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sifat
Feb 16, 2022
In General Discussion
What is Trade Marketing? Trade Marketing (or Marketing in distribution channels) is a technique based on optimizing the strategic display of products at the point of sale, with the aim of increasing demand by improving the shopping experience. These strategies and actions have a necessarily dual approach, since we must include both distributors (B2B) and retailers (B2C) in them, because both are an essential part of our sales channel in their context and are responsible for direct contact between the product and the consumer. The placement of products in strategic places aims to generate an impact on consumer perception, increasing their visibility and sales. In this way, customers can see them in an attractive way that invites them, in some way, to buy them. But, the true main objective of Trade Marketing should be to improve the customer's shopping experience, to promote and encourage the consumption of products throughout the distribution and sales chain . This is done through different actions and marketing strategies that make the point of sale more attractive. It is important to emphasize again that, in order to be successful with this specialty of Marketing, distributors, wholesalers and retailers must be taken into account. So that, by increasing consumer demand, all parts of the distribution chain win. What are the objectives of a Trade Marketing strategy? As I have told you before, the main objective of Trade Marketing is to increase consumer demand. In order to achieve it, there are several key points that must be covered thanks to this technique. Let's look at each of them in detail. 1. Strengthen the brand When you have control of the impact that your product has on the customer who discovers it, it is easy for you to improve their perception of your brand . The right image in the eyes of the client makes you connect with him , and this strengthens the relationship. Therefore, when you present your product in a striking and innovative way, you create a memory in the customer's mind that positions you in their preferences, above the competition. You have to be in the right place and formats, especially if you share the same space with your competitors in the sales channel. 2. Choose the right channel Choose well where your products will be. Choosing the right channel to sell them is part of the Trade Marketing strategy . Study carefully what type of channel your potential customers prefer, since it does not matter how visible you are at a point of sale if it is not the right channel. Sometimes, it will even be necessary to train the staff at the point of sale with information, technical characteristics and advantages of your product, so that the customer chooses you in their purchase decision. 3. Gain visibility and exposure You can do this through the use of merchandising , or additional branding material. Samples also work very well. The point is to make a difference with respect to your competitors at the point of sale. Within that space that you share with your competition, the exact place where your products are also influences the purchase choice of consumers; so, try to take care of all the details so that the client gets a good impression of your brand . This is achieved by negotiating the location with the point of sale, obtaining second locations and ensuring the presence of your brand on the shelves. 4. Plan promotions and offers Along with good visibility material, promotions are good examples of Trade Marketing because they increase the customer's interest in the product and contribute to its rotation. Designing these offers in detail, and ensuring that they are carried out at the point of sale, is another of the objectives of this strategy. 5. Improve product turnover The consequence of achieving the three previous objectives is to improve the rotation of the product in the sales channels. If this happens, it increases the demand from the retailer, who wants more of your brand because it is successful with customers at the point of sale. Distributors receive more orders and, consequently, they order more products from you, making all the actors in the chain win. 6. Insure the shares negotiated in the sales channel As in many other disciplines, consistency is the key to success, and when a company does not have its own distribution channel, it is quite difficult to control that the actions you have negotiated are carried out as you have planned. For this reason, another of the objectives of the Trade is to ensure that all those creative marketing actions that you have prepared for the sales channel are carried out just as you have designed . Making the point of sale understand that the rotation of your product is a benefit for both parties, helps everything go according to plan. Download my eBook about automated FUNNELS! How is a Trade Marketing strategy applied? When implementing a Trade strategy, you must bear in mind that the main objective is to increase product demand at all stages of the distribution chain; so you must take great care of the final consumer, who is responsible for the increase in demand from intermediaries. I recommend you follow the following steps when you are going to apply this strategy: 1. Research the competition If you are new to Trade Marketing, it will be useful to do some preliminary research to know what the competition is doing, and if their strategies have an impact on consumer demand. Knowing the strategies of your competitors will give you ideas to be successful at the moment you decide to implement your strategy, and will help you anticipate possible problems that may arise later. 2. Prepare the infrastructure You may need a tool to collect data from different points of sale and keep track of all of them, although you can also do it manually. The tool you choose will facilitate communication with the rest of the team , it will help you obtain reports, as well as monitor the status of the product at the points of sale. Once you already have a Trade Marketing technology, you implement it in your company giving access to employees. You must register the members of your team, the different points of sale, both offline and online, and your product portfolio. 3. Design a Trade Marketing action plan When you have entered all the data in the tool, you have to define what information your work team is going to collect . This is done through survey forms, in which the field team collects information on the price of the product, its status, its visibility, the competition, etc. This phase is key to success in Trade Marketing, since all the information collected will be used to determine the actions, promotions or merchandising that you will apply at the point of sale and that will help you increase consumer demand. You can also divide the team based on the different types Photo Editing Services of products you have, the geographical areas or the type of point of sale. This will help you analyze smaller segments and be able to jump into action more easily. 4. Materialize your action plan Once you know what aspects of the point of sale you are going to study, you have to prepare your team. For that, you have to think of the best itineraries so that the team knows when, how and where to go. You must also program the activities that must be carried out at the point of sale , setting the objectives to be achieved. For example, imagine that you have a brand of energy drinks and you are defining the objectives of your team to improve the state of the product at a point of sale. A good objective for a point of sale for the hotel industry, for example, may be to improve visibility by placing a display, or to ensure that the product is included in the menu. Adding this to the control tool you have selected will help you keep track of your team, measuring the results and modifying the necessary actions.
