Everyone in the world would be able to admit that they have ever fallen for the promotional offer of getting two products for the price of one. This type of promotion is part of what is known as trade marketing. This branch of marketing is defined as the set of action plans and strategies that are carried out at the point of sale, in order to improve the consumer experience during the purchasing process.
The trade marketing strategy is achieved through the collaboration between two actors, the suppliers and the retailers. The suppliers are the team that supplies a company with products, thus delivering product supplies and stock availability at the point of sale. The retail team is responsible for coordinating and executing the different strategies at the final point of sale to incentivise sales.
Both actors must work together to conceptualise, organise and coordinate the trade marketing action they wish to develop.
Because of the position that retailers have, we know that they have contact with different suppliers offering similar products. Therefore, when a supplier wants to highlight its product, it offers incentives to retailers to highlight its products over those of competitors. There is an exchange of favours, again retailers have the possibility to know the consumers' opinion about the supplier's products, as well as their behaviours. They can develop the trade marketing strategy based on these behaviours.
The key to success
Due to the multidisciplinary nature of this strategy, 3 groups are involved: producers, distributors and sales outlets. For this reason, the secret of success of these campaigns lies in communication. It is essential to agree on a common objective that allows the different departments to organise and coordinate. It is not possible to act based on individual preferences of the teams, but for the good of the company as a whole. The objective must be to improve and increase the sales volume. As well as to optimise customer satisfaction.
10 examples of trade marketing strategies
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Pure product discounts:
The best example of sales marketing is the familiarity sale.For a limited time, the company offers the service at a discount from the regular price.This is an opportunity for customers to receive services at a lower price.The main objective of these promotions is to make customers feel that they are missing out on a unique opportunity if they do not make a purchase decision.This is interesting for companies as long as they compensate for the lost profit by increasing the discounts applied to the products or services sold.
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More for the same price
The idea is to offer customers a greater quantity of goods for the same price. For example, marketing promotions for household goods are well known in large shops such as 3×2, buy 3 for the price of 2. For businesses, this can mean gaining market share against competitors, or as a strategy to increase consumption when new products are introduced. Although these examples of trade marketing were originally used more for physical products, today they are also often used for a variety of services.
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Other services at a lower price
The customer gets other products or services at a lower price that complement the goods or services they have already bought or obtained. This is good business for a company because on the basis of one main product or service you manage to link sales with other complementary products. In addition to promoting these other products, you also manage to connect more with customers because you offer them more solutions.
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Use codes or coupons
Couponing has become a phenomenon in the United States, and its use is widespread among the population. Basically, it consists of reducing prices through coupons, codes or vouchers that customers receive in various ways: by email, promotions or in kind at the time of purchase. They can redeem them online or in a mono-brand establishment. Although these coupons or codes can be used for the same products or services of the company that issued them, in many cases they can be used to obtain a discount on services from other companies.
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Provide free samples or services
This type of promotion is designed to allow potential customers to try a product for free or test its functionality in real time.
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Direct donation agreement
These are gifts that customers give with the purchase of a product, e.g. Habitat magazine gives away a set of mugs and breakfast plates. Because the prizes are determined, they are the most valued events by customers.
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Receive the deferred gift
These campaigns generate the most loyalty because they get customers to interact with the brand over a period of time. They are rewards or gifts earned after a series of milestones achieved through some form of proof of purchase: points, ratings, etc.
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Create promotional moments
For a limited time, the brand offers its customers interesting discounts, the theme of which is a valuable and easily communicable campaign concept.
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Joint trade marketing promotions
These co-branding campaigns are campaigns that share common marketing objectives and target a similar audience. Also known as co-branding campaigns, these activities can be very interesting for the companies involved. On the one hand, they can achieve greater product penetration by sharing with customers, and on the other hand, their services or products can be enhanced by the good image and positioning of other brands.
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Use the "hooks" of gamification
The use of gamification techniques in marketing campaigns is the best way to interact with customers. Some of these objectives include obtaining their contact information, engagement or a better understanding of our brand. There are several types of activities such as sweepstakes, contests, quizzes that are very effective in online marketing. The key to achieving these objectives is to develop a coherent offer that is of interest to the target audience of the campaign.
Examples of trade marketing companies
- El Corte Inglés: in addition to its own membership card, it has discounts, promotions, gifts, rewards, discounts, sales periods (8 days of gold), etc. It is clear that the retail group has multiple marketing strategies that allow it to continue with its success in sales and the great relationship it maintains with its most loyal customers.
- The supermarket affiliation card: Dia, Carrefour, Aldi, Lidl,...
- Discounts and promotions (2x1, 3x2): any self-respecting supermarket uses this strategy to increase its sales and those of its suppliers.
- Colacao: we remember the number of gifts and promotions that the brand has launched, in order to continue promoting and gain a large market share.
- Mediamarkt: an example of this is the VAT-free days or the use of the Black Friday week, sales,...
As we can see, with a trade marketing strategy you can get great results, as well as a good return on investment of the campaigns. Find out more about trade marketing in our blog .
