• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar

CUSTOMERAIDE

improve your category, brand & customer growth skills

  • BOOK A DEMO
  • ABOUT
    • CUSTOMERAIDE® SKILLS
    • CUSTOMERAIDE® ROADMAP
    • CUSTOMERAIDE® LEARNING
    • HELP ON DEMAND
    • FAQ
    • WHY CUSTOMERAIDE®?
    • CUSTOMERAIDE® FOR TEAMS
  • NEWS & VIEWS
  • CONTACT
  • MY ACCOUNT
    • MY KNOWLEDGE
    • MY LEARNING

Trade Spend Top Tip #8 : Reach more customer’s shoppers effectively, with fewer bigger events

May 6, 2023 By Tracey Johnson


 
Standing out to shoppers in store or online is not easy. There’s a lot of competition for shopper attention and so it may seem that executing more shopper and customer activity is the way to keep top of mind.

If we focus on partnering with our customers on fewer, bigger promotional events we stand a better chance of both executing a category growth activity which enhances our brand image and cutting through the shopper clutter to generate a profitable return on investment.

In addition to competing for shopper share, we also compete in our customer for share of voice as a supplier. It is tempting to want to appear ‘innovative’ and ‘active’ by getting in front of our customer with more proposals.

However our customer is motivated by cash and profit. Diluting our investment presents the real risk of more activities with lower returns, which do not positively grow the total category in our customer. We also run the risk of confusing the shopper and diluting our brand image.

We can reduce and optimise our trade spend and generate a higher return on investment by partnering with our customers on fewer, bigger promotional events.

To do this we must know the following:

  • what customer major promotional events are planned
  • our customer’s annual schedule and timing for these promotional events
  • how our customer goes about selecting supplier partners for these major promotional events – for example, do they select one partner per category?
  • how we ensure that we obtain an exclusive category agreement to partner with our customer, ahead of our competitors

Our customer management and customer marketing teams should build these major customer promotional events into our own business plans. This must include an understanding of what the calculated likely return on investment will be; compared to regular promotional activity. Sales uplifts should be much higher.

So, if we can partner on major themed customer promotional events (especially those in which our customers are investing in media) to create awareness, excitement and drive shoppers to store, physical and online – we will generate and enjoy higher levels of overall awareness, excitement and shopper purchases for our category and brand than we can achieve with more frequent, smaller promotions.

Are we clear about the category growth drivers for our customer’s shoppers and therefore confident enough to do less, more effectively – for longer lasting category growth, to build brand equity and reduce trade spend?
 
Next in our ‘Top 10 Tips to Reduce Trade Spend’ series we emphasise the importance of the right promotional tactics to achieve our promotional objectives, to optimise and reduce trade spend. If you have any questions or comments please get in touch.

Filed Under: Opinion Tagged With: revenue optimiser, views

Primary Sidebar

FOLLOW US

  • LinkedIn
  • YouTube

QUICK LINKS

News
Opinion
Eye Spy’s
Inspiration

RECENT POSTS

  • Impacful learning journeys
  • Learning that is helpful
  • Our members recommend CUSTOMERAIDE®
  • Make every learning minute count!
  • What do you need to get going?
  • Milk or tea first?
  • Stuck in the middle with you is our happy place
  • Skills are where it’s at!
  • That hymn sheet truism
  • We are fans of bottom up learning
  • We’re now a CPD provider!
  • Improved Taxonomy & Search Function
  • The CUSTOMERAIDE® roadmap
  • How does CUSTOMERAIDE® improve your CPG category, brand and customer growth skills?
  • Packaging is the most powerful sales driver

Our mission is to help you grow your categories and brands with your customers. We're here for you, adding new resources everyday. Jump the CUSTOMERAIDE® queue and let us know what you need today!

GET IN TOUCH

  • LinkedIn
  • YouTube

© CUSTOMERAIDE® All rights reserved. Website design by Aide Online

  • Help on Demand
  • Sign Up
  • Login / Logout
  • Privacy
  • Terms & Conditions
We use cookies to improve your experience on our site. You are free to manage these via your browser settings. Yes that's OK!Privacy Policy