Marketeers Clubhouse

Communication habits leaders can adopt to grow a tight-knit team

Jamie Calon — Tue, 30 May 2023 22:59:52 +0000

Effective communication enables virtually everything else your team does. It’s fundamental to productivity, performance, and output.

““If you manage multiple teams or distinct units within a single team, structure your internal communication channels for relevance.

Making liberal use of channels and direct message features of workplace chat apps is the bare minimum here. If you have teams that work on fundamentally different things and rarely need to interact, use specialized platforms. Brand Regulator, for example, is a trade marketing automation software that allows teams to save time and money with crafted operational and communication tools.””.

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5 Tactical Tips to Grow Your Brand and Create a Successful Marketing Structure

Jamie Calon — Wed, 22 Mar 2023 22:26:41 +0000

Using the analogy of a bullwhip, let’s discuss how a business’s functional groups should interact to create a successful marketing structure. Click here to read the condensed version on Entrepreneur, or keep scrolling for the full version of this analogy with extra details!.

I was absolutely obsessed with bullwhips as a kid. Who wouldn’t want to be Indiana Jones? The first time I managed to get my grubby little hands on one, I had no idea how to actually use it. Of course, it was an epic failure and I ended up whipping myself in the face. Not being one to give up, I dug into it’s mechanics.

Behold, the perfect structure to make a sonic boom!

How do whips work, you ask??

Whips generate force using the energy (momentum) of a loop travelling along a tapered strip of leather. Kinetic energy travels the length of the whip.

As it travels, the energy is focused on an ever-narrowing structure. This smoothly amplifies the user’s energy to drive the tip to over 30x faster than the initial motion in the handle. That telltale ‘crack’ of the whip is a small sonic boom.

Isn’t it crazy that 2000 years ago, man was able to break the sound barrier with just a strip of leather? Over 1900 years passed before scientists could mechanically reproduce it. Wild, right?

How does this relate to your business structure?

While a bullwhip might not be the best toy for kids, I see it as the perfect analogy for how your entire business structure and all it’s functional groups (like sales, ops, finance, product, etc) should interact. However, the aforementioned groups are usually opera- tionally fairly solid. Speaking from my vantage point as a trade marketing consultant, I’ll focus this conversation mainly on marketing. In many organizations, marketing is the most operationally challenging division, containing many complex issues. Regardless of what season, campaign or product is being marketed, the best marketing structures are smooth, sleek and have results that break the sound barrier.
Does this sound like the description of your marketing structure?

To understand how to achieve the crack at the end,
let's go back to the start...the hand.

THE MARKETING WHIP STRUCTURE

The Hand

The entrusted brand steward holds the whip. Traditionally, it was held by a collection of senior people lead by the CMO, with a singular focus on marketing. In startups, it is usually the founder. However, in progressive organizations we see the rise of the Chief Growth Officer.
A CGO is a catalyst for cross-functional collaboration and sustainable growth. The ‘Marketing Whip’ acts as an extension of the brand itself. Every strand braided around the core represents a functional group, wrapped around the brand and intertwined with the other groups. So, when the CGO brandishes the whip, the brand’s power and influence travels through every section, guiding all direction, strategy, and movement.

The Handle

I see brand as the base where management, market equity and brand fundamentals are stored including brand ideology, identity, market positioning, culture and heritage. This is where brands begin to establish a market presence, cultivate consumer perception and attract their target audience. Your products at this point are merely proof that supports the brand’s promise. Like a bullwhip, the heaviest part of The Marketing Whip is the handle which influences the brand from the core throughout the structure. With just the slightest movement, the brand steward inputs all the energy required to travel down the whip and create a loud crack in market.

