Attending a conference on the Gold Coast, Australia, has highlighted to me how important Product Placement is in relation to product messaging .Coca Cola was used as an example and that they like 8 messages on the product before the customer gets to the product. They have found this increases sales dramatically. How many retailers and suppliers have a carefully planned strategy on product messaging and product placement. I still come across suppliers who simply deliver the product in a box and hope the retailer will do the right thing by them. Work in Denmark shows that careful planning and working as a partner with the retailer can increase sales by 33%. There are so many opportunities to grow sales, but it needs careful planning and thinking.