Attest like the best

The most successful consumer brands have mastered the art of creative distribution.

Here are 4 ways to attest like the best:

1. Focus on Wholesale 📦

Option 1: Don’t market at all. Instead, go get in front of all the big-box retailers. Pitch your product to Target, Walmart, Costco, Sprouts, Kohl’s, Kroger, and anyone else who will take a meeting.

If you need to turn off advertising and sell exclusively through wholesale, do it. Don’t take a dollar of revenue unless it’s a profitable dollar.

2. Find a celebrity partner 📸

The data is clear — Brands with celebrity founders and backers do better than those without.

3. Cross-promote ⚔️

Find another brand with an overlapping customer segment and do a cross-promotion.

For example, Crocs famously collaborated with KFC on a fried chicken themed shoe.

4. Step outside 🌷

If you operate a consumer products company, consider partnering with an OOH advertising company.

No cash on hand? Call up one of the companies that owns a large number of billboards in a given area and offer them free equity in exchange for placement on unsold ad inventory.

Today, if you want great distribution, you’re going to have to get a little creative ;)