The Thong (...I know)

Your functional groups are the system through which the brand’s energy flows, amplifying in speed and power while travelling from group to group. Like strands in the whip, the groups weave together to support each other, maintaining the perfect balance to allow for creativity and productivity. Most importantly, they strengthen the entire structure. If one strand breaks, you have no chance of making a loud crack. These groups are teams like sales, finance, product marketing, creative/design, content marketing, influence marketing, communications, media relations, promos, retail marketing, education, agencies, events, digital and trade marketing. I may not have listed them all, but you get the idea: you can slot in any functional group that contributes to your GTM (go-to-market).

The Hitch

As the body of the whip gets thinner, the motion gets faster and faster until it hits the market, and all the efforts of the functional groups get focused into sales tools.
Logistics in this area can be extremely complex and time-consuming, and the teams usually have the least amount of time to execute their work. If your trade, event and digital marketing fail, all the previous work done by all the functional groups above is null and void. Without sales tools, your reps are dead in the water.

The Fall

This is the spot where marketing turns into real sales tools in the digital and brick-and-mortar marketplaces. It’s the thinnest part of the whip, travelling at the fastest speed, with the most urgency behind it. Your sales tools are, in many ways, the pièce de résistance of your marketing strategy. They’re designed to attract and engagethe target consumer. Examples include consumer sales promotions, staff promos, social media, videos, custom art, POP, window fronts, signage, banners, digital art, fixtures, displays and more.

The Popper

Within The Marketing Whip, the popper is your intended effect, converting the target consumer! If you’re a consumer brand like Nike, it’s the sale of your new line of shoes. If you’re a non-profit, it’s donations and if you’re a medical facility, it’s driving consumers to book more appointments. You get the idea. Every time you run through your GTM, your sales tools should act like a loud crack in market, guiding the consumer towards your product and winning the sale.

Each time you ‘crack the whip’ successfully, it adds value to your brand, making the next sonic boom louder, faster and more efficient.

The Loud Crack

Listen to the echoes. Every time you crack
The Marketing Whip, you’ll have an inordinate amount of data and feedback on what was successful and what wasn’t. You should learn something each time that contributes to your next GTM cycle. If you don’t listen to the sound of your cracking whip, you’ll be destined to make the same mistakes over and over.

The Follow Through

After the ‘crack’, you need to make sure the hand follows through with the motion, so you don’t end up whipping yourself in the face like me. This means taking post-sale action on the consumer, market and operational data, issues and feedback you received from your product launch. The last motion from the brand should ready the whip for the start of the next cycle.
If you don’t follow through after the sonic boom, it’ll come back to bite you and put you at a disadvantage for your next attempt.

Materials

A perfect whip is made of high-calibre materials and carefully crafted by an Artisan: a weighted iron bar for the handle, sturdy strips for the core, the finest kangaroo leather strands, carefully braided with balanced tension.

Sure, you can find cheap whips with the same structure, but if the materials are cheap it will be hard to use, it will weaken with every use, and you will rarely achieve a loud crack. Similarly, your marketing structure needs to be of fine quality. The quality of your materials are paramount.

You need a super stable, well-maintained brand to be able to build, store and release energy into the marketplace. Then, you need highly-skilled team members that conquer every project, tools that deliver the goods through streamlined processes with automated points, and data strategies built on inclusion (not silos), all directed towards the growth of the brand.

Tactical Takeaways

Ensure the person holding the whip has a holistic understanding of your organization, with the ability to align departments and create sustainable growth.
Be confident in your brand’s vision and the values you stand for to maintain alignment along the entire whip structure. Make sure brand is at the core of every functional group, this will have everyone pulling in the same direction, producing an environment for smooth and easy cross-collaboration.
Maintain a balance of skill and technicality between functional groups. Backfill any weak teams with the correct talent, education and tools.
Overcome tricky logistics with automated, streamlined pipelines to avoid bottlenecks.
Observe, analyze and act upon all insights, feedback and market data gained from cracking the whip.

