as a leader of the pack in regards to their digital innovation. The main rationale behind this strategy is to capture as much of the market share as possible by trying to cover as many segments as possible, as it is not possible for one brand to cater to the entire market. From email marketing to shopper marketing, from social media to content, theyll take on extra responsibilities. However, it is just as important to not plan, and be reactive to current news and topics. Distributors will generally be much more proactive with a product. (Although some marketers would argue that audience interests should have always been the focus). Which is weird, since trade marketing has become an incredibly important and versatile business skill.
But they can also be quirky. Sales may not even be a measurable KPI from liquid content, and it may be measured by interaction and visibility alone. Great content will inevitably attract an audience. And they know it as does the rest of the supply chain.
If you only took one thing away from this trade marketing resource guide, it would be this: Trade marketing activities should compliment brand marketing. Well, the sales figures can be used as marketing in itself. Quantify the gaps - are there any opportunities for you to expoit? As such, theres an ongoing battle to get products in front of retailers and into their stores so that it can be sold. Plan at least 3 months of activities out. In a perfect world, everyone in a sales chain will make money. Now my aim is for this piece to be a definitive resource on trade marketing, so its going to be lengthy. Trade promotions Manufacturers need solid relationships with retailers, wholesalers and distributors.
If you own, run or work for an fmcg company, you must have a trade marketing strategy in place.
Its a necessity, not a nice-to-have.
If you want to transform your sales, its actually a moral obligation.
Traditional marketing for fmcg brands is dead.
Old techniques can no longer inspire a digitally savvy, fast-paced audience.