We recently had the chance to connect with Matt Custage and have shared our conversation below.
Matt, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What is a normal day like for you right now?
A normal day for me starts with looking at the macro environment – what are the big items happening in global business/politics. I focus on any key economic data that could have an impact in some form on our business or our clients’ business. From there, I will review any overnight data from any active campaigns and update my priorities for the day/week. I will typically then juggle between scheduled client meetings, new business prospecting and managing urgent matters relating to active projects. I like to get as much accomplished early on in the day as possible. I always make time to get a workout in at some point late in the afternoon. It helps me to step away from what is going on and test my mind/body physically after being a computer most of the day. I will then return to complete any outstanding items or get a jump on the next day’s items in the evening so that I can be even more productive the following morning. I carve out some time to watch an episode of a series or catch a game on TV before calling it a night.
Can you briefly introduce yourself and share what makes you or your brand unique?
I am a CPG marketer which means I get to work with brands of all sizes to help them grow their business. We have a specific focus on driving sales of our clients’ product at key retailers such as Walmart, Target, Publix, Kroger and many more nationwide. We put our expertise to work in crafting a plan and then managing it seamlessly for our clients. One of the interesting areas we specialize in is executing partner initiatives between complementary brands/products to create a fun value proposition for shoppers at these stores. This takes the old adage of 1+1=3 and brings it to life. We frequently represent brands across various categories including beverages, snack brands, health supplements and beauty/personal care items.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My father. I was so blessed to grow up watching my father work very hard but also take the time to enjoy life in the process. I find myself mimicking many of the practices he did so many years ago. He knew how important it was to be a very hard worker while keeping an eye on the bigger picture.
What fear has held you back the most in your life?
The fear of failure or being hurt in the process of failure. It is actually odd that this is the case because I often mentor young students and entrepreneurs and try to instill upon them that failure is essential and shouldn’t be something to paralyze you. Despite that, I admittedly have to battle that fear even as I’ve matured to where I am now.
Next, maybe we can discuss some of your foundational philosophies and views? What are the biggest lies your industry tells itself?
One of the biggest lies that is associated with a CPG item is that with enough money, any product can be successful. While it is very true that having a large budget can give you a big head start and offer staying power, I have found that ultimately poor products don’t survive in the long run. Consumers can see beyond flashy campaigns over time and once the noise settles down, the product has to stand on its own or it will disappear.
Okay, we’ve made it essentially to the end. One last question before you go. If you retired tomorrow, what would your customers miss most?
I would hope they would miss me for my reliability and accountability. I strive to be someone that my clients know they will receive a quick and direct response to any situation that arises. I want them to be able to count on the fact that I will be there to address all matters promptly and that I make their interests my top priority. In our business of client service, we are not able to always control the outcome, but we are in control of how we manage the relationship and I want to get their highest marks on that every time.
Contact Info:
so if you or someone you know deserves recognition please let us know here.
