Shray Joshi is the founder of Good Peeps, a marketing agency that works with the hottest CPG brands like Fly by Jing, Gigantic, and Chomps! Shray joined us on Driving Performance to discuss how he drives performance & results for CPG brands, but how did he become the marketing expert that he is today? Shray got his start doing in-house marketing for brands like Cha Cha Matcha, SIMULATE, and Health-Ade. Shray was the Head of Digital and Growth at Health-Ade and stayed on until the brand got acquired. After the acquisition Shray left Healthade and was figuring out what to do next. He decided to take all his learnings to start his own marketing agency, Good Peeps.
Here are some things we learned from Shray on Driving Performance:
Find Ways to Innovate Trade Marketing
Trade Marketing consists of endcaps, wobblers, and shippers. These are the cardboard stands with snacks that are throughout the store. Shray likes to help his clients find unique ways to activate trade marketing. One of his clients Nomadica, a wine brand bringing a sommelier experience to your home, creates a unique experience by playing around with the copy on the shippers and using actionable CTA’s that create a curated experience – even though they bought Nomadica at a retail store!
Another example is Liquid Death - they made their shipper a coffin!
Don’t be Neighbors with Your Competition
When you’re in retail, you want to create as few opportunities as possible for your competition to show up on the shelf next to you. When Shray worked at Health-Ade, they would launch innovation (i.e., new flavors) to decrease the chances of another brand taking shelf space next to them. Plus consumers don’t want one product forever so innovating is important!
Good People, Good Work, Good Times
This is Good Peeps slogan. Shray is intentional about working with brands that satisfy these three requirements.
Click here to listen to Shray on Driving Performance.
