Trade Marketing: The Art of Marketing Complex Products
Selling your own products to the target group in a targeted manner is an art. When it comes to capital goods that require explanation or when the purchase decision is made by several people, this can be called a high art. Particularly in B2B, where sales processes are often intensive and negotiations are strenuous, the Trade Marketing a decisive function.
B2B sales are more complex, time-consuming and laborious than their B2C counterparts. Especially when sales are not made directly to the end customer, but instead involve multiple stages. Targeted communication is crucial. Above all, however, close cooperation with retailers and distributors is fundamental in order to create incentives for new but also existing customers. To accomplish this and prevail even in competitive industries, companies rely on the Trade Marketing.
What is Trade Marketing?
According to Definition includes trade marketing Activities applied in industrial or consumer goods companies to select or in the sense of a value-added partnership to support. This includes the Category Management, logistics and, above all, the transfer of knowledge. Trade Marketing but also includes a more comprehensive form of sales promotion geared to B2B sales. Also POS Marketing is a partial element of the Trade Marketings. The big goal is to become Preferred supplier and to persuade the target group to buy - even if they do not buy directly from their own company. The measures can thus be aimed at the end customers, but also at the company's own distributors or dealers. KPIs in trade marketingThe most important indicators of success or failure are, for example, the number of new leads, the number of new partnerships, or the number of downloaded content.
Difference between Trade Marketing and Trade Marketing
By the way: Trade Marketing is not a synonym for Trade Marketing. Trade Marketing would be the logical German translation, but it is something else. In fact, these are marketing measures that commercial enterprises (e.g., retailers or restaurants) take to market the products they carry in their assortment. The focus is on B2C marketing.
Why is Trade Marketing so important?
Unlike FMGs (Fast Moving Consumer Goods), capital goods are generally multi-layered and require explanation. The sales process is more protracted and often involves more people. These people have to be convinced, and prejudices and reservations have to be dispelled. The target group should get the feeling of knowing what they are getting, but also how they will feel after the purchase. After all, what can you do when everyone has the best product with the best features at the lowest price? Or everyone has customer service that is not only competent, but lives customer orientation like no one else?
The Task of trade marketing is therefore to create a basis for argumentation and to help the sales department or the dealers to sell the products in a targeted manner. This starts with argumentation guides for new products, presentations for sales meetings or explanatory videos that show how to set up and operate the product. Trade fairs and events also have to be planned and held. Professional articles in magazines, content that offers added value (e.g., white papers), or individualized landing pages are appropriate measures. But also promotional activities at (digital) point of sale play a role.
Significant advantages due to Trade Marketing
The benefits that these measures bring are obvious: As with all (well-implemented) marketing measures, they increase Trade Marketing the awareness of the company and the product. Presence at the point of sale increases and with it sales. The relationship between Manufacturer and trade is improved, efficiency is increased. Information can also be conveyed in a targeted manner - before and after the purchase. This is particularly important for after-sales or for retaining customers in the long term. Those who do without the measures and thus the benefits will find it difficult to successfully sell capital goods that require explanation.