Alejandra Ruibal

Trade Marketing

Trade marketing is a branch of marketing, defined as the action plans and strategies to transform the point of sale and make it more attractive to consumers in order to improve their shopping experience.

It’s ideal for all those companies that sell their products by third parties, such as supermarkets and shopping centers, however, it’s also something that can be applied to online points of sale.

At the end of the day, it’s about improving results through coordinated actions of sales and promotions that will make the consumer acquire the products offered in our business.


Trade marketing objectives

Trade marketing’s goal is to improve sale results focused on the distribution channel, mainly through points of sale, its strategies and actions, with the following objectives.

  • Improve turnover at the point of sale.
  • Promote and accelerate consumption and sales through the planning and coordination of promotions.
  • Develop merchandising and branding.
  • Generate more traffic in the points of sale.
  • Search for new marketing channels.
  • Create loyalty in consumers.
  • Boost collaboration in logistics activities.

Undoubtedly what trade marketing mainly seeks is the optimization of processes in general.


Trade marketing elements

Its main difference compared to other marketing or advertising actions is that it takes joint effort between the supplier, manufacturer and the distributor.

In order to be successful, any of these actions (either merchandising or any other type) must be conceptualized, organized and coordinated between those responsible for the distribution channel and the manufacturer or supplier.

Through this effort, a suitable focus to the products is created so they are more attractive in the distribution channels where people move, generating a better relationship with your target consumer.

Trade marketing strategies for the points of sale

  • Visibility

Put the products in a visible place, with full shelves and with striking elements.

As an example, take the toys shelves in supermarkets, which often have extra elements to captivate people’s attention.

  • Price

Consider the price a buyer is willing to pay for a product, especially when compared to different brands. It’s important to be aware of the promotions and sales of the competition.

An example is the strategy used by supermarkets such as Walmart, where they compare different prices with shopping carts.

  • Promotions

Use creativity to offer promotions on prices or free product as the typical BOGO, discounts on the purchase of another product, gifts, and so on.

  • Promoters

They are intermediaries who are responsible for capturing the customer’s attention, offering samples, answering questions and promoting specific products.

  • Assortment

Maintain a lot of options of the same brand but segmented for each type of consumer.

  • Improvement of secondary aspects such as packaging

A good presence of the products  generate an added value to the brand and to the point of distribution, which can result in a greater demand.

  • Improve logistics

Delivering a product on the exact date, time and place is vital for sales, especially online.

As you may have noticed, it’s important to consider trade marketing within global marketing strategy, since a few simple actions to accommodate the presentation of products can have great importance to consumers.

The best (and worst) rebrandings we’ve seen

The branding process is an important part of the communication strategy of any brand. Through this process a team of creatives set out the guidelines to identify a brand by its visual components and voice tone.

Almost all brands update their image throughout the years to stay relevant. When a branding solution hasn’t had the expected result, maybe it’s a good idea to make changes. This is what is known as rebranding

When a brand is modified, the main objective is to change its positioning, either because the brand has changed or because the positioning they were pursuing has not been achieved.

To renew a brand, refresh its image and adapt to new tendencies is all about changing what doesn’t work or what actually works but could work better.

Rebranding is one of the most complicated decisions in a company, it’s expensive and sometimes uncertain, which is why it’s good to have funcional examples of past rebrandings.

Great rebranding stories

  • Apple

Possibly one of the best rebranding stories of our era belongs to Apple. In the early and mid90s, The company suffered from low sales, low consumer interest and intense competition that kept customers away from them.

The brand didn’t represent much, and certainly couldn’t stand out, until Steve Jobs took over the company in 1997 and began to change consumer expectations.

With a minimalist and modern image, a dozen of new innovative products and a bunch of marketing and advertising campaigns focused on ideas and experiences rather than on products or purchases, Apple became what it is known as today.


  • Facebook

Mark Zuckerberg recently presented a new Facebook logo for corporate use. This innovative new emblem has an adaptive color palette for each of its multiple application, carrying over the same essence but shifting its values, with a custom typeface resembling Cre Gothic Bold with curved diagonals, harmonized letter proportions and open space between them.


  • Airbnb

Airbnb is a great example of how some startups don’t pay enough attention to branding when launching. It’s also an amazing example of how a quality rebranding can shift your brand to new possibilities.

In 2014, Airbnb debuted a new brand identity designed by designstudio with a new palette of colors, a typography and a new brand, called “bélo”.

The premise behind the change of the  brand was to create a major sense of belonging, and this was done through the formation of a new “community symbol that can be expressed differently by each member of the community and in each list – it is not limited by language, culture or location.”


  • Cinépolis

In June of 2019, Cinépolis presented a new dynamic logo that adapts to different circumstances, joint by a new minimalist approach to design, taking the risk to change some colors, make their brand lighter and creating a new style.


