{"id":14753,"date":"2019-01-23T09:00:50","date_gmt":"2019-01-23T09:00:50","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=14753"},"modified":"2023-01-24T14:29:21","modified_gmt":"2023-01-24T14:29:21","slug":"calendario-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/calendario-trade-marketing\/","title":{"rendered":"Como criar um calend\u00e1rio de Trade Marketing para o seu segmento?"},"content":{"rendered":"

Muitos profissionais confundem o calend\u00e1rio de trade marketing<\/strong> com o calend\u00e1rio promocional. A verdade \u00e9 que o calend\u00e1rio promocional<\/a> complementa o plano anual de trade, funcionando como uma ferramenta de vis\u00e3o e controle das a\u00e7\u00f5es que ser\u00e3o realizadas durante o ano. <\/span>
\n<\/span><\/p>\n

Para elaborar um calend\u00e1rio de <\/span>trade marketing<\/span><\/a>, \u00e9 preciso primeiro entender que as a\u00e7\u00f5es devem ser organizadas em per\u00edodos: bimestres, trimestres, quadrimestres ou semestres. Cada empresa faz essa divis\u00e3o de acordo com seus objetivos e particularidades.<\/span><\/p>\n

Vamos entender melhor como fazer este planejamento para garantir melhores estrat\u00e9gias no ponto de venda? Continue a leitura para n\u00e3o esquecer de quest\u00f5es importantes e montar seu novo calend\u00e1rio de trade marketing com mais efic\u00e1cia.<\/span><\/p>\n

CALEND\u00c1RIO DE TRADE MARKETING: COMO FAZER<\/b><\/h2>\n

Bem, voc\u00ea j\u00e1 sabe que a elabora\u00e7\u00e3o de um calend\u00e1rio de trade marketing est\u00e1 diretamente relacionada aos objetivos da organiza\u00e7\u00e3o e deve ser organizada em per\u00edodos bem estabelecidos.<\/span><\/p>\n

Pois bem, al\u00e9m da divis\u00e3o por per\u00edodos, o calend\u00e1rio deve contemplar as <\/span>a\u00e7\u00f5es<\/span><\/a> que ser\u00e3o realizadas em cada canal e para cada cliente da ind\u00fastria. Em outras palavras, considerar os <\/span>canais de vendas<\/span><\/a> e suas personas \u00e9 outra medida essencial para garantir o melhor desempenho de suas a\u00e7\u00f5es no PDV.<\/span><\/p>\n

Clientes-chave (<\/span>key accounts<\/span><\/i> – KA) devem receber aten\u00e7\u00e3o especial no calend\u00e1rio de trade marketing, com as datas de suas a\u00e7\u00f5es e respectivos enfoques claramente indicados. Quanto \u00e0s demais a\u00e7\u00f5es para os outros canais, elas podem estar indicadas sem tanto detalhamento, mas devem constar para que o gestor tenha visibilidade do todo. <\/span>
\n<\/span><\/p>\n

Geralmente, os KAs exigem a\u00e7\u00f5es customizadas e for\u00e7am a ind\u00fastria a introduzir seus lan\u00e7amentos em suas lojas antes de disponibiliz\u00e1-los aos m\u00e9dios e pequenos varejistas, que s\u00e3o atendidos por distribuidores e atacadistas. <\/span>
\n<\/span><\/p>\n

Ao realizar esse planejamento, o gestor de trade marketing garante que n\u00e3o haver\u00e1 conflitos entre os canais. Isso, \u00e9 claro, se os pares comerciais respeitarem essa defini\u00e7\u00e3o. <\/span>
\n<\/span><\/p>\n

O calend\u00e1rio promocional (que, como dissemos, faz parte do plano de trade marketing) tamb\u00e9m deve contemplar caracter\u00edsticas regionais. Portanto, ao planejar os pr\u00f3ximos meses, \u00e9 imprescind\u00edvel considerar quest\u00f5es como <\/span>sazonalidade e datas comemorativas<\/span><\/a>. S\u00f3 assim as campanhas ter\u00e3o relev\u00e2ncia em n\u00edvel regional.<\/span><\/p>\n

O principal insumo que origina o calend\u00e1rio de trade marketing \u00e9 o planejamento de lan\u00e7amentos dos produtos da ind\u00fastria. Para tanto, deve haver um alinhamento com o setor de marketing. Quando isso n\u00e3o acontece, o setor de trade poder\u00e1, na melhor das hip\u00f3teses, criar campanhas pontuais sem o devido impacto nos canais da ind\u00fastria. <\/span>
\n<\/span><\/p>\n

Ainda, \u00e9 preciso levar em conta as negocia\u00e7\u00f5es com os KAs com base em seu hist\u00f3rico, para prever recursos para a\u00e7\u00f5es n\u00e3o programadas, que fazem parte do dia a dia da rela\u00e7\u00e3o ind\u00fastria – varejo.<\/span><\/p>\n

Podemos dizer, por fim, que o calend\u00e1rio de trade marketing \u00e9 uma ferramenta que permite que os objetivos estrat\u00e9gicos sejam operados, garantido assim que metas tra\u00e7adas sejam atingidas. Deve-se realizar o calend\u00e1rio logo ap\u00f3s a defini\u00e7\u00e3o do plano de trade marketing, que \u00e9 o guia global da vis\u00e3o do departamento na empresa.<\/span><\/p>\n

E voc\u00ea? Tem alguma dica para compartilhar sobre o planejamento de um calend\u00e1rio promocional para a\u00e7\u00f5es de trade marketing? Compartilhe suas opini\u00f5es nos coment\u00e1rios!<\/span><\/p>\n

[thrive_leads id=’14759′]<\/p>\n

Tags: a\u00e7\u00f5es sazonais<\/a>, calend\u00e1rio de trade marketing<\/a>, calend\u00e1rio promocional<\/a>, planejamento<\/a>
<\/div>","protected":false},"excerpt":{"rendered":"

Muitas pessoas t\u00eam d\u00favidas sobre o que considerar ao criar um calend\u00e1rio de trade marketing. Encontre suas respostas aqui.<\/p>\n","protected":false},"author":12,"featured_media":19790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421],"tags":[150,151,152,153],"class_list":["post-14753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","tag-acoes-sazonais","tag-calendario-de-trade-marketing","tag-calendario-promocional","tag-planejamento"],"acf":[],"yoast_head":"\nComo elaborar um calend\u00e1rio de trade marketing? - Involves Club<\/title>\n<meta name=\"description\" content=\"Quer saber como criar um calend\u00e1rio completo de Trade Marketing? 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