Final Thoughts

The Marketing Whip needs to be able to crack repeatedly, no matter if team members come and go or how many whips you’re cracking at once. The best structures I’ve seen have a clearly organised operational data and defined automated process that produces smooth pipelines. It’s clear that the future of marketing begins with a system designed to streamline cross-collaboration, glean optimized insights from embedded metadata, and enable instantaneous decision-making with purpose built tools. You want people to hear the ‘crack’ from miles around, and the sound should increase in volume and travel further distance every time you brandish the whip. Get crackin’!

About the Author

Jamie Calon

Jamie Calon is a trade marketing consultant with over 20 years’ experience working with clients like Oakley, The North Face and Luxottica. He is the CEO and co-founder of Regulator, a trade marketing automation (TMA) platform, built to automate process and help trade marketing professionals deliver sales tools to the marketplace for a range of industries.

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5 Ways Marketers Can Elevate Consumer Experience and Value in 2023

Jamie Calon — Tue, 07 Mar 2023 23:38:43 +0000

Competent marketers aim to popularize the company’s business and help create consumer awareness. Marketers have a pivotal relationship with customers. They are the key players in defining customer experience. When customers have a good experience with your business, they will likely turn into long-term clients and even recommend your company to others.

“We all know how important first impressions are when attracting new customers and clients. Of course, your brand’s image, authority, authenticity, and credibility in your given market niche and industry are all of crucial importance.

While you can create a variety of marketing materials to promote your brand, it’s important each element captures your brand’s essence. Improving and unifying your brand’s creative marketing materials will go a long way in establishing your brand’s image while simultaneously enhancing the customer experience.

These key touch points are equally valid for B2B businesses and B2C businesses. An example of this is Brand Regulator; it has an automated, centralized system that makes it easier for trade marketing teams to supply their retail locations with branded marketing materials.

For retail locations, it can be hard to get marketing materials that align with brand guidelines distributed quickly. However, it’s worth it. Strengthening brand image can improve the modern brick-and-mortar buying experience, which decreases the chance of a customer being tempted toward an online purchase instead”.

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How Jamie Calon of Brand Regulator is Using SaaS to Automate Trade Marketing Operations

Jamie Calon — Tue, 07 Mar 2023 19:43:23 +0000

In today’s large consumer brands, software developers actively support the needs of every major player in the C-Suite with the development and maintenance of large enterprise platforms in the categories of ERP, CRM, BI, and SCM, with one glaring omission, the Chief Marketing Officer (CMO). For years, marketing department leads have struggled with a lack of resources and tools. They’ve had to use cobbled-together systems, siloed platforms, and spreadsheets, rather than automating trade marketing operations.

This means that marketers are not able to work as efficiently or effectively as they could be. Trade marketers working in the intersection of digital and brick-and-mortar markets feel this lack of efficiency the most. The primary cause for this is the lack of access to the appropriate software. So, this creates a bottleneck of logistical, operational, and execution issues that can only be solved manually. Fortunately, this is now the way of the past. Welcome to ‘Trade Marketing Automation’ (TMA).

“In 2016, after more than 20 years of working directly with blue-chip brands like Oakley, The North Face, and Luxottica, trade marketing veteran Jamie Calon set out to attack this issue head-on. He, along with his partner and co-founder (CTO) Greg Stewart, developed Brand Regulator, a trade marketing SaaS platform that enables more adaptive, more responsive, and streamlined marketing operations for branding in physical environments”.

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Adapting Your Workflow Into Smooth, Structured Pipelines – Regulator

Jamie Calon — Wed, 04 Jan 2023 22:45:47 +0000

Most large consumer brands still manage the logistically complex task of delivering sales tools to the marketplace with cobbled-together systems, spreadsheets, and a plethora of stand-alone single-solution platforms. This is completely unsustainable, and failures crop up at every corner.

