Marketing

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.

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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.

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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.

What’s an influencer?

If you ask a diccionary what’s an influencer, the word is defined as someone that has the ability to influence in the decision making or behavioral traits of another person. In social media, however, it refers specifically to a popular Internet personality with a big following and the power to move them towards brands.

As we’ve mentioned in past articles, nowadays, the power of social media gets everything done. By making a proper use of influencers, you’ll be able to increase the reach of your brand! Thanks to a world level internet immediacy, they have become media leaders.

Influencers must be chosen with extreme care, depending on the type of company, that’s  how you’ll be able to choose the person that will be the brand’s voice throughout the internet.

Influencers might either boost the company or not, given that if they’re not incorporated into the digital strategy correctly, you might not be able to obtain the best results.

What’s an influencer?

Influencers don’t necessarily have to be famous people, that has become, alongside television, something from the past. 

Someone becomes an influencer the moment they bring up freshness, reliability and above all, when they’re active in social media. Thanks to all of this, they are able to grow reputation and maintain their followers’ trust, granting credibility and value to what they say and do.

Aside from being famous, an influencer obtains acknowledgment for topics, or an specific topic they know about, and for the work that they put into it.

They normally start out using their own resources, sharing content related to the topics they know better, like fashion, sports and travels, amongst others.

Influencers create stories in order to connect with their followers, that’s why they trust in their opinions and their given information.

Or have you not ever called your best friend to ask them for any type of advise?

Now imagine that the information given comes from someone with knowledge and experience in the subject. That’s what an influencer is!

What can influencers do for a brand?

  1. New brand: 

When launching a brand, having influencers post a photo of the product to their social media, alongside a brief explanation of what it is and what it does, will reach its followers and establish the product as great.

When the public is not familiarized with the brand, having a familiar face to promote it is a great strategy, although this efforts will come in vain if the brand doesn’t deliver what it promises.

  1. New product or service:

Hiring influencers can easily boost a new brand, considering the influencer as the strategy that makes the brand known, since they have millions of followers from everywhere around the world. 

It is a good strategy to present the new product and a great way to launch it.

  1. Promote a brand action:

When it’s necessary to give a campaign a little push, what better than an influencer?

An influencer is a voice, is an opinion leader. If the plan is that a campaign obtains much more strength, this is the perfect option to provide it with support and resilience. 

  1. Events:

Influencers can announce an event and also be a part of it, giving their opinion in a timely manner through their social media.

Whether it be a brand, a product, or an event, it will always be a matter of using the credibility, experience and reliance of the person to promote them.

That person will become an ambassador of your brand, so in order to obtain a positive result, it’s really important that they follow the same values as the brand does.

On the other hand, if what the brand is looking for is acknowledgement, the work needs to be done internally, it’s necessary to have the foundations before arranging a campaign with an influencer or any kind of campaign for that matter. 

Most of all, you have to be what you preach, that will get the public to trust you and establish the brand.

What makes influencers them trustworthy?

What makes an influencer different is that they only take on proposals where they believe in the product and consider that it goes with their own image.

An influencer does not only receive a check for promoting a product, they make the product a part of their life! That’s why they maintain their credibility before their followers.

Is being an influencers easy?

At first sight you may think that it’s the easiest job in the world, but being in constant communication and going from being a normal person to a public figure is a really hard job.

The main issues are:

  1. Maintaining privacy becomes crazy! Since the most interesting thing to know is what is my favorite influencer doing today.
  2. Being interesting. How is this achieved? Being relevant while having the attention of millions of people. A secret formula that everyone desires but only a few possess.
  3. Nowadays, the amount of influencers increases each passing day, so it’s not easy being one.

Solutions given to these impossible issues:

  1. Some keep where their life private, others make it publicly known.
  2. They show themselves as people, not trying to be perfect all the time.
  3. When they’re in the growing process, having someone that helps out with public relations is very important.

What’s an influencer’s best social media platform?

We’ve already established that they use social media to communicate and connect with their followers, and how they manage to obtain their trust, but, which social media platforms do they use?

  1. Facebook: Being the social media with the highest number of users in the world, a huge amount of 1,900 million, influencers compete not for space, but for attention.
  2. Instagram: Holding 700 million users and still growing, this is used to share their life in photos, videos, boomerangs and stories. It is the most used platform by influencers due to its easiness for sharing content.
  3. YouTube: Previously, this wasn’t considered a social media platforms, due to its lack of interaction with the followers, but since the improvements were made to the platform, this interaction is now available and influencers use it to express themselves through videos, showing their day to day life and answering questions. It currently holds 1,000 million users.

Twitter: Mostly used for real time news, being a favorite for its short texts and good content, this social media was in decay due to the lack of improvements, it currently holds 320 million users, will it be able to stand through the changes?

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.

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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

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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.

PROS:

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.

CONS:

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.

traditional-advertising

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.

PROS:

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.

CONS:

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 types of advertising agencies

In the marketing world, there’s many types of advertising agencies. Two main types in particular divide the market: specialized and 360 degree agencies.

