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DAVID BIERNBAUM Consumer Packaged Goods
Expertise since 1977
DAVID BIERNBAUM & ASSOCIATES 36 FOUR SEASONS CENTER SUITE 101 CHESTERFIELD, MO 63017
PH: (314) 434-6008 E-MAIL: [email protected] web: www.biernbaum.com
The highest level of experience and working knowledge at affordable costs to
CPG companies in all stages of development.
MASTER CPG SALES, BUSINESS DEVELOPMENT,
ALSO …CONSULTANT & ADVISOR
DAVID BIERNBAUM & ASSOCIATES, LLC
CONSUMER GOODS BUSINESS DEVELOPMENT
A sensible partnership that really works to Build Equity!
010110
Hire DAVID BIERNBAUM TO DEVELOP YOUR BUSINESS OR TO CONSULT YOUR BUSINESS!
• CONTENTS
o David’s CPG Success Dynamics
o What It Takes!
o David Biernbaum Bio/Summary
o What David can do for You.
o Business Development and/or Consulting
o Avoiding 7 Common Disconnects that hinder CPG companies.
o Prescription for Success in the CPG Business
o Skilled Broker Management
o Trade Show Leadership
o Social Media/ Networking, Trade Media/ Articles
o What People Say about David
o Fees
DAVID BIERNBAUM & ASSOCIATES THE PARTNERSHIP THAT REALLY WORKS
CAN DO!
SENSIBLE SALES
PLANNING
CLUED-UP RETAIL
PRESENTATIONS
SKILLED BROKER
MANAGEMENT
EXPERT MARKETING
KEY CONNECTIONS
ECRM, NACDS,
PLMA, GMDC
PLANNING FOR BRAND
EQUITY DEVELOPMENT
The highest level of experience and working knowledge at affordable costs to
CPG companies in all stages of development.
HERE’S HELP!
TOTAL NATIONAL SALES DEVELOPMENT OR STRICTLY
CONSULTING AND BUSINESS DEVELOPMENT SUPPORT.
BROKER MANAGEMENT
HIGHLY SKILLED SELECTION, ORGANIZATION, AND
ADEPT BROKER COMMUNICATIONS!
RETAIL APPOINTMENTS MAXIMIZE THE OPPORTUNITY!
THE RIGHT TIMING + THE RIGHT
AGENDA + RIGHT PRESENTATION
TRADE SHOWS THE RIGHT STRATEGY AND PLANNING
FOR NACDS, ECRM, GMDC
CONSUMER MARKETING THE ONGOING “ENERGY” THAT DRIVE
SUFFICIENT VELOCITY AT RETAIL!
RETAIL SALES & PROMOTION TIMING /SYNCHRONIZATION, RIGHT-SIZE FUNDING, EXECUTION MANAGEMENT
SKILLED PACKAGE DESIGN
STRATEGY
C.P.G. / RETAIL SUCCESS DYNAMICS . . ALL THESE COMPONENTS ARE PLANNED AND EFFECTED; IN SYNC
WITH CONSTANT ATTENTION.
SKILLED RETAIL FUNDING
STRATEGY & MANAGEMENT
DAVID BIERNBAUM & ASSOCIATES LLC www.biernbaum.com
DAVID BIERNBAUM...
SINCE 1977, IS A CONSUMER PACKAGED GOODS PROFESSIONAL IN
THE FIELD OF MARKETING, RETAIL SALES, BROKER MANAGEMENT,
AND BUSINESS DEVELOPMENT.
HAS A FAR-REACHING BACKGROUND AND RESILIENT CAREER
BUILDING EQUITY FOR MAJOR CONSUMER PACKAGED GOODS (CPG)
COMPANIES...
. . . AND ALSO SEVERAL START UP’S AND YOUNG COMPANIES, WITH
NATIONAL BRANDS, NICHE BRANDS, LICENSED, AND ALL TYPES OF
SPECIALTY BRANDS IN HBC, OTC, GM, ORAL CARE, AND NON-FOODS.
Next
At (GSK) Beecham; led initial launch of Aquafresh toothpaste, a
major global brand.
National leadership and new licensing agreements elevated
Zooth Inc. to its market dominance leading to it’s acquisition by the
Gillette Co. and then Procter and Gamble.
