We tell you how to carry out a successful trade marketing strategy and how it can be combined with other techniques within your campaigns.
Trade marketing is defined as the application of marketing strategies focused on the distribution channel and points of sale. Its main objective is to optimize the visibility and availability of products in the places where consumers make purchasing decisions.
The main functions are:
Finding the right distribution channels.
Increase product rotation.
Apply display tactics at the point of sale.
Perform product testing by sampling.
Additionally, its benefits include:
Increased sales : By improving the visibility and accessibility of products in cameroon phone number the store, conversions are stimulated and commercial performance is optimized.
Strengthening relationships: Trade marketing fosters collaboration and building strong relationships between manufacturers, distributors and retailers, improving supply chain efficiency and effectiveness.
Improved positioning : contributes to strengthening the brand's presence in the market, increasing its recognition and preference among consumers.
What is trade marketing in practice? Let's look at some examples
Trade marketing, in other words, is all the actions that can be carried out at the point of sale. In supermarkets, these strategies are very clearly used. To better understand their scope, here are some examples:
In a store, proximity can be worked on in different spaces. For example, small items are often placed next to the cash register (from tennis racket straps in sports stores to chocolates or sweets in supermarkets) or offers are placed near the door or window. This organization is not accidental, but has a purpose, and it is thought out together with the seller.
You can also work on the layout of the display. Over the years we have all seen countless standout installations that seek to attract our attention, from simple signs on the gondola to islands between aisles.
The digital environment is no exception. The use of banners or displays in e-commerce and on sites related to the sale of our products or services is a widely used technique to enhance brand awareness, product knowledge and affect positioning.
In a broader sense, trade marketing also refers to the use of branded signage in branches of product distributors or businesses associated with the company. Also, companies often negotiate with official distributors or affiliated businesses so that the physical premises have a specific design and appearance that is within the brand application manual . For example, a workshop associated with a certain auto parts manufacturer designs the front and interior of its premises according to the recommendations of the company (to its brand manager).