Trade Promotion
The term trade promotion refers to marketing strategies aimed at retailers. Trade promotion is intended to drive the sale of goods or services and increase demand among end customers.
Goal
The main goals of trade promotion are to promote sales, increase brand awareness, open up new markets and/or strengthen customer loyalty by utilising targeted sales promotion measures such as discounts or special offers.
Strategies and Examples
There are numerous options for retailer promotion: from discounts, coupons, advertising campaigns, product placement, in-store promotion and secondary placement to classic measures such as exhibitions, catalogues and flyers. There is also the option of training sales staff or providing support with the design of the sales area.
Performance Measurements
The main key figures for measuring the effectiveness of a trade promotion are the sales figures and the change in turnover. Other data that can be used are the market share gain or customer reactions. Further KPIs are possible.
