Have a successful trade marketing team!

Trade marketing can be defined as the sale of a company to another company (B2B). It is through it that the products reach the shopper and the final consumer, with the assistance of the commercial and marketing sectors. To structure a successful trade marketing team, it is necessary to have some knowledge and care.

Therefore, it is of great importance and needs good strategies for these sectors to work together. Therefore, in this text we intend to give tips on how to set up a trade marketing team.

1. Learn about the functions of the trade marketing team#

Basically, the sector is responsible for making the products arrive on the shelf of the stores and for this reason it must make the owners of the establishments want their product. Therefore, it is necessary for the brand to have market positioning and distribution strategies.

Trade marketing has a wide range of functions and that is why the team needs to be well structured to work in harmony and efficiently. Its purpose is to seek information, detect opportunities and know how to enhance channels of action.

Some strategies used by the department are: promotional actions, extra points, product mix, merchandising, branding, and data analysis.

2. Find out the structure of the trade marketing sector#

The structure will depend on the size of the industry, the products it sells, the regions it serves, and its business objectives. Let’s see the positions and functions of the trade marketing team:

• Manager: bridges the gap between the marketing and commercial sectors in order to design and improve actions;
• Analyst: studies the information collected at the POS for the purpose of refining processes;
• Promoter: make the sale by contacting the shopper;
• Coordinator: identifies opportunities and coordinates internal processes;
• Supervisor: manages the promoters.

3. See tips for structuring a trade marketing team#

Some companies already have a marketing and commercial sector with some experience in POS, but they require some adaptations and updates. These must start from where they are, with views where they intend to go. Others may need to start from scratch.

Each business pursues different objectives, so there is no single path. Let’s see some tips:

• get to know the current context of the company well, study the local scenario and the competitors;
• plan according to the characteristics of the company and its intentions;
• have well-defined goals and know how to prioritize actions. This way you avoid wasting time and money;
• form a good team according to the size of the company and the needs;
• fine-tune the objectives with the team. Everyone needs to be clear about the purpose of the business and its area of activity, in addition to the established goals;
• encourage good communication between sectors;
• monitor the results and carry out audits.

Technology can be an ally. There are software that assists in carrying out tasks with POS monitoring and data analysis, such as the Involves Stage.

A good example of trade marketing is that of Renner paints, which until 2013 did not have a structure focused on practice. That’s when Rafael Pires joined and within 3 months an execution and strategy guide was created. Some changes were made and campaigns were created. The company achieved results and the brand gained strength in the market.

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