Trademarketing
Trade marketing includes all marketing activities of manufacturers, brands and suppliers that target sales channels rather than consumers, such as retailers and distributors. A person engaged in trade marketing is called a trademark marketer.
Trademarketing aims to encourage retailers and other sales partners to promote and sell their products and support them in providing customers with the right brand experience. The goal of trademark marketing is to gain (and maintain) an edge over competitors in the various channels.
Objectives and activities of trade marketing
Objectives include maximizing interest and demand from sales channels and infusing the marketing mix into these external channels. This includes increasing the visibility of products in stores: both in-store location and position within the shelf, as well as the placement and/or hanging of additional promotional materials and displays.
Activities may include training, promotional tools and financial benefits such as purchase discounts, commissions and bonuses. Much of the work of a trade marketer involves research, analysis, developing plans and promotional tools, and maintaining relationships with partners.
Although trademark marketing is a separate part of marketing, effective strategies dovetail closely with a brand or manufacturer's other marketing activities. Both in connecting to marketing campaigns and new product developments and market trends, and in deploying and combining expressions, promotional materials and collected data.
