Trouble in store? Take control…..
Many trade promotions are dogged by complexity. For the uninitiated, it’s tough to find the right promotion that will achieve your brand objectives and produce a good Return on Investment. You can spend an awful lot of money very quickly if things spiral out of control.
But trade promotions will always play an important role in an effective brand campaign, not least because they can encourage retailers to switch brands and consider stocking new lines. And coupons targeted at wholesalers are a great way to do this.
Executed correctly, trade coupon campaigns can help you develop better relationships with retailers, achieve a healthier brand distribution network and - once more retailers are stocking your brands - an increase in consumers awareness. That’s three powerful reasons to make sure you get trade promotions right first time, every time.
Make your trade spend an investment, not an expense
Simply offering shelf discounts at wholesalers tells you nothing about who purchased your products and merely encourages your existing retailers to stock up at cheaper prices. The smartest industry leaders have begin to grasp the power of a trade promotion that allows you to extract as much detailed information about your retailers as possible, then feed it back into your next campaign.
This is an approach that Valassis specialise in with consumer coupon campaigns, and the principles can be applied very successfully in a B2B environment. In fact, we’ve specifically developed SmartPIN to help our customers track up to 30 additional pieces of information about their intended audience.
When translated into continuous cycles of planning, execution, evaluation and optimisation, the result is well-defined and controlled budgets, greater understanding of your target market and a greater return on investment.
And that’s where a well-executed coupon campaign from Valassis makes the most sense.
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