Trade marketing: what it is and how it helps to sell more and better

Trade marketing

Trade Marketing


  1. Understanding what trade marketing is
  2. How is trade marketing applied?
  3. Trade marketing actions to boost sales
    • Relationship for employees and owners of establishments
    • POS actions for retailers
    • Internal POS materials

The concept of trade marketing has changed over the years. It’s not exactly new, although there are still some doubts about its meaning and use.

Although each business has its peculiarities, rules and determinations, trade marketing is a B2B practice, that is, business to business, company to company.

It has been widespread around the world for some time now, and in Brazil it has been continuously consolidating since the 1990s and the change in the national political scenario.

To begin to better understand what trade marketing is, it is necessary to clarify that this practice is, in reality, a segmentation of the marketing area.

Your focus? Meet the needs of supply chain partners. That’s why it’s a B2B practice. Much more focused on companies than on the final consumer.

In this article, we will talk about the concept of trade marketing, its applications and also actions, based on it, to boost company sales.

After all, any strategy that helps your business to sell is more interesting, isn’t it?

Come on?

Good reading!

Smarketing: what is it and what are the challenges of uniting the sales and marketing team

Understanding what trade marketing is

In a generic and comprehensive explanation, it is a junction between marketing and sales. A junction between manufacturer and sales channels.

However, let’s be clear: there is no clear, defined and immutable concept of what trade marketing is .

After all, this is a practice that needs to be aligned with the needs of each company – and they are not always the same compared to other businesses.

The importance of this practice meets the needs of the consumer. Instead of the manufacturer “pushing” what it produced to the points of sale, the market dictates what makes or doesn’t make sense to be exposed and sold.

With increasing competition and ever more demanding consumers, it is necessary to really know the consumer to deliver only what he wants. Therefore, it is important to always maintain a good relationship with the customer.

Thinking about it, it is necessary to seduce those who pass through the shelves of the establishments. Therefore, trade actions serve to make this “place” more attractive and attract the attention of potential buyers.

Also because, according to a survey by SPC Brasil , 4 out of 10 Brazilians buy on impulse. Therefore, the importance of a good trade marketing strategy applied to products grows even more.

By the way…

How is trade marketing applied?

As we said, each company has its own needs. Therefore, there is no ready-made formula for trade marketing to be applied.

Product, market and consumers dictate the trends and the direction that strategies should follow.

Despite this, we can identify some common points that make this practice work in the best way possible.

In this way, although it is necessary to adapt to the context in which your business will be inserted, it will be easier to act assertively.

So, to apply trade marketing strategies in the best way, stay tuned for:

  1. Understand the needs of those who distribute your product;
  2. Your goals and the distributor’s goals need to be aligned;
  3. Use branding to your advantage and take a series of strategic actions to show who your company is and build trust;
  4. Define and execute an action schedule and be prepared to focus on the best earning opportunities;
  5. Monitor everything that has been done and improve processes

Within trade marketing, we can highlight some well-known examples of how it is applied, such as:

  • merchandising – banners, leaflets, etc. directly at the point of sale (POS) ;
  • branding – actions to generate trust and go beyond consumer expectations;
  • digital marketing – create content to delight and add value to consumers on social media, for example;
  • qualify sales professionals – they will negotiate better shelf space and also control inventory with the supplier;
  • create demand – generate purchase demand with new products in the catalog, promotions, new packaging, among others.

Trade marketing actions to boost sales

We are talking about trade marketing, which takes care of B2B relationships. Brands need resellers so that their products reach the end consumer. Therefore, they invest in actions that can boost sales.

We separate 3. Check:

1 – Relationship for employees and owners of establishments

The idea here is to create internal competitions among the team, rewarding those who obtain the best performance. Or invest in employee training so that they can explain to consumers the benefits and differentials of the product and brand.

It is also valid to offer rewards to employees at points of sale who manage to reach a certain sales goal.

This is one of the most successful strategies, because the prizes are usually attractive: travel, electronics or even cars.

2 – POS actions for retailers

To create actions within these points of sale, which are supermarkets, multi-brand stores, shopping malls, it is necessary to obtain authorization for the enterprise.

Therefore, it is good to think of actions that are practical and viable, that do not interfere with the proper functioning of the place.

These actions are important because they help make a sale. Usually, they involve free samples or product tasting and can also take place at closed events – where only shopkeepers participate.

In this way, they are the first to know about the news and can already place the order if they understand that the product will be in the consumers’ tastes.

3 – Internal POS materials

These materials usually involve posters and pamphlets, which are distributed to the owners and employees of the establishments.

The information provided generally refers to how to store the product, how to organize it on the shelf and how to solve consumer doubts.

These materials are usually delivered by promoters, who already take the opportunity to leave the materials in place, a strategy included within trade marketing, but focused on the consumer, ie, B2C.

These are some of the trade marketing strategies. Finally, it is worth remembering that both sides benefit when actions are planned in advance and well executed.

The merchant wins because sales increase when the team is well-trained to guide the customer.

In addition, he can win prizes from companies if he manages to achieve the goals.

Companies, on the other hand, do not need to worry about creating their own distribution network, as they use the ready-made structure of the establishments, being able to invest in other areas of communication.

With these tips, it is possible to create more assertive strategies so that your product attracts the attention of all consumers!

So, how can we help you?

If you have any questions about trade marketing strategies or want to organize your company’s sales management , talk to a consultant today.

Enjoy and read two articles that can help you sell more and better.

The first talks about technologies that expand sales management formats . The second addresses integration between marketing and sales in B2B sales.

Good sales!

A hug from PipeRun, your CRM. #RunPipeRun

You may also like...