What is Trade Marketing? - Sometimes it gets confused with strategic Sales planning, when in fact it is actually a marketing discipline that relates to increasing demand with supply chain partners, such as wholesalers, retailers or distributors, rather than looking at the consumer level. Trade Marketing is not a replacement for Brand Marketing, but is a complementary process by which you enable consumer to access your brands through distribution. In short, it is the process by which you ensure available of supply meets the consumer demand created by your Brand Marketing.
Trade Marketing is sometimes known as Business-to-business (B2B) marketing, which doesn?t have to be complicated or elaborate to be effective. In fact, the most successful B2B marketing is often based on a simple strategy: A business must deliver clear, relevant messages consistently to carefully selected customers. A selection of some of Preferential Brands Group B2B strategies are further explained:
Targeting - Aim all marketing campaigns toward the people who you most want to hear from you: We work to identify new customers in your trading sector with the same needs and demographics as your best customers.
Relevance. In a busy marketplace, people tend to tune out of messages that aren?t directly relevant to their interests. We work to find the needs of the business decision-makers you?re targeting and tailor your messages accordingly.
Consistency. Marketing across all channels ? from paid advertising to sales letters, from websites to face-to-face presentations - we work with you to identify your brand positioning and consistently repeat the same key statements about who you are, what you do, and how you do it better than anyone else.
Credibility. Your customers MUST believe in you enough, to recommend you to others or buy from you on a regular basis. We help to build up a customer trust program that can be supported by marketing claims including case studies, testimonials, and statistics to establish credibility and position of your company as a trusted provider.
Clarity. Ensure any marketing is to the point with straightforward messages that prospects can easily understand and remember. We work internally in your business in order to keep jargon and tech talk to a minimum.
Frequency. New and existing customers need to hear from you regularly to keep you at the top of their mind. We work to build a customer touch point program to ensure your customers now about you at every opportunity and more frequently than your competitors.
Quality. Marketing campaigns and materials should reflect your company?s stature in your industry and commitment to quality. We all know 'going cheap' can be very expensive in the long run if it can reduce your chances to make the sale and why we offer cost effective options but retain the quality feel.
Awareness. Don't hold back to let your targeted new or existing customers know all about you and the products / services you offer. Creating an awareness program is an effective way to reach your target customer base and will deliver results.