Trade Marketing

The dynamics of trade marketing are such that each trade customer may represent a significant part of your total sales, and you are often competing with many other marketers to gain and keep their attention. Consequently trade marketing is not so much about minimising communication costs, but making communication more relevant and effective.

Marketing Applications

Email Newsletters
The key to successfully integrating email newsletters into your marketing programme is to build in strong lead generation components and ensure that each newsletter engages consumers and promotes interaction with your business. Using Touchpoint to manage and send email newsletters offers cost and distribution advantages. These newsletters can also be an effective acquisition vehicle when subscription is made available from your website.

Press Releases and Special Announcements
Email and fax are effective mechanisms for distributing press releases and special announcements. Touchpoint lets you store customer or media preferences, then easily distribute these communications from the same tool.

Trade Show Promotions
When managed well, trade shows can be one of the most effective new business vehicles. The key to successful trade shows is:

• Pre-show marketing and invitations
• Effective collection of attendee details
• Prompt follow-up and segmentation of all leads
• Ongoing communication programmes to retain interest and awareness of your products and services

Lead Generation and Conversion Programmes
Many companies spend a considerable part of their trade marketing budget on the development and promotion of their website – however they fail to turn visitors into qualified leads. Even when leads are generated from a website, they are not always managed with the right amount of attention – and often fail to result in new business.

Touchpoint can help you:

• Generate more leads from your existing website
• Segment and manage those leads better
• Identify the source of the more valuable leads
• Automate some of the communications and follow-up with leads and with internal sales people
• Report on the acquisition of leads and eventual conversion/value