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Road2Retail podcast
Interview with Buck Robinson CEO of Retail + Response
Buck Robinson of Retail + Response discusses the role of traditional media in an emerging brand's marketing plan. He covers building awareness and trial, targeting a geographic area or retailer, and considering media costs as a brand works to sell through after gaining distribution.
Guest
Buck RobinsonCEORetail + Response
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Watch on YouTubeAbout this episode
Buck Robinson, CEO of Retail + Response, discusses how traditional media can fit into an emerging brand's advertising. The conversation begins with the work that follows getting a product onto a shelf. Buck considers the need to build consumer awareness and trial within the time a retailer gives a brand to demonstrate performance.
The episode also covers targeting a particular area or supporting sales at a specific retailer. Buck describes how Retail + Response assembles media placements for that purpose. He discusses assumptions about the cost of traditional media and how a brand might assess its place alongside other advertising activity in the marketing plan.
Topics covered
Awareness and trial
The conversation considers traditional media's role in reaching prospective consumers.
Local and retailer targeting
The episode covers focusing media activity on a geographic area or account.
Media costs
Buck discusses the expense of traditional media and its place in an advertising mix.
Go To Market Strategy
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