“Jamie Calon is a trade marketing consultant and owner of @54blue with more than 20 years of experience working with diverse clients like Oakley, The North Face, Chemical Guys, Monster Energy, and Fisher Paykel. In 2016, he and his partner, Greg Stewart, developed Regulator, a comprehensive software solution for trade marketing professionals for a wide range of industries. As an athlete, Jamie was a multi-discipline cyclist. National champion on the track, provincial champion on the road and raced pro for GT on the mountain bike. Post-racing, he co-invented the Virtual Pivot Point suspension system, which revolutionized the mountain biking industry forever and has been the foundational technology that made Santa Cruz bikes the gold standard for 25 years. Jamie lives in the foothills of the Rocky Mountains on a small horse ranch with his very accomplished wife, Harper-Lee, where he has the freedom to dig in the dirt, ride motocross, and generally be a country boy”.

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How Digital Brands Can Enter The Brick And Mortar Space

Jamie Calon — Fri, 16 Dec 2022 20:49:10 +0000

When digital brands attempt to enter the brick-and-mortar space, they are usually woefully underprepared for the sheer volume of workload and logistical pitfalls.

“Generally speaking, marketing teams in D2C brands don’t have the experience, resources or awareness to combat the insane workloads and logistical nightmares that come hand-in-hand with trade marketing. Trapped under the weight of these tasks with just a spreadsheet for aid is the worst situation a brand can be in, and it is exceedingly difficult to manage brick-and-mortar marketing operations without implementing automated processes,” says Jamie Calon, CEO of Regulator Inc.
“Marketing automation software companies like Regulator Inc. streamline development, ordering, transportation, and management of signage, marketplace displays, and other physical trade marketing elements that help your physical points of sale stand out. The result: a more responsive and better-branded shop environment that drives sales and encourages customer loyalty”.

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The Financial Cost of Scrubbing the Market of a Bad Brand Ambassador

Jamie Calon — Tue, 06 Dec 2022 23:37:44 +0000

Many companies turn to brand ambassadors to promote their product or service, and it isn’t hard to see why celebrity endorsements are so popular. But what happens when a brand ambassador goes bad?

“The best thing you can do before bringing on a brand ambassador is to invest in a trade marketing software that automates processes. Doing so will streamline and speed-up all of your operations, so they run as smoothly as possible.
Companies such as Brand Regulator assist brands who focus on consumer goods (like Oakley, CCM) by automating their trade marketing operations in the brick-and-mortar space. This makes it easier for brands to order, distribute and change marketing materials on the fly. By adopting trade marketing software, your brand will have the tools to strip any marketing materials featuring a bad ambassador. This can be done with a click of a button and as little cost and damage to the brand as possible”.
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Top 10 Pain Points for Field Teams

Jamie Calon — Thu, 24 Nov 2022 19:54:19 +0000

How can you tell if your organization’s process is effective? Do you have the sneaking suspicion that you could be doing things more efficiently? You’re not alone! Take a peek at some of the common pain points that reps experience.

Top 10 Pain Points for Field Teams

1. Content When You Need It

It’s challenging as a salesperson to not be able to find the exact content you need at the exact time you need it. This can be the make or break of a sale. Searching through thousands of emails, Dropboxes and similar programs is NOT effective time management.

2. Speed

It feels like sales is supercharged and marketing is constantly slow. You are not wrong, this is a direct result of the investment and effort the brand has put into making sure the customer receives the brands product. In many instances, the marketing team does not have a good system that automates process. They manage everything on spreadsheets.

3. Low Communication Accountability

When you send information from a variety of sources (eg. email, phone calls and texts), it’s easy for things to get miscommunicated or lost in the marketing department. Poor communication is a huge downfall for any employee, especially when it is unclear who is responsible for certain deliverables.

4. Too Many Platforms

Is your brand having to log into Dropbox, email, Slack, text, Google Sheets and the like only to find inconsistent organization, old information and never what you need?

5. Lack of Optics

Do you have a hard time finding out if fixtures and displays are in inventory? Do you know if any of your retailer’s custom advertising or creative is in production? Have your requests been approved? Not being able to report back to your retail partners is super frustrating for reps.

