Trade Marketing: Trade + Marketing

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Trade and marketing have become so closely intertwined over time that few can imagine one concept without the other. And this is no coincidence, because only together can they truly develop successfully. In turn, thanks to this, a whole direction has emerged – trade marketing (or trade marketing), which is gaining popularity all over the world.

Trade Marketing

What is trade marketing?
Trade marketing is a type of marketing that is aimed at increasing sales through interaction with all participants in the trading process. That is, literally, this is the area in which everyone is involved: from the manufacturer to the end consumer. In addition, trade marketing solves a number of other important business tasks. These are:

Image creation. The company can earn a good canada email list reputation in the eyes of customers and other participants in the trading process.
Attracting attention. You can draw the attention of the end consumer to a specific product, which will serve as a reason for further purchase.
Control of product sales. Trade marketing involves a detailed study of the behavioral characteristics and needs of customers, which in turn allows increasing their number, and therefore the volume of sales.
Influencing the buyer's decision. A well-designed and implemented strategy can reduce the time it takes to make a purchase decision.
Basic trade marketing tools
Trade marketing has many effective tools at its disposal that are aimed at different trade participants. Let's take a closer look at some of them.

Discounts. They can be provided both individually (to distributors, dealers) and in bulk, for example, seasonal, wholesale, discounts on new products.
Bonuses. It is worth thinking about the conditions for rewarding clients in advance, for example, fulfillment of the plan by intermediaries.
Events. Their implementation is aimed at promoting the product and brand. This includes exhibitions, trainings, presentations.
Merchandising. This is the management of product layout, customer consultation and demonstration of goods, as well as the implementation of other related events for its promotion.
Whatever trade marketing tool you choose, the main thing is that it creates additional motivation for buying a certain product. In any case, the approach should be comprehensive and meet the needs of each participant in the trading process. It is obvious that motivation, like increased sales, will be temporary, so it is important that all financial resources and efforts are fully justified.

Basic trade marketing tools

How to implement trade marketing in business?
In order for trade marketing to fully manifest itself and give the desired results, it is necessary to carefully consider each step of its implementation. To begin with, it is necessary to imagine what exactly the company expects as a result of its implementation. Then it is necessary to prepare the staff for the implementation of trade marketing tools, if necessary, conduct training events. When all participants are properly prepared, you can begin to implement the strategy. In this case, special attention should be paid to the end consumer and satisfying his needs. Finally, it is necessary to analyze to what extent the obtained results correspond to the desired ones. When planning a new trade marketing strategy, it is necessary to take into account all the shortcomings in order to maximize the effectiveness of subsequent processes.