learn how to ensure that your offer is always bigger than your ask to attract the people you want and repel the ones you don’t. We discuss how these tools are used in marketing and in everyday life to achieve your goals. 

For today’s episode we welcome our guest, the owner of Sweet Leaf, Michal May. Michael recounts his father’s incredible journey starting the company. 

We learn about alternatives to sugars, and the laborious process of getting FDA approval. Mark, Justin, and Michael discuss the lessons they’ve learned that are crucial for the success of starting a company. 

Michael talks about applying his military strategy training to being an entrepreneur and the challenges COVID has provided for CPG products getting on the shelves of retailers – and all the necessary preparation and planning that goes into it. 

https://www.sweetleaf.com/

Amazon Link - https://www.amazon.com/stores/SweetLeaf/page/1FBD77B3-A43C-42DE-A6C4-24317C4230D6?ref_=ast_bln

This Show’s Notes

Mark is in sunny Florida for today’s show, and Justin is in an ice storm in Detroit.  Mark let’s us know a little about our guest David Biernbaum.  The guys jump right in to how the pandemic changed meeting.  From retailers conducting business differently, to ECRM being digital.

Pre-Pandemic, all the retailers would have an annual review.  There would be meetings set up, and we would show what we are trying to do, and we would fight to get our products on their shelves.  But now…its all virtual meetings, from Zoom to Teams, it is near impossible to get a face to face meeting.

There is a whole different way in doing business with retailers.  There are ways to turn this to your advantage, but you need to know some tricks.  You will still use a logical order in presenting your brand, but you need to know who is in the room with you (the virtual room) and as a courtesy, you need to let them know who is in your room.  Since most of these meetings are being hosted from someone’s house.  Don’t be sitting on your lazy boy in the living room while your kids run around on camera.

Listen in for more tips and insight from the Guys and David.

https://biernbaum.com/

https://www.instagram.com/davidbiernbaum/?hl=en

https://www.linkedin.com/in/davidbiernbaum/

Today’s Episode

These shows are essentially conversations that we, at the Agency have every week. The core of these shows come from meetings we have taken with clients. If we get three people asking us the same questions in a week, there has to be other people who would benefit from knowing this information. Every show here is built on something someone asked.

Mark and Justin dive into explaining different types of clinical trials

How to go about our own Clinical Trial

Get FTC Lawyer before you make claims

Use professionals, this is not something to do on your own

Dan Sullivan's Book

https://www.amazon.com/Who-Not-How-Accelerating-Teamwork/dp/B08KYKR23H/ref=sr_1_1?crid=3POTKBED3VZFS&keywords=who+not+how+dan+sullivan&qid=1674233025&sprefix=who+not+how+%2Caps%2C87&sr=8-1

Content Outline For Today's Show

Segment 1: When we have increased costs and increased store brand sales - do not stop advertising
Segment 2: The odds that you are the only one product in market that can do what you can do is very unlikely
Segment 3: When you cut advertising and marketing, you reduce your future value - momentum matters

If you have any questions, you can contact us through jandhlabs.com

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Content Outline:

Segment 1: Foundational Info for Brand Managers
Segment 2: What are the Common Mistakes Brand Managers Make
Segment 3: Peer to Peer Interaction and Sessions with Kevin’s team

Kolbe Info - https://www.kolbe.com/

Guest Biography:  

Kevin is a trained educator with 20 years of experience as a CPG executive. Since founding Gurulocity in 2016, he's been empowering brand managers to think and act independently to accelerate the growth of their brands, teams, and careers by providing marketing training and consulting services to many of the country's leading CPG organizations. In doing this, Kevin has helped his clients realize over $1B in new revenue and has trained more than 1,000 brand managers. He is also a featured instructor for the American Marketing Association, lectures at the IU Kelley School of Business, and has been featured in Ad Age, Forbes, Fast Company, Business Insider, and the CMO Council. 