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sifat
Feb 16, 2022
In General Discussion
What is an antivirus? An antivirus system is an effective and proactive protection program installed on a computer or mobile device, with the aim of protecting it from possible unwanted threats that try to infect it. And it is that, with each step you take on the network, you may be at risk of contagion by some dangerous program. In short, just as in the Offline we vaccinate against possible infections, exactly the same thing happens on the Internet, in the case of our devices or computer equipment. In short, a blockage of our systems, the loss of data or access to them due to an attack on our cybersecurity, can bring us very serious consequences , so it is necessary that you have an antivirus system installed on your PC at all times , Mac or mobile. What is the use of downloading a free or paid antivirus? In order to better understand what software of this type does and what it is for, I must first refer to the very concept of “VIRUS”. And it is that, there are numerous computer viruses developed to attack almost any type of system or device, causing damage, spamming them, stealing information, etc. The simplest ones can include unwanted advertising on your computer or mobile or slow down your devices, among other issues. Other more complex ones, on the other hand, can even be used to extract your personal or commercial data, use your Web cameras or even spy on the activity that we carry out in our bank accounts. In short, a virus is a computer program and, as such, it can be detected, controlled or blocked and even permanently removed from the system. And an antivirus serves preciously to protect us, that is, it is a virtual or installable system intended for the proactive detection of these malicious programs and their subsequent cleaning and elimination of our computing devices. They usually include all kinds of prevention utilities, which establish barriers to detect an attack or security vulnerability and thus prevent viruses and other malicious applications from being installed on our PC, Mac or mobile. There is a great variety of free or paid antivirus programs that are offered by their developers for the most diverse operating systems and/or devices. Their free versions usually have basic protection features that consist of carrying out the two main functions that I mentioned above. Main functions of a free antivirus Detection and cleaning or elimination of viruses resident in a system. Establishment of a preventive detection system for viruses that want to penetrate the security of the device. Periodic updates and automated analytics. Encryption of personal data. Generation of security keys, called strong and that change randomly and periodically. What are the main types of computer antivirus? Although there are countless classifications, I can easily define 3 large groups of free antivirus for PC or mobile devices: 1st preventive antivirus They are those intended to maintain security alerts and prevent new viruses from penetrating a clean or decontaminated system. They are very efficient, but the fact that they are stored and executed from the memory of the device slows down the system. Among the best known are the Firewall or Firewall . 2º Antivirus identifiers They are those who are dedicated to exploring the system in search of resident viruses that are acting or are simply in passive mode. They can be executed automatically , scheduling periodic revisions and since they are not working permanently, they do not affect system performance much. 3º Antivirus cleaning or decontamination They are in charge of eliminating existing viruses and repairing any damage they may have caused to the system, whenever possible, restoring it to its original functionality. What is the best free antivirus to download on your PC, Mac or mobile? You can download free antivirus for both mobile devices (Android/iOS) and computers (Mac/Windows). In the case of Apple (iOS or Mac), they have an Operating System with a security or a package that is already established as standard and that is hardly modifiable. Therefore, these programs will only provide a higher security add-on. But, in the case of Android and Windows, systems that are much more flexible and configurable through utilities and applications, these programs can take full control of security on those devices. Having made this clarification, I will begin by recommending the best programs for each system: Best free antivirus for computers, PCs and Android devices Most developers offer the possibility of free downloading in a functional version, but it has limited certain functions. If you want full functionality, you have to resort to the paid version of each manufacturer. The main free antiviruses for the Windows PC platform and Android-type mobiles are the following: 1.Avast avast Avast is one of the most consolidated and offers Philippines Photo Editor a very broad protection that incorporates automatic learning systems to Artificial Intelligence with " machine learning ", which establishes one of the most reliable shields in the entire market. The truth is that Avast has also been on the market since 1988, being a clear market leader throughout all these years. This is nothing but an obvious reason to try this free antivirus , therefore, I leave you this URL where you can download Avast for free. 2. Comfortable Comodo is the one I usually use on my computers and it has a wide range of functions in both its free and paid versions. Among the main features of Comodo is its simple and easy to use interface and its sandboxing browser .
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