Trade marketing is a set of actions and strategies that are carried out at the point of sale , in order to make it more attractive to consumers and thus facilitate and improve their shopping experience.Trade marketing is strongly linked to distribution channels and physical points of sale and seeks to improve the performance and commercial output of products.One of its main is that it starts from the between two actors:The suppliers wholesale: its role is to ensure the delivery of inventory and stock availability in all physical outlets.The retailers : its is to coordinate and execute the different actions at the point of final sale to boost sales.For a trade marketing action to work, it is necessary for the supplier and the retailer to work together to conceptualize, organize and coordinate the action.Typically, the initiative Democratic Republic Of the Congo Email List comes from the supplier, who can offer a series of incentives to retailers for them to promote and highlight their products against the competition. It should be borne in mind that retailers usually have different brands of products that are very similar to each other, so they compete with each other to have a prominent position on the shelf and to be the protagonists of special actions.On the other hand, retailers also have a lot to contribute, as they have first-hand knowledge of the consumer. Therefore, they will be able to inform the supplier of the actions that work best and the consumer’s reactions to their products, as well as suggest strategies to stimulate sales and improve the customer experience.
The issuer : as we have seen, trade marketing normally starts with the supplier or the brand but, in the face of the customer, the “visible face” would be the staff at the point of sale. Therefore, we must ensure that they are familiar with the messages and branding that the brand wants to convey.The receiver : the potential customer who approaches a physical point of sale of the brand.The message : in trade marketing we have many elements that send a message to the consumer, for example, the colors, the arrangement of the product within the point of sale or the signage elements. The global message must be consistent with the global image of the brand and be attractive to stand out from the competition. Trade marketing actions, therefore, focus on exposing the brand in the main places of commercialization. This presence is structured around three main purposes: Presence in the right channels . To do this, the most relevant places of purchase for the buyer persona are analyzed and distribution agreements are sought to have a presence in them.Strengthening the brand . Trade marketing is present in the real encounter between customer and product, so it plays a crucial role so that the image of the brand is appropriate. To do this, we must be present in the places where consumers look for the product, seek the best visibility at the point of sale and develop innovative actions, all in order to reinforce branding and brand positioning.Visibility in the trade . Trade marketing seeks to awaken customer interest in the brand’s products, both through point of view materials that attract attention and through promotional actions such as the delivery of samples.Trade marketing objectives and actions
Now that we are clear about the concept of trade marketing, we are going to see how to put it into practice through a series of objectives and concrete actions.Trade marketing objectivesAs in any marketing action, in trade marketing we always have to start from a clear definition of the objectives, which allows us to establish a series of key performance indicators and to be able to measure them to know if we are achieving the desired results.The fundamental purpose of trade marketing, as we have already mentioned, is to encourage conversion at the point of sale. This focuses on a series of more specific objectives, such as: Boost sales at specific times by planning and coordinating promotions throughout different times of the year.Improve product rotation at the point of sale. Trade marketing deals with managing the point of sale correctly to prevent branded products from being “stuck” on the shelves. To achieve this, methods such as signage or special promotions are applied.Manage the visual part of the brand through merchandising. We call merchandising the different elements that allow us to manage actions at the point of sale, such as the design of brochures, banners, flyers or cards.Carry out branding strategies to promote brand recognition and memory. Potential customers should be very clear about what our product is and where it is sold, and trade marketing can help us achieve this.Generate more traffic at the point of sale. To do this, a variety of strategies and actions are used, from tastings to delivery of samples.When we include these goals in our marketing plan , we must make it very clear what metrics we will use to measure their success.
We must reflect on how each objective is linked to the main goal of generating sales and how we can measure this connection, for example, the percentage of consumers who buy after participating in a tasting vs the number of people who do it when we are not doing it. no special action.Trade marketing actionsFinally, we are going to see some examples of trade marketing actions that can help us achieve these objectives: Joint definition of prices between the supplier and the retailer, seeking to be as affordable as possible but respecting the margin of all parties. If there are drops in the price of a product, it is interesting to highlight it in the signage and even program special campaigns to publicize the new price and take advantage of its pull.Point of sale design to increase product turnover .
In addition to occupying a prominent place in the shelf line, we can also look for other strategic locations, for example, in front of the boxes or with independent stands.Launch of special campaigns with promotions and offers such as , discounts, raffles, etc.Creating opportunities for potential customers to try the product , for example through in-store tastings or delivery of samples.Joint advertising campaigns between the supplier and the retailer, so that both parties can gain visibility and incentivize their sales.Collection of customer information , for example, through post-purchase satisfaction questionnaires. This will help us to better measure the results of the different trade marketing actions and to identify possible needs that are not being satisfied.Design and renovation of the merchandising to improve recognition and brand recall in the client.Collaboration with other brands of com