Brand Blog

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 […]

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 […]

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 […]

First You Find Them Customer Census is exactly what it sounds like. You are basically taking the strategy you defined at the beginning of the process (see Issue 1) and using it to determine what your desired customers and prospects might look like. This is, essentially, the potential customer universe for your company. Since you […]

What Is Trade Marketing? We better get this answered before we go any further. While it has similar processes, Trade Marketing is distinct from Brand Marketing in a very important way. Trade Marketing is focused on marketing to your supply chain rather than to consumers. Quite simply, it is how you market your products and […]