As Senior VP., led Vi-Jon Laboratories to become a major force
in HBC store brands leading to its highly profitable merger and
industry dominance the company still builds on even today. Vi-Jon
later launched Germ-X hand sanitizers.
At The Gillette Company’s Oral B Laboratories; led sales forces
through high-impact maneuvers often shattering record sales and
breaking competition.
David Biernbaum …
Next
Highly successful development of several niche and specialty
brands; examples include TheraBreath, Fresh & Go, Milkscreen
nursing products, Mineral Ice, Australian Dream Arthritis Cream,
ZarBee’s Cough/Cold/Allergy products, and many others.
For major national companies such as Abbott Laboratories and
Beecham Products; led regional launches for brand names such as
Selsun Blue, Murine, Faultless, Tronolane, Cling Free Sheets,
Calgon, Massengill, and Fruit Fresh.
As a transition consultant for a new owner at Medallion Foods;
took over as interim president then re-staffed the company with great
results and lasting success.
As COO at Ultradata Systems, Inc; licensed travel information
computers to companies such as Rand McNally, AAA, Lucent
Technologies, etc.
David Biernbaum ..
Next
David also is a consultant to companies such as Procter & Gamble,
Triumph (Oral Health) Pharmaceuticals (Smart Mouth Brand,) Urgent Rx,
Evofem (Softcup Brand,) Ferndale Healthcare (Anal Ointments & Creams,)
Fossil products, The OraBrush, and several others.
Launched several oral care products in the mass markets to raise funds
for The Susan G. Komen Breast Cancer Research organization.
David is a leader and a very active member of NACDS, GMDC, and
consults regularly and actively works hand in hand with ECRM.
David Biernbaum has written hundreds of columns for trade magazines such
as MMR, Chain Drug Review, and PL Buyer, and currently David is a
"BrainTrust" panel member at Retailwire.com, the very popular blog read
every day by hundreds of retail executives.
David Biernbaum …
Next
Working directly with retail executives on numerous industry
committees, David is also an instructor at colleges and he is a
frequent speaker for industry seminars and panels.
In 2009, David founded and developed the CPG Retail
Professionals social networking group on LinkedIn. The group
now has more than 25,000 professional industry members, and is
also available now on Facebook. The group consist of retail
executives, retail management, and CPG sales and marketing
professionals.
David Biernbaum ..
Founded by David; now 25,000 members! National Leadership since 1983 Active since 1984 Active Leadership since 1986
Providing Total Expertise
Next
TODAY ….
David Biernbaum still works with major CPG companies such as Procter &
Gamble, but David’s passion is working with great young client companies and
brands such as Smart Mouth mouthwash, Australian Dram Pain Relief Creams,
Ferndale Healthcare’s new brands such as RectiCare and HelioCare, ZarBee’s
children’s cough and cold products, Evofem’s Softcup feminine hygiene
products, Xlear Brands Nasal Sprays, and many others that you might not know
YET, but you WILL!
Other companies David has consulted include GSK, Johnson & Johnson, Burt’s
Bees, Sylphar Remedent, The ECRM, and Retailers such as Walgreens, CVS,
and Wal-Mart.
David is also extremely involved and very active on NACDS leadership
committees, ECRM events, GMDC, national trade media (David writes several
articles and is a constant contributor) and of course David is one of the most
active professional members in CPG news and social media.
David is a distinguished “BrainTrust” panel member of the most well read professional
retail executive’s blog in the CPG industry today!
DAVID BIERNBAUM AND ASSOCIATES
CAN DO!
BUSINESS DEVELOPMENT
NATIONAL SALES / SALES MANAGEMENT
BROKER SELECTION / BROKER MANAGEMENT
MARKETING
NATIONAL ACCOUNTS DEVELOPMENT
TRADE EVENTS
ECRM, NACDS, GMDC, PLMA ETC.
NEW VENDOR EVENTS
PACKAGE DESIGN (a)
ADVERTISING (b)
PUBLIC RELATIONS (c)
a,b,c: David Biernbaum networks and partners with outstanding firms that do graphic arts, public relations, advertising, and other CPG and retail functions.
