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THE MEDIA SEP 2018 e-book

TRADE MARKETING Marketing 101: How media OWNERS are tapping into digital to innovate the trade There’s a new sheep trophy in the MOST flock this year, and it’s a trade marketing award. LUCINDA JORDAAN finds out why this discipline is so important to sales teams. There’s a particular brand of chocolate that I love, a German import that pops up in the most unexpected places – supermarkets, bakeries, wholefood stores – and then flies off the shelf and is not seen for months. I’ve asked two local supermarkets to effect a steadier distribution and ensure there’s always stock. Thing is, I shouldn’t have to. Back in the good old days, your friendly corner shop owners got to know their customers and could reach for a particular product or ensure a healthy stock of a particular brand before being asked. There was a time I would drive off the beaten track to stock up. These days, I simply go online, and wonder at the number of additional sales a particular retailer has lost through ignorance of their customer’s wants and needs. I’m not alone: Deloitte’s 2016 New Digital Divide report claims online interactions influence 56 cents of every dollar spent in brickand mortar stores, totalling $2.1 trillion “Any media owner that has a strong data team has a competitive advantage. If they UNDER-MINE a scrap of that data or hire an inefficient team, it will affect their bott om line.” annually. “Almost universally, customers’ preferred method of locating, buying, and receiving products in-store has been redefined by their online experiences,” reads the report. The impact is far reaching. Not just for businesses, but in how they market and advertise – and how goods are marketed and advertised to them. Which is where trade marketing steps into the spotlight; playing a stronger role in connecting the dots and driving sales from producer to customer, and pushing for more innovative business-to-business communications. Data’s driving force The key – or keyword – is customer knowledge, says Nkateko Mongwe, data analyst at WM Global. “Right now, data is the talk – media research has always been there; the picture has been there for many years, but now we are accessing and processing it.” The reliance on market research and surveys is shifting to analytics and the internet, adds Mongwe, “which is why media research has to tap into marketing research: so marketers can see who their customers are. They need to analyse that media and filter it into the business objectives by providing accountability and transparency to their clients.” Media owners are tapping into the trend, combining research, sales and marketing teams to collaborate more and filtering data on customer insights and behaviour through into unique selling points, crafting creative trade marketing campaigns and conducting post-campaign reports, affirms Mongwe. “Any media owner that has a strong data team has a competitive advantage. If they under-mine a scrap of that data or hire an inefficient team, it will affect their bottom line. We provide the ammunition needed by management, research and marketing teams to effect winning campaigns; we make sure they’re armed, by training and supporting them with data.” Rob Smuts, CEO of RMS Media, takes the analogy further. “Marketing service campaigns provide the heavy artillery for sales teams to ensure media execs go out into the industry fully loaded, creating opportunities and context for meaningful engagement with key media buying decision makers,” he says. Integrated innovation Providing sales teams with the vital tools needed to effect positive returns is Marketing 101, says Marise van der Lith, brand manager for Ads24. The big difference now is in how it’s translated to clients. “Trade marketing has moved beyond the slide PowerPoint presentation of the ’90s to embrace the creative side of advertising. Advertising is a fun environment to be in. Why then, in our communication with our clients, do we lose that? The Media | wagthedog.co.za P 27


THE MEDIA SEP 2018 e-book
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