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What trade spending includes and why brands incur these costs.
Road2Retail podcast
Interview with Ryan Moore — CEO and Cofounder of Modus Planning
Ryan Moore, CEO and co-founder of Modus Planning, explains trade spend management and planning. He discusses what trade spending includes, promotion priorities, relationships with distributor buyers and how brands assess spending effectiveness, make adjustments and organize their promotional activity.
Guest
Ryan MooreCEO and Co-founderModus Planning
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Watch on YouTubeAbout this episode
Ryan Moore of Modus Planning joins Road2Retail to discuss trade spending as a significant part of a brand’s finances. He explains what the term covers, why the spending exists and some of the components included in it. The conversation also introduces his view of priorities in trade promotion.
Ryan discusses the role of buyers at distributors and why building trust with them matters. He then considers how a brand evaluates its spending, identifies changes to make and works toward more effective promotions. The interview emphasizes getting trade spending organized so that a brand can understand and review its activity.
Topics covered
Promotion priorities
Ryan’s discussion of a hierarchy of needs for trade promotion.
Distributor buyers
Their role and the importance of trust in the relationship.
Measuring effectiveness
Evaluating promotional spending and deciding where to make changes.
Organizing trade activity
The value Ryan places on keeping trade spending well organized.
Episode sponsors
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Contract manufacturing for over-the-counter, health and beauty, and supplement brands.
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