{"id":13844,"date":"2018-10-18T09:00:38","date_gmt":"2018-10-18T09:00:38","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=13844"},"modified":"2023-02-24T14:08:09","modified_gmt":"2023-02-24T14:08:09","slug":"o-que-agencias-industria-e-varejo-pensam-sobre-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/o-que-agencias-industria-e-varejo-pensam-sobre-trade-marketing\/","title":{"rendered":"O que ag\u00eancias, ind\u00fastria e varejo pensam sobre trade marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A ind\u00fastria quer parceiros mais estrat\u00e9gicos e proativos. O varejo que trocar mais informa\u00e7\u00f5es com a ind\u00fastria e agir mais pr\u00f3ximo, engajando o <em>shopper<\/em>. As ag\u00eancias querem participar mais da estrat\u00e9gia porque acreditam que podem contribuir mais.\u00a0<\/span><span style=\"font-weight: 400;\">Essas foram as principais conclus\u00f5es que os tr\u00eas segmentos do mercado apontaram na pesquisa sobre o que ag\u00eancias,\u00a0 ind\u00fastria e varejo pensam sobre <a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\">trade marketing<\/a>, promovida pela Ampro (Associa\u00e7\u00e3o de Marketing Promocional). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Os resultados da pesquisa, realizada em parceria com a Omelete consultoria, foram apresentados em um evento em S\u00e3o Paulo que mostrou as impress\u00f5es, estrutura e desafios de trabalhar com trade marketing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">O levantamento, de valor qualitativo, envolveu 54 respondentes, divididos pelos seguintes setores: 27 ind\u00fastrias, 20 ag\u00eancias e 7 varejo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Antes de qualquer dado espec\u00edfico, a amostragem confirmou que os servi\u00e7os e profissionais especializados em trade est\u00e3o em constante evolu\u00e7\u00e3o e o valor do trade marketing hoje \u00e9 maior. Ao todo, 99% dos representantes da ind\u00fastria afirmaram que a \u00e1rea possui mais import\u00e2ncia hoje do que h\u00e1 cinco anos.<\/span><\/p>\n<h2><b>DESAFIOS PARA TODOS OS SEGMENTOS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Ainda n\u00e3o h\u00e1 consenso sobre debaixo de qual \u00e1rea o trade deve ficar, se marketing ou vendas, mas os participantes foram un\u00e2nimes em dizer que as duas \u00e1reas se complementam.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre os desafios comuns apontados pelos entrevistados est\u00e3o os seguintes:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Conhecer o <em>shopper<\/em> profundamente;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Aprender a trabalhar com novos canais de vendas;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Tomar decis\u00f5es r\u00e1pidas com base em dados dispon\u00edveis;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Tornar a base do trabalho mais estrat\u00e9gico.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Quando as empresas, ind\u00fastria e varejo, precisam escolher novos parceiros, al\u00e9m da solidez, sa\u00fade financeira e capacidade de entrega de resultados, o uso da tecnologia \u00e9 um dos fatores mais importantes a serem levados em considera\u00e7\u00e3o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essa informa\u00e7\u00e3o \u00e9 de extrema relev\u00e2ncia no tempo de resposta e, principalmente, para gest\u00e3o, intelig\u00eancia, capilaridade e crescimento do neg\u00f3cio. A ideia \u00e9 que o trabalho seja pensado de forma mais estrat\u00e9gica do que t\u00e1tica, n\u00e3o deixando nenhuma das duas iniciativas de lado. Conte com a Involves como parceiro de neg\u00f3cio para a sua ag\u00eancia crescer, conquistar mais clientes e ret\u00ea-los por mais tempo, conhe\u00e7a o\u00a0<a href=\"https:\/\/involves.com\/programa-de-parceria\/?__hstc=129767123.3d3959f4610e3a2f4e5e348e495ae72e.1666965854585.1670349766778.1670351636338.13&amp;__hssc=129767123.5.1670351636338&amp;__hsfp=3844087862\">Programa de Parceria Involves<\/a>.