Many people predicted that purchases in physical stores would decline and that this business model was doomed to failure and extinction, however, the reality turned out to be very different from that. Recent years have seen substantial growth in purchases made in physical stores, with this having a worldwide effect. With this situation, with increasing customization and customer attention, the Trade Marketing professional is increasingly necessary to integrate the physical and digital, create initiatives and materials for the POS (point-of-sale) and training.
Trade Marketing professionals can be hired or even trained within the company itself, through corporate education, people development programs, among others. This professional, increasingly valued by the market and the current dynamics between buyer, seller and product, requires some specific characteristics and skills, as we will see below.
Required skills
- Analytical ability
This competence is critical for the professional, since their work depends, in addition to in-depth studies regarding consumer behavior, on the ability to observe opportunities and facilities that bring the brand closer to the customer. Often a “buy one, get one” promotion, training for store staff or even product spaces make all the difference.
This skill does not have a magic formula for its practice and learning, but training can be done through a lot of reading, studying different topics. Self-questioning and a certain openness to new things on the part of the professional are also important.
- Ease of relationship
The Trade Marketing professional is in constant contact with other sectors, such as Marketing, Sales, Finance, among others. This requires that the person be able to relate easily to people with different profiles, qualities and attributes. Maintaining a good relationship is essential so that the professional does not remain “isolated”, but rather works together with these other sectors. Respect for the activity performed by others and their limitations are the beginning of the development of people necessary in relationships within the company.
- Technological update
There are two reasons why this skill is on this list: the constant and rapid technological advancement (e-commerce, 3D printing) and the need to manage Trade Marketing activities and the Trade Marketing team. As the work is made up of several variables and there is not always a clear line of what is the responsibility of the sector, a good relationship with technology helps the professional to stay organized and optimizes the efficiency of the activities performed. Corporate education is important to keep your employees up to date.
- Creativity and communication
In addition to needing a good dose of creativity – to create the best campaigns, engage consumers in the best way and create the bridge between consumer-product-seller – excellent communication skills are extremely important. This is because the professional will not only have to communicate with the client, through the product, but also “sell” their idea to other sectors, people who do not always have the same type of thinking or profile.
The topic of creativity and communication can be worked on internally with a T&D system. Challenging the limits imposed by the “box” is essential when training these fundamentals. It is important, initially, to be systematic, creating objectives, targets, channels and tools suitable for each project. Over time, communication becomes increasingly easier, intuitive and creative.
- Holistic vision
It is necessary to have a holistic view to understand the dynamics that involve Trade Marketing work, as to achieve success, it depends directly and indirectly on other areas of the company. These intersectoral relationships and dynamics have nuances that are not always purely logical, so having the ability to understand the whole and see globally can be very important.
The speed with which changes are happening both in the digital world and in the population's consumption profiles is increasing, with qualified and quick professionals being increasingly needed to adapt to what consumers want and expect. Applying a T&D program in your company, emphasizing the development of people already present on the team, can be the fastest and cheapest way to find a Trade Marketing professional and thus win over loyal consumers and new markets.
Want to know more about Trade Marketing? Please contact Take 5!