Email: knamaky@gurulocity.com
Website: https://gurulocity.com
Social links (Twitter/Instagram/SnapChat/Facebook):
LinkedIn >> https://www.linkedin.com/company/gurulocity
Twitter >> https://twitter.com/gurulocity

Justin had so much more to talk about to a past guest, Dr. Sarah Marion the Director of Syndicated Research at Murphy Research.  She was kind enough to give us, and YOU some more time to dive into some of the data that makes Justin Smile!!!

Content Outline:

1. Segment 1: Organic Farming (costs, results, future casting)
2. Segment 2: Can you leverage this into messaging for brands?
3. Segment 3: With continued inflation hitting these “more expensive” brands what does that look like in the future?

Julie DiNatale has been working in sustainability and agriculture for over two decades and is Truterra’s Commercial and Strategic Partnerships Leader. Julie has been involved in the emerging ecosystem services markets and regenerative agriculture programs across North America. Prior to joining Truterra, Julie worked for Corteva Agriscience, an ag tech start-up, consulted for large agribusinesses, and was an ag-sector analyst for a sell-side Wall Street firm. Before her career in agriculture, Julie spent a decade in sustainability, health, and safety for a large chemical manufacturer. Julie grew up in Western New York where she spent summers on her cousin’s dairy farm. Julie earned a B.S. from Michigan State University’s College of Agriculture, and an M.S. in Environmental Science from the University of Rochester.

Website: https://www.truterraag.com/

LinkedIn: https://www.linkedin.com/in/juliedinatale/

Twitter: https://twitter.com/juliedinatale4

Content Outline:

Segment 1: One Shot at a First Impression.  Nielsen and IRI Data makes failure public.  Operating at a loss, before you even get started.

Segment 2: Which Products Can Survive and Which Ones Can’t.  This is no time for Brand Building.

Segment 3: What Retail Survival Requires

If you want to learn more about saving your product from being de-listed you can contact us through jandhlabs.com.

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

Content Outline:

Segment 1: COVID – How it took over our lives over the past 2 years.  How the population has moved to 30 percentages of the population claiming anxiety.  Macro shifts / large scale changes from pre-pandemic times.  Waves of the pandemic have shown changes in behavior.

Segment 2: For CPG companies, more people now are engaged now with nutrition to the tune of 12 million more people who were not focused on eating healthy or shopping healthy before COVID.  Mindfulness / stress relief has been a slow steady rise as well, how people are dealing with the stress of the Pandemic.  Good news for health focused brands.

Segment 3: Sources of Influence – Dr. Marion goes into some detail on how Murphy Research goes about gathering the data, and how some of the small details of this data.  Post Pandemic, people are turning more to digital influence than they ever used to.

Sarah Marion, Director of Syndicated Research, joins Murphy Research with experience in both syndicated and custom research. With a background in cultural anthropology, Sarah excels in triangulating between different types of data, connecting the dots to build compelling stories from primary qualitative and quantitative research and secondary sources. Before joining Murphy Research, she led The Hartman Group’s syndicated research program, and she has special expertise in food and beverage, CPG, health and wellness, sustainability, the natural and organic market, and shopper insights. Sarah has led a wide variety of projects, but has special expertise in qualitative methods, longitudinal trackers, and trends research. She holds a Ph.D. in cultural anthropology from Indiana University.

Website: https://murphyresearch.com/

In today’s episode of CPG Insiders, Mark + Justin are joined by friend and frequent guest David Biernbaum to discuss SKU rationalization in retail. They dive into  how retailers streamline their product offerings to boost efficiency and profitability, especially during economic downturns. The conversation covers the impact on both large and small brands, emphasizing the importance of maintaining unique products to attract loyal customers. 
Learn practical advice for challenger brands trying navigate SKU rationalization and effectively collaborate with retailers. Tune in for expert insights and strategies to help your brand thrive. 

