{"id":14093,"date":"2018-11-03T22:08:38","date_gmt":"2018-11-03T22:08:38","guid":{"rendered":"http:\/\/clubedotrade.com.br\/blog\/cliente-no-centro-copy\/"},"modified":"2023-01-24T14:44:53","modified_gmt":"2023-01-24T14:44:53","slug":"acoes-sazonais-de-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/acoes-sazonais-de-trade-marketing\/","title":{"rendered":"A\u00e7\u00f5es sazonais de trade marketing"},"content":{"rendered":"<p>A busca por oportunidades de <em>sell-out<\/em> ganha contornos expressivos se o assunto for a\u00e7\u00f5es sazonais de trade marketing. O departamento, que det\u00e9m informa\u00e7\u00f5es riqu\u00edssimas sobre o <em>shopper<\/em>, tem um papel fundamental nas a\u00e7\u00f5es sazonais.<\/p>\n<p>Seja para atender uma \u00e9poca de grande demanda ou aproveitar a oportunidade de dar vaz\u00e3o a um produto sem giro, o departamento de<a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\"> trade marketing<\/a> precisa, obrigatoriamente, a criar uma agenda desse tipo de a\u00e7\u00f5es.<\/p>\n<p>2018 est\u00e1 quase acabando, mas voc\u00ea ainda tem um tempo para planejar a\u00e7\u00f5es sazonais de trade marketing para aumentar o giro de produtos nessa reta final de mais um ano. Boa leitura!<\/p>\n<h2>SOBRE AS A\u00c7\u00d5ES SAZONAIS DE TRADE MARKETING<\/h2>\n<p>&#8220;As ind\u00fastrias n\u00e3o oferecem produtos ao canal de vendas, mas sim oportunidades de neg\u00f3cio&#8221;. A frase \u00e9 de Roberto Mourato Rafael, coordenador de Trade Marketing da Foroni, e est\u00e1 em um post sobre a rela\u00e7\u00e3o do<a href=\"https:\/\/club.involves.com\/blog\/o-que-e-acao-sazonal\/\"> canal indireto com as a\u00e7\u00f5es sazonais<\/a>.<\/p>\n<p>A escolha dessa frase para iniciar o desenvolvimento deste texto se d\u00e1 por algo muito simples: o mapa dos neg\u00f3cios da ind\u00fastria est\u00e1 no ponto de vendas.<\/p>\n<p>Se h\u00e1 ind\u00edcios de oportunidades, n\u00e3o existe outra op\u00e7\u00e3o ao time de trade marketing sen\u00e3o criar estrat\u00e9gias para aproveitar absorver essas vendas.<\/p>\n<p>Isso n\u00e3o significa promover campanhas isoladas, mas antecipar-se e oferecer solu\u00e7\u00f5es que aderem \u00e0 jornada de compra do <a href=\"https:\/\/club.involves.com\/blog\/shopper-marketing\/\"><em>shopper<\/em><\/a> em qualquer \u00e9poca do ano.<\/p>\n<p>As oportunidades de a\u00e7\u00f5es sazonais de trade marketing c\u00edclicas s\u00e3o facilmente identificadas. Algumas delas, por exemplo:<\/p>\n<ul class=\"ul-list\" data-mark=\"-\">\n<li class=\"md-list-item md-focus-container\">\n<p class=\"md-end-block md-focus\" contenteditable=\"true\"><span class=\"md-expand\">Datas comemorativas (Dia dos Pais, Dia das M\u00e3es, Dia das Crian\u00e7as, Natal, etc.);<\/span><\/p>\n<\/li>\n<li class=\"md-list-item\">\n<p class=\"md-end-block\" contenteditable=\"true\">Eventos (Copa do Mundo, Olimp\u00edadas, Elei\u00e7\u00f5es, etc);<\/p>\n<\/li>\n<li class=\"md-list-item\">\n<p class=\"md-end-block\" contenteditable=\"true\">Adversidades (crises econ\u00f4micas, conflitos, desastres naturais, etc.)<\/p>\n<\/li>\n<li class=\"md-list-item\"><span class=\"\">Esta\u00e7\u00f5es do ano.<\/span><\/li>\n<\/ul>\n<p>Sabemos que as datas, por si s\u00f3, n\u00e3o aumentam as vendas. \u00c9 preciso entender se uma a\u00e7\u00e3o sazonal realmente faz sentido para o p\u00fablico-alvo da sua marca e se o canal pretendido para a a\u00e7\u00e3o est\u00e1 apto a receber planejada.<\/p>\n<h2>O QUE LEVAR EM CONSIDERA\u00c7\u00c3O PARA TER SUCESSO EM A\u00c7\u00d5ES SAZONAIS?<\/h2>\n<p>As compras por impulso ser\u00e3o as grandes aliadas na constru\u00e7\u00e3o das a\u00e7\u00f5es sazonais de trade marketing. Para que voc\u00ea aproveite essas vendas, o PDV precisa promover a sua marca de forma que todas as demais campanhas pare\u00e7am insignificantes aos olhos do <em>shopper<\/em>.<\/p>\n<p>Alguns sinais que apontam que voc\u00ea est\u00e1 acertando neste sentido s\u00e3o:<\/p>\n<ul>\n<li>A<strong> exposi\u00e7\u00e3o dos produtos \u00e9 relevante em sua categoria<\/strong> &#8211; observe o hist\u00f3rico dos relat\u00f3rios de visitas da equipe de campo e fa\u00e7a uma an\u00e1lise da visibilidade da marca que voc\u00ea representa frente aos concorrentes. Voc\u00ea est\u00e1 comunicando seus melhores atributos na exposi\u00e7\u00e3o?