This is Dewey, he sells high end olives and olive oil from his brand Wild Groves Olives:
Dewey wants to sell even MORE olive oil. But how does he do that?
Well since ME AND YOU are his trusted advisors, together we need to help Dewey sell lots of olives.
Let's take stock of what Dewey currently sells:
Dewey's top sellers are a line of high end olives oils:
These are used by foodies, restaurants, and gourmet chefs. They're on the expensive end, but taste super unique and delicious.
He also sells a line of high end mustards and olives:
These are awesome (I tasted them all)!
He also sells a line of high end vinegars:
My favorite one of these vinegars is the "Sex on the Beach" flavor:
The way this is done is by getting his product into grocery store chains.
Let's dig into some stats (and please say "You're Welcome" to Dewey for opening up about this info by visiting him at WildGroves.com).
These products sell "OK" online:
Dewey already sells about 20% of his product directly from his website, but the big kahuna of sales is still grocery store chains.
Checkout this stat:
80% of Dewey's sales come from orders placed by large grocery store chains!
That's because the orders from grocery store chains are FAR LARGER than anything small consumers will ever buy.
Single Online Buyers ($16 to $120 orders):
Example: Dewey got 5 orders on Tuesday that equaled $150 in gross sales.
Mom & Pop Stores ($100 - $500 Orders):
Example: On the same Tuesday Dewey got 2 small mom & pop stores that ordered for a total of $600. We Olive Fresno bought $200 worth of oils, and Olive This Olive That bought $400 worth of olive oils.
Grocery Store Chains ($10,000 - $50,000 Orders)!
Example: This week Nugget Market (which is a grocery store chain) bought $10,000 worth of merchandise from Dewey! They bought 1,056 bottles of balsamic vinegar and 1,056 bottles of olive oil (all of them were the large 500 ML bottles).
Naturally you can see how selling to these larger grocery store chains would be very well worth Dewey's time! The small and medium sized orders add up to only a few hundred dollars of gross sales per day, but a single grocery store chain order will be $10,000+ of merchandise!!
This is why trying to get a food product into a large grocery store is one of the most profitable endeavors a food company can do!
Getting A Product into Grocery Stores:
The first thing you need to understand is that a grocery store is a business.
They exist to sell products and make money. So let's work this backwards and see how we can help THEM.
Method 1.) Show them how much they can make with your product:
Generally the margin on olive oil is roughly 50%.
Normal olive oil costs $5 per bottle. This means $2.50 of profit per bottle.
Dewey's olive oil is $22 per bottle. This means $11 of profit per bottle 🤑 !! 🤑 !! 🤑 !!
This means they only need to sell 1 bottle of Dewey's olive oil to make the same profit as 4+ bottles of normal olive oil.
However selling a $22 bottle of olive oil won't work in every grocery store, especially budget stores. However it works well in higher end gourmet stores.
Let's put it in a slide like this:
Method 2.) Tell Show People Different Uses for Your Product:
I have a bunch of Wild Groves product, and I told Dewey I wasn't really using the vinegar that much. He asked if I'd tried putting his vinegar in my morning smoothies.
I was like, "GROSS!!!!"
He told me to put 1 tablespoon of the Sex On The Beach vinegar in my next smoothie.
Then I was like, "Oh snap this is pretty damn great!"
A few months later I bought 3 more bottles of different flavored vinegars from Wild Groves to put in my smoothies. Every time I put this vinegar in my smoothies I always think:
"Vinegar in smoothies....who would've thought!?"
Most consumers wouldn't know to put these in their smoothies, so that's why it's important for the business owner (Dewey) to SHOW clients that this works.
Showing different and novel uses of a product isn't a brand new idea, it's been around for years. In fact one of my favorite ads is this old Campbell's Soup ad that shows you can drink beef broth directly as a beverage, not just a soup:
Ya ya ya, while some people might revolt at the thought of drinking straight beef broth, this campaign effectively changed the consumers mind about what you could do with a simple can of beef broth.
So for our presentation, let's make a little slide showcasing this novel use of Wild Groves vinegars:
Method 3.) Show off your star customers (chefs):
When I first heard that Dewey's olive oils were $22/bottle I asked who in their right mind would buy such an expensive oil.
He said primarily it was high end chefs who appreciate and understand the value of a damn good olive oil.
So let's make a slide to show that!
Method 4.) Demonstrate all of this in a nice little package:
We made some good points above on how to get a product into a grocery store, HOWEVER, it's all talk unless we actually DEMONSTRATE IT!
The next time Dewey is trying to pitch to a large grocery store chain, instead of going in without a plan, he can go in with this handy "marketing packet" that will showcase to large grocery store chains why they should buy Wild Groves products over the competition.
The Brochure Layout:
- Intro to Wild Groves
- Show that Wild Groves is most awarded olive oil in California.
- Show that Wild Groves is most bought olive oil in California.
- Show different uses 1
- Show different uses 2
- Show different uses 3
- Show testimonials
- Show how store makes more money with Wild Groves.
- How to order and contact info.
Here's what the whole brochure and presentation looks like in order:
Now armed with a deck like Dewey can get his olive oil into more grocery store chains.
It's actually surprising the number of people who try to sell to grocery store chains, but don't have any "reason" for the chain to buy their products.
Sincerely,
Neville Medhora - Olive Oil & Vinegar Buyer
P.S. I was putting 2 tablespoons of Dewey's Sex On The Beach Vinegar in my smoothies everyday, and when my bottle ran out, I realized how crappy my smoothies tasted without them :(
So I ordered a bunch more...
Much oil. Many vinegar. Very flavor.
...and now my smoothies taste awesome! My favorites are the Sex On The Beach vinegar and the Peach vinegar.
P.P.S. What are some other ways we could get Dewey more giant grocery store chain orders? Have any experience with this?
I'll be sending two free shirts, of any style, to anywhere in the world, FOR FREE, to the top two commenters!
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