Bulletproof Your CPG Brand

Daniel Lohman
  • 5.0 (22)
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Most CPG brands don't have a growth problem—they have a visibility problem. Your data shows what happened, but not why it happened or what to do next. That gap is where brands waste trade spend, miss opportunities, and run out of runway. Bulletproof Your CPG Brand, hosted by Daniel Lohman, helps CPG founders extend runway, improve retail execution, and make smarter decisions faster. Combining real-world retail strategy and decades of expert experience with AI-driven insights to help founders make smarter decisions faster. Learn how to: 
• understand real shopper behavior
 • improve trade marketing ROI
 • uncover hidden growth opportunities
 • compete with larger brands using better strategy—not bigger budgets This channel combines category management, trade marketing, shopper insights, and AI-driven insights to help you win in retail and e-commerce. 👉 Subscribe and start seeing what others miss. Build a Bulletproof Your CPG Brand

  1. Everything feels harder right now - Why Your Strategy Isn't Working Anymore

    2D AGO ·  VIDEO

    Everything feels harder right now - Why Your Strategy Isn't Working Anymore

    319. Everything feels harder right now—costs are rising, demand is slowing, and margins are getting squeezed. If you're doing everything right but still not seeing predictable growth… you're not alone. Here's the problem: most brands are making decisions based on data—but not understanding what's actually driving performance. In this episode, I break down: Why data alone is not enough The difference between data and insight Why promotions often hurt more than help Why forecasting is failing right now How to identify where you're losing leverage Because this isn't a strategy problem. It's a clarity problem. 👉 Get the FREE 15-Minute Trade Spend Leak Finder guide at RetailSolved.com/findleaks No opt-in. No friction. Just a practical tool founders can use to quickly identify where margin, cash, trade spend, execution, and decision quality may be quietly leaking runway.   ⏰ Timecodes  01:54 What am I missing in this challenging economy  02:04 Strategies that worked before don't always work the same way now 02:22 Here's the problem 02:34 That approach is reactive. Not strategic. 02:49 Here the Shift 03:01 The real issue is clarity 03:21 Here's a real life example 04:22 The data didn't tell them what to do next 04:36 Data vs Insight 05:02 But in an unstable environment… 05:06 If behavior changes, then historical data becomes less predictive 05:29 Why Forecasting Fails Right Now 05:54 Here's the Framework 06:38 Here's how to apply this and make it actionable today 06:45 You start by identifying where you're losing leverage 07:35 But availability is not the same as visibility 06:37 Lets bring this all together 08:12 Here's The key takeaway 08:37 Here's Your next step

    10 min
  2. Your biggest retail mistake (it's not what you think) With Hank Watt, Nature's Wild Berry

    3D AGO

    Your biggest retail mistake (it's not what you think) With Hank Watt, Nature's Wild Berry

    318. Your biggest retail mistake (it's not what you think) Your product isn't failing because it's bad—it's failing because shoppers don't understand it fast enough. That gap is costing you sales, shelf space, and runway. In this episode, I sit down with a founder whose product creates an instant "wow" reaction—but only when people experience it. That's where most brands get stuck. We break down: • Why product market fit is more than "people like it" • How shopper behavior determines repeat sales • Why Amazon became the breakthrough channel • The real role of demos, education, and positioning • How to scale a product that doesn't explain itself This is a masterclass in turning curiosity into conversion—and experience into repeat purchase. If your product isn't moving, this episode will show you why. 👉 Listen to the full episode and download the free guide: retailsolved.com/session318

    1h 12m
  3. Your Competitors Are Using Demos Wrong (And You Are Too) With Andrew Therrien, Samplers

    APR 29

    Your Competitors Are Using Demos Wrong (And You Are Too) With Andrew Therrien, Samplers

    317. From Checkpoint to Growth Engine: Reimagining In-Store Sampling Most brands treat demos like a checkbox. Hand out samples, move on, hope sales follow. That approach fails—and it matters because you're wasting money while missing one of the most powerful growth levers in retail. In this episode, I sit down with Andrew from Samplers to break down how in-store demos should actually work. You'll learn why demos are not events—they're systems, how to turn trial into repeat and habit, why base sales (not spikes) are what matter, and how professional execution, training, and storytelling dramatically improve results. We also unpack how demos provide real-time shopper feedback that can reshape your product, messaging, and growth strategy—often faster and cheaper than traditional research. Sampling doesn't grow brands. Strategy does. Download the Retail Audit Checklist at RetailSolved.com/session317 and start identifying the gaps in execution, placement, and promotion that are costing you sales. Download the free The 15-Minute Trade Spend Leak Finder at RetailSolved.com/findlinks ⏰ Timecodes  03:20 Why Samplers - The Purpose Of Demos 05:59 What Actually Drives Base Sales 10:39 The Biggest Mistakes Brands Make 11:56 The Right Model: Demos as a System 14:30 Base Sales Defined - Your Strategic Growth Lever 17:46 The "In-Store Funnel" Framework 18:51 Retailer Perspective  22:14 ROI Framework: Making Demos Financially Make Sense 22:33 How To Get Incremental Opportunities Not Available To Other Brands 25:34 Demos - Your Secret Weapon To Grow Sales And Loyal Customers 27:33 Actionable Playbook for Brands 29:47 Elevating the Industry 35:23 Why Retail Execution Matters 38:09 Why Training Matters - Use Assisted Sales Professionals 40:08 Case Study / Real-World Application 42:51 Confidence Matters - Partner With The Right Company 45:32 Recap - Why Samplers 46:39 Choose The Right Model 51:46 Make Every Product Experience A Success

