Trade marketing is typically the single largest line item on a company’s income sheet, but how do you know if your trade marketing is effective?

Most promotions are ineffective and fail to encourage new shopper trials – the primary goal of every promotion.  While rewarding loyal shoppers to make repeat purchases can prove beneficial, new shopper engagement is the key to growing brand sales.  More importantly, effective promotions help retailers compete more effectively by driving shopper traffic into their stores and away from their competition. This is the greatest bargaining chip any brand can offer a retailer.  Digital strategies level the playing field for small brands and provide a substantial competitive advantage. Savvy brands leverage their ability to drive retailer sales when they negotiate with retailers for premium shelf space, incremental merchandising opportunities, etc.

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Colorful infographic showing the new Essential System for a successful retail product launch.

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