The role of Trade Marketing in the success of POS and the network
The trade marketing area is still very broad and this can cause confusion about its real role in the company’s routine.
Even though it is a more open area with several possibilities, it is essential to understand the basics: the trade was designed with the objective of boosting sales, improving the consumer experience and creating an efficient brand building strategy for the network .
In this content, you will see how a well-defined plan can help points of sale generate more opportunities and the importance of enhancing brand awareness in the market.
How important is trade marketing for the franchise model?
Before we understand the role, we need to know the concept. Trade Marketing is basically a set of B2B (Business to Business) strategies that seek to integrate marketing and sales channels .
Its main objective is to outline actions to boost the performance of points of sale, in addition to consolidating the chain’s brand in the perception of consumers.
Furthermore, trade marketing has the role of :
- Managing the relationship between franchisor and franchisee
It is necessary to analyze and manage the objectives that each party has, demonstrating to each side what is important and can yield results for everyone. - Educating external employees
POS employees are involved in the day-to-day operations and have a micro view of the business. This is important and should not be disregarded.However, the network, because it has a macro view, must determine strategic actions. The role of the trade is to convey this message clearly to external customers ( stakeholders ). - Evaluating the results of promotional activities
It is essential to measure whether the materials created by marketing have actually changed the business’s indicators.This way, it is possible to adjust the actions (in case of unsatisfactory numbers) or invest even more in the format that provided returns.This helps the marketing team focus on more assertive materials and achieve objectives more quickly.
- Develop strategies to build customer loyalty
Trade is not just a support, it is a strategic part, both for the points of sale and for the network.As it is in contact with all parties, it is possible to have a better vision of marketing actions that can build customer loyalty. - Encourage the use of branded materials
There is no point in the marketing team creating pieces if they are not applied correctly on a daily basis. Monitoring the engagement of each network is crucial to ensure that the strategy is being applied. - Training franchisees on routine tools
There are already several software programs on the market that help organize day-to-day processes. The job of trade marketing is to sell this tool to external stakeholders.That is, to encourage its use whenever possible. Furthermore, since not everyone has the knowledge, it is essential to provide training and prepare materials so that they can explore the tool to its full potential.
Strategies to leverage opportunities at the POS
Anyone who works in trade marketing knows that this is the biggest concern for franchisees: generating more opportunities to sell more.
In such a competitive world, it is not enough to simply do the same thing. You need to do everything well and always offer something extra to your target audience .
This is where trade becomes even more fundamental to the strategy. The professional needs to gather input from marketing and external stakeholders to create the best plans .
Furthermore, they need to be well executed, that is, with standardization , differentiation and quality.
Check out some strategies:
Channel management
This closer relationship with points of sale is extremely important. In addition to managing each franchisee more closely, it is possible to learn lessons from the challenges they face in their daily lives.
Maintaining this proximity is crucial to stimulating and monitoring the engagement of each unit in the actions suggested and offered by the network’s marketing.
Promotional materials
If you can’t be seen, you can’t be remembered. It is at this stage that the trade needs to listen to the requests of the franchisees, but without forgetting the main strategy, which is that of the network owner.
Creating quality promotional materials that speak to your audience and persona is essential to attracting consumers.
POS Organization
Many people think that marketing is limited to branded items and materials, but that’s not the case. Even basic criteria such as cleanliness and standardized service say a lot about your brand.
Focus on finding ways for units to complete a checklist of tasks to keep the POS aligned with the entire network.
You may need to perform audits to ensure that everything is up to the standard defined by the network.
Creating experiences
Promotional materials are great for attracting demand. However, if you want to combine opportunities, loyalty and enhance brand awareness, sensory actions can be a smart way out.
A good example is experimentation in supermarkets and product fairs. In this case, sensory marketing through taste can convince your consumer to buy your product.
In addition to the possibility of sales, by creating an experience you can gain the sympathy of your customer, which can lead to loyalty.