3 Lessons from a First-Time CMO
After twelve years as an agency, Traction recently got a taste of the client's life after partnering with the Pacific Fruit & Beverage Company to bring calamansi juice to the mainstream American market.
Suddenly our CEO Adam Kleinberg was a CMO tasked with figuring out a "way to not only build a brand, but get into shopping carts."
In a post for Entrepreneur Magazine , Adam talks about the three big lessons he's learned over the course of this professional transition - maximizing shelf space, including distributors in the marketing plan, and the similarities between consumer and B2B sales. Full of nuanced views on SKUs, visualizing aisle and shelf space, point-of-sale materials, street teams, and QR codes; the post is an important read for anyone involved in food/beverage sales.
"Being part of a small brand requires an entirely different approach. It's all about the five Ps: product, price, placement, promotion and most importantly, people."
Want to learn more about Adam's lessons on being a CEO-turned-CMO? Want to learn more about calamansi, the fruit that's part lime and part mandarin orange? Read the entire post here:
Everyone loves an app. You get an icon on people's phone. It's all swishy. You get to wear your "I'm an innovator" pin. It's pretty awesome.
Bob knows how to rock a spreadsheet, an accounting department, and an awards show.
Traction is proud to announce the launch of our latest integrated campaign for the paint company Kelly-Moore.