6. Lack of Process

Does it seem that everybody wants the information from the field in slightly different ways, and there’s no defined process you can follow? You’re probably right, this is what happens when functional groups inside a brand use spreadsheets to craft process.

7. Department Wars

As a field rep, you’re saddled with getting sales but need to retrieve all your sales tools from trade marketing. Trade marketing and sales do not communicate on the same level or platform which makes it difficult and from the reps point of view, it’s frustrating.

8. Poor GTM Structure

The Go-To-Market (GTM) process can be very complex. Every functional group needs to deliver on time. When this does not happen, your trade team can end up doing things very last minute.

9. In-Field Data

You probably have been asked by the brand for the same field information many times and it’s frustrating. It seems like the functional teams delivering sales tools do not care to manage the data you send in correctly. Simple data like market reports, surveys, windowfront sizing and fixture locations all seem to mysteriously disappear into lost spreadsheets and poor structure. This leaves the brand blind and deaf to the marketplace, the tools supplied for next season will always be off the mark.

10. Mismanaged Fixtures & Displays

If you don’t have a defined process, there are a number of things that can go wrong including distribution, economics, logistics, tracking, service, recall, repair and end of use. Do you know where all your fixtures are?

Sound familiar? These issues merely skim the surface when it comes to the depths of the issues facing field teams. Whether you have a couple, a few, or all these problems – Regulator will get your organization running smoother and faster than ever before. We find that most brands need all the help they can get. That’s what we’re here for.

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Top 10 Trade Marketing Pain Points

Jamie Calon — Wed, 23 Nov 2022 22:45:48 +0000

How can you tell if your organization’s process is effective? Do you have the sneaking suspicion that you could be doing things more efficiently? Take a look at some of the common pain points below for comparison.

Top 10 Trade Marketing Pain Points

1. Poor Data

You probably don’t get the right data you need to deliver your trade promotions. Nor are you able to make that data executional. Is all your data accessible and operational? Can you find it easily? Can you act on it?

2. Logistics

Mastering the logistics of budgeting, building and distributing sales tools is incredibly difficult as there’s an endless array of skills and processes you need to master. Do your projects take forever to complete? Are they bottlenecked? Are you drowning in spreadsheets?

3. Low Communication Accountability

When you have information coming at you from a variety of sources (eg. email, phone calls and texts), it’s easy for things to get miscommunicated or lost. Poor communication is a huge downfall for any business, especially when it is unclear who is responsible for certain deliverables.

4. Disconnected Platforms

Hacking together single-purpose, siloed platforms creates an unstable environment and system fatigue within your team, leading to weak adoption in the organization. This results in messy, dirty data to organize and huge scalability issues for your department.

5. Improper Foundation

Standard CRM and ERPs are probably inappropriate for your brand’s operational marketing needs. While these platforms provide some benefits, they cannot offer what growing brands need for trade marketing, even when combined.

6. Lacking Operational Automation

The trade marketing team is often saddled with a huge volume of diverse tasks. With competing priorities, most trade marketing departments lack the capacity to get all the work done. Automation of the volume tasks is essential for the brands growth.

7. Department Wars

Are all your departments working together cohesively, or are they constantly fighting tooth and nail for their individual priorities? Your departments need a comprehensive overview of company directives with clear lines of communication pertaining to each project.

8. Poor GTM

The Go-To-Market (GTM) process can be very complex. Every functional group needs to deliver on time. When this does not happen, your trade team can end up doing things like building a POP program with no artwork or campaign direction, and rushing to production when the artwork finally shows up. Major errors happen when your GTM isn’t flowing.

9. Outdated In-Field Data

Not staying up-to-date with your in-market activations can be perilous for operations and dealer relationships. Don’t forget: trade marketing = sales tools, and if the trade team is blind and deaf to the marketplace, the tools will always be off the mark.

10. Mismanaged Fixtures & Displays

If you don’t have a defined process, there are a number of things that can go wrong including distribution, economics, logistics, tracking, service, recall, repair and end of use. Do you know where all your fixtures are?