Content Outline:

Segment 1: Siena tells us about where she is and what they do. she does. They have found a way to use data to help their clients understand the unpredictable. They work specifically with brands that want to learn about how their brands move in market. Consumer test / quantitively testing – how well the story that they are telling is doing.

Segment 2: Buying decisions are made with the unconscious mind, not the conscious mind. How do you tap into that unconscious behavior? Siena gives us some examples of how impactful the package design and creative can be. This is the entire reason clients come to Siena’s company, how to perform well on shelf.

Segment 3: Mark goes into some detail on NLP. How salespeople use tools like NLP to get through to your unconscious. How the consumer is the most important person in their world, so you as the brand or marketer need to remember that.

Difference versus distinction. Marketing by indication – 80% of people buying CPG are buying by indication. Customers don’t care about your heritage / product, anything unless you hook them in 3 seconds.

Website: https://www.smashbrand.com/

LinkedIn: https://www.linkedin.com/in/siena-dexter-8a04a265/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Segment 1: The guys dig into the two distinctive styles of entrepreneurs that there are.  Understanding WHO you are, can help you understand which type you might be, and plan to be successful.  You will always function at your best when you are being true to yourself. 

Segment 2: Elon Musk – Hard Core Risk Taker – type of entrepreneur.  Mark goes into a little detail on the background and the history of Elon Musk, and how he continued to bet on himself in areas that had nothing to do with where he was before field wise.  Musk gains purpose and value out of WHAT he is doing, the grind is his purpose. 

Segment 3: Richard Branson – Risk Mitigator – type of entrepreneur.  Justin and Mark explain how being risk averse, or a risk mitigator can look like a risk taker, but it is not true.  Mark goes through some examples of how he mitigates risk in areas when he runs into risk in some of his more dangerous activities. 

Key Take-aways - Surround yourself with people who know what they are doing.  Figure out WHO you are, lean into that, and play that hand of cards.   

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

Today's Show - 

Segment 1: There is Doom and Gloom in the air. Just listen to the news these days, it would be very easy for people to get depressed with everything going on. But despite all that, it is still a great time to be alive, and be in business. There are fortunes to be made. Labor shortage, customer service, figure out how to deliver these – and you could be a super star.

Segment 2: We meet our Guest Ryan Lewendon (Bio below), who gives us a short breakdown of where he has been and how he got into this business. Big companies are not innovating, and customers are not looking to big companies for innovation. Ryan talks top mistakes that owners make when they start their companies. If I am selling my CPG company, do I need to hire a brokerage to do this?

Segment 3: Getting involved with a cause, or taking a political stance – does that limit my acquisition opportunities? It is far more important to be passionately desired by a small group of people than to have name recognition with the masses. Market Size, Velocity, Profitability. Non-compete agreements after the sale.

If you want to learn more about anything you heard here, you can contact us through jandhlabs.com.

Website: https://gllaw.us/who-we-are/

Instagram: #ryanlewendon

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Ryan Lewendon is a Partner at Giannuzzi Lewendon, a premier boutique law firm that focuses on the representation of privately-held, high-growth consumer products companies. Prior to joining Giannuzzi Lewendon in 2011, Ryan was an associate at Donovan & Giannuzzi LLP.

Since 2007, Ryan has focused his practice on helping innovative consumer products entrepreneurs grow their companies by navigating both the day-to-day hurdles and the tent-pole obstacles and opportunities a consumer products company must navigate on its way towards an acquisition.

Ryan has assisted hundreds of companies structure and negotiate their distributor, broker and supplier relationships, employee incentive programs and advisory networks, and celebrity/influencer endorsements and promotional partnerships.

Ryan has advised clients through financing transactions at every stage of their growth cycle – from angel investments to rounds with institutional investors. He has recently assisted clients in exit transactions with acquirers such as Coke, Pepsi, General Mills, Boulder Brands, Group Danone, Bacardi, General Mills and others.

