{"id":1985,"date":"2016-08-10T09:48:52","date_gmt":"2016-08-10T09:48:52","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=1985"},"modified":"2023-01-24T19:50:49","modified_gmt":"2023-01-24T19:50:49","slug":"quanto-custa-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/quanto-custa-trade-marketing\/","title":{"rendered":"Quanto custa o seu trade marketing?"},"content":{"rendered":"<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">E se pens\u00e1ssemos em relacionar o conceito Custo de Aquisi\u00e7\u00e3o de Clientes (CAC), que \u00e9 muito aplicado no marketing, ao trade?<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">O CAC, basicamente, \u00e9 o quanto voc\u00ea investe desde a atra\u00e7\u00e3o \u00e0 convers\u00e3o de um cliente. O termo vem do ingl\u00eas Customer Aquisition Cost. A m\u00e9trica \u00e9 como se fosse um ROI, s\u00f3 que mais direcionado ao in\u00edcio do planejamento do trade.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Este foi o tema de um artigo que publiquei recentemente no portal CIO &#8211; Estrat\u00e9gias de Neg\u00f3cios e TI para l\u00edderes corporativos: <a class=\"\" href=\"http:\/\/cio.com.br\/opiniao\/2016\/06\/28\/dos-kpis-ao-roi-a-importancia-das-metricas-no-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cDos KPIs ao ROI: a import\u00e2ncia das m\u00e9tricas no trade marketing\u201d.<\/a><\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">O c\u00e1lculo consiste em dividir o investimento em marketing e vendas pelo n\u00famero de vendas em determinado per\u00edodo (mensal, bimestral, trimestral, semestral ou anual). Quanto menor o CAC, maior o lucro.<a href=\"http:\/\/cio.com.br\/opiniao\/2016\/06\/28\/dos-kpis-ao-roi-a-importancia-das-metricas-no-trade-marketing\/\" target=\"_blank\" class=\"\" rel=\"noopener noreferrer\"><\/a><\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">A conta \u00e9 bem simples. <span class=\"bold_text\">Se voc\u00ea gastou R$ 3 mil com marketing e vendas e esse investimento resultou em 10 clientes novos, significa que cada um deles teve um custo de R$ 300 para sua opera\u00e7\u00e3o. E a\u00ed \u00e9 chegada a hora de equilibrar esse custo com o volume de vendas, para que o valor de investimento n\u00e3o seja mais alto que o retorno.<\/span><a href=\"http:\/\/cio.com.br\/opiniao\/2016\/06\/28\/dos-kpis-ao-roi-a-importancia-das-metricas-no-trade-marketing\/\" target=\"_blank\" class=\"\" rel=\"noopener noreferrer\"><\/a><\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">A negocia\u00e7\u00e3o \u00e9 um ponto fundamental entre ind\u00fastria e varejo, e muito disso vai entrar na sua conta do CAC. Um exemplo bem simples: ouvimos muito falar em &#8220;enxoval&#8221;. O termo se refere \u00e0s mercadorias que um determinado fornecedor oferece gratuitamente para abastecer uma loja nova.<span class=\"bold_text\"><\/span><a href=\"http:\/\/cio.com.br\/opiniao\/2016\/06\/28\/dos-kpis-ao-roi-a-importancia-das-metricas-no-trade-marketing\/\" target=\"_blank\" class=\"\" rel=\"noopener noreferrer\"><\/a><\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Essa rela\u00e7\u00e3o comercial deve estar prevista no planejamento e tem uma parcela significativa no or\u00e7amento do trade de ind\u00fastrias e distribuidores. De acordo com informa\u00e7\u00f5es dos principais portais do setor, como o DCI e o I nstituto Brasileiro de Estudos de Concorr\u00eancia , Consumo e Com\u00e9rcio Internacional, \u00e9 dessa forma que s\u00e3o negociados espa\u00e7os em g\u00f4ndolas para garantir a exposi\u00e7\u00e3o da marca em determinada rede.<span class=\"bold_text\"><\/span><a href=\"http:\/\/cio.com.br\/opiniao\/2016\/06\/28\/dos-kpis-ao-roi-a-importancia-das-metricas-no-trade-marketing\/\" target=\"_blank\" class=\"\" rel=\"noopener noreferrer\"><\/a><\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">\u00c9 como funciona o mercado.