{"id":4380,"date":"2016-08-10T14:00:39","date_gmt":"2016-08-10T14:00:39","guid":{"rendered":"https:\/\/clubedotrade.com.br\/?p=4380\/"},"modified":"2023-01-30T19:44:19","modified_gmt":"2023-01-30T19:44:19","slug":"cuanto-cuesta-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/cuanto-cuesta-trade-marketing\/","title":{"rendered":"\u00bfCu\u00e1nto cuesta su trade marketing?"},"content":{"rendered":"

\u00bfY si pens\u00e1semos en relacionar el concepto Coste de Adquisici\u00f3n de Clientes (CAC), que es muy aplicado en el marketing, al trade?<\/span><\/p>\n

El CAC, b\u00e1sicamente, es lo que se invierte desde la atracci\u00f3n a la conversi\u00f3n de un cliente. El t\u00e9rmino viene del ingl\u00e9s Customer Aquisition Cost. La m\u00e9trica es como si fuese un ROI, solo que m\u00e1s dirigido al inicio de la planificaci\u00f3n del trade.<\/span><\/p>\n

\u00a0Este fue el tema de un art\u00edculo que publiqu\u00e9 recientemente en el portal CIO \u2013 Estrategias de negocios y TI para l\u00edderes corporativos: \u201cDe los KPIs al ROI: la importancia de las m\u00e9tricas en el trade marketing\u201d.<\/p>\n

El c\u00e1lculo consiste en dividir la inversi\u00f3n en marketing y ventas por el n\u00famero de ventas en determinado periodo (mensual, bimestral, trimestral, semestral o anual). Cuanto menos el CAC, mayor el lucro.<\/p>\n

La cuenta es bien simple. Si gastaste R$ 3.000 en marketing y ventas, y esa inversi\u00f3n supuso 10 clientes nuevos, significa que cada uno de ellos tuvo un coste de R$ 300 para su operaci\u00f3n.<\/p>\n

Y ah\u00ed llega la hora de equilibrar ese coste con el volumen de ventas, para que el valor de inversi\u00f3n no sea mayor que el retorno.<\/p>\n

La negociaci\u00f3n es un punto fundamental entre la industria y el minorista, y mucho de esto va a entrar en su cuenta de CAC. Un ejemplo bien simple: o\u00edmos mucho hablar de las mercanc\u00edas que un determinado proveedor ofrece gratuitamente para abastecer una tienda nueva.<\/p>\n

Esta relaci\u00f3n comercial debe estar prevista en la planificaci\u00f3n y tiene una parcela significativa en el presupuesto del trade de industrias y distribuidores. De acuerdo con informaciones de los principales portales del sector, como DC I y el Instituto Brasile\u00f1o de Estudios de Competencia y Comercio Internacional, es de esta forma que son negociados los espacios en g\u00f3ndolas para garantizar la exposici\u00f3n de la marca en determinada rede.<\/p>\n

Es como funciona el mercado. En la pr\u00e1ctica, podemos resumirlo de la siguiente forma: su operaci\u00f3n precisa tener muy bien definidos los KPIs, o sea, los indicadores. Uno de ellos ser\u00e1 el CAC. Y, por fin, tendr\u00e1s un c\u00e1lculo de ROI preciso, que demuestre realmente el retorno de su planificaci\u00f3n y ejecuci\u00f3n en trade.<\/p>\n

\u00bfEst\u00e1 de acuerdo? Comente al final del post y comparta su opini\u00f3n.Pero antes, me gustar\u00eda exponer una idea m\u00e1s.<\/p>\n

EL SELL OUT ES LA PRINCIPAL GARANT\u00cdA<\/h2>\n

Es por esto que hablamos tanto de ofrecer experiencias completas de compra al shopper. Cuanto m\u00e1s se garantice esto, m\u00e1s eficiente ser\u00e1 la salida a la venta de su producto. Esta log\u00edstica va a determinar el equilibrio del CAC.<\/p>\n

\u00bfC\u00f3mo garantizar que el sello ut acontezca en un n\u00famero expresivo? Haga una reflexi\u00f3n: \u00bfqu\u00e9 escuch\u00f3 o sabe el cliente final sobre su producto? \u00bfRecibe alguna informaci\u00f3n adem\u00e1s de solamente esperar que \u00e9l escoja su marca de las estanter\u00edas?<\/p>\n

Es lo que llamamos de inboud marketing (o marketing de atracci\u00f3n). A trav\u00e9s de \u00e9l, se permite un contacto espont\u00e1neo del cliente con su marca, ofreciendo contenidos relevantes a quien estar\u00e1 disputando market share con su producto.<\/p>\n

Estoy seguro de que usted, lector, estar\u00e1 de acuerdo conmigo. Si alguien tiene informaciones sobre diferenciales de un producto, las oportunidades de que esa elecci\u00f3n se mantenga \u2013incluso frente a una promoci\u00f3n m\u00e1s atractiva en el punto de venta \u2013 son mayores.<\/p>\n

Es as\u00ed que conseguir\u00e1 mantener la sinergia de la operaci\u00f3n desde los KPIs al ROI. Y, a final de cuentas, va a notar que su trade marketing cuesta, pero que va a salir ganado con eso.<\/p>\n

Tags: Agencia<\/a>, Comercio Minorista<\/a>, Distribuidor<\/a>, Industria<\/a>, Servicios<\/a>
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\u00bfY si pens\u00e1semos en relacionar el concepto Coste de Adquisici\u00f3n de Clientes (CAC), que es muy aplicado en el marketing, al trade? 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