    59 min
  4. CPG Brands Are Doing This Wrong | Retail Strategy

    APR 27 ·  VIDEO

    CPG Brands Are Doing This Wrong | Retail Strategy

    316. You have data. Reports. Dashboards. And still… you don't know what to do next. Which SKU should you scale? What should you produce? Why didn't that promotion work? That's not a data problem—and it matters because guessing leads to wasted spend, missed opportunities, and slower growth. In this episode, I break down why most CPG brands get stuck even with great data—and how to fix it using the Retail Clarity Framework™. You'll learn how to move beyond internal reports by understanding shopper behavior, shelf dynamics, and competitive context so you can make better decisions faster. Data tells you what happened. The shopper explains why. Clarity determines what happens next. Download the 15-Minute Clarity Audit at RetailSolved.com/session316 and start connecting the dots in your business. Then listen to related episodes on trade spend, forecasting, and execution to go deeper and extend your runway. Download the free The 15-Minute Trade Spend Leak Finder at RetailSolved.com/findlinks 00:40 The STORY — When There Was No Data to Rely On 01:37 The Shift … I Used Trade strategy Thinking to Solve It 02:08 This is How We Actually Solved It 02:51 The RESULT — From Guessing to Predictable Growth 03:17 The INSIGHT — Why Most Brands Get This Wrong 03:38 The Break Down — Where "Why" Actually Comes From 04:00 Use This Framework 04:52 The BRIDGE — Why This Matters for You Right Now 05:09 Focus first on the LEAKS — Where to Apply This Immediately 05:56 Do this  — The 15-Minute Clarity Audit 06:28 Your Next Step 07:06 Recap - Here's the shift

    10 min
  5. The CPG Strategy That Extends Your Runway With Mark Samuel, Mark's Snacks

    APR 22

    The CPG Strategy That Extends Your Runway With Mark Samuel, Mark's Snacks

    315. You don't need to work more hours to grow your brand. You need more clarity, more discipline, and better focus. Most CPG founders are burned out, overwhelmed, and stuck reacting—because they've stopped prioritizing the one thing that drives everything: their health. In this episode, I sit down with Mark Samuel, founder of Mark's, to break down how discipline, routines, and personal accountability create a massive competitive advantage. You'll learn why most founders are less productive than they think, how prioritizing your health sharpens decision-making, why smaller focused teams outperform larger ones, and how authentic community-building drives real brand growth. Success isn't about doing more. It's about doing the right things better. Listen to the rest of our conversation: Episode 315 The CPG Strategy That Extends Your Runway With Mark Samuel, Mark's Snacks Download the The 15-Minute Trade Spend Leak Finder™ at RetailSolved.com/session315 and start identifying the gaps in execution, focus, and strategy that are slowing your growth.

    41 min
  6. Where Your Trade Spend Is Quietly Bleeding Cash

    APR 14

    Where Your Trade Spend Is Quietly Bleeding Cash

    314. You're looking at your trade spend, your promotions, your deductions—and it feels like you're spending too much. But here's the truth: most CPG brands don't have a spend problem. They have a visibility problem. And that matters because the money you can't see leaking is the money shortening your runway. In this episode, I break down the three places your trade spend is quietly bleeding cash: ineffective promotions, poor timing vs competitors, and weak placement at shelf. You'll learn why your data can't show these leaks, how missed visibility leads to bad decisions, and how to shift from guessing to clarity using the Retail Clarity Framework™. Data tells you what happened. It does NOT tell you why. Download The 15-Minute Trade Spend Leak Finder™ and make sure your trade spend is not quietly working against you. It is designed to help you quickly spot the gaps that are quietly shortening your runway. It is practical by design. It is the kind of exercise that helps you find cash in the couch cushions, except in this case the "couch cushions" are your promotions, your timing, your placement, your execution, and your visibility.  Get the show notes at: https://retailsolved.com/session314 Download Free The 15-Minute Trade Spend Leak Finder™ Guide at https://RetailSolved.com/findleaks.  If you want to go deeper, learn more about and register for the free webinar at: RetailSolved.com ⏰ Timecodes  02:00 Your leaking money 02:25 Why This Matters Right Now 02:59 Here are — The 3 Places You're Leaking Money 03:05 LEAK #1: Ineffective Promotions 03:59 What This Looks Like in Real Life 03:46 Let me repeat this, sales drop to the same level as soon as the event ends. 04:16 LEAK #2: Poor Timing vs Competitors 04:36 What This Looks Like 05:09 and your competitors are taking your sales 05:30 LEAK #3: Weak Placement (The Silent Killer) 06:49 An important INSIGHT — Why Your Data Doesn't Show This 07:16 The SHIFT — The Visibility Gap 07:33 New FRAMEWORK — The Retail Clarity Framework™ 08:09 The 15-Minute Trade Spend Leak Finder™ 09:03 Where You're Losing Money

