A clear distribution policy and well designed trade marketing campaigns; two powerful tools for building retailer confidence and their commitment to invest in your brand.
The starting point is a clearly defined target market along with the necessary research to identify where they shop. Without the consistent application of strict and transparent account criteria you could find yourself having to close accounts that were only opened a year or so earlier; which can be more difficult and time consuming than it was to open them.
The next is - how do you ‘sell the dream’ and the tools to help retailers achieve sales success with the least amount of effort. This requires a good understanding of the distribution channel – the trading context, challenges and what drives decision making.
The launch of the Bering brand is a good example. It was introduced by BYMR to replace the Skagen Denmark business (80% of Company revenue) after the distribution rights were lost to a competitor. Not only was this new brand unknown, they were now competing with the market leader they enthroned.
Distribution through independent jewellers was critical for the brand to have any chance of being adopted by a national jewellery chain. But, the loss of Skagen left the Company unable to afford a dedicated sales team. Until then, they would have to rely on commission agents – traveling sales men & women who sold products for a number of different brands.
So, idResults set about developing a trade marketing strategy to address the challenges presented by this change in circumstances.
The Brand Prospectus introduced ahead of the launch was an industry first. It's an example of the innovative solution idResults is so well known for. It proved to be a real game changer; dramatically reducing the time and effort to convert a sales call to an opening order with 100 new accounts opened in just 5 days.
The Bering Retail Sales Guide was another idResults initiative - delivered ahead of the opening order and display units, it provided retail sales consultants with everything they needed to make a sale. This included step-by-step guides for setting up the display, the how-to for gift box packaging and proven sales techniques right through to instructions on how to fast-track a repair.
Since its launch, idResults has continued to produce trade marketing material for Bering that grabs the attention of store owners and secures their commitment to order stock well ahead of the agent’s visit to the store.
Click image to see elements of this trade marketing campaign.