360 degree agencies

This type of agencies holds most clients and has been active for the longest time. Their work covers every type of publicity, campaigns and branding.

They’re known as 360 degree agencies, due to the fact that they cover through a lot of services, as they’re versatile and follow a philosophy of delivering whatever the client asks for.

Specialized agencies

These agencies focus on a offering a unique service, in which they become specialists and provide distinct attention as well as deliver high quality results under their range.

They do not hold as much clients as 360 degree agencies do, but they sure do maintain the conviction that allows them to work in the most optimal way.

Turning to specialized agencies might result in a better project, due to the lack of other areas that could distract work, but the project in itself will be limited in the range and implementation of the service in which the agency specializes in.

Nevertheless, if your goal is to obtain a 360 degree campaign, that’s composed of digital advertising, massive or traditional, media plan, social networks, amongst other things, your best option is to turn to a 360 degree agency, since that is exactly what they do: everything and with a uniform control.

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Types of advertising agencies and their characteristics

Within these two types of advertising agencies there are a lot more to be found. In the list that follows you’ll find the branches that can be found within the specialized agencies, since the 360 degree ones already do these services. These agencies focus on:

  1. Market research

Their main and only goal is research and recollection of data that’s relevant for a brand, product or service. They’re basically specialists in acquiring information, statistics and behavioral traits.

  1. Traditional media

As indicated by their name, they’re focused on what’s tangible, like printed matter, television or radio. These are the ideal agencies for the public that’s not found online. As they’re massive, the impact they create is bigger but less specific.

  1. BTL (Bellow The Line)

Through the use of creativity, surprise elements and taking advantage of the environment, these agencies are devoted to carry out non-conventional campaigns that amaze the target public. Their services are normally used in the streets where the customers might be passing by and they are approached in unusual ways. 

  1. Social networks

These agencies are specialists in handling social media, such as Facebook, Instagram, Twitter, LinkedIn, amongst others. There are even agencies dedicated to each social media, but that is a more complex situation that requires to be more specialized. Even though there are some few segments that can’t be found in these platforms, nowadays it is still indispensable to have some online presence, it all just depends on where the target market is at.

  1. SEO (Search Engine Optimization)

SEO is the optimized positioning. These agencies deal with the positioning of brands in search engines without having to invest in paid advertising, they tend to be very helpful without increasing the costs and provide great benefits for the brand.

  1. Marketing

They provide counseling and strategic advisement. How do they do it? By doing market research, analyzing threats and opportunities, developing marketing plans and creating marketing strategies and tactics.

  1. Branding

This specialization is vital for every brand. This type of agency has the task of creating the face of a brand or a company on its entirety, the image that the company portrays through every communication channel.

  1. Mobile

As indicated by its name, these agencies specialize in mobile marketing, which is basically marketing for smartphones. Since most users visit the internet through smart devices, this kind of market is impossible to ignore.

  1. Inbound marketing

These agencies are currently known for being the ones in style and for delivering the company the highest quality results. Their strategies are based in leading efforts straight up to the consumers. That way, the communication and advertising is addressed to potential clients through content of interest.

Inbound marketing strategies focus on acquiring more leads, so that the sales department has a bigger opportunity of closing deals.

Which types of advertising agencies are best for your brand?

It will depend on the objectives set by your brand and the types of efforts you want to address.

The following objectives must be taken into account in order to decide on a type of agency:

  • Branding agencies are ideal if the objective is to position the brand, since they achieve to distinguish themselves in the market, by creating an image that stands out and goes according to the target market.
  • In order to increase ideal sales prospects, the best agencies options are: 
  • Inbound marketing, since their strategies are designed to attract clients and make them interested in the brand.
  • Mobile, since it creates insertion and coverage plans for this market, in relation to smartphones.
  • Social networks, creating content for social media, results in more presence. 
  • SEO agencies are ideal for being introduced into a new digital market, since they achieve to establish the brand in Google.

What about traditional media, market research and BTL?

Traditional agencies can help in creating a bigger impact through traditional media.

Market research agencies specify and obtain data that can help getting to know your target market.

Lastly, BTL agencies might help in the task of surprising people, so that they recognize, remember and like the brand.

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How to determine what types of advertising agencies works best for you?

When it comes to choosing the best type of agency for a company, there are several factors to take into consideration:

  • Industry
  • Company size
  • Target market
  • Campaign type
  • Objectives

It is important to take into account that each brand, company or project is different. That’s why it is not possible to specify the best type of agency, but rather provide insight into what type of agency is necessary for your needs.

Agencies, no matter what kind, will let you know know whether or not it is convenient to hire them. This is why it’s necessary to have clear information on the company’s marketing needs.

Money is not the only thing that goes into a campaign, it is also the way in which the company can either grow or decay. That’s why it’s important to keep in mind the objectives for each investment or advertisement as well as the market into which the efforts are being addressed to.

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.

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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. 

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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.