Trade Promotion Marketing in a Digital World
Brett Goffin from Google spent some time with Bob Houk, Executive Director of Trade Promotion Management Associates (TPMA), discussing how and when the trade promotion discipline will adapt to the digital world. Some very interesting opportunities for sure.
As Bob and Brett discuss, the trade promotion discipline is deeply rooted around driving value for both trading partners — manufacturers gain more prominent placement for their products, while retailers monetize lucrative in-store marketing vehicles. This fair trade has taken place for at least the last century, and even more recently both parties have doubled down their investments to scale shopper marketing initiatives.
But taking this a step further, how do multi-channel retailers monetize available trade dollars in their online storefronts? Will manufacturers realize the same value from a “virtual” end cap as they do for a physical end cap? The industry consensus points to a resounding “yes”, and this model is starting to take shape. Don’t be surprised to see a case study or two on this subject at an upcoming TPMA event.
For a primer on trade promotion marketing, an overview of Bob Houk and the TPMA, and a quick history lesson on the Robinson-Patman Act, check out Part I of the video series.
