Real Working “Trade Marketing”.

VOL. 0071 – FLORIDA, SATURDAY, JANUARY 24, 2026

Juan F. Arjona Harry

President & CEO Strategee   

It is undeniable that the current situation has led to the enjoyment of the experience and the experience of the feelings and moments, is something that strongly impacts the minds of consumers today. Never before senses had been as over-stimulated as currently.

The stimuli arrive and find a consumer who more than ever has their sensory receptors to the edge of the threshold of perception, getting quite as much new information arrives and encrypting under a complex self-organizing system in his brain who immediately assigns positive interpretations or negative experience. We are living a time where many things and many people have declared themselves as visual.

In parallel, the time coincides with a remarkable fact of modern society, which is that the credibility of absolutely everything goes through Google. No one believes anything that is not validated by Google. Things today are part of the real world they are in Google, otherwise do not exist.

This peculiarity of feeling absolutely incredulous and skeptical has led to advertising as a mean to meet three basic goals: inform, strengthen and persuade, viewed by an increasingly skeptical consumer that doesn’t believe in something that has not been validated.

On the other hand, we have a growing need for immediate results in actions and marketing strategies, today if there are no instant results, there are questionings. The result today is killing faith on the outcome tomorrow. This is a behavior in line with consumer expectations. Technology is shaping the human being in the immediacy.

It is precisely there where they have taken great strength activities that enable the consumer visual impact, make it part of this experience that the brand wants to build and get from him the purchase under the stimulus of a prize or reward, the act of purchase gives the consumer the immediate result that both consumer and brand searches.

It is exactly in the activities that meet these two conditions (immediacy reward and visual appeal that allows consumers to experience with the brand) where the Trade Marketing activities are born for the consumer (because there are also Trade Marketing activities to the channels).

The Trade Marketing is a marketing strategy that aims to increase sales by marketing activities implemented in the Point of Sale / Purchase, involving the distribution channels and customers.

Run Trade Marketing activities must have the specific mission statement that gives meaning and direction to the strategy implemented. It is quite recurrent in the market to see the implementation of Trade Marketing activities that do not meet a particular objective contributor to both growth and brand equity. Therefore, when designing Trade Marketing activities should be kept in mind the objectives that should be posed generally, they can be:

1. Ensure compliance with the sales budget.

2. Growing sales in dollars and units.

3. Strengthen relationships with distribution channels.

4. Maintaining leadership in the disbursement of the Canal.

5. Introduce a new product.

6. Stop the progression of a competitor who is unbalancing our competitive position.

7. Implement administrative coordination with the Channel.

8. Develop Channels to a default profile that the company has defined.

9. React to competitive action.

Under these objectives are to be raised the Trade Marketing Activities whose purpose, in addition to meeting the goal established in any of the above points, should be to contribute to the construction and consolidation of Brand Equity.

Designing Trade Marketing activities should be considered as a support or complement to other strategies and / or tactics the Brand Manager raises in order to meet the sales budget for your brand. It can sometimes be tempting to stand around with this kind of activities, which -although immediate results- cannot remain as the only running on the Branding Company Plan, since its excess produces a depletion of the capacity to stimulate and consumer habituation.

In addition to the Commercial Trade Marketing activities, there are a series of activities, called Trade Marketing Service. These are activities that seek Channel alignment with the corporate purposes of the company. In this great chapter fit those strategies and tactics that seek to give Channel Consulting, providing it with key information for its operation, key details of the market to successfully face competitors and finally giving a plan of account under the principles of the Key Account Manager looking to grow the business operation and Intermediary Channel, under the company’s philosophy.

When implementing Trade Marketing Activities, you must take into account:

1. Always measure your investment and return.

2. That is not the only resource in the process of building and strengthening brand equity.

3. That the activities designed, are not complex in their understanding and implementation by the final consumer or the same channel.

4. That the activities are implemented intermittently without a thread that gives them meaning and scope within the brand strategy.