When your efforts focus on the end consumer, it means you are running a trade marketing strategy. Before applying it, you planned, tested, made adjustments until you arrived at an action that attracts your target consumer.
Trade marketing works the same way, but its focus is not on the end consumer -- it targets distribution channels and retailers.
This makes it an ideal strategy for B2B (business-to-business) relationships.
You will need to understand what trade marketing is if your goal is to attract and retain business partners.
In this article, you will discover the concept of trade marketing, learn its key elements and understand how to apply this strategy for powerful results.
1) Trade Marketing: The Concept
Trade marketing is a marketing discipline where the focus is the distribution channel -- the retailer.
It is widely used by suppliers looking to retain existing clients or win new ones.
The main differentiator of trade marketing lies in how it connects the end-consumer market through commercial actions aimed at distributors and clients, with the goal of highlighting the client's influence on the final buyer's purchase process.
2) Elements of trade marketing
The relationship between the distributor and the end consumer defines the success or failure of your sales, just as the relationship between your salespeople and retailers does.
Therefore, customer service is the first and most important element of trade marketing.
Key points for building trust with your client:
- Know their needs
- Study demographics and purchase profiles before offering a product
- Make regular visits
- Control stock -- never let products run out or pile up
In other words, turn your salespeople into Trade Marketers -- professionals who not only sell products but also build relationships and understand their clients.
3) Show your team and brand's value
Your field team is the face of your brand at the point of sale. Invest in training, provide clear guidelines and empower your promoters to make decisions on the ground.
A well-prepared team that understands the brand's objectives and the retailer's needs becomes a strategic asset. They negotiate better placements, identify opportunities and solve problems before they escalate.
4) Trade marketing strategy aligned with the POS
Your strategy only works when it is executed consistently at every single point of sale. This requires monitoring, data and technology.
Use field management tools to track visits, verify execution with geolocated photos and analyze performance by store, chain and promoter. When strategy and execution are aligned, results follow.
Operations driven by data.
Not by guesswork.
PMR delivers GPS, geolocated photos and same-day automated reports. No monthly fee: you pay only for what you execute.
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