<\/span><\/p>\n<h2><b>CAMINHOS PARA COLABORA\u00c7\u00c3O COLETIVA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Cada segmento apontou poss\u00edveis caminhos para solucionar esses desafios e aumentar a colabora\u00e7\u00e3o entre os tr\u00eas setores. Ana Paula Andrade, atual integrante e ex-presidente do Comit\u00ea de Trade Marketing da Ampro, explicou, em resumo, quais as sugest\u00f5es de cada segmento:<\/span><\/p>\n<p>[block_video video=&#8221;https:\/\/www.youtube.com\/embed\/_lC0ttvBXNw&#8221; background=&#8221;wp-content\/uploads\/2018\/10\/o-que-agencias-industria-e-varejo-pensam-sobre-trade-marketing.jpg&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">Regis Duarte, CEO da Creata, apresentou a proposta de valor das ag\u00eancias de trade da Ampro e ressaltou que \u00e9 preciso transformar estrat\u00e9gias em a\u00e7\u00f5es que gerem experi\u00eancias ao <em>shopper<\/em> e melhores resultados de vendas para seus clientes:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cN\u00e3o adianta despertar desejo e execu\u00e7\u00e3o que n\u00e3o provoque engajamento com <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\"> Experi\u00eancia \u00e9 a quest\u00e3o mais relevante que voc\u00ea pode proporcionar ao <\/span><span style=\"font-weight: 400;\">shopper.<\/span><span style=\"font-weight: 400;\">\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As ag\u00eancias de trade da Ampro, entendem que por estarem presentes e atuarem em diferentes frentes e segmentos, podem ajudar, tanto ind\u00fastria quanto varejo, \u00a0a entender como funciona cada canal e assim entender o que fazer com menos verba e mais canais. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ap\u00f3s a apresenta\u00e7\u00e3o da pesquisa e da proposta da Ampro, Eduardo Castro, presidente do Comit\u00ea de Trade &amp; Retail da ABA (Associa\u00e7\u00e3o Brasileira de Anunciantes), Renato Giarola, profissional com mais de 20 anos de experi\u00eancia e atua\u00e7\u00e3o em grande varejistas, e Carlos Eduardo Grabois, <\/span><span style=\"font-weight: 400;\">head <\/span><span style=\"font-weight: 400;\">de promo\u00e7\u00f5es e <em>merchandising<\/em> da Santher, discutiram como alinhar ag\u00eancias, varejo e ind\u00fastria ao futuro do trade marketing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A mensagem principal desse alinhamento \u00e9 a necessidade em manter boas experi\u00eancias do <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\">, mas essencialmente a abertura de todos estes agentes para escutar. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTodos tem essa \u00e2nsia, a gente sempre discute, mas na din\u00e2mica do dia a dia ser\u00e1 que todos querem mesmo essa colabora\u00e7\u00e3o? Precisamos come\u00e7ar a agir na pr\u00e1tica de fato\u201d, indicou Carlos Eduardo Grabois, da Santher.<\/span><\/p>\n<p>Se voc\u00ea quiser saber mais sobre\u00a0o perfil e a maturidade do trade marketing no pa\u00eds e alguns pontos de melhorias e caracter\u00edsticas que podem determinar diretrizes para a evolu\u00e7\u00e3o cont\u00ednua do segmento, confira tamb\u00e9m a nossa pesquisa Trade Insight. Deixe aqui nos coment\u00e1rios sua percep\u00e7\u00e3o sobre o mercado e atua\u00e7\u00e3o do profissionais de trade de cada segmento!<\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-6a8708b8-4be1-474f-8815-f9b0854c4fd1\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-6a8708b8-4be1-474f-8815-f9b0854c4fd1\" class=\"hs-cta-node hs-cta-6a8708b8-4be1-474f-8815-f9b0854c4fd1\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/6a8708b8-4be1-474f-8815-f9b0854c4fd1\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" id=\"hs-cta-img-6a8708b8-4be1-474f-8815-f9b0854c4fd1\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/6a8708b8-4be1-474f-8815-f9b0854c4fd1.png\" alt=\"CTA aplicativo de trade marketing\" width=\"1170\" height=\"260\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5315393, '6a8708b8-4be1-474f-8815-f9b0854c4fd1', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pesquisa da Ampro em parceria com a consultoria omelete mostra a vis\u00e3o de cada segmento do mercado sobre as estrat\u00e9gias e a\u00e7\u00f5es de trade marketing<\/p>\n","protected":false},"author":4,"featured_media":13847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[],"class_list":["post-13844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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