CONSULTING
CONSUMER GOODS RETAIL SALES
CONSUMER GOODS MARKETING
RETAIL CHAINS, APPOINTMENTS
PRESENTATIONS DEVELOPMENT
ECRM
NACDS MARKETPLACE
GMDC
BUDGET PLANNING
STRATEGY AND MAPPING
BROKER EVALUATIONS
SALES TRAINING
SALES MANAGER TRAINING
BOARD MEETINGS
DAVID BIERNBAUM & ASSOCIATES THE PARTNERSHIP THAT REALLY WORKS
RETAINER , AD HOC, AND NON-RETAINER
1. Mis-management of brokers by failing to keep a highly experienced razor sharp eye on
everything they do from the minute you send the first box of samples. Also it is often
“fatal” to send a broker alone to “show” your product without adequate preparation,
detail, and without a skilled master broker or sales manager to represent the brand and the
company in a more comprehensive way.
2. Incomplete retail presentation without the essential elements of a comprehensive
proposal.
3. Not having the right package design and markings for the “real world” of retail stores, shelf
environment, consumer behavior, gender, target market, etc.
4. To be out-finessed by the often overlooked indirect hidden competition.
5. Underestimating the true costs and commitments for retail distribution, pricing, and
promotion.
6. Being pressed into an unfavorable deal by a retailer or broker that you will never
overcome.
7. A product hits the shelves without an action plan to drive sufficient velocity, and therefore
the product is delisted after just a few months.
DAVID BIERNBAUM & ASSOCIATES THE PARTNERSHIP THAT REALLY WORKS
AVOIDING 7 COMMON “DISCONNECTS.”
PRESCRIPTION FOR SUCCESS IN THE
CPG RETAIL BUSINESS. GETTING IT RIGHT!
The Right Product
In this age of sku-rationalization, it’s critical that your product has a defined market need, point of differentiation, and good timing.
The Right People
The CPG retail industry is complex and unforgiving with hundreds of hidden details and nuances in working with retailers, buyers, brokers, trade shows, and more. Experience PAYS!
The Right Appointments
Retailers operate with specific category planning calendars. It’s critical to get the right timing down with all the right people in the room on both sides of the table.
The Right Presentation
Making a comprehensive proposal with all the key retail elements is essential to drive the desired results.
The Right Package/Design
This is not merely a graphic artist’s function. Consumer package design will make or break your results on the retail shelves. Poor velocity is often attributed to even the most “subtle.”
The Right Marketing/Promotions and Ongoing Brand Management
Your product’s survival on the shelves needs thoughtful planning, detailed attention, and expert consultation. This is vital from day one. Slow movers are short lived in retail stores.
DAVID BIERNBAUM & ASSOCIATES THE PARTNERSHIP THAT REALLY WORKS
Chooses the right brokers in the right places for your situation, product, and timing.
Will accompany brokers on major calls. You and I usually do the presenting, not the broker by his or herself.
Relentlessly communicates and provides the broker with all the right materials he or she needs to help you execute a successful campaign.
Systematically evaluates, trains, and provides professional assistance to the brokers and client on an ongoing basis.
DAVID BIERNBAUM & ASSOCIATES THE PARTNERSHIP THAT REALLY WORKS
David Biernbaum…..
Either Hire David to Head Up Your Broker Sales Program, or at the very least,
Consult David to offer you Broker Management 101!
ALWAYS PROMOTING
MY PARTNER
BRANDS.
TRADE PUBLICATIONS
TRADE SHOWS/EVENTS
AS A GUEST EDITOR AND
PUBLISHER ON NATIONAL TV, TRADE
MEDIA, AND ON MANY INDUSTRY
PANELS.
RETAILWIRE.COM BRAINTRUST
PANEL
CONSUMER GOODS & RETAIL
PROFESSIONALS GROUPS ON
FACEBOOK AND LINKEDIN. BOTH
GROUPS WERE FOUNDED AND ARE
CURRENTLY MANAGED BY DAVID
BIERNBAUM.
DAVID WILL DO IT FOR YOU, OR WITH YOU,
OR HE CAN CONSULT AND GUIDE YOU!
NACDS – GMDC – ECRM
TRADE SHOW LEADERSHIP AND CONSULTING!
We start “blitzing” the market several weeks before the show even begins:
… Many years of experience creating impact marketing campaigns using all the medium available to us! (On-line, Mailings, Trade Show’s system software, etc.)
