The Future of Trade Marketing — Amati and Associates

What exactly does trade marketing mean? Is it something that only large companies can afford, or is it possible for smaller businesses?

Trade marketing is a form of marketing that involves promoting a company’s products or services to potential customers and shoppers. This type of marketing is channel-dependent, and it is bound to the nuances of the channel. While some promotional efforts are similar to online and offline retailing, out-of-home trade marketing has different shapes. Trade Marketing in Travel Retail is built around the highly giftable shopping missions and the captive audience.

The most common definition of “Trade marketing is a form of B2B marketing.” We disagree. Trade marketing is not bout B2B only. It is also not about consumers; it is about buyers and facilitating the shopping process according to the specifics of the channel.

The term ‘trade marketing’ cannot be considered part of consumer marketing because it comes with many B2B specifics. In reality, trade marketing is much broader than simply targeting consumers. Trade marketing encompasses all forms of marketing aimed at businesses. To become the vodka of choice in a top bar, you need to make sure that the owner of the bar and her lead bartenders buy into — and buy the product. Their usual wholesalers and distributors need to…