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Trade Marketing Essentials

Welcome To Trade Marketing Essentials
Invest In Yourself - Don’t Farm This Out! Why This Matters
Additional Resources And How To Use Them
Course Overview
How To Instantly Gain A Competitive Edge In Business
How To Get The Most From This Course

Introduction
It Starts With The Shopper, How Well Do You Know Your Customer?
Nothing Happens Until Someone Buys Your Products
Build A Thriving Community Around Your Brand
How To Convert Your Occasional Shoppers Into Loyal Evangelists
The Customer journey And Promotion Management
The Importance Of Target Marketing - You Can’t Hit A Target You Don’t Aim For
How To Build A Connected Community - Your Secret Weapon!
How To Keep Your Brand Alive Today And Tomorrow And What Comes Next
How To Get Your Brand On Store Shelves And Into The Hands Of Shoppers
Lesson Recap

Introduction
Trade Marketing Strategies That Grow Sales And Profits
Over 70% Of Your Promotional Dollars Are Wasted
What Is The Real Objective Of A Promotion For A Natural Brand
What Is Trade Marketing And Why Does It Matter?
What Is Trade Spending?
Why Trade Marketing Is Important
Trade Marketing For Natural Brands
Trade Marketing And Investors - Making You Brand More Attractive
What Role Should Trade Marketing Play In Your Growth Strategy
Distribution Horror Story - Don’t Let This Happen To You!
Amplify Your Promotions With Targeted Distribution
How The Wrong Item Assortment Can Derail Your Brand - What You Need To Know
Measuring Effective Distribution Matters - ACV Decoded
How To Get More Profitable Distribution To Grow Sales
Brand Health Is The Key To Maximizing You Promotional ROI
Merchandising Strategies To Maximize Promotional Effectiveness
How To Get Your Brand On More Store Shelves
The Rules - What You Need To Know
The Anatomy Of A Promotion - Trade Marketing 101 - The Basics
The Impact of Private Label On Your Promotion Strategy
The Importance Of Coordinating Promotion Strategies With Brokers
Lesson Recap

Introduction
8 Proven Strategies To Maximize Trade Marketing ROI
How To Calculate The TRUE ROI From A Promotion
The Trade Promotion ROI Calculator - Your New Best Friend!
Trade Promotion ROI Calculator - Instructions
The Benefits To Overall Market Basket Growth - Start Here
Trade Promotion Review Strategies - Where To Begin And What To Focus On
Rolling Up Trade Marketing To A Single Unified Brand Strategy
How To Tie Your Trade Marketing Plan To Sales And Marketing
Planning Ahead - The Benefits
The Most Important Tool In Your Tool Box - The Power Of “NO”
Industry Terms You Need To Know
Key Measures You Need To Pay Attention To
Subsidized Sales Volume - What It Means And How To Avoid them
Multi-Channel Approach
Creative Trade Strategies Including Co-promoting, Dual Merchandising, Etc.
In-Store Demo Strategies To Maximize Promotions
Creative Digital Strategies To Explode Sales And Reduce Costs
Leverage Your Online Community To Boost Shopper Loyalty And Trade Marketing ROI
Lesson Recap

Introduction
How To Plan And Forecast Sales In Uncertain Times (And For New Items)
Creative Strategies To Plan And Forecast Sales
Trade Marketing And It’s Impact On Your P&L
Demand Planning, Forecasting, And Inventory Management
How To Protect Your Cashflow From Frivolous Deductions
Effective Planning Strategies To Grow Your Brand
How Often Should You Promote And How Aggressively (How Deep)
Fund Management
Tools Of The Trade (Trade Promotion ROI Calculator, Etc)
Trade Promotion Management Optimization
Lesson Recap

Introduction
Foolproof Promotion Strategies To Confidently Grow And Scale Your Brand
Sales Success Begins An Effective Trade Promotion Strategy. Begin With A Solid Business Plan With An Executive Summary
Effective Trade Marketing Goal Setting To Maximize Results – You Can’t Hit A Target You Don’t Aim For
How To Maximize Brand Sales At Natural Products EXPO West
Salvaging ExpoWest - The Power Of Networking
Everything Is Negotiable
Promotional Agreements - What You Need To Know
How do you bring the shopper to the category and the category to the shopper
Effective Trade Management Across Multiple Retailers And Multiple Events
Trade Shows And Events - What You Need To Know To Maximize ROI
Preparing Broker Partners For Effective Representation
How Do Shipments Impact Trade Marketing
How To Just Say NO To A Promotion That Does Not Align With Your Objectives
When Is A Software Application Right For Your Needs?
What Is Trade Promotion Management Versus Trade Promotion Optimization?
Best Practices And Processes That Help You Reach Your Targets
Lesson Recap

Introduction
How Do You Future Proof Your Store In Uncertain Times
Account-Specific Trade Marketing Strategies
Distributors Role In The Trade Marketing Process
Why Flawless Retail Execution Is Critical To Your Success
Retail Execution - Success Strategies To Maximize Your ROI
Brokers And Retail Execution - How To Maximize Results
Information Is Your Ally
Scorecards & KPI's, The Key Advantage Others Overlook
Lesson Recap

Introduction
Promotion Analysis Growth Strategies To Maximize Your Trade Marketing ROI
Where Do Deductions Come From
What Are Deductions And How Can They Cripple Your Growth
Effective Strategies To Manage Deductions And Other Settlements
Lesson Recap

Introduction
Top 5 Strategies To Dramatically Reduce Deductions And Save Money
How To Avoid Analysis Paralysis And Avoid Wasting Time
Know Your Numbers
Data Integrity And Harmonization
Trade Promotion Review Strategies, Where To Begin And What To Focus On
Measuring Promotional Effectiveness - ROI break even analysis
How to tell compelling stories with the right reports
Review Strategies To Improve Future Promotions
Lesson Recap

Introduction
How To Future Proof Your Brand In Uncertain Times
Next Steps

A Well Defined Business Strategy Will Add Rocket Fuel To Your Growth
What Is Trade Marketing And Why Does It Matter
The Rapid Emergence Of New Brands And How A Trade Marketing Strategy Enables Profitable Progress
How To Grow Sustainable Sales With Plant-Based Solutions Shoppers Want
How To Dramatically Reduce Promotion Spending And Explode Sales
Don’t Become A Statistic: The Big Mistake That Causes 90% Of Brands To Fail At The Shelf
Stop Being An ATM: Why 59% Of Promotional Spending Is Wasted And How To Turn It Around
A Blueprint to Flawless Execution in Trade Promotion Management & Retail Domination
The Blueprint To Mastering The Shelf With In-Store Execution
How To Instantly Gain An Unfair Competitive Advantage
Win-Win Selling With Business Success Factors - Explode Sales By Unlocking Your Profitability

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