Not as great rebranding stories

  • GAP

  The textile company Gap decided to renew its logo in 2010 to make it more modern. When they announced the change of image an avalanche of criticism came through social media.

Six days after the launch of their new logo, they decided to erase any trace of it, and continue with the old one.


  • Sams

It seems to be the new Sam’s Club logo went too far into minimalism and stole the essence that characterized it. The new identity consists of two lines with angles that are in opposite directions, as well as a new sans serif typeface totally in lowercase. They also lost the different shades of indigo and green they had, only an opaque blue and white were left behind.


  • Canal de las Estrellas

Mexico’s biggest TV network, Televisa renewed the image for one of its channels and reduced its name to Las Estrellas, with a visual identity that generated criticism through its use of colors similar to those of its direct competitor TV Azteca.

This change hasn’t been fully accepted by its audience, but they decided to go through with it and hope for the best.


Rebranding has its pros and cons. You will usually find opinions divided between people who like changes and others who don’t. The secret is to focus on understanding transmitting what the public really wants.

Content marketing for real estate companies

According to Doug Kessler, “Traditional marketing speaks to people, content marketing talks with them”. He’s right. Creating engaging and powerful content is the key to success in marketing for real estate companies.

What is content marketing?

Before focusing on content for real estate, it’s important to understand what content marketing is, as it’s become a major need for many companies.

Why? because marketing evolves every day. Marketing 3.0 has now arrived to respond to several factors: new technologies, problems generated by globalization and the interest of people to express their values. Marketing has to evolve to reach these new concerns.

Joe Pulizzi, founder of the Content Marketing Institute, defines it as a marketing technique meant for the creation and distribution of relevant and valuable content to attract, acquire and get the attention of a well-defined target audience to turn them into future clients.


Examples of content marketing

Content marketing can develop in a various number of ways, depending on the needs and desires of a brand’s target market. Among these are:

  • Images
  • Infographics
  • Videos
  • Guides and Tutorials
  • Magazines
  • E-Books
  • Templates
  • Whitepapers
  • Presentations
  • Applications
  • Games
  • Webinars


What all of these have in common is the fact that they offer valuable information or resources to potential clients, without asking for anything in return.

These contents can be promoted through different channels, such as

  • Blogs
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Youtube
  • Specialized forums
  • Phone books

Keep in mind that with advertising platforms such as Facebook Ads, you can boost your content with a small investment to reach thousands of people and that digital marketing allows you to measure everything in a campaign.

Focus for real estate content

Every company dedicated to building, selling, renting and managing property faces a difficult and competitive market. A house is something that many people want but few can afford, so it’s important that the real estate company is positioned in the mind of consumers to have more possibilities to generate a sale.

That is why real estate companies must adapt marketing, advertising, customer service and strategy to focus on short-term satisfaction or the first purchase.

For content marketing, all effort should be focused on providing useful information so customers can make the best decision. Beyond financial retribution, they should know that content is to help them with their needs. That’s why the contents must answer important questions from potential customers.

Texts and infographics can help to explain issues to those who are interested in buying a house, and many other concerns they need to know.

The most commons are:

  • Legal requirements to carry out the acquisition
  • Glossary of terms both legal and for real estate
  • Important considerations when making the purchase (credits, guarantees, mortgages, land, location, services, etc.)
  • In general, information they normally request from a seller.

When people are looking for this information, it’s probable they’ll reach your company and, according to the content they perceive, they’ll remember the value of your brand

If you want to get closer to them, you can ask for their contact information in social networks or on the website through a form that includes their name, email, and phone number.

It’s also important to take advantage of trending topics and relevant information in social networks, always considering the image of the company, trying to avoid falling into informality. 

That way you will keep your prospects interested and make other people know your brand. For example, you can share articles about house remodeling, design trends or history of important buildings.

A good content marketing strategy will make your prospects reach you in a natural way, by self-interest, forming long-term ties and without wasting time with whom there is no possibility of a sale.

Key insights on content marketing for real estate companies

  1. Convert your prospects into loyal customers through useful content.
  2. Create content that answer important questions from potential customers.
  3. Share valuable data in social networks.
  4. Make them approach and perceive value, then ask for their contact information.

Traditional vs online advertisement

Good advertisement exists for a reason. That is, from the moment of its inception, it has a clear goal and platform. And one of the decisions marketers must make before creating ads is whether it’ll be traditional or online advertisement.

The first step before determining where the ad is gonna be placed is to know your target market and their behavior. For example, the millennial generation grew up with traditional advertising and saw the beginning of online advertising. The Z generation, on the other hand, have left behind old ways of information.