These issues merely skim the surface when it comes to the depths of the trade marketing world. Whether you have a couple, a few, or all these problems – Regulator will get your organization running smoother and faster than ever before. We find that most brands need all the help they can get. That’s what we’re here for.

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Understanding Color Space from a Brand’s Perspective

Jamie Calon — Wed, 23 Nov 2022 22:27:42 +0000

As a trade marketing consultant, I’ve dealt with color my entire life. At my creative agency, 54blue, my team works with color in every project. What most people don’t know is that color isn’t as simple as it seems, and it’s important for both new and old brands to think about color limitations between print and digital before doing anything.
Let me tell you a quick real-world story…
In 2022, an up-and-coming brand came to us with their main brand color, a vibrant blue. They were frustrated because they were getting exceedingly mixed results on various print mediums in market. The blue would be too dark, faded or flat compared to all the digital examples, and even the printed blues sitting side-by-side in market didn’t match. They thought it was the different materials and bad print partners.
Digging into the issue, we asked for the brand’s color guidelines and found the root of the issue immediately. Unfortunately, at the brand’s conception the original design team (now gone) did not understand the basics of color space, leading to massive inconsistencies across their brand materials and a huge issue for the current team to fix.

So what exactly is a color space?
To make it overly simple, I am going to speak about the three main color spaces that you need to know to design branded creative on your computer and have it output correctly in the real world, no matter the medium. These are Pantone, CMYK and RGB. For someone who is really into the specifics of color space management, this will seem like an incomplete guide, as I am just going to explain the basics that brand’s need to be able to make their way through the market.
From a brand’s perspective, the easiest way to think of color spaces is the end result. You design using the Pantone system to ensure fixed branded graphical elements like logos and solid brand colors can be reproduced correctly on any printer, on any medium (like paper, vinyl, fabrics, metals and plastics etc). You design in the CMYK color space for printed art and photography, and RGB for any digital display like a phone, computer or TV.

Pantone rules the landscape when it comes to printing solid colors like our client’s would love to be able to do with their problematic blue. It allows colors to be perfectly reproduced around the globe on any type of printer and on any type of material. How is this possible? The Pantone Guidebooks (of which there are many). These are physical books with visual swatches to use for color matching, not just for printing but for any branded materials – it really is that simple and low-tech! This book is paired with matching digital design swatches to use in programs like Adobe Illustrator, Photoshop and the like. This allows every designer to be on the same page visually with any printshop or manufacturer. The printshop or manufacturer can see the exact color reference and suggested ink mix, they can then visually ensure their colors are calibrated to match it. This means a brand like Coca Cola can produce their infamous red color perfectly around the globe at any available printer on any medium (bottles, cans, coolers, hats, billboards, wrapped delivery trucks, and way more). So cool!!!
So what about Pantone’s limitations? Pantone is limited by the amount of colors available; it has the fewest colors offered out of the three color spaces (about 2200 colors). It seems like a lot but in the end, it can cause issues for designers that want unlimited choices, and in my client’s case, the perfect vibrant blue.
Side note. For those who don’t know, Pantone and Adobe (the two most prevalent names in design) are causing a stir in the design world after their long-running economic dispute finally culminated in Adobe limiting Pantone color options in their platform. This does not devalue the need in the marketplace for something like Pantone. However, at the present time, to get this vitally important set of color palettes, it appears designers will have to pay Pantone a separate monthly subscription fee to gain access to the full Pantone library in all Adobe products.

Cyan, Magenta, Yellow & Key (Black) are the primary colors in a basic digital printer. In this color space, white is the natural (uncolored) state, like a blank sheet of paper. Almost all print starts with white for the colors to reflect correctly. The CMYK color spectrum can produce over 16,000 colors and can reproduce color gradients that look near perfect to the human eye.
It’s possible to print Pantone and CMYK at the same time. For example, a Coca Cola magazine ad can have an amazing photo and their vibrant red logo in one document. How does this work? The Pantone color space fits into the CMYK color space, meaning the exact Pantone color (usually referred to as a ‘spot color’) can be translated perfectly into a CMYK value. This allows photography to be printed correctly while still maintaining logo and brand colors.

