Playbook
How a flight gets coordinated
A clear sequence we use with brand and trade teams so media, promotions, and the floor stay on one plan.
Listen to the conflict
We start with where the plan already frays—calendar clashes, unclear ownership, or stores that cannot host the sold placement. That conflict becomes the brief, not a slide about “alignment.”
Map one shared calendar
Media flights, promo mechanics, sell-in dates, and retailer lead times land on a single view. Gaps and overlaps become visible before creative locks.
Write the floor brief
Field and promoter instructions mirror the media story. Photo standards, reset priorities, and exception paths travel with the same package.
Align the retailer room
Workshop or working session with brand, retailer contacts, and agencies. Decisions get owners and deadlines before anyone leaves the table.
Check mid-flight
Short weekly reviews of stock, photo proof, and blockers. Corrections stay small because the calendar and brief were shared from the start.
Use this when
- Retail media and trade promotions are planned by separate teams
- Field execution keeps drifting from the approved look
- You need a retailer workshop before the next quarter’s flights