Any business owner with something to sell understands the importance of appealing to modern consumers.
It’s not just about coming up with terrific products and services that make life easier, either. It’s about making sure your target demographic knows about them and understands the associated benefits well enough to pull the trigger on a purchase.
However, far too many people forget they also need to win over the retailers, distributors, and wholesalers responsible for bringing their products to the public.
That’s where trade marketing comes in.
Here’s a closer look at what trade marketing is all about, why it’s so important, and how you can put together a winning strategy of your own.
5. Work on your branding
Products that are virtually irresistible to consumers are likely to be just as desirable to retailers and distributors.
That said, working on your branding campaign isn’t just a great way to attract the attention of potential customers. It’s an essential part of effective trade marketing, as well.
Remember, your brand is more than just a logo, a color scheme, or a couple of catchy slogans. It encompasses the values and lifestyle choices your products represent.
Great branding isn’t just about communicating the practical benefits of a product. It’s about the more significant ways a person’s life could change for the better if they purchased that product.
What are Some Examples of Trade Marketing Strategies?
Now that you know how to plan a trade marketing plan with potential, it’s time to look at some basic strategies for conveying your message to your targets.
Here are some common examples to consider.
Trade Shows
Trade shows provide a wealth of opportunities to network with potential business partners and explore new possibilities. Everyone there is already open to forging such alliances.
Plus, trade shows provide an ambitious marketer with lots of chances to brand-build.
Granted, the pandemic has changed a lot about how trade shows occur. However, traditional shows and expos are bound to make a big comeback sooner or later.
In the meantime, there are blended and virtual events to consider.
It’s also worth mentioning that the cost of participating in these events can feel a bit outrageous, especially if you’re a smaller company. Booth space, displays, travel—none of it comes cheap. But honestly, the connections often justify the expense, even if you come home with sore feet and a suitcase full of branded pens. Just bring a little patience and maybe a backup phone charger. You’ll meet people who actually want to listen instead of just collecting freebies.
The other side of trade shows most folks don’t talk about is the messy, unpredictable human element. Sometimes your perfect pitch totally flops, or you stumble through an answer to a question you should’ve seen coming. The tricky part is learning to shrug that off and focus on what works. It’s a practice in patience and adaptation. For every awkward conversation, you usually find a genuinely interested partner or at least a decent cup of terrible coffee.
Trade Promotions
Everyone loves a great deal, and this definitely includes your future distributors and retail partners.
So get together with the rest of your marketing team and brainstorm possible promotions and offers that might motivate would-be clients to reach out to you.
Don’t be afraid to court your prospects a little. Make them feel special and valued.
Show them you’re after a genuine, mutually beneficial relationship and that they’re more than just another name on a list to you.
Branding Efforts
Again, it’s not possible to overemphasize the importance of branding to your trade marketing campaign.
Remember that your future partners most likely won’t be interested in making a quick buck with a one-off collaboration.
Like you, they’re in it for the long haul, both with their customers and the other businesses they collaborate with.
They’re looking for products with staying power — products their clients will want in their lives for many years to come. That level of loyalty is a direct result of effective branding.
Advertising
As is the case with any type of marketing, the more sets of eyes you can get on your brand and products, the better.
Marketing options like dedicated ads, articles, write-ups, and the like are great ways to make this happen.
Advertisements can be broad to build better brand awareness or targeted, the better to reach a specific demographic.
The better a job your company is already doing with advertising, the easier it will be for any retailers you partner with to do their jobs.
Digital Marketing
Like other types of marketers, trade marketers need to stay in step with the times, which means thorough digital marketing these days.
Not only does the digital world offer plenty of unique marketing opportunities, but many traditional trade marketing approaches transfer well to the digital realm, as well.
Generate leads and keep in touch with prospective clients via modern staples like social media, content marketing, and email correspondence.
Some marketers may also wish to balance these approaches with more personal outreach tactics like phone calls or in-person meetings when it makes sense to do so.
Wrap Up: Nail Your Trade Marketing Efforts by Making Your Customers Feel Like Royalty
These days, your customers want and expect more from a buying experience than just a great product to add to their repertoire, and this is just as much the case for B2B clients.
They want a personal relationship with the brand behind that product and to feel like their purchase decision makes them part of something bigger.
Making sure your customers and clients feel that way is about cultivating a positive customer experience.
Check out our detailed guide on why customer experience is so important, what your customers are really looking for from your brand, and how you can give it to them!
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