DALLAS, TX - Long gone are the days when your annual trade marketing plan could just be focused on tradeshows, print advertisements, press releases, and sponsorships. In today’s vast world of trade marketing opportunities, brands need to know how to spend their resources to ensure their goals are being met.
The fact is, today’s great trade marketing strategy comes with a plan, resources for procuring the right talent to run the programs, and an allocated marketing spend that is tied directly to goals and business outcomes. To get a more in-depth look at how trade marketing has shifted over the last decade, I spoke with Dan’l Mackey Almy, President and CEO of DMA Solutions, who was happy to share the insights she’s learned over her 20-year career.
Trade Shows
Regional trade shows continue to grow in number and evolve, Dan’l says, making the number of opportunities to connect with customers in a face-to-face setting greater, but also more strategic and based on goals.
Advertising
While digital appears to be dominating advertising spend, print is still very much alive in trade publications, as we know at The Snack Magazine. Dan’l tells me that this means there are more places a brand can be, which can require a strategic approach to advertising, as well as a new way to measure success and prove value.
Digital
Today, a company’s website has to be smarter and more relevant than ever before, as it has now become the central spot for the brand’s story, products, and other helpful information to trade and consumer audiences. Blogs also continue to be integral in supporting B2B strategy, according to Dan’l, and can host an array of information, including relevant crop updates, collecting leads, and offering email support to customers looking for ongoing information.
Social Media
A company’s social media pages are more than just a place for consumers to interact, but have proven to be instrumental in reaching potential customers. Dan’l explains that the 24/7 nature of social media allows brands to communicate through sites such as LinkedIn and Facebook to support business development and lead generation—something that was not nearly as accessible five years ago.
Public Relations
Public relations efforts are no longer about sending 2 press releases a year to announce new products and hires, Dan’l tells me. Instead, a brand’s public relations should become a strategic storytelling effort to keep customers informed with consumer trends, buyer behavior, business updates, new product development, food safety practices, and so much more.
Sales Collateral
Sales materials have become more interactive, digital, and relevant to customers’ needs in the past few years, and now include consumer data beyond traditional reporting techniques. Social media and inbound marketing data, Dan’l uses as an example, have been instrumental in identifying opportunities for the industry to create new retail programs, products, and communications strategies.
So, what does this mean for the produce industry? This shotgun approach to trade marketing we’ve seen in the past is no longer a viable option if a brand is looking to stand out with its buyers. In order to approach trade marketing strategically, DMA Solutions suggests that a company should set clear goals, prepare a budget against those goals, and determine the resources necessary to execute trade marketing efforts effectively.
Of course, the team at DMA Solutions, Inc. would love to support your trade marketing needs, and is gearing up for the busy Fresh Summit season by offering free consultations before and at the event. To request a free consultation, please email [email protected].