Ryan grew up in Hamden, Connecticut. He received a M.S in Molecular and Cellular Biology from Tulane University and a J.D. from Brooklyn Law School, where he was a member of the Moot Court Honors Society’s Sports Law team. When he isn’t busy helping bring emerging brands to the mainstream, he is an avid runner, reader, and raconteur. He resides in Manhattan, New York.

Welcome back to CPG Insiders, on this episode your Hosts Dr. Mark Young and Justin Girouard talk about just how much of a brand can some products become.

Content Outline:

Segment 1: How Ad Agencies sell Clients that they need to build their brand.  The truth of it is that some products are built to be brands, and some products are made to be things.

Segment 2: Does the Brand / Product tell the world something about me?  This doesn’t mean that a product can’t be KNOWN for something.

Segment 3: The guys get into the 7 Truths of this topic 

If you want to learn more about CPG Advertising you can contact us through jandhlabs.com.

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself. 

Today we are going to be diving into the lessons that can be learned from the marketing techniques of presidential leaders and you can leverage them to grow your business and we are joined by Jason Voiovich.

Segment 1: Selling ideas is similar to Selling products - much of the psychology is the same. In fact, a product is simply an idea with a tangible delivery system.
Segment 2: Many brands have discovered they can lobby the government for favorable restrictions to commerce (aka rent-seeking) as a higher ROI option to "real" advertising and marketing. That's risky because it opens you to disruption (e.g. Taxi medallions vs. Uber in NYC), but it's hugely popular with large brands. Challenger brands need to have a plan to counter that.
Segment 3: The Calvin Coolidge story. Breakthrough in branding and politics. (Bruce Barton of BBDO was the key strategist).
1. First one to understand radio (1:1 not one to many), not FDR
2. First one to target market (women, African Americans, rural, etc.)
3. First one to use astroturfing to build support
4. First one to use strategic images (costume idea)
Segment 4: Marketer in Chief: How Each President Sold the American Idea Book Plug

If you want to learn more about how to successfully grow your challenger brand you can contact us through jandhlabs.com and if you want to learn more about the marketing tactics of our presidents go out and buy Marketer in Chief on Amazon today or visit markererinchief.com.
We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Today we are Talking about NielsenIQ Data and Reports, we are joined by Andrew Criezis, Head of Product for SMB globally at NielsenIQ.

Justin and Mark pose the following questions to Andrew -

1. You recently posted an interesting article to LinkedIn titled "Are your promotions catapulting your brand or cannibalizing it?" Can you give our listeners some topline take-aways from this piece and how you reached the conclusion that you did?
2. You touched upon some advice for handling CPG promotions in the current retail environment, what about tips for brands coping with ongoing inflationary pricing and increased cost of materials?
3. That leads me to the next question ... How are CPG brands facing current supply-chain challenges and what creative strategies are they implementing to maintain relationships with retailers and market share?
4. What market research stats from the last few months have surprised you the most, and what do you attribute the findings to?
5. What do you see as some of the biggest CPG challenges for 2022? On the flip side, where do you see the most significant opportunities?
6. How can both retailers and CPGs better prepare for unforeseen inflationary, demand fluctuation or supply chain issues in the months ahead?

Special Offer link for CPG Insiders audience members

Andrew Criezis is the Head of Product for SMB globally at NielsenIQ. He was recently the chief product officer during the creation and launch of a new, best in class CPG platform, Byzzer. His track record of success includes global executive experience in go-to-market strategy, revenue cycle management, operations, and product development. Andrew is expert not only in crafting data-driven business solutions, but also in embedding analytics in all aspects of NielsenIQ products. With skills that span product management, sales strategy, marketing, and operations, Andrew’s holistic approach to leadership ensures both continuous improvement for NielsenIQ as a company and above all, a high-quality product.

Dr. Mark Young's new book, Hypno-tising - the secrets and science of ads that sell more, comes out Tuesday, December 7th.

