Trade Marketing Ideas


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Trade Marketing Professionals Use These Strategic Planning Ideas

In trade marketing, most successful marketing specialists know that the first rule is finding out what your retailer needs in order to better sell to their customers. In other words, what types of products do their customers want, and what are the main benefits their customers looking for? This knowledge is the key to building a strategic partnership with the retailer, where sales are then optimized so both you and your clients are profitable.

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Trade Marketing Ideas

  1. 1. Trade Marketing Professionals UseThese Strategic Planning IdeasIn trade marketing, most successful marketingspecialists know that the first rule is finding out whatyour retailer needs in order to better sell to theircustomers. In other words, what types of products dotheir customers want, and what are the main benefitstheir customers looking for? This knowledge is the keyto building a strategic partnership with the retailer,where sales are then optimized so both you and yourclients are profitable.You Must Take the Initiative First.Managers of retail, wholesale, and distribution outlets have a number ofresponsibilities that keep them busy, so they are unlikely to seek outmarketers, like you, in order to find new products that they’re customers areinterested in buying. In the highly competitive state of trade marketingtoday, they simply don’t need to seek out products because mostmarketers will come to them.To be a successful trade marketer you need to take the initiative in yourrelationship with the retailer by making an effort to appeal to their imageand cooperate with their goals in order to help them sell to their customers.Approaching clients and inquiring about their business is smart, butlearning about their customer base is essential in building a strategicpartnership that will help you stand out above your competition.Advertisements at Trade Marketing ShowsTrade marketing shows can be one of the best ways to initially grab theattention of the retailer. Retailers attend these shows with the sole purposeof perusing the latest products in their industry, and this is a primeopportunity for you to expose the value and potential profitability of yourproduct.Successful trade marketing at these exhibitions is reliant upon a wellthought out solid sales process, one that focuses on the benefits your
  2. 2. product will bring to the retailers customers. The presentation shouldinclude visually stimulating multi-media presentations, as well an interactiveexperience for your potential clients. And free samples are always a plus.Get Involved Before & After the Trade Marketing ShowBuilding a strategic partnership with your retailer begins before the actualday of the trade show and should continue after the exhibition is over. Toincrease the chances of selling your product, you should personally inviteselect retailers to the trade show via phone calls, letters, and especially e-mail.Datran Media’s (now PulsePoint) annual Marketing and Media Surveyindicates that nearly half of all marketing executives have found e-mailcampaigns to be the most successful advertising tactic, a strategy that issupported by the 2011 Econsultancy market research survey. In the latterstudy, 72% of marketers agreed that e-mail marketing is an excellent wayto attract new clients and begin to build new relationships.Create Trade Incentives That Your Customers RememberTrade incentives should also be an important part of your strategicplanning. Trade incentive programs are aimed at corporate executives,managers, or wider-level employees, and the main goal of these incentivesis to increase sales after you have sold your manufacturer’s product to theretail supply chain.These programs might include bonuses, commissions for employees, orthe organization of employee challenges and competitions. Make theseincentives frequent and enjoyable so your clients remember you regularly.These tactics will provide employees at all levels with a reason to pushyour particular product, leading to an increased profitability that willstrengthen the relationship between you and the retailer.Along With Email and Social Media Marketing, MaintainPersonal ContactIn addition to capitalizing on the high success rates of e-mail and socialmedia marketing tactics, as a trade marketing professional you shouldalways stay in personal contact with your retailers. Whether it is through a
  3. 3. scheduled visit to their store or distribution center, a personal phone orSkype call, or an individual email, these efforts are essential to buildinglonger term relationships with your retailers.Precisely because other marketers are also using social media and internettechnology so often today, the trade marketing professional that keeps andmaintains a personal relationship with their clients will always beremembered.In other words, in this digital age and highly saturated market, retailerswant to know they are receiving special and personalized attention, andthey will gravitate toward marketers that they remember as their ‘go to’source - someone that truly understands their business and they’recustomers, and that has continued to keep in contact with them on apersonal level.In summary, maintaining close and frequent contact with your client isintegral to your successful trade marketing effectiveness, and in buildinglong term strategic partnerships with your retailers. Clients shouldn’t feelsuffocated, but they should feel like they are your top priority.You need to be ready and willing to get to know your customers, theircustomers, and frequently keep in touch with executives, work specificallywith your retailer’s brand vision, all the while keeping their customers inmind. To see this and other related articles on how to better advertise, monitor, and protect your business visit We can help you improve your search rankings, increase your website traffic, monitor and manage your reputation, and manage your online leads for you.