Part 2: Experimenting with Possibilities
Before founding CRSTBL, we spent two years and $1.5M testing grassroots (BOG) and retail-driven marketing tactics across thousands of stores. The objective was to find repeatable, scalable methods for brands to break into retail, without relying on restricted consumer advertising.
We focused on three goals:
- Cost-effective tactics to identify obscure retail endpoints
When distributors are in between brands and retailers, brands often don’t know where their products end up—or could end up. - Defend shelf space through retailer relationships
Discover which in-store tactics reinforce sell-through and brand presence. - Introduce products to new retail locations
Promotional strategies to introduce a brand and its products to new retail locations that don’t yet carry them.
The goal was to find the most efficient method to get retail locations to adopt new products.
What we tested:
- Brand Ambassadors to 3,000+ Retail Locations
Field teams visited stores across 16 metro areas, introducing new product lines, delivering samples, and documenting store-level insights—such as how buyers make decisions and what categories they prioritize—with feedback returned to distributors. - In-Store Pop-Up Events
Partnering with marketing company Kyckstarts, we hosted 3–4 hour pop-ups at select stores in exchange for product adoption commitments. Events included trained brand ambassadors, education, samples, and customer surveys. Attendees were invited to follow brands on social or opt into email/SMS campaigns in exchange for discounts, generating leads for the brand. - Sales Reps at Distributor Warehouses
Many small retailers buy directly at local “cash & carry” warehouses. We placed sales reps at high-traffic areas during vendor events, enabling direct engagement with dozens of store buyers per day. - Multi-Brand Trade Show Booths
At major industry shows, we grouped complementary brands into single booth activations to give buyers a “one-stop” experience and help smaller brands stand out. This provided an opportunity to double exposure to both distributors and retailers. - Trade Magazine Campaigns (24 Months)
For two years, we ran two full-page ads per month in leading trade publications. The advertising prominently featured the brand and the new product, with a call to action to get information or contact a designated distributor. - Direct Mail Campaigns with A/B Testing
Direct mail offers with launch incentives were sent to thousands of stores. Redemption rates and response patterns helped brands and distributors measure campaign effectiveness.
These experiments helped lay the groundwork for a more intelligent, scalable solution that bridges the gap between manufacturers, distributors, and retail endpoints.
While these experiments uncovered what’s possible, they also highlighted what’s unsustainable: high costs, limited reach, and little visibility into impact. In Part 3, we’ll break down the framework for a scalable, data-driven solution—designed to help brands grow faster, smarter, and with far less guesswork.