Industry leadership with major connections developed over 30+ years in the CPG industry.
… David Biernbaum serves on several leadership committees in all national trade associations.
Shrewd presentation development sku'd to ECRM meeting formats, NACDS & PLMA booth-type environments, and “Meet the Market” & GMDC tabletop formats.
… David Biernbaum also attends The NACDS “Annual Meeting” with the highest ranking senior level retail chain executives .
DAVID BIERNBAUM & ASSOCIATES THE PARTNERSHIP THAT REALLY WORKS
DAVID BIERNBAUM
David Biernbaum & Associates
36 Four Seasons Center, Suite 101
Chesterfield, MO 63017
Ph: (314) 434-6008
Master Broker Sales; Consultant; CPG Business Development
http://www.biernbaum.com
http://www.linkedin.com/in/davidbiernbaum
http://twitter.com/davidbiernbaum
http://facebook.com/davidbiernbaum
PLEASE JOIN MY VAST NETWORK OF FRIENDS, ASSOCIATES
AND CONNECTIONS!
DAVID B.
Join my
network on Linkedin
Follow David on
Twitter Be friends with
David on Facebook
David’s RetailWire BLOG: http://www.retailwire.com/braintrust/blog.cfm/cpg4life
DAVID’S WEB SITE:
Saturday, April 21, 2012
Published at NACDS Annual Meeting / Palm Beach FL
Consumer Goods Business Development Guru Brings Retailers and Product Innovators
Together!
David Biernbaum is a national business development specialist since 1977. He has
held positions at companies such as GSK, P&G, and Gillette, and in 1994 he
founded David Biernbaum & Associates LLC to help drive small innovative specialty
brands to the retail marketplace. He is also a national sales master broker, serves
several industry committees, is a RetailWire BrainTrust panel member on-line, and
founded the Consumer Goods & Retail Professionals social media group on
LinkedIn now with over 12,000 industry members.
CDM: How did you get involved with small innovative brands for Consumer
Packaged Goods (CPG) and Retail?
DB: After working 20 years with some of the largest brands and consumer
goods companies, I have devoted these past 15 years to helping to deliver small
niche and specialty brands to the industry that deliver innovation, superior quality,
and often new hybrids and paradigms, that deliver very high on-shelf productivity
and profitability.
CDM: How did you get started in this industry?
DB: Early on at age of 23 and through a series of unusual situations and
circumstances I helped to launch the original test markets for Aquafresh toothpaste
in 1977. It still gives me great pleasure to see the brand still performing well some
34 years later! I think I still have some of the original St. Louis test market tubes in
my basement! Since then, lots of other products, launches, and ground breaking
brands! I also had several years in sales management, marketing, and business
development with great companies like Abbot Laboratories, The Gillette Company,
Vi-Jon, Zooth, and others.
CDM: What types of CPG clients do you work with and what are some
current examples?
DB: Whereas, I do have some clients that are the very large CPG companies,
most of my clients tend to be consumer goods family businesses, innovative
doctors, dentists, engineers, lawyers, bankers, and other types of entrepreneurs. I
tend to specialize with innovative products for the front end of the chain drug store
and the HBC/OTC sections of mass and supermarkets.
DB: Just a few of my current client brands include Smart Mouth 12 Hour
mouthwashes, Australian Dream Arthritis Pain Relief Cream, Xlear Nasal sprays
and sinus products, ZarBee’s children’s cough and cold products, Ferndale Health
Care’s new RectiCare brand of products, Urgent Rx fast dissolving analgesics,
Evofem’s highly innovative Softcup feminine hygiene brand, and the new UltiBrush
combination toothbrush, paste, floss, and mirror.
CDM: What do you do for your client companies and brands?
DB: I work side by side with my clients with every aspect of consumer goods
sales, marketing, business development. I get deeply involved with business
planning, even he early stages of graphic development, package design, budget
planning, and of course my passionate areas of sales development, marketing,
merchandising, and retail development. For some of my clients I hire, train,
develop, and manage the broker sales organizations, while for others I’m strictly
day to day consulting, while working in sales more in a backstage capacity. I
provide the hands-on leadership and expertise in every area needed. Plus, I have
a very extensive and vast network of highly qualified friends and associates to help
in every possible area along the way!
