PRESS RELEASE
Announcing the Release of
“The INVISIBLE ECONOMY of CONSUMER ENGAGEMENT”
The new book by Rob Hand is now available
Austin, Texas (November 18, 2021): HPM TradeScope Press and Hand Promotion Management, LLC announce the release of the first comprehensive book about modern trade channel promotion. “The Invisible Economy of Consumer Engagement” provides an in-depth look at trade promotion and co-op advertising across all sectors of the consumer products industry. Using many case studies to illustrate funding and budgeting, promotion and demand planning, retail execution, settlement and performance analytics, Rob Hand brings a fresh perspective to a highly challenging area and delivers a realistic and practical approach to solving the industry’s most complex problems.
Trade promotion spending globally will reach $1 trillion within the next few years and accounts for 15% to 30% of gross revenues and is often the second highest line item in the corporate financials. However, most companies struggle to produce a positive return on the investment of this money, making trade promotion one of the industry’s highest priorities to address and correct. “My goal for this book is twofold: to detail the problems and causal factors resulting in poor promotion spending performance, and to provide an effective road map for making the mission-critical changes that will deliver near 100% positive return for every dollar of trade promotion funds spent,” says the author, Rob Hand.
“The Invisible Economy of Consumer Engagement” offers solutions to industry problems such as poor data, out-of-stock conditions, promotional execution compliance failure and the lack of effective collaborative planning between sales and marketing. The book shows how to bring back the consumer as the primary focus of trade channel promotions and shows how to leverage promotions to achieve more direct consumer engagement and a higher response to trade and corporate consumer marketing campaigns.
“Finally, Rob publishes THE book about Trade Promotion. I recommend this book to anyone who wants to understand what drives consumer engagement globally. Rob Hand provides it all—the history, the status quo, and the inspiration and guidance required for a successful future. “The Invisible Economy of Consumer Engagement” underlines Rob’s thought leadership of the last decades,” says Timo Wagenblatt, Product Manager, Google Merchant Shopping and author of “Software Product Management.”
The book provides a thorough and detailed examination of today’s promotion optimization trends, focusing on the best way to achieve predictive and prescriptive planning to drive high value ROI and increase the effectiveness of consumer engagement. “With the emphasis on revenue growth across all of consumer products today, the optimization of trade promotion, pricing, retail execution, and product assortment planning has to be a central function and core competency within any corporate revenue growth management organization,” says Mr. Hand.
“The Invisible Economy of Consumer Engagement” is now available at Barnes & Noble, Amazon and all the top booksellers worldwide. For any additional information, email info@handpromotion.com. Hand Promotion Management LLC. https://handpromotion.com/contact/
