Trade Marketing for Sales Success - Better Exposure, Effective Promotion

O wydarzeniu

LINK TO TRAINING: Trade marketing for sales success BENEFITS - Increasing the effectiveness of trade marketing activities. - Ability to adapt pricing strategies to market needs. - Effective internal and external communication in the area of trade marketing. - Ability to effectively use pricing in sales strategies. - Ability to design promotional campaigns. - Effective communication in trade marketing and creating persuasive messages. - Ability to persuade through effective presentations and arguments. - Ability to build a positive image of products and the company. TRAINING PROGRAM DAY ONE 1. Introduction and the role of trade marketing - Understanding the basic functions of trade marketing. - Analysis of the role of marketing and sales in supporting the sales process. - Distribution channels - what you need to know to effectively implement trade marketing activities. 2. Overview of available trade marketing tools - Choosing the right tools for specific goals. - Designing trade marketing activities. - Differences in B2C and B2B trade marketing. 3. Market analysis and consumer insight search - Creating Buyer Persona - analyzing customer needs, behaviors, and motivations. - Searching for consumer insights and brand positioning in the market. 4. Effective price and promotion management - Pricing strategies. - Discount strategies used by manufacturers. - The impact of e-commerce on price erosion. - Up-selling and cross-selling to increase the average basket value. - Promotional mechanisms such as: keep-sell, friend-sell, re-sell. DAY TWO 1. Advantages and disadvantages of price competition - Price-sensitive products. - Responsibility for pricing in the organization: sales or marketing. - The impact of price reductions in promotions on regular sales - case studies. - Accompanying actions to price reductions. - Building fair-share and the impact of pricing policy on category development. - Which brands handle pricing well and which struggle in client (store) negotiations. 2. Communication in trade marketing - Promotion exposure and communication. - Principles of effective communication with consumers, stores, and B2B partners. - Psychological mechanisms in trade marketing. 3. Various types of "Tailor Made Promo" actions and their preparation - Managing and settling "TMP" actions. - Cooperation with manufacturers and suppliers. WORKSHOP: - Designing a trade marketing campaign. 4. Profitability and effectiveness analysis of promotions - Ways to assess promotion effectiveness. - Prices and promotions versus sales profitability. - Results in terms of profitability and qualitative parameters. 5. Building effective presentations - Preparing a presentation outline and speech. - Slogans, shortcuts, visualization, mind maps. - Business and non-business arguments for sales departments and buyers. - Strategies for promoting the offered trade marketing campaign. More information available at: [email protected] TRAINING IN WARSAW Academy KFK is the former Atrium Marketing Academy, now with a new website and easy address: https://www.kfk.pl