CDM: What are the main challenges and opportunities for small brands?
DB: Small brands do not have the funding availability as do the bigger
brands, however, the beauty of the times we live in today is that there are a large
number of highly effective ways to advertise, promote, and expose small brands
efficiently and highly effectively. The challenge however is the retailer’s
expectations for retail funding commitments. I work closely with retailers and my
broker network to work out plans that pay off for everyone. What I don’t want to
see happen is for retailers to lose out on the lure of newer and higher paying
customers through innovation. The brands I get involved with usually are far less
price sensitive than the big brands, and do not need to be heavily discounted or
promoted at retail. In fact it’s better for all of us if they are not! What my brands
provide are destination customers and very high levels of profitability without the
need for discounting. We all put our heads together and find ways to make it
happen!
David Biernbaum’s website is www.consultdavidb.com. He can be reached
at 314-434-6008 or texted at 314-422-4793. E-mail: [email protected].
What Clients & Associates say about David Biernbaum BRYCE JOHNSON (CEO ZarBee’s Inc.) “ZarBee’s contracted David Biernbaum in 2009 for national sales and business development consulting.
David was hired after the company did not get results it needed from a different master broker, nor from a
large “big name” broker organization that was hired at the start.
From the very start David analyzed ZarBee’s sales and business development situation and immediately
but carefully started making the appropriate recommendations from scoop to nuts including
comprehensive retail presentations, packaging changes, marketing, merchandising, advertising, and how
to approach the right trade shows in the right way, as well as trade media and other highly effective
industry resource channels.
David brought to ZarBee’s his own national network of independent reps and brokers which he managed
day to day with excellent results helping to secure major national distribution in numerous chain drugs,
supermarkets, and mass merchandisers, and wholesalers. ZarBee’s grew to become a major force in the
retail industry and a highly productive brand for the company and for its retail partners.
With David’s vast senior level connections in the CPG industry he was able to help put ZarBee’s on the
map not only in the retail stores but also with senior executives through NACDS, GMDC, ECRM, and
through David’s many industry leadership activities and connections.
Best of all, David’s consulting to ZarBee’s on a day to day basis, issue by issue, opportunity by
opportunity, is invaluable. David knows this industry inside and out, he works non-stop, and he is so well
connected with a deep sense of knowledge and judgment about everything there is to know in the field of
consumer goods retail and within the CPG industry.
ZarBee’s would not be the brand it has become, and will be in the future, if the company had not hired
David Biernbaum & Associates, LLC.”
What Clients & Associates say about David Biernbaum
ANDY BURCH – President Triumph Pharmaceuticals (Smart Mouth)
David Biernbaum has brought so many of his personal and professional assets to Smart
Mouth that it would be next to impossible to summarize in just a few words. David
knows the CPG retail industry inside and out and has an incredible number of
connections with retailers, industry trade associations, trade media, and many other key
pivotal resources that he has brought to Smart Mouth. David is a CPG marketing and
business development guru that gives 100% of himself, his capabilities, and resources,
no matter what the time of day. He is a problem-solver, an opportunity finder, and
brings creative energetic solutions to every tasks and meeting. At Smart Mouth we
already have a major national sales organization representing us which we had in place
prior to engaging David. David works well with our existing sales organization and is in
every way a critical member of our sales, marketing, and business development
management team.
Tracey Saenz (Client – Senior VP Executive from Evofem)
Top qualities: Great Results, Personable, Expert
“As you can see from reading everyone's comments about David, he is an expert in his
field, he can recognize CPG brands that have high potential, he is well-connected with
the CPG best and brightest, and he provides actionable insights to his clients. He's an
accurately self-described 'CPG Geek' in the best way. In addition to the results and
expertise David provides - he's also a joy to work with. David loves his customers and it
shows. David makes my job a lot easier, and more fun!”
PHIL MADDOX – President Australian Dream Arthritis Pain Relief Cream.
“As president and CEO for the brand Australian Dream Pain Relief Arthritis Cream, it is my pleasure
to endorse David Biernbaum. David is a brilliant businessman that knows consumer goods and retail
inside and out. David is a full partner in our company that gives 100% of himself every minute of
every day of the entire year. David has taken Australian Dream to a far higher level of retail
distribution.