    11 min
  7. Why Community Is the Shortcut to CPG Growth With Kristine Carey, Naturally Colorado

    APR 8

    Why Community Is the Shortcut to CPG Growth With Kristine Carey, Naturally Colorado

    313. Building a CPG brand can feel isolating. You're making decisions alone, solving problems from scratch, and trying to figure out retail, marketing, and operations without a roadmap. That's expensive—and it slows your growth. In this episode, I sit down with Kristine Carey, Executive Director of Naturally Colorado, to break down why community is one of the most overlooked competitive advantages in CPG. You'll learn how the right network helps you avoid costly mistakes, accelerate learning, access mentors, and build relationships that open doors to retailers, investors, and strategic partners. We also unpack how Naturally Colorado evolved, how the pitch competition prepares brands for real-world selling, and why collaboration—not isolation—is how successful brands are built. You don't need to figure this out alone. Get connected, get involved, and start learning from people who've already done it. Visit NaturallyColorado.org and download your free guide at RetailSolved.com to take the next step.

    29 min
  8. Your Margins Are Unpredictable - You're Optimizing Trade Wrong

    APR 6

    Your Margins Are Unpredictable - You're Optimizing Trade Wrong

    312. You've invested in better dashboards, better reporting, and better trade marketing software. You're tracking everything—promotions, lift, ROI, deductions—and yet your margins still feel unpredictable and your growth still feels inconsistent. If that sounds familiar, here's the truth: what you think is giving you control is actually holding you back. In this episode, I break down why trade marketing software isn't the problem—but it's not the solution either. Most tools show you what happened, but they can't tell you why it happened or how to win next time. That blind spot keeps brands stuck optimizing performance instead of building strategy. You'll learn how to shift from reporting to real strategy by understanding shopper behavior, category dynamics, and competitive context—so your trade marketing actually compounds. Download the Free Trade Marketing Essentials Guide at RetailSolved.com and register for the live working session to learn how to turn your data into a true competitive advantage. Get it at https://retailsolved.com/session312 00:35 But here's the uncomfortable truth: 00:50 THE STORY — When "Better Data" Didn't Fix the Problem 01:39 INSIGHT — Trade Marketing Is Not a Reporting System 02:17 Most brands are optimizing their business in isolation 02:40 THE REAL PROBLEM — Data Without Context Creates False Confidence 03:19 #1 Internal Data vs External Reality 03:48 #2 You Can't See Your Competitive Position 04:18 #3 Volume Is Not the Same as Incrementally 05:07 #4 Brand Growth vs Category Growth 05:52 #5 Software Can't Build Strategy 06:16 #6 Category Growth vs. Brand Growth 06:47 REFRAME — You're Using the Right Tool for the Wrong Job 07:16 THE BETTER WAY — Start With the Shopper 08:39 RECAP — The Truth Most Brands Miss

    10 min
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5
out of 5
22 Ratings

About

Most CPG brands don't have a growth problem—they have a visibility problem. Your data shows what happened, but not why it happened or what to do next. That gap is where brands waste trade spend, miss opportunities, and run out of runway. Bulletproof Your CPG Brand, hosted by Daniel Lohman, helps CPG founders extend runway, improve retail execution, and make smarter decisions faster. Combining real-world retail strategy and decades of expert experience with AI-driven insights to help founders make smarter decisions faster. Learn how to: 
• understand real shopper behavior
 • improve trade marketing ROI
 • uncover hidden growth opportunities
 • compete with larger brands using better strategy—not bigger budgets This channel combines category management, trade marketing, shopper insights, and AI-driven insights to help you win in retail and e-commerce. 👉 Subscribe and start seeing what others miss. Build a Bulletproof Your CPG Brand

Information

  • Creator
    Daniel Lohman
  • Years Active
    2017 - 2026
  • Episodes
    319
  • Rating
    Clean
  • Copyright
    © Copyright 2016-2026 | CMS4CPG LLC
  • Show Website
    Bulletproof Your CPG Brand

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