Launch marketing council Episode 5: Retailer and supplier

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In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

The multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

Episode 5 key markers

1.55 – Panellists share their favourite as well as most challenging launches of their careers

7.40 – Driving a head-turner launch marketing approach for maximum impact at APEX Tool Group

14.05 – What a good launch pitch to a retailer really looks like

15.22 – The importance of gauging location and customer appetite when engaging with retailers

16.27 – Other ways to use market research and voice of consumer to build retailer confidence

18.17 – Why multiple, cross-functional relationships are vital between supplier and retailer

19.04 – What risk factors truly matter to a retailer around launches and how to mitigate them

23.28 – Covid’s impact on retail and product launch strategies and positioning

25.52 – Navigating the rise and fall of trust and brand equity in a crisis

29.10 – Understanding macro trends driving consumer demand and their influence on new product development

31.10 – Manufacturing and supply chain considerations vital to launch strategies

34.10 – Building redundancy, flexibility and diversity into your launch approach

35.42 – Meeting latent disruption as consumers re-evaluate purchasing behaviours and brands

37.57 – The pricing conversation between supplier and retailer

41.00 – The ongoing role of bricks-and-mortar retail and launch execution

46.40 – Final advice on supplier-retailer relationships to drive launch success  

About our speakers

Campbell Davies is group general manager at Associated Retailers Limited (ARL) responsible for leading the sports division and the marketing functions of the member based cooperative's brands of SportsPower, Toyworld, Compleat Angler and Mensland.

With experience in a variety of industries including consumer goods with Nike and ARL, sports and wagering with Tabcorp and Greyhound Racing Victoria as well as tourism and hospitality with BIG4, Cam has led teams in across marketing, commercial partnerships, brand development and retail. 

From product and store launches at Nike and ARL to re-launching the Greyhound Adoption Program brand and revitalising BIG4's loyalty program with a rebrand and refocus on in-park benefits Cam has broad experience managing multiple stakeholder groups to launch products and services.

Kristin Viccars is a member of the Australian Executive Team and responsible for leading the marketing division for Apex Tool Group A/NZ. Apex Tool Group is a $1.6 billion dollar hand and power tool business based out of the United States and owned by Bain Capital. His key responsibility is to lead commercial strategies to grow the business through revenue generation and enhancing critical relationships, both globally and locally.  

Kristin is recognised for his ability to infuse art, science and passion in his solutions delivering tangible successes. As a leader Kristin is inspiring, collaborative and compassionate, and is able to drive high performance within his people and teams. His reputation is to make fast decisions that are commercially sound. 

Kristin has played a pivotal role in key business model and strategy changes. These changes have assisted the local business to evolve its operations in order to substantially grow its brand presence and market share across the region and position itself to reach its growth ambitions.

Matt Lawton is a graduate of Melbourne Business School and managing director of Five by Five - a global independent agency that specialises in launching things. Australian clients include Volt bank, Patron Tequila, Red Bull, Lenovo, Crescent Tools and a host of innovative startups.

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