David is a master with handing national sales management, brokers, retail buyers, and retail
executives. He also works closely with our ad agency and other outsourced partners. He is hands-
on in nearly every aspect of our business. David is so well respected by everyone in the industry and
he has elevated our brand’s name to a high senior level by exposing the brand in such a positive way
at trade shows and events, ECRM, NACDS Annual Meeting, GMDC, and in the trade media and the
business and social media.
David has an unusual passion for his brands, his clients, and his connections. He works hard, he’s
the consummate professional, plays to win, but does so with honesty, integrity, and compassion.”
MARK YOUNG – (CEO, Jekyll and Hyde Advertising and Marketing (Formerly Western
Creative, Inc.)
“As an advertising executive in the CPG industry I have had the unique honor of working with David
on multiple brands. With each assignment he brings a dedication and wealth of knowledge that is
hard to find. Bedsides for his deep inside knowledge of the industry and his tremendous contacts, he
brings something to every client that is very hard to find, real integrity. Whenever I meet a CPG client
that needs a fast insiders perspective of the business or that has a product that is a diamond in the
rough David Biernbaum is my guy.”
What Clients & Associates say about David Biernbaum
Kevin Browett (EVP and GMM Merchandising, K Mart worked directly with David B. at Vi-Jon)
“David is truly a "get it rolling, then get it done" gentleman. As I moved to shake up K mart and how we did
merchandising, I needed smart focused and determined partners. In David I got that 100 fold. He gets it.
He sees the plan, the vision and then connects the dots fast to deliver the results you need. He has the
highest of ethics and he always delivered what he promised and more... He was to this day the best
partner I have ever had in the merchandising arena.”
Jay Forbes (Forbes Connection / Drug Store News)
Among an increasingly diverse field of Business Development Organizations, David Biernbaum is one of a
select few with an on-the-ground involvement in the trend lines impacting retail and pragmatic solutions to
suppliers seeking to maximize their sales goals. His understanding of the forces that drive this business
and his involvement in electronic and social media are cutting edge.
Scott Sullivan (Major Retail Chain Executive)
“David is a genius in the field of consumer goods marketing and business development. His client
companies are always well prepared to present at retail and David stands behind them.”
Elyse Bender-Segall, (CEO, PR Revolution)
“David is number one in his field. He is bright and well-connected and always manages to exceed his
client’s expectations. I work hand in hand in hand with David. He will put your products on the shelf, and I
will make sure that consumers are buying them. Anyone who has the chance to work with him should
consider themselves lucky.”
Janet Dorenkott, (CEO Relational Solutions)
“David is a known expert in the Consumer packaged goods arena. He is hard working, professional and
well liked. He has a history of success. If you're looking to get your products on the shelf, you can count on
David to get the job done. He has a great reputation and relationship with the retailers. He is very well
connected and will make your product successful!”
What Clients & Associates say about David Biernbaum
PERSPECTIVE: To hire someone full-time with David’s experience, track record,
knowledge, and contacts, it would cost a company in excess of $500,000 annual
salary, plus health benefits, 401K, stock options, a big corner office, relocation
expenses, bonuses and a nice company car! Smart companies today are hiring
David as an out-sourced asset at a very reasonable cost.
OPTION A – EXECUTIVE PACKAGE
Master Broker / National Sales/
Management Responsibility
$15,000** - $20,000 monthly retainer
1% to 3% over-ride on net sales
3 years auto renewable
** Equity partnerships will be
considered.
OPTION B – MASTER BROKER /
BUS. DEVELOPMENT
CONSULTANT
Master Broker / National Sales
$5,000 - $12,000 monthly retainer
2% to 3% over-ride on net sales
1 year auto renewable
OPTION C – BUSINESS DEVELOPMENT
CONSULTING
Hands-On Involvement & Assistance in
multiple aspects of your business, depending
on need
$3,500 - $5,000 per month retainer
1% to 2% over-rides on sales if appropriate.
1 year auto renewable
AD HOC CONSULTING – Non Retainer
$2,500 per day
Hourly: $500.00 first hour
$350.00 per hour thereafter
David might request reimbursement for
authorized travel EXPENSES. However,
David pays most of his own travel
expenses.
SERVICES AND FEE SCHEDULE