7 Effective Trade Marketing Strategies for Marketers

What is Trade Marketing? If advertising and communication are aimed at customers through mass media, always trying to win the Top Of Mind position in the user’s mind, Trade marketing focuses on product selling points and distribution channels—every way for the brand to reach consumers conveniently.

1. What is Trade Marketing?

Trade marketing (marketing at the point of sale) is understood as an intermediary between Sales and Marketing. This department is responsible for implementing all organization activities, line strategy, and brand in the distribution channel at the point of sale. Specifically, Trade marketing’s job is to research and implement solutions to give customers the best access and feel for the company’s products at every retail point, supermarket, trade center, etc. agency store.

Trade marketing through optimizing the experience of the Buyer and Retailer to achieve sales and profits.

This type of marketing requires businesses to ensure product availability and consistent supply, offering discounts and freebies.

Trade marketing answers the questions:

How to get retailers and distributors to import your products?
How do consumers instantly find your products when shopping?

2. The importance of Trade Marketing

What is trade marketing – a concept relatively new to the marketing field? However, this type of marketing is of great importance.

Strategic direction

Distinguishing the concept of Trade marketing from other marketing concepts helps businesses orient the right strategy and use resources, especially human resources, in the most appropriate way for each strategy.

Understanding customers

Trade marketing emphasizes the importance of learning about retailers’ specific needs and wants in the distribution channel (Retailer – Customer’ Inside). From those analyses and evaluations, businesses will understand their customers. Further, when understanding customers, businesses will know which tactics to apply most effectively to whom when implementing each Trade marketing strategy.

Maximum revenue

Trade marketing aims to put products on the shelves of stores, supermarkets, and commercial centers. Vendors take advantage of various promotional activities and demonstrate the benefits of their products to attract potential buyers. If manufacturers get wholesalers to believe that their products will generate good sales, they can become suppliers of these goods and help meet customer demand.

Spread the brand

Successful trade marketing will help businesses build and widen their brands and gain a significant market share. Manufacturers then focus on cross-promotion, sale time, and product value to promote merchandise sales. Businesses offer retailers discounts, free samples, and shipping on their first purchase to incentivize more buyers.

After implementing a Trade marketing strategy and gaining interest, brands can increase sales, reach new audience segments, collaborate with new partners, and get direct feedback about their goods from potential customers.

3. 7 effective Trade marketing strategies

3.1. Conduct market research

The first thing is that every business must “start” research. The research’s primary focus is on the business’s target audience. In the process, gathering information about your target market is possible. After investigating the market, you will be able to determine the state of your industry, define your audience segment, and understand the problems, pain points, and desired solutions.

In addition, besides the target audience, it is necessary to research and conduct competitor analysis. Focus on features, market share, price point, marketing strategy, and competitor strengths and weaknesses. Check out customer reviews to find out why customers choose these particular businesses.

3.2. Develop a comprehensive plan

After researching, the next step is to prepare a blueprint. That plan should include the demographics of the target audience, long and short-term goals, budget, strategy, tactics, etc. Then, follow the plan to achieve the goal and bring effective results.

3.3. Participate in trade shows

At trade shows, businesses can showcase their products, communicate benefits and attract the target market’s attention, as many retailers and distributors visit these events. Thereby, businesses can have beneficial partnerships for their company.

3.4. Make sure to have a strong brand

Often, consumers make purchasing decisions based on their emotions. This rule also works for supply chain partners. That’s why you should pay attention to your branding.

If a business gets customers to remember its brand, it can establish an emotional connection and encourage them to purchase.

A consistent, trustworthy, and recognizable brand will help your business stay ahead of competitors and stand out. As a result, retailers will choose your product over dozens of alternatives.

3.5. Run ads

Brand awareness is essential for every business as it helps to increase sales, drive traffic and improve revenue. From there, make online advertising to promote the business.

Implement email newsletters to generate leads and connect with customers because 17% of B2B buyers look for peer reviews. In addition, it is recommended to update more accurate information about the business’s brand in the online business directory. For example, developing company profiles on platforms like Google My Business, Yelp, Facebook, Tripadvisor, Foursquare, etc.

Another useful type of online advertising is PPC. It helps the website get more clicks from the target audience.

Also, consider running paid social media and pre-roll ads on video platforms like YouTube to get visible.

3.6. Promote promotions

Offer potential customers special offers such as coupons, discounts, and promotions to encourage them to purchase. As a result, customers will help businesses stand out and gain a competitive advantage.

Better yet, if your product is superior to others in quality, price, and features, retailers will try to display your business on their store shelves.

3.7. Use digital marketing methods

In the developed world, businesses need to understand digital marketing methods. Communicating with your business’s potential customers on social media is increasingly common. Companies can save time and resources using email campaigns, chatbots, landing pages, CRM, SMS, and more.

4. Trade marketing examples

Sweets and Snacks Expo

Trade shows and exhibitions allow manufacturers to showcase their products and attract potential partners. Merchandise display is intended to help retailers see the value and advantages of the merchandise. Suppliers choose the best representatives to discuss the product and communicate its benefits.

Sweets and Snacks Expo is a perfect fit for confectionery and snack retailers, manufacturers, and suppliers. Sweets manufacturers can launch new products at this exhibition and find partners in the supply chain. In addition, the event offers industry connections and collaboration opportunities.

Consumer Electronics Show (CES)

New technologies and global innovators showcased at the Consumer Electronics Show (CES). Thousands of famous brands can be found showcasing their products and looking for partnerships. In addition, manufacturers, developers, and vendors of consumer technology hardware participate in the event to showcase their new inventions. The exhibition includes a variety of product categories for companies from different industries to join in. In addition, CES has a program where business leaders talk about the industry’s most relevant issues.

5. Conclusion

The above article is the basic definition of trade marketing and seven effective marketing strategies.

The “war” of the brand does not only occur in the media; the actual “battle” is sometimes in the selling point. Therefore, marketers need to have the correct view of Trade marketing – marketing at the point of sale. Hopefully, the above sharing can help you understand Trade marketing and can help businesses promote sales and maximize profits.