{"id":12956,"date":"2026-11-12T10:36:25","date_gmt":"2026-11-12T10:36:25","guid":{"rendered":"https:\/\/sigespana.es\/podcast\/"},"modified":"2026-11-12T10:50:24","modified_gmt":"2026-11-12T10:50:24","slug":"podcast","status":"publish","type":"page","link":"https:\/\/sigespana.es\/en\/podcast\/","title":{"rendered":"Podcast"},"content":{"rendered":"\n
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THE SIG SPAIN PODCAST<\/h2><\/div>\n\n\n\n

There\u2019s much more going on behind the scenes at the point of sale than we realize.<\/h2><\/div>\n\n\n\n

Conversations about what really happens in the store: what works, what falls short, and what almost never shows up in reports.<\/p>\n\n\n\n

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WATCH THE LATEST EPISODE OF “
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WATCH IT ON YOUTUBE
COMING SOON<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
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\u23af FIRST EPISODE \u00b7 SEASON 1<\/h2><\/div>\n\n\n\n

Why does half of the investment in trade marketing fail to generate the expected impact?<\/h2><\/div>\n\n\n\n

THE PROBLEM<\/h2><\/div>\n\n\n\n

\u201cI invest a lot in marketing, and I have no way of knowing how much of it actually translates into sales. I suspect that some of it is being wasted, but I don\u2019t know where.\u201d<\/p>\n\n\n\n

WHAT ARE YOU TAKING AWAY?<\/h2><\/div>\n\n\n\n

You\u2019ll gain a new way to look at your Trade budget and identify where returns might be slipping through the cracks between the plan and the store.<\/p>\n\n\n\n

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WATCH THE FULL EPISODE
November 19, 2026<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
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A lot can happen between the plan and the store.<\/h2><\/div>\n<\/div>\n\n\n\n
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Behind every well-executed shelf display, every product launch, and every shopping experience are people, processes, strategy, and technology. We discuss all of this with those who experience it firsthand, those who work on the sales floor, and those who decide where to invest.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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The Execution You Can’t See<\/h3><\/div>\n\n\n\n

Field, trade, retail execution, implementation, POS, logistics.<\/p>\n<\/div>\n\n\n\n

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Data and the Shopper<\/h3><\/div>\n\n\n\n

Business intelligence, shoppers, retail technology, BI.<\/p>\n<\/div>\n\n\n\n

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People and the Future of Retail<\/h3><\/div>\n\n\n\n

Teams, culture, innovation, trends, real-world examples.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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SEASON 1<\/h2><\/div>\n\n\n\n

One episode a month.
One real in-store challenge
in every single one.<\/h2><\/div>\n\n\n\n
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01<\/h2><\/div>\n\n\n\n

Why does half of the investment in trade marketing fail to generate the expected impact?
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19.11.2026<\/strong><\/p>\n<\/div>\n\n\n\n

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02<\/h2><\/div>\n\n\n\n

How can you tell if your campaign is actually taking place in-store?

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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03<\/h2><\/div>\n\n\n\n

You Can’t Sell What Isn’t on the Shelf: The Hidden Cost of Stockouts

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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04<\/h2><\/div>\n\n\n\n

Make your product the one customers choose from the shelf

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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05<\/h2><\/div>\n\n\n\n

Get the salesperson to recommend your product, not the one next to it

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COMING SOON<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

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06<\/h2><\/div>\n\n\n\n

Make sure the merchandise you pay for ends up on the shelves, not in a warehouse

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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07<\/h2><\/div>\n\n\n\n

Trade Marketing Investments You Should Start Questioning

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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08<\/h2><\/div>\n\n\n\n

The Perfect Launch: How to Prevent a New Product from Failing in Stores

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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09<\/h2><\/div>\n\n\n\n

Invest more where you sell the most; don’t invest the same amount in every store

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COMING SOON<\/strong><\/p>\n<\/div>\n\n\n\n

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10<\/h2><\/div>\n\n\n\n

What Really Sets Winning Brands Apart in the Store

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COMING SOON<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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What goes on behind the scenes at the point of sale something almost no one sees but every professional should understand?<\/h2><\/div>\n\n\n\n

Share your thoughts, too, and tell us what you see in stores.<\/p>\n\n\n\n

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WATCH IT ON YOUTUBE<\/a><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

\u23af FIRST EPISODE \u00b7 SEASON 1 Why does half of the investment in trade marketing fail to generate the expected impact? THE PROBLEM \u201cI invest a lot in marketing, and I have no way of knowing how much of it actually translates into sales. I suspect that some of it is being wasted, but I […]<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","footnotes":""},"class_list":["post-12956","page","type-page","status-publish","hentry"],"yoast_head":"\nPodcast - SIG SPAIN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sigespana.es\/en\/podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcast - SIG SPAIN\" \/>\n<meta property=\"og:description\" content=\"\u23af FIRST EPISODE \u00b7 SEASON 1 Why does half of the investment in trade marketing fail to generate the expected impact? 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