This book asks:

What if you could create advertising that’s so compelling, so hypnotic, that it motivates consumers to make an immediate change in their behavior to buy your product or service?

In HYPNO-TI$ING: The Secrets & Science Of Ads That Sell More, you’ll learn how to do that, and much more.

Whether you’re an entrepreneur, a marketing professional, or you just want to understand the science and psychology behind why human beings make the choices they make, elevate your brand by ordering HYPNO-TI$ING today!

https://www.amazon.com/dp/B09LR9MBXX/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Today we are going to be diving into how to win and grow your business at Kroger and Meijer, and we are joined today by Brent Bortman and Phil Bortman.

Segment 1: How to start a relationship with Kroger and Meijer? How to get into Kroger and Meijer? What is the game plan or strategy to gain distribution with Kroger and Meijer?

Segment 2: What's new at Kroger and Meijer for existing brands? What are the current trends, challenges or opportunities brands should know to be successful?
Segment 3: Phil Bortman and Associates – Tell us about the company, services and outcomes brands can expect.

CTA: If you want to learn more about how to successfully do business with Kroger and Meijer you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Kroger and Meijer or with your current Kroger and Meijer business you can contact Phil and Brent:

LinkedIn: https://www.linkedin.com/in/phil-bortman-4230886

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

Guest Bios:

PHIL BORTMAN
ROLE: PRESIDENT PHIL BORTMAN & ASSOCIATES
Phil Bortman is the President and Founder of Phil Bortman & Associates, a sales brokerage firm specializing in representing consumer packaged goods companies. He is responsible for the overall growth and retention of the business.
Prior to founding his company, Phil was a partner in a successful small agency MGR Sales Associates in Michigan for more than 14 years. Phil learned the manufacturer’s representative business during a 18 year tenure at Pankow Associates. While there, he was awarded Sales Representative of the Year multiple times. He was responsible for managing major HBC vendors, Snack and Food vendors and increasing their sales revenue from $10 million to $35 million in under 3 years.
Phil was responsible for taking the Breathe Right product from a test market in Michigan to a national success story that sold to GSK for over $300 million. After decades in the industry, Phil still greatly enjoys seeing his accounts succeed and negotiating deals that are beneficial for both the company’s accounts and vendors.
Phil graduated Wayne State University in Detroit, Michigan, with a bachelor’s of science in Pharmacy and Psychology. After graduating, he spent several years practicing as a registered pharmacist, in both independent and large chain drug stores in the Midwest and Southwest. His early career has made him uniquely positioned to understand retail trends and buying patterns. He resides in metro Detroit and enjoys golfing, exercising, classic cars, watching Detroit sports teams and spending time with his family – including his 11 grandchildren.

Brent Bortman
Brent Bortman is the Director of Sales for Phil Bortman & Associates, which is a sales brokerage firm, specializing in Health and Beauty care products, specialty food, and snacks. Brent is responsible for the company’s Health and Beauty care portfolio as well as the company’s growth accounts. Brent has been with the company for more than a decade and manages accounts with Meijer, Kroger, Target, Cardinal Health/Kinrey and various other retailers.
He works with consumer packaged goods companies of all sizes and has had success taking startup companies to mass market awareness. He was the first to bring several well-known brands like Zarbee’s, Cremo, and SmartyPants among others to mass retailers.
Prior to joining Phil Bortman and Associates, Brent led sales teams in different sectors including the mortgage industry and payroll companies. A native Michigander, Brent is a graduate of Michigan State University, with a bachelor’s degree in finance. He currently resides in the metro Detroit area with his wife, son and twin daughters. You’re most likely to find him on a golf course in his spare time.

Today we are going to dive into the topic of sustainability. Sustainability continues to be a large topic in CPG today and many retailers are making it a large factor in their product evaluation process. We are very lucky to be joined today by Christina Lampert. Christina is the director of innovation at the world’s largest ingredient sustainability database, HowGood.

