The CPG Guys are joined in this episode by Nikki McNeil, the co-founder of Vividly to discuss a more modern approach to one of the thorniest issues facing the CPG industry today - trade spend management. Vividly's solution helps fast growing brands streamline their trade management, reduce the time and effort spent reconciling deductions and give them an accurate single source of truth to enable more effective measurement and allocation of trade dollars.
Follow Nikki McNeil on LinkedIn at: https://www.linkedin.com/in/nikki-mcneil/
Follow Vivdly on LinkedIn at: https://www.linkedin.com/company/govividly/
Follow Vividly online at: https://www.govividly.com/
This episode is sponsored by Vividly.
Nikki answers these questions:
1) So Nikki tell us about the journey you’ve taken and your background, and what prompted you to found Vividly?
2) Promotion optimization is a slice of the commerce ecosystem that has been around for a while - what are some of the important differences in terms of how Vividly thinks about solving this problem for brands vs. legacy solutions?
3) You've got a number of fast growing but well known challenger brands like Oatly, Liquid Death and Kodiak Cakes in your portfolio - what do you think these fast growing brands need from a TPM solution they can't get elsewhere?
4) How important is the forward looking view in trade management vs. just filling out the forms and tracking information? How are your best in class clients improving their forecasting?
5) Talk about the dynamics of managing spend in an omni-channel world - how are brands bringing together digital and in-store spend and thinking about it?
6) One of the challenging pieces of this landscape is just the mechanics of managing chargebacks and deductions - a labor intensive, frustrating and expensive process. What do your best clients do in partnership with you to manage that?
7) What do you see as the most important changes in the world of trade promotion over the next 12-24 months?
CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.
CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.
Decision Optimization Through Predictive Analytics with Keen's Greg Dolan
Modernizing Brand & Retail Technology Stacks with Amazon Web Services' Justin Honaman
Shoptalk Europe 2023 Recap with Bryan & PVSB
Accelerating Growth for Ambitious Brands with Gain Theory's Anibal Dams
Dismantling Workplace Gender Bias with Lori Tauber Marcus and Cie Nicholson (Part 2)
Cocktail Renaissance with Q Mixers' Bob Arnold
Fulfillment Services with Walmart Marketplace's Jaré Buckley-Cox
Building Collaborative Brand Media Plans with Albertsons Media Collective's Harvey Ma
The Evolution of Food & Beverage eCommerce with PepsiCo's Vince Jones
Sustainability & Transformation with Albertsons Suzanne Long
The Rise of In-store Retail Media with Insider Intelligence's Andrew Lipsman
Building a Member-Centric Retail Media Platform with Sam's Club MAP's Lex Josephs
WPP Commerce Event Recap with VMLY&R Commerce's Beth Ann Kaminkow & GroupM Nexus' Ji Kim
Shelf Edge In-Store Media That Converts with Vestcom's Shock Torem
In-Store Retail Media Networks with Stratacache’s Chris Riegel & Jonathan Rosen
Reducing Friction in Ad Networks Performance Marketing with Pear Commerce's Eric Martell
Perishable Food eCommerce Imperatives with Hostess Brands' Bret Thurston
Spirited Personalization with DIAGEO's Gina O'Halloran & Aki's Risa Crandall
Retail Media Networks in 2023 with GroupM's Lauren Lavin & Mindshare's Jeff Malmad
One Platform TV Advertising with NBCUniversal's Bob Perry
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlström
B2B Agility™ with Greg Kihlström
The Goal Digger Podcast