Let’s define the advantages and disadvantages of traditional advertising and internet advertising. 

internet-or-traditional-advertisingWhat is traditional advertising?

It’s the type of advertising that has been used since advertising was a thing. It’s existed ever since mass markets existed. It’s impossible to not have seen it at some point in one of its multiple platforms:

  • TV
  • Radio
  • Billboards
  • Magazines, Flyers

All of these are traditional advertisement.


There is a big percentage of the population that doesn’t have access to digital media or simply doesn’t use them (mostly older adults).  All of them still get their information from old school techniques. It’s how they feel safe.

It has a massive impact. It reaches practically everyone in a certain area, without differentiating or segmenting the market. 

Human contact. People really appreciate “face to face” contact. For example, when you smile or shake hands with a flyer, that kindness touches and sensitizes the client.


The price. The truth is that participating in this type of advertising usually involves a large outlay and costs more than digital media.

Very exploited and saturated. We are over exposed to a huge amount of content and advertisements that perhaps some will go unnoticed without making an impact.

It is considered intrusive advertising, since when people perceive it they are not really looking for it and it literally interrupts our activities. Have you ever been at work and suddenly a call comes in to offer to change your telephone company? Personally, I don’t like it!

It can’t be measured. There is no 100% reliable and effective means to measure the impact and ROI (return on investment), so it is very difficult to know how effective our campaign will be.


On the other hand, Internet advertising:

Technology has made possible new ways to sell and promote content. This type of advertising includes all digital media, search engines and content marketing. If someone is an expert on this, is Google ads.


Bidirectional. It allows what is known as feedback, which is the possibility that the client can establish contact with the company with an almost immediate response.

Low cost. Generating advertisements for the internet tend to be easier, so it can also be cheaper. There are even programs to do it for free, another option is, for example, the cost per click, in which you aren’t charged if there are no visits.

Speed. It is very easily, malleable and modifiable, as it adapts to the needs of the market and the trends that quickly arise and die.

Measurable. There are already many KPIs (Key Performance Indicators) that help measure the effectiveness and impact of advertising campaigns launched.

Segmentation. You can define a market or specific part of it to whom to direct your message or your entire campaign.


Scope. Unlike traditional advertising, in which we can ensure that almost every home has at least one television, not all have access to digital media in our country.

Human contact is limited. When we use emotional marketing we try to substitute the human contact of the company-client relationships, but nothing can replace the contact itself.

Always create your advertising with scope and market in mind, to properly utilize the tools at your disposal and reach those who need to see your brand.

9 keys insights to use Linkedin like a pro

LinkedIn is a social media platform that functions for all business and organizations as the best place for networking in the entire internet. When businesses learn how to use LinkedIn and their tools, instead you will start to notice the progress.

From being essentially hosting for curriculum, the website grew into the best place to connect with potential employers, employees and partners.

Nowadays, it’s very important to managers and professionals to create a LinkedIn profile and use it actively by sharing relevant content to potentiate their personal brand.

LinkedIn is constantly updated and has managed to position itself as a social network with a more serious content, focused on business and labor relations, that is why you should take advantage of each tool that offers to grow.


How is future of work going to look like?

LinkedIn CEO Jeff Weiner, speaking on the future of work once said “there are 3 themes that are worth calling out: Artificial intelligence and automation, the skills gaps, and the rise of independent work.”

Those three trends will transform the way employers hire and develop talents. It’s important for all companies to prepare their workforce for this. 


9 things you must do when using LinkedIn

1. Never miss an opportunity to connect, contacts are the key to success.

Having connections can open many doors. Keep in mind, it’s important that your contacts are of a certain quality and that they are part of the sector that you work or want to work in.

Don’t be afraid to accept invitations from strangers, as long as they can help you expand your network or you are interested in following their experience. 

2. Don’t forget the summary, it’s the your first impression.

Most profile checks in LinkedIn don’t last more than a few seconds. If a potential recruiter or partner looks at your profile, the first thing they see must be attractive. 

The voice tone of this network is professional and respectful, as well as the labor sphere.

3. Take advantage of groups as a useful tool for information.

There’s everything to be found in LinkedIn groups. Find people interesting people and create relationships with them.

4. Optimize your profile and always stay updated.

The activity on your profile generates visibility that increases your options to attract customers or get new projects and collaborations. 

5. Involve your team, together you’re stronger. 

When you have loyal ambassadors that generate good content using the same brand, everyone wins.

If all the employees in a company use their profile to share quality content, it will generate positive traffic and positioning.

6. Recommendations and testimonials boost your profile’s credibility.

A recommendation written by your previous boss or coworkers will help you connect more quickly with people visiting your profile.

Companies can announce work opportunities directed to specific targets and having recommendations will ensure you get them.