Segment 1: What is the First Educator Advantage? Why is it important for brands?
Segment 2: Sustainability is a large topic in CPG, specifically in packaging. Are there other areas brands should be paying attention to besides packaging?
Segment 3: How should brands execute the FEA (First Educator Advantage)?
Segment 4: What is HowGood? What resources are available for brands?

If you have any questions, you can contact us through jandhlabs.com and if you want to learn more about HowGood and improving your brands sustainability you can contact Christina Lampert:

Website: https://howgood.com/

We appreciate everyone listening, please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

The phrase the fastest way between two points is a straight line explains exactly how our minds think. Our minds are programmed to leverage shortcuts to navigate through our decisions.

Today's Show Rundown

Segment 1: Let’s revisit one topic from our last episode as a reminder. Let’s talk about the two brains. Explain the brains to our listeners.
Segment 2: Judgement under adversity, Heuristics and Biases – What are Heuristics?
Segment 3: How do consumers use Heuristics in their buying choices?
Segment 4: What do marketers need to understand about Heuristics to become more effective?

If you want to learn more about the brain and it’s thinking process you can contact us through jandhlabs.com and in about 4 weeks you will be able to get a copy of Hypno-ti$ing.
We appreciate everyone listening, we are going to begin releasing twice a month to provide you with even more insights and as always please leave us a review on the platform you engage in podcasts. We cannot tell you how much we appreciate reviews, it helps us reach more listeners and entrepreneurs like yourself.

In today's episode of CPG Insiders, Justin + Paul continue their exploration of the organizing idea, shifting focus to the essential first step: understanding your brand identity. Building on their previous discussion, they dive into why knowing who you are and why you exist is crucial for creating authentic connections with your audience. Learn practical insights and strategies for uncovering your brand’s true purpose, ensuring your messaging aligns and resonates with your target market.

Today we are going to be diving into how to win and grow your business at Walmart and we are joined today by Cameron Jernigan. Cameron is a merchant turned supplier solutions. Cam started his career working for Walmart where he spent time in sourcing and product development in private label brands with over $1 billion in P&L impact across frozen foods, dry grocery, bakery and OTC. He then transitioned into a true merchandising as a merchant with direct purchasing and P&L responsibility for food. Cam has now taken that experience to create supplier solutions and opportunities for companies and brans looking to build and grow effective business in the retail landscape with Blue Ocean Innovative Solutions.

CTA: If you want to learn more about how to successfully do business with Walmart you can contact us through jandhlabs.com and if you feel your brand needs to help getting into Walmart or with your current Walmart business you can contact Cameron, what is the best way for people to reach you Cameron?

https://www.blueoceanis.com/

Today's Show Rundown

What is the Common Mistake Marketers Make when reviewing their advertising executions?
How is the brain constructed?
What is the difference between the conscious and unconscious mind?
What role does critical facility play in how we process information?
We walk through a buying scenario and how the unconscious and conscious mind work?
How do these two parts of our mind work together? How can we as marketers get to the
unconscious mind? Is one awareness and one for attention or analysis?

If you want to learn more about How the Brain Sees Advertising you can contact us through
jandhlabs.com and in about 5 weeks you will be able to get a copy of Hypno-ti$ing.

On today’s episode, Mark & Justin talk about The Infinite Growth Path

We, at The Agency always get asked "how do you guys keep hitting these home runs over and over"? This Episode, the Guys are going to give you a peak under the hood at our 12 Point program that at Jekyll + Hyde we call The Infinite Growth Path.

The term "Best Practices" is a term that we dislike here so much because there is no risk, and therefor no innovation. Hard work, and following a very proven scientific methodology (our Infinite Growth Path) will help you mitigate some risk, and stack the deck towards having a successful Ad Campaign.

