In this session, we’ve partnered with KMG Group, a vendor rep firm, to dive into data to look for when working with a new retailer and advertising strategies to put in place to attract consumers on specific retail platforms.

1. Getting Your
Products on (And
Then Off) the Shelf
Working with Brokers and
Creating Winning Advertising

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by Friday
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Join our poll questions - including if you want to talk to
our teams after!

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
BRIDGET MARINO
Associate Director of Walmart &
Emerging Marketplace Search
TJ VARECKA
Head of Sales

6. Agenda
● Getting Your Products On the Shelf
● …And Back Off Again
● Q&A
6

7. What is your top priority for this year?
● Expanding onto a new retailer
● Navigating supply chain issues
● Growing our sales
● Developing our team internally
● Something else - tell us in the chat!
POLL

8. What kind of company do you
work for?
● CPG
● Retailer
● Broker/Industry resource
● Agency
● Something else - tell us in the chat!
POLL

9. Getting your product on
the shelf
9

10. 10
The Process of Getting on Retailers’ Shelves
Get to “Know” Buyers
Inventory Team
Know When to Leverage
Relationships with Leadership
Review Timelines
Submission to Award
Communication Best Practices
Time from Decision to Shelf
Your window to Prepare
Sales Team
Data and Velocities
Supply Chain and Operations
Marketing
Retailer-specific Tools
What to Expect How Long Who to Include

11. The Keys to Being Prepared
Negotiables
● Costing
● Inventory
● Investments
● Marketing
Data
● Syndicated
Data
● Category &
Brand Trends
● Reasonable
Forecast
Key Proxy
Retailers
● Mass
● Grocery
● Amazon
11

12. 12
Priorities
Costing
● Cost of Goods
● Trade Funding
● All other Costs
Innovation & Incrementality
● How to define
● True White-Space
● Monetizing the Opportunity
Supply Chain
● Forecasting
● Facility
● Freight
Marketing & Awareness Building
● Retailer Specific Tools
● External Levers
● SEO

13. Business Has Been Awarded: Now What
PROMOTIONS DIGITAL CONTENT GEO-TARGETING STAYING IN-STOCK
In-Store Images Critical to building an
effective Marketing
and Social Program
The top 20% of Stores
will do 50% of Sales
Digital Copy
Video
13

14. Getting your product off
the shelf
14

15. How Are Shoppers Purchasing Your Products?
In-Store
+4,700 Stores +1,800 Stores +3,200 Stores
Retail
Partners
Marketplace
(Ship to Home) 3P/1P Store Assortment
Dry & Bulk
Products
Pick-Up
Curbside Curbside/ Kiosk Curbside
Retailer
Partners
Same-Day or
Next Day
Delivery
Walmart+ &
Instacart
Shipt
Kroger &
Instacart
Retailer
Partners
Micro Fulfillment
Centers

16. Where:
● In-Aisle
● End Caps
● Shippers
● Display/ Pallet Drops
What:
● Square feet
● Fully-faced
● TPRs
How:
● Inventory
● Signage
● Demos
Merchandising
The Store Experience

17. Where:
● In-Aisle
● End Caps
● Shippers
● Display/ Pallet Drops
What:
● Square feet
● Fully-faced
● TPRs
How:
● Inventory
● Signage
● Demos
Merchandising
The Store Experience

18. Merchandising The Online Experience

19. Breaking It Down
1. Visuals 2. Nutrifacts 3. Descriptions
4. Reviews

20. Which Retail Media Tactics Should I Choose?
Ta I
Onsite Display Awareness Awareness Awareness Consideration Awareness
Off Site Display Consideration Consideration Consideration Consideration
Streaming Awareness Awareness Awareness
On Site Search Consideration
Acquisition
Consideration
Acquisition
Consideration
Acquisition
Consideration
Acquisition
Consideration
Acquisition
Retailer Display/
Non-Branded Search
Display/ Branded
Search
Retailer Search
AWARENESS/
CONSIDERATION
Approach: Grow the
brand with mass reach
marketing, contextually
target consumers that
are interested in your
category and generate
engagement with the
brand.
CONSIDERATION/
ACQUISITION
Approach: Increase
purchases through retail
marketing by having an
always-on approach.

21. Translation, Please…
Ta I
Onsite Display
(Aisle Blades)
Awareness Awareness Awareness Consideration Awareness
Off Site Display
(Mailers, Out of
home
advertising)
Consideration Consideration Consideration Consideration
Streaming
(Demos)
Awareness Awareness Awareness
On Site Search
(in-aisle, end
caps,
incremental
displays)
Consideration
Acquisition
Consideration
Acquisition
Consideration
Acquisition
Consideration
Acquisition
Consideration
Acquisition
Retailer Display/
Non-Branded Search
Display/ Branded
Search
Retailer Search
AWARENESS/
CONSIDERATION
Approach: Grow the
brand with mass reach
marketing, contextually
target consumers that
are interested in your
category and generate
engagement with the
brand.
CONSIDERATION/
ACQUISITION
Approach: Increase
purchases through retail
marketing by having an
always-on approach.

22. How Your Retail Media Team May Be Structured Today
● Shelf Space
● TPRs/ Promo Calendars
● Circulars
● Display Space
● In-Store Demos
● Coupons
● Retail Media
SALES & BROKER
SHOPPER MARKETING
ECOMMERCE
● Retailer and Brand Tentpole/
Seasonal events
● Mailers
● Display Merchandising
● Retail Media
● DTC
● Amazon
● Affiliate
● Retail Media
Brand
Flywheel

23. Retail Media Future Flywheel
● Shelf Space
● TPRs/ Promo Calendars
● Circulars
● Display Space
● In-Store Demos
● Coupons
● Retail Media
SALES & BROKER
SHOPPER MARKETING
ECOMMERCE
● Retailer and Brand Tentpole/
Seasonal events
● Mailers
● Display Merchandising
● Retail Media
● DTC
● Amazon
● Affiliate
● Retail Media
Brand
Flywheel
AGENCY PARTNER
● Retail Media Strategy & Execution

24. Key Takeaways
● There are many different paths to Retail and
the Consumer
● Be fanatical about collecting data and knowing
your Consumer
● Merchandising the online space is just as
important (if not more important) than in-store
● Structure your organization for the future of
Retail Media

25. Winning on Retail Media
today requires a whole lot
more than just advertising.
Schedule Your Consultation
with a Retail Media Expert

26. Q&A BRIDGET MARINO
Associate Director of Walmart &
Emerging Marketplace Search
TJ VARECKA
KMG Group

27. 27
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

28. Thank you!

29. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET