CPG Insiders – Details, episodes & analysis

What if the smartest tool in your business isn't a dashboard or a spreadsheet—but your own brain? Dr. Angus Fletcher, author of Primal Intelligence, joins Mark and Justin to dismantle the myth that data and AI are the future of innovation. From working with U.S. Army Special Operations to decoding Shakespeare and Pixar, Angus reveals the four brain processes that drive human ingenuity in chaotic environments—and how entrepreneurs can reclaim their innate edge. You'll learn: • Why human intuition trumps data in uncertain markets • The neuroscience of storytelling and how it builds plans that actually work • How to shift from optimization to innovation • Why most marketing is mid—and how to fix it Ready to build a brand that breaks through instead of blends in? Listen now.

When you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero?

In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game.

He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands.

What you'll learn:

• The dangerous assumptions big-brand marketers make in startups
• How Blue Lizard flipped the retail model to avoid slotting and returns
• Why authenticity and brand integrity matter more than ever
• The power of sampling, grassroots strategy, and real customer demand

Listen now to learn how to outthink—not outspend—the competition.

Want your product on store shelves? It’s not as simple as you think. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard reveal the step-by-step guide for building a bulletproof retail channel strategy.

You’ll learn why getting into the wrong store can kill your brand, how to identify the perfect retail partners, and why your first retailer sets the tone for your entire launch. Plus, discover why hope is never a strategy—and what to do instead.

• How to map out your ideal retail “dream team”
• The surprising costs of launching with regionals vs. nationals
• Why retail cadence can make or break your brand
• The shelf placement puzzle: where you belong and who you replace

Ready to build a channel strategy that wins? Listen now.

Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory.

Retailers are pushing fewer vendors these days, but buyers understand that innovation and higher margins come from smaller players. That means it has never been easier for small companies or startups to break into major retail, if they’re prepared.

Mark, Robb and Roberto talk about why vendors need to find access and to actually use retailer data, even when buyers also have access. To capture as many sales as possible and keep a favorable relationship with buyers, you need to plan properly for inventory. Throughout their discussion, they offer practical advice for vendors about being better prepared and more knowledgeable about managing your supply and relationships with retailers.  

About the guest:

Roberto Carli is the Co-Founder of Alloy. Alloy was purpose-built for companies that make, move, and sell goods. It is an intelligent supply and demand synchronization platform that brings companies and their suppliers closer to consumers. Alloy seamlessly connects data from suppliers, 3PLs, manufacturers, and brick-and-mortar and eCommerce retailers for end-to-end insight into product and operational performance. See where your products and materials are, where they're going, how they’re selling, and where they should be. Learn more at https://alloy.ai/.

 

 

 

On this episode, Mark and Robb welcome master broker David Biernbaum back to the show to discuss the timing of getting your product onto retail shelves. They explore a number of practical recommendations on how to impress buyers during your meeting, as well as the technicalities of what to expect once you have a contract with a retailer.  

As a manufacturer in the CPG industry, it always helps to have a broker working with you who understands the business already. If you’re lucky enough to get a meeting with a retail buyer, you have to remember that you are selling to the buyer, not to the consumer. Be prepared to explain how you’ll get consumers into the store, but the buyer needs to quickly understand that going into business with you will be worth it for them. 

David brings a wealth of advice and warnings about the process of getting into retail, offering crucial insights you won’t want to miss.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy. 

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

 

On this episode, Mark and Robb welcome Amanda Igrisan, Social Media Director at Jekyll & Hyde, to discuss the ins and outs of social media marketing.

They talk about how to best use social media, how to handle negative comments and why social media marketing is more than just putting content out for people to see. Social media is a good place for brands to develop their personality, but you also need to build an audience. Amanda discusses some elements of achieving this successfully.

They talk through the various major platforms and how they differ, discuss the useful data you can learn from a social media audience, and cover some of the common marketing misconceptions about social media campaigns.

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

Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Infinity Worlds Inc. The company is a dedicated team of manufacturer brokers that specialize in Walmart distribution for their clients.

On the show, Mark and Chad discuss the kinds of products, brands and clients that Infinity Worlds partners with to help present to Walmart buyers. Chad talks about how Walmart differs from other types of retailers, considering the challenges and benefits that come with getting on a Walmart shelf.

Chad offers some advice for being prepared for Walmart consideration, what to anticipate and provide for a presentation to Walmart, how to use Retail Link as a great resource once your product is in Walmart and more. He offers invaluable insider information that is useful to CPG brands seeking a place at Walmart and those who are already there. 

Special Guest:

Chad Bugos’s Road to Retail was a little unconventional. After graduating from the University of Iowa Pharmacy program and later receiving his MBA, Chad worked as a Walmart pharmacist, then moved into Pharmacy Operations as a Regional manager before eventually landing at the Walmart Home Office as a senior buyer. He was known to his suppliers as a very strategic buyer, possessing great vision for where to take his categories to maximize the most gain. 

As Co-Founder and CEO of Infinity Worlds Inc, Chad believes in collaboration and open communication with his team and his clients to realize the common goal of maximizing sales. Well-respected within the Walmart walls, Chad is able to forge and build relationships based on his understanding of how Walmart thinks and what Walmart needs in order to serve the needs of the end consumer. Chad’s love of merchandise, searching for truly inspiring products and companies, and then helping those companies succeed is what he loves most about his job. When he is able to disengage long enough to get in some personal time, since he is an avid sportsman, you will find him happily in a deer stand or a duck blind.

Contact Infinity Worlds, Inc:

Email: info@infinityworlds.com

Phone: (479) 250.0915 

LinkedIn: https://www.linkedin.com/company/infinity-worlds-inc./about/

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

On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Marketing (SEM), display ads, social media sponsored ads, retargeting campaigns and more.

They talk about types of targeting that can be done on different platforms, the type of media that appeals to users on those platforms and some different strategies across devices.

Also, they cover the strategy behind content marketing based on user behaviors, exploring tried and true tactics on the path that can convert someone in your targeted audience into a buyer. It’s crucial to understand your audience to appropriately market to them online.

Digital has to be a part of your ad campaign in this day and age, but it has to be done intelligently and efficiently to be successful.

 

Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover the value of recency in planning media and how it can offset the need for frequency.

They compare different formats and lengths of commercials on tv, radio and podcasts and why you would choose one for your product’s advertising.

They also explain why print is not dead, but they consider how changing trends in media consumption mean advertisers must adapt to capturing their modern audiences.

Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the category in which your product sells can make such an impact, plus strategies that can help tackle a greater share for your campaigns.

Mark lists what he would discuss with a client who comes to him asking about advertising budgets. They also cover some figures presented by Neilsen about advertising success and some common budget problems that can cause a campaign to fail.