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Category Archives: Trade Marketing

The Benefits of Defining Customer Touch Points

26 Dec
2012
From the desk of the President Share

Benefits of Aligning Customer Touch Points An important aspect of any Trade Marketing Operational Plan is defining who, within your organization, will interact with your customers. This is a component of your Trade Coverage Plan and ensures that the appropriate level of resources is dedicated to each customer and customer type. Another benefit of defining [...]

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What Is Trade Marketing?

13 Nov
2011
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Introduction to Trade Marketing Although sometimes confused with strategic Sales planning, Trade Marketing is actually a marketing discipline that relates to increasing demand with supply chain partners, such as distributors, wholesalers and retailers, rather than at the consumer level. It is not a replacement for Brand Marketing, but a complementary process by which you enable [...]

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Why You Need a Fully Integrated Marketing Framework

09 Aug
2011
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Link All Your Marketing Activities A disjointed marketing strategy is as bad or worse than no marketing strategy at all. Since your customers and consumers don’t operate in silos, it’s essential that you plan for the eventuality that they’ll come into contact with your brand message in a number of different ways. This is why [...]

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The Science of Trade Marketing – Issue 4: Territory Management

06 Feb
2011
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Time To Drill Down Now that you’ve planned your entire universe at a macro level during Trade Coverage Planning, it’s time to take it down to the micro level. This is the primary function of Territory Management. In essence, Territory Management is where you take hundreds, or hundreds of thousands, of customers and assign them [...]

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The Science of Trade Marketing – Issue 3: Trade Coverage Planning

02 Feb
2011
From the desk of the President Share

Assumptions Into Dollars During Trade Coverage Planning, the decisions you made during Customer Census & Classification start to take shape in the form of a viable customer call plan and the associated resource requirements. In effect, Trade Coverage Planning is where your criteria are converted into numbers. It may also be the place where you [...]

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