Maintaining Focus in Your Brand Strategy

People who make clear goals for themselves typically perform better than those who don’t. Applying this approach into business works the same. Prioritizing goals either in your professional or personal life makes a difference in the long run as you are only focusing on what matters most.

As the year comes to an end, planning your next business strategy begins. You want to ensure you’re making the right decisions, maintaining consistency, and meeting or exceeding each objective according to the key performance indicators you’ve identified in your strategy.

Why Does an Objective Matter?

As a professional, you want to make decisions that better your organization and ensure that you’re on a profitable path that is sustainable. Setting goals and objectives holds you and your team accountable because it measures your progress and provides insight on what is working and what isn’t.

An objective can take many forms such as driving velocity, increasing household penetration, or creating brand awareness, but it’s important to make sure your goals are specific, measurable, attainable, and time bound. These types of objectives help maintain efficiency and consistency across your team.

When developing your marketing strategy for the new year, take a look at your past objectives and how you reached those goals. Using research data you’ve collected from previous campaigns, you can base your new objectives on different ways you want to improve.

Here are a few examples of effective goals to incorporate into your strategy:

  • Attain 10,000 new followers on brand social platforms over a three-month period
  • Grow household penetration rate by 5% in a one-year period
  • Increase velocity for your product at Kroger by 15% over a two quarter period

Reviewing Your Strategy

Reviewing your marketing efforts and brand strategies is a good first step to developing your goals for the new year. You can review your plans however often you see fit but holding regular review sessions at the beginning of every quarter will help make key-decision making easier.

Look over milestones, benchmarks, and timelines to measure how you maintained success over the course of the year. If there are certain benchmarks you did not meet, find what was the cause and consider changing the objective to something more manageable for your brand. Once you establish what works for you and what doesn’t, it’s time to make changes to your plan.

Retail Support

Your brand’s presence at retail is only as strong as its execution.

Your brand’s presence at retail is only as strong as its execution. We ensure your products are optimized for shelf placement, promotions, and merchandising success.

We ensure your products are optimized for shelf placement, promotions, and merchandising success.

Secure premium shelf positioning to maximize brand visibility.

Expert merchandising and field execution for enhanced in-store presentation.

Retail compliance management to navigate retailer requirements seamlessly and successfully.

Strategic promotional planning to drive velocity and category growth.

Retailer Relationship Management

Strong retailer relationships are the backbone of retail success.

Strong retailer relationships are the backbone of retail success. Here at Alliance Sales & Marketing, we prioritize these strong relationships. We ensure your brand is aligned with key decision-makers and consumers to secure the best opportunities for brand growth and unrelenting success with end-to-end retailer management.

Here at Alliance Sales & Marketing, we prioritize these strong relationships. We ensure your brand is aligned with key decision-makers and consumers to secure the best opportunities for brand growth and unrelenting success with end-to-end retailer management.

Dedicated account management to streamline retailer communication.

Proactive problem-solving to address retailer inquiries quickly and effectively.

Retailer onboarding and strategic negotiation for long-term success.

Committed support for day-to-day client needs and lasting relationships based on trust and collaboration.

Actionable feedback derived from retail channels to refine strategies.

Data Insights

Winning in retail starts with the right data, and data is at the core of everything we do.

Winning in retail starts with the right data, and data is at the core of everything we do. Our proprietary Alliance Insight Suite empowers brands with real time analytics and category intelligence to drive informed decisions.

Our proprietary Alliance Insight Suite empowers brands with real time analytics and category intelligence to drive informed decisions.

Identify category opportunities and market trends through advanced analytics.

Retailer-specific insights that guide strategic planning and execution.

Monitor key performance metrics to continuously refine and improve results.

Process & Compliance Optimization

We handle the operational complexities, so you can focus on what matters – growing your brand.

We handle the operational complexities, so you can focus on what matters – growing your brand. Our process optimization services ensure a seamless experience from item setup to order fulfillment.

Our process optimization services ensure a seamless experience from item setup to order fulfillment.

Streamlined new item setup and retailer compliance management.

End-to-end logistics, order processing, and deduction management.

Efficient deduction, order, and contract management.

Logistics and order fulfillment for seamless operations.

Transparent reporting to keep you informed and in control.

Ecommerce

With a bold, future-focused approach, Alliance fuses strategy, creativity, and execution to drive real results where it counts.

With a bold, future-focused approach, Alliance fuses strategy, creativity, and execution to drive real results where it counts. We’re here to accelerate your brand into the future by turning complexity into clarity, delivering streamlined growth and standout brand presence across every digital shelf.

