About Adesso Solutions:
We decided we needed a new logo for our new focus on Trade Promotion Effectiveness. But it couldn’t be just another “high-tech” looking graphic that was meaningless. Hey this was important!
So we started to think about our target customer – the small and medium sized CPG manufacturers. They had a bunch of things in common, but the biggest seemed to be the stress they are under managing trade promotions in general and trying to compete with the larger Tier 1 manufacturers in particular. These guys had #1 and #2 brands, huge resources, consumer support, large trade budgets, customer teams and expensive trade promotion management solutions. Yikes! We got stressed just thinking about it. First goal - to help our clients “relax.” But we had to deliver real benefits to do so. That’s where the community concept came in. If we could bond all of our clients together to collaborate on the most effective trade promotion strategies per retailer, our collective “community” of clients could better compete with their respective brand leaders. Then they could at least start to relax.
What represents “community” and “relaxing”? Right, Flamingos! Community is a huge part of Flamingo life. They live in large flocks for protection from predators. Just like small and medium sized CPG companies who can flock together to protect them from retailers and Tier 1 predators. And let’s face it, who doesn’t look at a Flamingo and think warm weather and beach, which leads to vacation, a few margaritas and…relaxation.
Adesso Solutions History:
Launched in December 2002, we set out to create a solution to control trade promotion spending and deductions. In September, 2007, we acquired Gelco Trade Management to create a superior and broader Trade Promotion Management solution. Through 2011, more than 110 customers and 8,500 users utilize our trade promotion management products to process more than 300,000 trade promotions annually, representing more than $4 billion in trade spending. That’s a significant amount of trade promotion management experience.
Current State of Trade Promotion Management:
We’ll say this: Tier 1 companies certainly spend a lot of money on custom trade promotion management solutions. But beyond the hype, we’ve talked to their folks in the trenches and guess what? There’s still a lot of frustration over the time, the exorbitant expense and the problems with ease of use.
So if you’re a small or medium sized manufacturer…where do you turn?
The smaller “niche” TPM providers? Many never worked in CPG. Or never managed trade promotion funds. With recent mergers, some companies have 3 or more different products. They don’t integrate with each other. Which of their products are you going to select? Will the provider still be supporting that version a year from now?
You need to manage, control and track trade spending. Check. Our TPM product does that.
But we came from CPG. We know your issues. We feel your pain. You need more than just a TPM product. So we created a TPE community of our clients and offer Trade Promotion Activation (TPA) services to help you improve trade spending ROI. That’s a total solution.
Actually maximizing your trade dollars and generating an effective ROI. Now that’s cool. We call that TPE – Trade Promotion Effectiveness.
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