We all want to grow sales. But real value will come from driving brand penetration as well as sales. How does driving your brand penetration by 10% in the next year without any additional spend at retail sound? Pretty good? For a $10 million brand, that’s an additional $1 million of sales this year, and a sustainable platform to drive growth the following yearAnd because retail spend hasn’t increased, that means the profitability increases exponentiallyIt means that the ROI on retail media and shopper marketing investment improves, making it easier to get support from your business and retailers. That builds momentum, so yourteam can deliver even better results in the futureBut we meet sales and marketing leaders around the globe who are struggling with rising costs and demands from retailers. Are aware that they are over-reliant on promotions and deals to hit their numbers. Who want their team to think more strategically but recognise that everyone is just too busy to make that change. Leaders who know that driving brand penetration is key but the demands of the day-to-day make it difficult to take the first steps.Maybe you can relate? In the last 20 years, we’ve moved over 250 brands from low growth and unproductive retail investment to sustainable profitable growth with measurable ROI from retail investment. We’ve worked with sales and marketing leaders to attract new consumers & shoppers, get better returns on retail investment, and to make this sustainable in the longer term.Sales and marketing leaders worldwide recognise this:Unilever: “solutions and information which can be used in the market place the very next day “Colgate Palmolive: “A great success. Great working with the team and we are excited to roll this out globally”Fonterra: “Translating insights into explicit and focused actions and plans that deliver immediate results.”Electrolux: “Practical and highly actionable learnings… we were able to apply and had strong results because of it.”How do we do it?• We work with your team to reconfigure upcoming plans to get significant gains quickly; • We help them build a penetration-driving plan for the rest of the year to focus existing budgets on the activities which will drive brand penetration as well as sales• We support the team in securing at least 10% growth in penetration by getting buy-in from retail and evaluating and adapting their plansIf this resonates with you and you want to deliver at least 10% penetration growth, message me “GROW PENETRATION”, and I’ll send you further detailsTalk soonMike