What is the difference between Shopper Marketing & Trade Marketing?

What is the difference between Shopper Marketing & Trade Marketing?

➡️ Shopper Marketing page = Make people "crave" our products.

✅ Trade Marketing and Shopper Marketing are two positions that will make people really "buy" our products.

1. Trade Marketing - Focus on Push

Trade Marketing is the team midway between Sales and Marketing and focuses primarily on "partners" or Retailer.

1.1. who did he talk to?

Buyer, Retailer, Distributor.

1.2. What is his goal?

Do whatever you want, "Sell-in" and "Put it in the best spot." He is the one who thinks Trade Promotions, creates Category Stories, offers Buyer, and helps Sales negotiate TTA.

1.3. Simply put, he is the one who best "staged" or "built the stage" for our products in the store.

2. Shopper Marketing Focus Pull

Shopper Marketing is the team that focuses on the "buyer" or Shopper at the "second of decision" in front of the shelf.

2.1. Who did he talk to?

Shopper (The person who is about to pick up the basket)

2.What is his goal?

Do whatever you want to "sell-out." He's the one who needs to understand Path to Purchase, design an In-store Activation that will encourage Shopper to pick up our stuff...Not of a competitor.

In other words, when the scene is ready, he is the "director" who will guide Shopper to pick up our products.

3. Then why is it so complicated?

Because in the real world, these two positions are so intertwined that in many companies (especially medium-small ones), these 2 Funchations are often combined.

The real difference, it's at Mindset.

• Trade Marketing think in Retailer's corner

"How to please Buyer and his Category?"

• Shopper Marketing Think in Shopper's Corner

"How to get the Shopper to stop...Pick up...And buy? "

💰 the conclusion is, to put it as easily as possible,

• Trade Marketing is someone who "finds a good location and releases fish into the pond."

• Shopper Marketing is someone who "chooses the right victim...To get the fish to eat the hook. "

A pond without fish...It's meaningless.

And fish without bait...Maybe just swimming by.

And then you know Trade Marketing.

- There's more than a support job.

- Helps multiple products to 1

- Flip the game inside and outside the organization.

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