We’re here to accelerate your brand into the future by turning complexity into clarity, delivering streamlined growth and standout brand presence across every digital shelf.

Comprehensive ecommerce strategies that increase visibility and drive conversion.

Sponsored Search and digital ad campaigns to drive traffic and sales.

Optimized product listings with enhanced content, SEO, and A+ imagery.

Data-driven insights to refine and optimize performance.

Marketing

Your brand’s success depends on visibility, engagement, and conversion.

Your brand’s success depends on visibility, engagement, and conversion. Our marketing team develops integrated campaigns that connect your product with the right audience – at the right time.

Our marketing team develops integrated campaigns that connect your product with the right audience – at the right time.

Omni-channel marketing solutions powered by Alliance Beyond, our proprietary platform.

Geo-targeted digital advertising, sponsored search, and display campaigns.

High-impact content creation, including videography, brand films, product photography, and lifestyle photography.

Shopper marketing strategies tailored to increase brand awareness and drive purchase intent.

Ecommerce

Alliance excels at transforming online potential into measurable growth. With unmatched Ecommerce expertise, we bridge the gap between traditional retail and dynamic online marketplaces, positioning your brand as a dominant force on the digital shelf.

Experts in Emerging Ecommerce Channels

We position brands for success on DashMart,
Thrive Market, FreshDirect and other fast-growing ecommerce channels, expanding your brands reach while seizing every new opportunity for growth.

Winning the Digital Shelf

Our team develops and manages high-impact sponsored search, display, and geo-targeted ad campaigns, optimizing content for discoverability and conversion across digital storefronts. With a data-first approach, we maximize ROI and position your brand for sustained success.

High-Impact Creative

From compelling product demos to conversion-focused videos, our expert team produces high-quality multimedia assets that bring your brand to life.
We craft content that ensures your brand stands out.

Unified Omnichannel Integration

We unify online and in-store strategies, ensuring retail media, promotions, and content work together to drive both digital sales and brick-and-mortar velocity.

Natural

Alliance Natural is the catalyst behind the industry’s most forward-thinking natural and organic brands. With deep category fluency and a pulse on what’s next, we craft tailored strategies that elevate purpose-led brands into lasting category leaders.

Strategic Distribution Expertise

We craft tailored distribution strategies for NCG, INFRA, and independent retailers, ensuring optimal placement and expansion in the natural landscape.

Leadership in Clean-Label & Functional Foods

With extensive experience in emerging health trends, we position natural brands as category leaders in the competitive organic and functional food space.

Expansive Retail Partnerships for Nationwide Growth

Our Coast-to-Coast relationships with leading natural food chains – both regional and national – help brands secure premium shelf space and increase market penetration.

Intelligent Selling for Sustainable Success

We develop data-driven sales strategies that align with your brand’s business goals, accelerating your sales and growth across all key markets.

Supermarket

Alliance sets the standard in the supermarket channel. Backed by unparalleled industry intelligence and deeply rooted retailer partnerships, we drive bold strategies that accelerate growth across national and regional grocers. We don’t just place brands, we build them.

Targeted Go-to-Market Strategies

We develop customized retail strategies that align with your brand’s goals, ensuring a seamless path to success in the grocery channel.

Seamless Product Launch Execution

Through our established retailer partnerships, we streamline new product introductions, maximizing visibility and sales from day one.

Data-Driven Category Optimization

Our team conducts comprehensive category reviews, securing premium shelf placement and striving for peak visibility to optimize your brand’s performance.

Unmatched Retailer Network

With established relationships across 425+ top grocery retailers nationwide, we provide brands with the connections needed to scale and succeed.

Headquarter & Field Sales

At Alliance, our Headquarter & Field Sales approach is anything but average.

At Alliance, our Headquarter & Field Sales approach is anything but average. We lead with bold vision, national reach, and unstoppable momentum. From national chains to regional power players, we architect strategies that get products on shelves and ignite retail success from the top down and the ground up. Backed by impactful retailer relationships and a future-focused mindset, we turn grocery into growth at every level.

We lead with bold vision, national reach, and unstoppable momentum. From national chains to regional power players, we architect strategies that get products on shelves and ignite retail success from the top down and the ground up. Backed by impactful retailer relationships and a future-focused mindset, we turn grocery into growth at every level.

Custom go-to-market plans designed for scalability and profitability.

Retailer-specific solutions for optimal product placement, pricing, and promotions.

Seamless execution of new product launches with clear, measurable outcomes.

Ongoing performance tracking and strategic refinement to ensure continued success.