Trade Marketing Tools

Attending trade shows is an effective marketing tool.
Attending trade shows is an effective marketing tool. (Image: Stockbyte/Stockbyte/Getty Images)

Trade marketing is especially beneficial for companies selling products through retailers. The buyers from retail locations want to know about new products and promotions to help generate sales within their stores. Facilitate a win-win relationship with retailers by allocating a budget for trade marketing.


Advertising in trade magazines or on websites will garner attention. Use social media, such as blogs and social networking sites, as free advertising vehicles to inform current and potential customers about company news. Point-of-purchase marketing tools are another form of advertising for retailers. Shelf tags promoting benefits and secondary location displays help generate consumer sales.

Trade Lists

Create a contact list of retailers and other important members of the trade, such as trade magazine and websites. Trade contact lists can be used for email blasts, mailings and newsletters. Send out information or product samples for new products. Use the list to inform the trade about promotions, product updates or company news.

Public Relations

Public relations can be a powerful trade tool. Send out press releases to relevant trade media through an advertising agency or PR newswire. Press releases can include information such as new hires, new products, promotions or tie-ins with current events, such as green initiatives. Editors may pick up your story. News stories by third parties provide credibility and a wider reach for your targeted trade audience.

Trade Shows

Trade shows provide an opportunity to network with other professionals in your trade. Trade shows can have large floor plans and thousands of people in attendance. Promote your company and its products. Retailers will be most interested in new products. Ensure someone is manning the booth at all times if you choose to walk the showroom floors. Contact retailers and other trade professionals ahead of time to set up meetings. Develop a list of all the booths you want to visit and contacts you want to make. Spend time walking the trade show floors to learn about new products and other industry news once you have accomplished your goals.

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