The 12 points of Infinite Growth Path explained

1. Business Model Review
2. Product Analysis
3. Historical Analysis
4. Point-of-Purchase Review
5. Consumer Insights
6. Hypto-Tising Principles
7. Refine Goals
8. Pre-Launch
9. Launch
10. Analyze
11. Optimize
12. Future Casting

If you have questions please reach out us and we will send you all kinds of information on our Infinite Growth Path.

On today's show, Mark and Justin talk about all the ways you can advertise on mobile

Justin explains how the convenience of your mobile device is what is allowing advertisers to target you based off so many different variables. When you go to work, when you go the the doctors, these mobile phone start to learn your patterns, track your location and all kinds of other personal information.

Mobile devices are extremely powerful tools, and advertising there is equally as powerful. When brands go and look at analytics, at a minimum, 60% of their traffic is coming in from a mobile device. The numbers don't lie. You have to be careful though certain assumptions when targeting geographic areas, you might be assuming shoppers are going where you think they go, this could be incorrect.

The beauty of this type of advertising is that consumers are so used to it now, it feels less invasive no days. From a marketers stand point, this is a treasure trove of data that
We can use to target the type of consumer we want to target.

On today’s episode, Mark & Justin talk about how Television has changed over the years.  The guys go on to explain the differences between OTT, and CTV.  What they are and how you can leverage these new systems to your advantage.

Most people have more than one “subscription” type account, like Hulu, Netflix, Prime Video, and how can you get into advertising on these ad supported platforms.  Why should you be buying here and Mark explains about Cost-Per-1000”.  These addressable TV models allow you to target where you want, without having to buy local TV.  You can get super granular with this type of advertising, though use of data partners you can target all sorts of data points.

Youtube is becoming television today, it is HOW people are getting their information.  The quality you can get on YouTube is amazing, the Ads that get served, vary in function depending on the buy.  Justin explains all the different type of targeting you can do with YouTube.

On today's show, Mark and Justin talk EOS (Entrepreneurial Operating System), with Coach Bob Shenefelt, a certified EOS Implementor.  What is EOS, how it works, how it can help fellow entrepreneurs manage the internal parts of their companies.

Coach Bob goes on to give a breakdown on all of these things, what EXACTLY is EOS, how it works.  1 Year Goals, 3 Year Picture 10 Year Plan.  Getting the whole team to to understand the company core values and that those are shared By All.  Right People / Right Seats.  Traction and the 90-Day World.  Rocks and what we have to accomplish to get to the next level.  

If you are using something like EOS - you are trying to build a self-managing company.  If you can not leave your business for a week, without everything falling apart, you dont have a business, you have a private practice.  How having an EOS structure in place would make many of these CPG companies easier to sell (if that was their plan).  

On this episode of CPG Insiders, Mark and Justin discuss what we can expect from 2021, the year we’ve all been looking forward to as we thankfully leave 2020 in the rearview mirror.

Mark and Justin begin with a warning: many of the habits adopted in 2020 will not go away, as most people have adjusted to the new normal. They break down how the move to digital shopping is not likely to slow during the new year.

The guys also explain why we can expect to see more brands launch as digital brands and stay as digital brands, and how these societal and market changes are sure to bring new opportunities to reach different demographics. Check it out!

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin are joined by David Biernbaum. David has brought more than 200 consumer brands to market over the course of decades in the consumer products space.

David walks through some of the initial steps to get the processes moving and how to avoid some of the most common issues that entrepreneurs run into. Mark, Justin and David then discuss the various factors that go into determining the valuation of a company or brand, and the importance of understanding when to sell. Finally, they discuss the importance of distribution and finding the right broker when looking to sell.

More about David Biernbaum:

David Biernbaum is a nationally acclaimed consumer products retail business consultant, gifted strategist, and skilled master broker of national sales, who along with his teams has brought to market more than 200 successful consumer brands still in the marketplace today. An expert in consumer behavior with nearly 40 years of experience in the health and wellness space, David has a unique understanding of the retail marketing process and strong relationships with industry decision-makers, and executives.