<span class=\"bold_text\"><\/span><a href=\"http:\/\/cio.com.br\/opiniao\/2016\/06\/28\/dos-kpis-ao-roi-a-importancia-das-metricas-no-trade-marketing\/\" target=\"_blank\" class=\"\" rel=\"noopener noreferrer\"><\/a><\/span><\/p>\n<p style=\"font-size: 15px;\">Na pr\u00e1tica, podemos resumir da seguinte forma: sua opera\u00e7\u00e3o precisa ter muito bem definidos os <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/kpis-indicadores-execucao-trade\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPIs<\/a>, ou seja, os indicadores. Um deles ser\u00e1 o CAC. E, por fim, voc\u00ea ter\u00e1 um <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/como-medir-roi-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">c\u00e1lculo de ROI preciso<\/a>, que demonstre realmente o retorno do seu planejamento e execu\u00e7\u00e3o em trade.<\/p>\n<h2 class=\"\" style=\"color: rgb(10, 45, 63); margin-top: 50px !important;\">O SELL-OUT \u00c9 A PRINCIPAL GARANTIA<\/h2>\n<p style=\"font-size: 15px;\">\u00c9 por isso que falamos tanto em oferecer experi\u00eancias completas de compra ao shopper. Quanto mais isso estiver garantido, mais o escoamento da sua mercadoria ser\u00e1 eficiente. Essa log\u00edstica vai determinar o equil\u00edbrio do CAC.<\/p>\n<p style=\"font-size: 15px;\">Como garantir que o <em>sell-out<\/em> aconte\u00e7a em n\u00famero expressivo?Fa\u00e7a uma reflex\u00e3o: o que o cliente final ouve ou sabe sobre o seu produto? Voc\u00ea leva alguma informa\u00e7\u00e3o al\u00e9m de somente esperar que ele escolha a sua marca nas prateleiras?<\/p>\n<p style=\"font-size: 15px;\">\u00c9 o que chamamos de inbound marketing (ou marketing de atra\u00e7\u00e3o). Atrav\u00e9s dele, voc\u00ea permite um contato espont\u00e2neo do cliente com a sua marca, oferecendo conte\u00fados relevantes a quem estar\u00e1 disputando market share com o seu produto.<\/p>\n<p style=\"font-size: 15px;\">Tenho certeza de que voc\u00ea, leitor, vai concordar comigo. Se algu\u00e9m tem informa\u00e7\u00f5es sobre diferenciais de um produto, as chances de que essa escolha se mantenha &#8211; mesmo diante de uma promo\u00e7\u00e3o mais atrativa no ponto de venda &#8211; s\u00e3o maiores.\u00c9 assim que voc\u00ea conseguir\u00e1 manter a sinergia da opera\u00e7\u00e3o desde os KPIs ao ROI. E, no fim das contas, voc\u00ea vai notar que o seu trade marketing custa, mas voc\u00ea sai ganhando com isso.<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ag\u00eancia<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Distribuidor<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ind\u00fastria<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Servi\u00e7os<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Varejo<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>E se pens\u00e1ssemos em relacionar o conceito Custo de Aquisi\u00e7\u00e3o de Clientes (CAC), que \u00e9 muito aplicado no marketing, ao trade? O CAC, basicamente, \u00e9 o quanto voc\u00ea investe desde [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2951,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421],"tags":[36,37,38,39,40],"class_list":["post-1985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","tag-agencia","tag-distribuidor","tag-industria","tag-servicos","tag-varejo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quanto custa o seu trade marketing? | Clube do Trade<\/title>\n<meta name=\"description\" content=\"Um resumo sobre a rela\u00e7\u00e3o que podemos estabelecer entre CAC, KPI e ROI, termos indispens\u00e1veis para otimizar o budget da sua opera\u00e7\u00e3o de trade marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/club.involves.com\/pt-br\/quanto-custa-trade-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quanto custa o seu trade marketing? 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