7. Share valuable information for your industry. Show something no one has done before.

Make your profile a useful source of data to increase your visibility. In a sea of business offers, what really works is showing your best work and creating communities.

One advantage that Linkedin has is that it allows share experiences, education, weblinks and recommendations. Use these tools to make your content reach as much people as possible.

8. Include  videos to boost your reach.

Including a video in the summary, experience and education sections of your LinkedIn profile is an excellent way to give people an idea of ​​who you are in a few seconds in a dynamic way that represents you.

Don’t forget: when using LinkedIn, you must have a clear idea of what you’re hoping to achieve and with whom. Take advantage of the endless opportunities the social network offers and create valuable connections to grow your career.

What you need to know about website security

Currently millions of sites on the internet, servers and mobile devices are targets of cybercrime. Out of all of them, websites are more likely to be attacked by so-called hackers. That’s why is important measure website security as part of a managing process.

When a website is hacked, it can lose up to 98% of its traffic. That translates into a significant amount of lost money.  

Web servers are used as a bridge between the network and the real world. The maintenance, updates, and coding of each site serves to have control over the website and mitigate any possible attack risk.

web-security- endor

What is web security for?

Web security is the measures taken to protect a website by preventing and responding to cyber threats.

The website security division is as important as any other area of the digital process. Not having a web security means your online property is exposed to anyone with intentions to ruin your reputation and steal your client’s data.

A website’s ultimate goal is to convert visitors into clients, but the more traffic a site has without proper website security, the more likely it is to open holes through which attackers infiltrates.

Technically, the same programming that increases the value of your site on the internet and helps to improve interactions with users may also represent weaknesses or direct errors, which represents a security risk.

A cyber attack to your website can be totally silent, since it can involve the hidden installation of malicious code that collects information from visitors, and this can cause a strong loss of trust between the network.


Security tips for website owners seeking to mitigate risk to their web properties: 

1. Update constantly

When you have an obsolete and insecure software, it’s like having the windows open to the cybercrime. That’s why it’s important to update the site as soon as a new plugin or version of CMS is available.

Nowadays most hacking is doing automatically. Robots scan every site, looking for exploit opportunities. Unless a website firewall is running, you need to update as soon as the updates are released.

2. Passwords

Many accounts use extremely simple passwords because they ignore these circumstances. There are several websites with lists of common passwords, such as If you check and yours is there, it’s inevitable that your site will be hacked at some point.

To create a “strong” password there are 3 fundamental requirements that must always be followed: Complex, Long, Unique.

Complex: Passwords must be random

It is too innocent to think that someone cannot guess a password by not knowing the date of birthday or the name of the owner’s favorite team. There are decryption programs that can guess millions of passwords in minutes.

Long: Passwords must be longer than 12 characters.

When it comes to online access systems, even the most basic should follow guidelines for security like limiting the number of connection attempts failed.

Unique: Passwords must not repeat

Do not use the same password for different sites. If you are not able to memorize all these passwords, there are tools out there that can help you randomly generate and keep your passwords safe.

3. One Site = One Server

There is always the temptation to host numerous sites on a single server. Unfortunately, this is one of the worst security practices frequently used. Hosting many sites in the same place creates a very large attack surface.

This result in not only all sites being vulnerable at the same time, but also makes the process of cleaning slower and difficult. Infected sites can continue to infect each other endlessly.

4. Sensitive User Access

This rule only applies to sites that have multiple access points.

It’s important for each user to have the adequate permissions to do their job. If you require momentarily permission, grant and remove it once the work is complete. Not everyone needs privileged access.

For example, if a person wants to write a guest post on a blog, the owner must make sure that the guest’s account doesn’t have administrator privileges. The account of the guest should only be able to create new posts and edit their own messages, because there is no need for them to change the configuration of the web page.

5. Backup copies

Like everything else in the digital world, you can lost everything in a catastrophic event. People often don’t support things enough. Take the time to consider backup solutions for your website.

Backing up your website is very important, but storing these backup copies of your web server is also a major security risk. These backups contain outdated versions of your CMS and extensions that are available to the public, giving hackers easy access to your server. Consider encrypted or offline backups as a possibility.

Although it is always better to have the help of an expert to ensure total security, being aware of these problems will lead you to carry out these measures that are simple but that will reduce the risk of a site being hacked.

When you protect your website, you are also protecting your visitors from:

  • Stolen Data: It could be sensible information such as email, addresses and payment information. 
  • Session hijacking: Cyber attackers take over a user’s session and make their command make undesired actions on a site.
  • Unwanted redirects: Attackers redirect visitors from the site they are visiting to a malicious website.
  • SEO Spam: Unusual links, pages and comments can be displayed on a site by the hackers to distract your visitors.