<\/li>\n<li>Sua estrat\u00e9gia ser\u00e1 brigar por pre\u00e7o? Garanta que ele seja visto e <strong>n\u00e3o poupe informa\u00e7\u00f5es que atribuam valor<\/strong> para o produto que voc\u00ea oferece ao <em>shopper<\/em>.<\/li>\n<li>Voc\u00ea est\u00e1 utilizando todos os recursos dispon\u00edveis para ganhar a considera\u00e7\u00e3o do <em>shopper<\/em>? Mais do que nunca, \u00e9 o momento de utilizar-se do poder de negocia\u00e7\u00e3o e <strong>garantir pontos-extras<\/strong>, <em>cross merchandising<\/em> e espa\u00e7os para demonstra\u00e7\u00e3o e degusta\u00e7\u00e3o.<\/li>\n<\/ul>\n<p>A realiza\u00e7\u00e3o de treinamentos para a equipe de campo tamb\u00e9m podem trazer retornos interessantes nesses per\u00edodos. Com as informa\u00e7\u00f5es na ponta da l\u00edngua, o promotor de vendas certamente se sentir\u00e1 mais preparado e motivado para receber os <em>shoppers<\/em>.<\/p>\n<p>Campanhas de incentivo tamb\u00e9m podem acentuar os resultados positivos das equipes de campo: se ainda h\u00e1 tempo para executar uma a\u00e7\u00e3o, aposte nesse recurso para aumentar ainda mais as chances de sair na frente de seus concorrentes.<\/p>\n<h2>O CICLO DAS A\u00c7\u00d5ES SAZONAIS DA FABER CASTELL<\/h2>\n<p>A Faber Castell \u00e9 uma ind\u00fastria de 250 anos. A filial brasileira \u00e9 a maior subsidi\u00e1ria da empresa no mundo. Uma peculiaridade no <em>sell-in<\/em> dos clientes atendidos pela Faber Castell exige um cronograma estruturado das a\u00e7\u00f5es sazonais de trade marketing. \u00c9 o que Fl\u00e1via Giordano, gerente de trade marketing e opera\u00e7\u00f5es de vendas da empresa, compartilhou durante o AEx 2018 &#8211; o maior evento de trade marketing da Am\u00e9rica Latina que, em 2020, passou a se chamar <strong>Involves Experience<\/strong>.<\/p>\n<p>&#8220;O planejamento da campanha de volta \u00e0s aulas d\u00e1 seguran\u00e7a para os clientes. O <em>sell-in<\/em> \u00e9 efetuado entre agosto e dezembro, mas o momento da execu\u00e7\u00e3o fica no per\u00edodo entre janeiro e mar\u00e7o. Nesse segundo per\u00edodo, a equipe de campo quintuplica e precisamos trabalhar nesse ciclo integrado da campanha&#8221;, indica a executiva.<\/p>\n<p><iframe title=\"Raphael Tasquetto e Fl\u00e1via Giordano   Neo pack e Faber Castell 1\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/3A0J8On5IG0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>MAPEANDO A SAZONALIDADE<\/h2>\n<p>Entre os benef\u00edcios de utilizar uma tecnologia para gest\u00e3o das informa\u00e7\u00f5es da equipe de campo est\u00e1 o fato de contar com um hist\u00f3rico das a\u00e7\u00f5es que mais chamaram a aten\u00e7\u00e3o do <em>shopper<\/em>.<\/p>\n<p>Utilizar essas informa\u00e7\u00f5es como uma das bases para o planejamento das campanhas garante que voc\u00ea atuar\u00e1 de maneira proativa e evite o temido &#8216;trabalhar apagando inc\u00eandio&#8217;.<\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" class=\"hs-cta-node hs-cta-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\"><!-- [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\/05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" id=\"hs-cta-img-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1.png\" alt=\"CTA guia de execucao\" width=\"1170\" height=\"260\" \/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pare de pensar em shopper e consumidor como pessoas distintas. Se voc\u00ea quer manter o cliente no centro, \u00e9 preciso rever alguns conceitos.<\/p>\n","protected":false},"author":4,"featured_media":23230,"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-14093","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 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A\u00e7\u00f5es sazonais de trade marketing - Involves Club<\/title>\n<meta name=\"description\" content=\"O fim do ano \u00e9 um prato cheio para criar a\u00e7\u00f5es sazonais de trade marketing. Quer destacar sua marca nesses per\u00edodos. 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