All about the trade marketer profession

Trade marketing is one of the marketing segments. It consists of a set of measures that are designed to stimulate sales growth during implementation, affecting the entire distribution network. This direction sets new, innovative trends in the competitiveness of companies, is a tool for promotion and development. Trade marketing sets as its long-term perspective the growth of consumer loyalty to the brand, company and products.

The main task of a trade marketer consists in the implementation of the promotion of the company's goods at the points of sale and the formation of the concept of their increase. The effectiveness of the methods of achieving such multidimensional goals is a feature of the profession.

A trade marketer is guided by a core focus in his work - promotion, that is, the maximum possible information about the benefits of its products and the motivation of target consumers to buy. By participating in this process, the specialist initially sets the following goals for his activities:

• persuading a buyer or trading partner to make purchases of a product;
• provide high quality service for partners and consumers;
• to form an image of the presented trade mark;
• work for the future and gain brand consumer loyalty.

TO undoubted advantages of the trade marketer's specialty include the prospect of working in large companies, career advancement, stability and self-realization, attractive salaries and the opportunity to earn income from sales. It is important to take into account the existing shortcomings. - irregular working hours, emotionally difficult work, a vague list of responsibilities defined by the company's management.

The manager of this area should be aware of the degree of responsibility for the final result of the activity. In most cases, brand owners and business partners want to get value and maximum results in a short timeframe. Therefore, only a person with certain personal and psychological characteristics becomes a successful trade marketer:

• stress tolerance;
• discipline;
• developed communication skills;
• exactingness;
• initiative;
• diplomacy, the ability to separate friendly and business relationships.

The goals of effective trade marketing are in achieving maximum sales results while minimizing brand costs. Efficiency and economy are two pillars on which the responsibilities of a marketer are based. At the same time, in his work, he must be guided by the principles of ethics and take into account the psychology of the consumer. The list of functional requirements of a specialist is quite wide.

1. A trade marketer develops a general plan for proposals, forms a budget for marketing activities, analyzes sales volumes broken down by customers and product categories, conducts an audit of points of sale, creates loyalty and consumer motivation programs, introduces elements of active incentives and non-standard forms of promotion.
2. A specialist in this profession often conducts presentations of his projects.
3. He investigates the movement of POS materials. When preparing advertising events, she interacts with BTL companies.
4. To assess the effectiveness of the work done, the trade marketer audits points of sale, monitors the return on the developed promotional materials. Based on the results of a quarter or a year, reports are required to the management and key clients.
5. For a marketer, it is important to collectively participate in the overall work of a team of merchandisers, analysts, and brand specialists. Therefore, trade marketers are involved in monitoring changes in the price market and controlling the created sales strategies.

Job description of specialists contains the functions of monitoring funds allocated for the successful promotion of products, and drawing up estimates. Considering that the primary responsibility of a marketer is to obtain a high-quality development strategy with maximum sales at the exit, in his work he uses knowledge in the field of SEO, sociology, economics, psychology, design, widely uses various tools in conjunction with sales techniques.

Many specialists in marketing communications and marketing research are trained higher educational institutions with specialized departments in the areas of economics and sociology... Also on the education market are widely represented courses in this specialization.

The task of training programs is to teach students to effectively solve business problems formulated by the management of companies, to apply in practice the tools of marketing, strategic planning, branding and forms of communication. In the course of training, future trade marketers master the integrated tools of brand management, naming, brand architecture, learn to create the visual identity of a brand and goods.

In practice, students learn the necessary skills corporate communications and brand reputation management.During the training, future marketers master the rules of teamwork, building a KPI system, learn to create external and internal connections, which leads to the development of a comprehensive promotion strategy in the future.

A highly professional trade marketer with experience in working effectively with confirmed and implemented targets is highly valued by employers. Marketers will be in demand in manufacturing companies in any area - industry, food products, cosmetics business, children's products.

The trade marketer profession belongs to the group of highly paid specialties. The level of salaries differs by region, depending on the performed functionality of the specialist and the profitability of the company. So, in the capital and large cities, a professional can count on a salary in the range from 50,000 to 120,000 rubles, the regions can offer marketers from 25,000 to 80,000 rubles.