THE PLAYBOOK

A custom-built sales and marketing strategy guide for growing brands at retail.

What It Is

Standing out at retail is more complicated than ever. That’s why having a strategy that eliminates guesswork and avoids wasted time or money is so important.  

The Playbook helps you navigate endless consumer touchpoints and retailer specific marketing initiatives to find the best-fit opportunities for your brand. We work with you to customize a marketing plan that aligns with your sales efforts and maximizes the effectiveness of your marketing budget. 

The end-result is a documented strategy guide and action plan you can use internally or outsourced as needed. 

Is the Playbook a fit for you?

This program works best for brands that:

  • Want a little extra horsepower for a retail / trade promotion
  • Not confident their marketing spend is generating enough ROI
  • Looking for creative solutions to engage their retailer partners
  • Lack a clear-cut strategy to attract, engage, and convert their target consumer
  • Unsure their digital marketing efforts are producing the right results
  • Want more flexibility from an agency partner

How It Works

The process, which usually takes about a month, starts with an online questionnaire so we can get a pulse on your business. From there we conduct a 1-2-hour shopper marketing workshop with key members of your sales and marketing team. Over the next few weeks our team documents and delivers an actionable strategy guide with research, recommendations, timelines, and budgets. 

Price: $5,000

Today’s retail is complex, competitive, and in constant flux. It’s far too easy to waste time and money without the right plan in place. Consider this an investment in your piece of mind. You’ll be able to move forward with a solid strategy and the confidence you’re getting the most out your marketing dollar.

What You Can Expect 

When it’s all said and done, you’ll walk away with a clear road map to get your business from point A to point B and accomplish the goals you’re seeking. You can be confident that the strategy we deliver is based on 20 years of retail & shopper marketing experience. Whether you decide to implement the plan yourself or outsource (some or all of it) to Cliffedge is completely up to you.

FAQs 

Do you offer a Non-Disclosure Agreement?

We want you to feel 100% comfortable discussing all aspects of your business with us. Although not a requirement, we do offer an NDA if that makes the process easier.

Who should be included from your end?

A key aspect of this process is aligning your marketing and sales efforts. Getting involvement and buy-in from key members of those teams will produce the best results.

Who will be involved from Cliffedge?
  • Ryan Cliffe – Managing Partner
  • Colin Listner – Director of Marketing
How much will it cost to have Cliffedge implement the plan?

The short answer is, it depends on what you need. From consulting to execution and management services, there are a number of ways for us to support your action plan.

Our services generally fall into 2 categories: consumer promotions (campaign-based) and shopper marketing (retainer-based). Depending on scope, our team managing a full-scale implementation will usually price out as follows:

  • If our team oversees development, creative, management, and fulfillment of a consumer promotion, costs usually start around $10k.
  • Our shopper marketing services are month-to-month (subscription-based) and average around $3,000 per month. 

Please note, our services are meant to be scalable, so the more your team handles internally, the lower your costs will be.

Let’s Talk Strategy

If you think you could benefit from a custom-built marketing plan, let’s talk! We’ll walk you through our approach, answer your questions, and see if there’s a fit.