These teams have many demands, whether internal or external, and managing them all is a huge challenge, especially when we talk about images, videos, documents and information shared between teams and people in a business.
For this function to be successful, a well-established process and flow is required so that no content is lost and all team members can quickly find their way into their knowledge base and content.
How have you been managing your trade marketing teams? We have gathered important information for your strategy and content management. Stay tuned!
Trade marketing and business
Trade marketing is not new and when we talk about this concept, there are many possibilities, tools and concepts. This strategy is, in short, planned and executed practices with the objective of increasing sales and optimizing the performance of distribution channels.
Well known in B2B, trade marketing is carried out through distribution channels that prioritize meeting the specific demands of the shopper, that is, the consumer (or buyer) at the point of sale.
These points of sale are essential for companies, after all, they are the places where products are made available for purchase, whether online or offline, and their main focus is to create memorable experiences for customers at points of contact with the brand.
Points of sale can be very diverse, from supermarkets, pharmacies, department stores, e-commerce , catalogs, telesales, among many others, and for each of them a strategy is needed so that the products are displayed to customers.
If more and more points of sale are online, the need for images, content and organization increases greatly, doesn't it? That's precisely why content management is crucial for trade marketing strategies.
Trade marketing teams strengthen the relationship between the company and its channels and have the great challenge of integrating industries, stores, consumers and different areas such as marketing, merchandising, sales and relationships, and therefore, strategies for this sector cannot be left for later.
Trade marketing and content
As we said, trade marketing has the function of generating opportunities at the most diverse points of sale and this goes beyond organizing shelves or selecting images for a virtual catalog.
A well-defined trade strategy makes the brand talk to its france business fax list customers (or those it wants to become customers) and for this it requires a composition of price, presence and content offered to all those who have contact with the brand.
And that is precisely why content management makes all the difference in this process and this is a method that involves planning, creation, review, publication, promotion, measurement and hosting of content.
For points of sale to be complete and with updated and correct product information, it is necessary to have organized content that is visible to all company members , right? That is why having information is much more than having images, documents, videos and materials loose or in folders, but rather having strategies for them, does that make sense?
When we talk about content management, it is much more than creating shared folders, lists with keywords and emails exchanged between members, but rather having a real process that makes it easier for all team members to communicate with each other.
Let's assume that your company works with product catalogs and they are renewed or receive new items from the collection on a monthly basis. Your storefront – whether online or in person – won't change just once a month, right? Throughout the catalog's validity period and with each renewal, you need to offer attractive content and ways to attract your customers every time they come into contact with your point of sale.
To do this, your trade marketing teams need content, images, videos, information and all types of updated material that is easily accessible to everyone on the team.
It is not possible for each person to have their own content base, nor for information to be exchanged only via email, right? That is why having platforms and tools is a big step for the business strategy.
By having content management and organization, the entire company wins, after all, the business now has a simple repository, focused on real needs and with the correct direction for all those who need to meet their demands .
Therefore, by investing in content management and organization for trade marketing, your company gains in:
Speed to meet information and demands;
Reduction of errors and rework by teams ;
Assertiveness and correct direction for points of sale;
Ease of updating points of sale with content relevant to the brand and consumers;
Greater speed in assessing and validating demands;
More fluid communication and reduced noise between teams.
Content Management and Media Center
Now that you know more about content management and have seen how it can make more sense within your trade marketing strategy, it's time to actually look at tools with this function so that your results are even more visible.
For content management to be put into practice, it is important to have platforms, and the media center will be the essential tool for this organization. It acts as a repository or database for content management of all your files and media.
These hubs are created from asset management systems and use technologies so that all content can be organized by formats, types, teams, categories, relevance and customization according to the real needs of a business.
Digital Asset Management (DAM) systems are software for sharing and storing digital files and are the core of a content ecosystem that involves the areas of a company, as a single secure source of access and strengthens the growth of brands.
Having a Digital Asset Management system provides operational and intellectual control and works as an intelligent online repository, in which, in addition to all digital assets being stored, they are categorized strategically.
This makes it much easier, faster and more organized to store, find, retrieve and share any files and materials produced for your brand and it is an efficient and effective way to manage the content of your trade marketing team and others that are linked to your information.
Investing in content management, organization and tools is a major differentiator for businesses and makes your teams work more fluidly, objectively, directly and assertively so that your customers feel increasingly closer to the brand and the results are visible.
Now that you know more about content management in trade marketing, how about understanding even more about a media center and how it works in practice for your business? Learn more about this tool and talk to an expert so we can outline the best strategy for your scenario!