Trade marketing, or how to improve relationships with your resellers

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Recent years have seen a shift in the relationship between suppliers and distributors to move more towards a partnership relationship . With this in mind, trade marketing is a practice that pushes companies to rethink their relationships with their various distributors . In this article, we explain what trade marketing is, what its challenges are and how this approach will allow you to improve your relationships with your partners and your marketing strategy while optimizing your online visibility .


1. What is trade marketing?
2. What are the fields of application of trade marketing?
3. How to implement a trade marketing strategy?
Conclusion

trade marketing definition what is it

1. What is trade marketing?
Literally " trade marketing " means " marketing paraguay phone number library of commerce ", it is a marketing practice aimed at optimizing cooperation between brands and their resellers and to be perceived as a win-win situation. The origins of trade marketing in the 90s in the United States following a persistent climate of conflict between manufacturers and distributors.

The stakes are indeed different for the two parties:

On the manufacturer side, we have demand marketing that adapts to consumer needs.
On the distributor side, we find a marketing of the offer which is defined according to the competitive context
The 90s were synonymous with crisis with the massive arrival of hard discount and consumers who were less and less loyal to brands. Each party therefore refocused its strategies on its customers : this is how manufacturers decided to learn to know their distributors better and to do what is called trade marketing.

Today, not only is trade marketing useful for optimizing supplier/distributor relationships , but it is also an essential strategic aspect for brands in order to build customer loyalty and thus increase their turnover.

Although it is more often considered as relationship marketing, trade marketing is also and above all operational business to business marketing and we will see together how to set it up.


trade marketing application fields

2. What are the fields of application of trade marketing?
Concretely, trade marketing can notably concern:

Merchandising at the point of sale: POS, flyers, etc.
At-sale animation by a brand salesperson.
Communication campaigns: emailing, catalog, display, social networks ...
Trade marketing is also beneficial for data collection and therefore purely commercial strategies . Indeed, the cooperation of both parties allows for smooth data exchanges concerning sales , products (stock status, ROI, etc.) and consumer behavior . For example, if a product works very well in a particular store, it will be delivered in greater quantities.

In any case, remember to put in place a well -defined action plan with clear objectives in order to get the most benefit from this collaboration.

At the communication level, trade marketing allows the joint development of operations and campaigns which will be personalized based on the data previously collected.


trade marketing strategy

3. How to implement a trade marketing strategy?
To implement a sustainable trade marketing strategy, you must start by defining your objectives and developing the action plans planned with your distributors.

Whether it is training on a new product, a joint commercial operation or a local communication campaign on a new product, the entire network must have the human, financial and logistical resources to maximize collaboration.

Depending on the general conditions of your collaboration, you can put different trade marketing actions in place, as long as they remain relevant:
Netlinking : by adding URL links from their sites to yours and vice versa
Shared promotional operations : develop promotions or offers in collaboration with your partners
Information exchange : sharing certain data essential to the development of your respective businesses
Thus, a trade marketing solution can be set up with resellers to facilitate the exchange of information or even collaboration for co-marketing operations .

It will also be possible to have a global vision of the network's performance and to analyze the strengths and weaknesses of each point of sale in order to then define relevant strategic axes. This data will allow each distributor to improve their performance and manufacturers to better manage requests and logistics . Of course, such an organization requires the skills of a person in charge of trade marketing, who acts as a link between the sellers and the brand, in order to avoid conflicts and assert the interests of each party to the other .