Trade marketing is essential for FMCG brands (especially food and beverage), serving as a strategic bridge between manufacturers and retail partners. When we add in some genuine creative flair, the engagement level is heightened and strengthened – it puts a new slant on ‘service with a smile’.
While trade marketing is often considered a ‘behind-the-scenes marketing approach’, the front and centre focus should be on building strong relationships with distributors, wholesalers, and retailers to ensure products are effectively promoted and sales increased.
For us at Firebelly, creativity is key. It helps your product and brand become more memorable in the trade environment, and most importantly it helps the customer engage. Creative marketing is this regard shows the audience that they are just as important as the end consumer.
Here’s a few valuable reasons why we need to get trade marketing right...
1. It Builds Strong Relationships
Trade marketing fosters collaboration between brands and their retail partners. By establishing long-lasting relationships, brands can ensure smoother distribution processes and gain valuable insights into market trends and consumer preferences. This collaboration often leads to better product placement and promotional strategies that benefit both parties.
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2. Enhance Product Visibility
One of the primary goals of trade marketing is to secure prime shelf space and create attractive point-of-sale displays. Effective merchandising strategies increase product visibility in retail outlets, making it easier for consumers to find and purchase these items. This heightened visibility significantly influences purchasing decisions.
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3. Drive More Sales with Promotions
Trade promotions, such as discounts or special offers, stimulate sales by incentivising retailers to prioritise certain products over competitors. These promotional activities not only boost immediate sales but also help in building brand loyalty among consumers. It’s a win win!
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4. Support New Product Launches
Trade marketing is vital for the successful introduction of new products into the market. By providing retailers with promotional materials, training, and support, brands can generate excitement and demand for new offerings, increasing the likelihood of a successful launch.
5. Providing Market Insights
Engaging closely with retailers allows FMCG brands to gather critical market insights. Understanding consumer preferences and behaviours helps brands adapt their strategies effectively, ensuring they remain competitive in a rapidly changing market
6. Competitive Advantage
In a crowded marketplace, trade marketing can provide a significant competitive edge. By working closely with retail partners and implementing innovative strategies, brands can differentiate themselves from competitors and enhance their market presence. The more creative and interesting, the bigger the advantage.
In a nutshell, trade marketing is not just an auxiliary strategy; it is a fundamental component of success for FMCG brands. By focusing on building relationships with retail partners, enhancing product visibility, driving sales through promotions, supporting new product launches, providing market insights, and gaining a competitive advantage, brands can navigate the complexities of the FMCG landscape effectively. Emphasising the power of trade marketing can lead to increased profitability and sustainable growth in an increasingly competitive market. But remember, do it with a creative approach, design it well, write it properly, and always talk directly to your customers as much as you can.
At Firebelly, we love trade marketing and B2B comms. If you’ll like a free consultation, or just a friendly chat – please get it touch.
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