So you want to put that great new product on the shelves of Wal-Mart.
Sitting in the Wal-Mart buying office lobby is the Star Wars Bar scene of mass market distribution. You can’t believe the array of products and hopeful Willie/Willimina Lomans. Smiles and shoe shines all around and the most powerful of all…the receptionists. If you’re not on their screen you’re not gettin in. No way No how. This is the inner sanctum of EDLP (every day low prices). Most will never experience this but for those product schlepers, yes, those haulers of samples, those weary airport refugees, those lusters after the giant PO, this is the mass market product distribution big time. Better have your game face on, your pitch refined, your packaging perfect and a don’t waste a minute because they’re all precious and you don’t get many. You’ve got a 8′ x 10′ room with no door and a buyer that has heard it all. Speak their language and respect their time.
Pre-Meeting Mass Market Distribution Check List:
- Make sure you can make a decision
- Product(s) done and ready to go
- Packaging Perfect
- Know your competition
- Know your numbers
- Know your logistics
Like a lot of things, not all the best make it to the show and the real heavy lifting is prior to the actual meet. I’ve been there many times and every time things worked out well it was good preparation that made the difference.
Need help?
At FTMG we know preparation. We know retail. We know design and we know packaging. Let’s get together and plan your next visit to Bentonville. Dial 603-924-1978 or fill out this form. We can help.