Connect with David Biernbaum:

Website: http://biernbaum.com/

LinkedIn: https://www.linkedin.com/in/davidbiernbaum

Facebook: https://www.facebook.com/David-Biernbaum-and-Associates-LLC-128614070533857

Twitter: https://twitter.com/davidbiernbaum

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin explore how you can use the past year to market your products in 2020 and detail ways entrepreneurs can get their products into a position to grow as the new year approaches. They also share some messaging and techniques that can help you to focus your advertising, including breaking down the importance of anchoring your product or brand, and outline some steps you can take to do so.

Wrapping up, the two outline what to avoid with your advertising during these crazy times, and explain why brands should not let the Covid-19 overtake their advertising and messaging.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin break down the keys to marketing to seniors. They explain how the senior market is much larger than many realize, how society has not kept up with the changing lifestyles of senior citizens, and how that outdated mindset to too often reflected in marketing.

Mark and Justin go on to break down the various groups that exist within the broader pool of senior citizens and the optimal medium to reach these different groups, as well as explaining how to avoid common messaging mistakes.

Wrapping up today’s show, the guys discuss some useful messaging techniques, and explain how a thorough understanding of your target market can lower your advertising costs.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

In today’s episode of CPG Insiders, Justin welcomes Paul, the Creative Director at Jekyll+Hyde, to explore the crucial elements of building a brand that lasts in the CPG industry. They discuss the importance of understanding your brand's identity, knowing your customers, and developing cohesive messaging that resonates with your target audience. They share practical insights on avoiding common pitfalls, maintaining brand trust, and transforming transactions into lasting customer advocacy.

If you've ever wanted to know the behind-the-scenes secrets of creating a brand that stands the test of time, this is the episode for you.

On this episode of CPG Insiders, Mark and Justin discuss how businesses are handling today’s volatile political landscape. They share stories of companies that have taken a political stance and survived the mob as well as explaining why political activism is not necessarily the right move for every company.

Mark and Justin recommend what to look for and understand before attaching your company to a group or cause. They explain the importance of going “All in” and recognizing that that you’re putting your company at risk any time you choose to publicly align with a group or cause.

The guys also discuss the pushback some companies receive for running ads on certain networks. They explain the importance of looking at these comments to see if they are legitimate, or if they originate with bots or groups that are paid to send these complaints.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insider, Mark and Justin discuss some of the scams that are perpetrated on CPG advertisers. With the ongoing economic shifts, these scams are becoming more and more popular.
The guys share some tips to protect you from falling for some of the common schemes that are out there. They explain how these schemes target both small and up and coming CPG products.
Mark and Justin also share how you can tell if something is a scam or not. Finally, they explain that while the scams are run on unsuspecting victims nationwide, the Florida bankruptcy laws have allowed these scammers to base their operations there and flourish.

On this episode of CPG insiders, Mark and Justin are joined by Cody Whittick, from Kynship. Cody joins the guys to discuss social influencers and how they can benefit your product.

They discuss the true measure of leveraging social influencers and what your focus should be before pursuing a social influencer. Cody explains the importance of the content and sheds light on why you should not focus on the follower count of the influencer. He shares what really matters when looking at social media influencers.

Mark and Justin also ask Cody to walk through the experience that you can expect when working with his agency. They also discuss the other benefits that come from social media influencers.

More about Cody and Kynship: https://www.kynship.co/

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Mark and Justin address getting back to work and what that will look like. They discuss the importance of mitigating risk for both employees and employers.

They explain the importance sticking to your company’s long-term goals and discovering what adjustments your company must make following the pandemic. Mark and Justin share why it is importance to stay on the gas right now and why the companies that have done so have been successful.

Finally, discuss some of the latest news from the PPE government loans and what you should watch out for. They share some tips on how to stay out of trouble when it comes to the loans.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.