The mirror of marketing

By Ingrid Mota
Twitter: @ingridmotta

There is no perfect mirror. If someone doubts this assertion, it is enough to talk to any woman who tries on clothes in a dressing room and is depressed by how badly the garment in question looks on her body, and if she changes the mirror, her happiness for what go with the same garment.

So is it about the garment, the physique, the light, the mirror, or all of the above?

The merchandising It is the sum of individual actions used by marketing as tools to capitalize on the display of the product at the point of sale, making it more profitable. There is a wide variety of techniques that range from how to present a product in an attractive way, both physically and psychologically, so that the consumer generates that attraction to acquire it.

The specialization of knowledge merchandise about knowing how, where and how much product to display and how it should be placed, either as an “anchor” product or which products should be complementary, translates significantly into higher sales.

A useful classification subdivides the merchandise What:

  • Permanent, that which the consumer takes for granted in each brand according to its image and positioning
  • Temporary, which as its name indicates, is temporary or of a short-term nature and is determined by fashion or by a specific event, with an expiration date

However, the figure of TradeMarketing appears as the person responsible for the creation of the strategy and implementation of the commercial operation, which synergistically ensures comprehensive communication at the point of sale where the supplier, the manufacturer and a distributor also participate.

In this way, the marketing and sales areas together simultaneously achieve very precise planning on the types of products to promote according to their timing, as well as a multi-channel strategy to make things happen in a positive way for the different models. of business in its multicategories.

By understanding the product and consumer behavior, the world of sales becomes extremely creative and fun for both the buyer and the marketer.

The Hand of God 2.0 of Marketing

Building a 2.0 commercial strategy through the new digital channels allows segmenting the marketing strategy with greater impact and precision.

Tools such as QR codes and those of social networks are re-educating us all (again, marketers and consumers included) with commercial techniques and strategies to take the step towards the dynamism of e-commerce and m-commerce businesses. digital, but by mobile devices such as our SmartPhone and tablet).

And although there is still distrust as a brake on online shopping, there are many companies like Amazon, iTunes, among others that day by day show that online shopping is a growing reality every day.

Similarly, the DigitalTrade It is already a visible reality, especially in the most developed countries, and it is shaping up to be an indisputable option throughout the world so that the business strategies of global companies can be much more profitable, or not.

For many years, the technology company CISCO already had a very clear vision of the future of shopping. I leave you here its visualization so that you can decide how far we are from faithfully seeing ourselves in that mirror.

Trade Marketing Profile Reflection

There would be many schemes for a company to implement Trade Marketing as part of its business strategy. One of them would be that it was part of the marketing area, another that it belonged to the sales area.

The truth is that the profile of the leader of this area of Trade Marketing must have knowledge of both marketing and sales to use their experience at the point of sale and management of product categories. All with a strategic vision of business results from a commercial point of view.

Is that dual profile enough? Apparently not.

The truth is that in this digital age, the vision based on new technologies and management of the 2.0 ecosystem is a fundamental quality for the success of the Digital Trade Marketing strategy. Thus, a third attribute is the simultaneous understanding and mastery of the commercial world based on Bricks & Mortars, as well as that of the increasingly attractive and intensive life in Bits & Bytes.