WE ARE THE BOARD

Brand teams, it’s that time of year 🍂 – Market meetings! Twice a year, retail buyers sit down with brands to learn about NPD for the forthcoming season. But it’s not a given that they’ll buy into all innovations, and so it’s critical for brands to put their best foot forward. Here are the ingredients for a successful Market presentation: ❤️ Priority #1 is to make your buyers re-fall in love with the brand each season. Start with a show of momentum, highlighting YoY brand growth and gains in key categories, market share, EMV, etc. For international retailers, demonstrating momentum in your home market is key. 📣 To support these KPIs, bring that story to life with imagery and video. This could include brand activations and events, big PR hits, great influencer posts and UGC. 💰 Remind your retailers of investments you have made in the partnership: bespoke social content you created for the retailer, in-store activations, social mentions driving *their* EMV and paid media are all great ways to demonstrate your ongoing commitment. Don’t assume they’ll remember in September what you did in April (or even August!). 🗺 Give a high-level sneak peek of brand strategies or priorities for the next 6-12 months. This is also your opportunity to proactively address issues or concerns that you think your buyer might bring up. 💄 Onto NPD! Be sure to bring lab samples for the team to play with and keep. If it’s a virtual meeting, ship samples in advance. 📝 Make sure all the product fundamentals are on the product slide: a product rendering, launch date AND ship date, SRP (in local currency for international markets), purchase price, grammage/size(s), product description including key benefits, reasons to believe, and ingredient highlights, and finally, available sampling formats. 🔑 Demonstrate the brand’s belief in the innovation by showing how you will support each launch. This could take the form of a 360-degree campaign fly wheel, media plans, campaign asset mock-ups, or even a mood board. 🔜 Show how the new sku(s) fit into your overall assortment. I like to show this as a before and after: your product portfolio today vs. tomorrow. All the better if you can demonstrate how it will look on the shelf or gondola. 🙏 Finally, don’t be afraid to explicitly state your asks as a brand – this could be specific marketing programs you’d like access to, participation in certain activations during the year, or even resolution on outstanding issues. Be diplomatic, but put it all on the slide. 🤝 🤝 🤝 Market meetings determine not only which new products will get picked up, but also how retailers will allocate their OTB each season and which new launches will receive marketing support (and how much). It’s an important relationship-building moment and worth the weeks of prep. Market veterans – what would you add to this list? And to my buyer friends, what else do you want to see from brands during these meetings?

MEET THE SPEAKERS OF THE 2024 NEXT AWARDS + SUMMIT ⭐ - Vennette Ho Lee, Managing Director, Global Head of Beauty and Personal Care, Raymond James - Jeff Lee, Co-Founder + CEO, DIBS Beauty - Michelle Miller, CMO, K18 Hair - 🚀JuE Wong 黄如意, Board Director, The Honey Pot Company - Marc Elrick, Founder + CEO, BYOMA - Colette Laxton, Co-Founder, The Inkey List - Caroline Turim Irizarry, VP of Brand + Marketing, Ritual - Csaba L., Innovative Entrepreneur - Ju Rhyu, Co-Founder, Hero Cosmetics - Allie Egan, Founder + CEO, Veracity - Alec Batis, Co-Founder + CEO, Sweet Chemistry - Ann Marie Simpson - Einziger, Co-Founder, Mother Science - Carolyn Aronson, Founder + CEO, It's a 10 Haircare - justine H., Global Group Director, Beauty, Roblox - Susanah Zeffiro Beaumont, Head of Growth Verticals, SuperAwesome - David Gaylord, CEO, Bushbalm Skincare - David Dilorenzo, Founder + CEO, V Beauty Pure - Katy Cottam, Founder + CEO, Luna Daily - Meloney Moore, Associate Dean, The De Sole School of Business Innovation, SCAD - Scott Gurfein, Founder + CEO, Skyefox Ventures + BrandOS - April Uchitel, Co-Founder + CEO, The Board - Deanna Kangas, Beauty Advisor + Investor, Strategic Growth Consulting - Andrew Stanleick, Consultant + Private Equity Senior Advisor - Alexandra Keating, Founder + CEO, Uni This lineup is one you will not want to miss. Join us in Los Angeles on October 24 to hear from and connect with some of the brightest minds driving innovation across the industry. Learn More + Secure your Ticket Today: https://lnkd.in/eE69S6EJ #BeautyMatter #BMNEXT2024 #NEXTSummit #NEXTAwards #beautyconference