Red, Green & Blue are the primary colors in the digital world. In the RGB color space, black is the natural (uncolored) state, like your television or computer screen when they’re off. The RGB color space works by using primary colors as the source of luminosity. The more colors a device emits, the closer the display gets to white. Graphic designers use RGB for digital designs on devices that emit light (i.e. computer screens, TVs, movie projection). The RGB color spectrum is vast and has over 16.7 million possible colors! RGB can reproduce almost any color and produces the best visual gradients between colors. Because of this, RGB can easily display all colors in the CMYK and Pantone color spaces.

If you have not figured it out yet, at the brand’s conception, the original design team picked a vibrant blue in RGB to start with. When they needed to print, unfortunately the chances of a random RGB blue translating into CMYK is extremely small and in this case it did not. They then printed a bunch of inconsistent CMYK products in a softer blue and put them in market. To make the situation worse, at some later date they made the same mistake again and tried to pick a Pantone based on the CMYK.
This is a HUGE issue for this growing brand. Most consumers know them for that specific RGB blue they see online, but they do not see that when interacting with the brand already in the market. And whoops, they have so many different reproductions of the CMYK blue at play, that it looks messy and amateur. Did I mention that they have a fleet of huge vehicles wrapped in different CMYK blues? None of them match. Yikes! At this point we are talking literally millions of dollars to fix the issue.
Here’s a simple chart to compare the basic differences between these three main color spaces.

Moral of the story…
When launching a brand, new product or new set of graphical elements within your brand, please start with Pantone first and then match RGB for digital use. It seems limiting (and it is) but for a very good reason if it ever goes to print… do you want a million-dollar issue?

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Marketeers Clubhouse

Communication habits leaders can adopt to grow a tight-knit team

Shared Article

5 Tactical Tips to Grow Your Brand and Create a Successful Marketing Structure

Behold, the perfect structure to make a sonic boom!

How do whips work, you ask??

How does this relate to your business structure?

To understand how to achieve the crack at the end, let's go back to the start...the hand.

THE MARKETING WHIP STRUCTURE

The Hand

The Handle

The Thong (...I know)

The Hitch

The Fall

The Popper

The Loud Crack

The Follow Through

Materials

Tactical Takeaways

Final Thoughts

About the Author

Jamie Calon

5 Ways Marketers Can Elevate Consumer Experience and Value in 2023

Shared Article

How Jamie Calon of Brand Regulator is Using SaaS to Automate Trade Marketing Operations

Shared Article

Adapting Your Workflow Into Smooth, Structured Pipelines – Regulator

Shared Article

How Digital Brands Can Enter The Brick And Mortar Space

Shared Article

The Financial Cost of Scrubbing the Market of a Bad Brand Ambassador

Shared Article

Top 10 Pain Points for Field Teams

Top 10 Pain Points for Field Teams

1. Content When You Need It

2. Speed

3. Low Communication Accountability

4. Too Many Platforms

5. Lack of Optics

6. Lack of Process

7. Department Wars

8. Poor GTM Structure

9. In-Field Data

10. Mismanaged Fixtures & Displays

Top 10 Trade Marketing Pain Points

Top 10 Trade Marketing Pain Points

1. Poor Data

2. Logistics

3. Low Communication Accountability

4. Disconnected Platforms

5. Improper Foundation

6. Lacking Operational Automation

7. Department Wars

8. Poor GTM

9. Outdated In-Field Data

10. Mismanaged Fixtures & Displays

Understanding Color Space from a Brand’s Perspective

To understand how to achieve the crack at the end,
let's go back to the start...the hand.