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#83 Trade Spend & Retail Promotions 101 with Jake Huber (+ Niramaya)
The Startup CPG Podcast
How to Promote a Product to a Distributor
The retailer doesn't always pass through a hundred percent of the 15% that you're giving them. It's almost like, and I'm not saying this cynically, but it is a little bit of a pay-to-play. Distributors need to make money. They're holding inventory. But very little of that goes through with your customer relationship manager at the distributor. Highly recommend going the extra mile and working with those end retailers one because that's where a critical relationship for your brand is with the buyer.
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