Hardware Podcasts

#193 - How to Drive Velocity with Matt Merson

The Startup CPG Podcast · 22 Apr 2025 · 51m · Episode 143

What this episode covers

Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran of brands like Vitaminwater and Boxed Water, explains how to drive retail velocity through strategic shelf placement, targeted promotions, and merchandising. He details the importance of pre-launch groundwork, such as identifying target demographics and understanding buyer expectations for units vs. dollars per store. Merson also breaks down the mechanics of in-store tactics like TPRs and demos, and out-of-store strategies including field marketing and third-party merchandisers, emphasizing that velocity is the key metric for securing and maintaining distribution.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Haven's Kitchen, Dannon Yogurt, Coca Cola, Sara Lee, Grassroots, Sprouts, Whole Foods, Kroger
Products
Once Upon a Coconut, Vitaminwater, Boxed Water, Smart Water, Zico, Glaceau Vitaminwater, Vitamin Water
Tools
Nielsen IQ
Also
Jennifer Aniston

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