Maybe the message is getting through. Finally! More and more sales and marketing leaders are telling me that they need their trade marketing team to be more strategic. Weirdly, most of the people who work in trade marketing feel the same. They complain to me about being so busy with tactical stuff that they don’t […]
15 actions to make your trade marketing team more strategic Read More »
It is a question that comes up frequently. When I talk to General Managers, CEOs, and sales leaders: “All is good, but my trade marketing team is a little tactical – what should I do about it?” Sometimes they substitute shopper marketing team, or category development team for trade marketing, but the message is still
Trade Marketing – What do we mean by Strategic Trade Marketing? Read More »
Stockouts are the bane of any shopping trip. They are also incredibly costly to brands and retailers alike. Yet time and again as I go around stores, it appears that as an industry we are failing in this fundamental task. Stockouts are everywhere. In a recent visit to a Tesco store in India, category after
Want better results at retail? Focus on stockouts! Read More »
There is an almost universal desire among trade marketers to create a more strategic Trade Marketing function. In all the workshops and seminars we’ve conducted, trade marketers are frustrated that they are often left out of strategic processes and left to execute strategies developed by consumer marketing teams. There is a feeling (which we empathize with)
The Strategic Role of Trade Marketing Read More »
In a marketing world which seems to be ever-increasingly digital, it is easy for elements of the marketing mix such as packaging design to get forgotten. Yet packaging is one of the most powerful parts of the marketing mix, or could be if it was managed effectively. Most critical is to recognize that packaging must
5 ways to ensure your packaging design works for shoppers Read More »
Over the last few weeks, I’ve been asked a number of times about the differences between trade marketing and shopper marketing. Many questions come from managers struggling with organizational questions like “Where should shopper marketing sit?” and “Isn’t it really just a new brand name for trade marketing?” The reality is that the differences between shopper marketing
Trade Marketing and Shopper Marketing – What is the difference? Read More »
