{"id":8590,"date":"2017-11-01T15:50:14","date_gmt":"2017-11-01T15:50:14","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=8590\/"},"modified":"2023-01-24T19:32:05","modified_gmt":"2023-01-24T19:32:05","slug":"cases-de-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/cases-de-trade-marketing\/","title":{"rendered":"Cases de Trade Marketing: conhe\u00e7a alguns exemplos e inspire-se para criar sua estrat\u00e9gia"},"content":{"rendered":"<p style=\"font-size: 15px;\">Se voc\u00ea chegou at\u00e9 aqui, \u00e9 porque j\u00e1 sabe &#8211; quase &#8211; tudo sobre <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/trade-marketing\">o que \u00e9 trade marketing<\/a> e est\u00e1 decidido a turbinar suas vendas, independente do seu ramo de atua\u00e7\u00e3o.<\/p>\n<p style=\"font-size: 15px;\">Voc\u00ea tamb\u00e9m deve concordar comigo em um ponto: manter uma \u00e1rea de trade marketing n\u00e3o \u00e9 o suficiente para garantir uma execu\u00e7\u00e3o exemplar.<\/p>\n<p style=\"font-size: 15px;\">\u00c9 preciso ir al\u00e9m: quais s\u00e3o os seus <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/kpis-de-trade-marketing\/\">indicadores<\/a>? Como voc\u00ea orienta sua equipe? Voc\u00ea aproveita as informa\u00e7\u00f5es do ponto de venda para tomada de decis\u00e3o?<\/p>\n<p style=\"font-size: 15px;\">Separamos alguns cases de trade marketing que v\u00e3o demonstrar o quanto essa cultura fez a diferen\u00e7a. S\u00e3o distribuidores, ind\u00fastrias e ag\u00eancias que sentiram os efeitos positivos da tecnologia.<\/p>\n<h2 class=\"\" style=\"margin-top: 50px !important; color: #0a2d3f;\">SOLU\u00c7\u00d5ES DE TRADE MARKETING<\/h2>\n<p style=\"font-size: 15px;\">Existem solu\u00e7\u00f5es focadas em gest\u00e3o &#8211; de pessoas e de dados &#8211; dispon\u00edveis no mercado e dedicadas a possibilitarem a evolu\u00e7\u00e3o do trade marketing nas empresas.<\/p>\n<p style=\"font-size: 15px;\">Se voc\u00ea procura refer\u00eancias, certamente j\u00e1 ouviu falar no Agile Promoter, que agora se chama <a href=\"https:\/\/involves.com\/stage\/\">Involves Stage<\/a>. Especialistas da \u00e1rea de Business Intelligence o indicam como a melhor plataforma do mercado atualmente.<\/p>\n<p style=\"font-size: 15px;\">Nilton Kazuyuki, analista de Business Intelligence, trabalhou como especialista na gest\u00e3o completa do ambiente Involves Stage da LEGO Group pela ag\u00eancia Yes Promo em 2016.<\/p>\n<p><span class=\"tve_image_frame\"><img decoding=\"async\" class=\"tve_image\" style=\"width: 165px;\" title=\"Cases de Trade Marketing \/ Business Inteligence\" src=\"https:\/\/club.involves.com\/wp-content\/uploads\/2017\/10\/nilton.jpg\" alt=\"cases de trade marketing - business inteligence\" width=\"165\" height=\"165\" data-attachment-id=\"8739\" \/><\/span><\/p>\n<p>[blockquote align=&#8221;none&#8221; author=&#8221;Nilton Kazuyuki,\u00a0Business Intelligence and Data Analytics Consultant&#8221;]O software atendeu 100% as demandas e necessidades de gest\u00e3o operacional do time de campo e \u00e9 a refer\u00eancia de mercado atualmente. \u00c9 um sistema r\u00e1pido, flex\u00edvel e altamente customiz\u00e1vel.\u201d[\/blockquote]<\/p>\n<ul>\n<li>Saiba mais sobre a <a href=\"https:\/\/club.involves.com\/blog\/involves-club\/\">mudan\u00e7a de marca do Agile Promoter<\/a>.<span class=\"tve_image_frame\"><img decoding=\"async\" class=\"tve_image\" style=\"width: 110px;\" src=\"\/\/dev.clubedotrade.com.br\/wp-content\/uploads\/2017\/04\/Foto-Tania2.jpg\" alt=\"\" width=\"110\" height=\"112\" data-attachment-id=\"1481\" \/><\/span><\/li>\n<\/ul>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">CASES DE TRADE MARKETING<\/h2>\n<p style=\"font-size: 15px;\">Atualmente, o Involves Stage possui 30 mil licen\u00e7as atuantes no mercado. Promotores de mais de 300 empresas utilizam o software para <a class=\"\" href=\"https:\/\/agilepromoter.com\/funcionalidades\/formularios-de-pesquisa?utm_source=clube-do-trade&amp;utm_medium=in-text&amp;utm_campaign=post-cases-de-trade-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">coletar informa\u00e7\u00f5es nos pontos de venda.<\/a><\/p>\n<p style=\"font-size: 15px;\">Entre elas, est\u00e3o nomes como Bosch, Cottonbaby, Red Bull, Motorola, PlayStation, Ipiranga, Ricardo Eletro, Sanremo, Vigor, Frimesa, Cecrisa e Faber Castell.<\/p>\n<p style=\"font-size: 15px;\">Separamos alguns cases que comprovam a evolu\u00e7\u00e3o de empresas de diferentes ramos com a aquisi\u00e7\u00e3o da <a class=\"\" href=\"https:\/\/agilepromoter.com\/?utm_source=clube-do-trade&amp;utm_medium=in-text&amp;utm_campaign=post-cases-de-trade-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">plataforma de trade marketing<\/a>.<\/p>\n<p style=\"font-size: 15px;\">Veja mais<\/p>\n<ul>\n<li class=\"\" style=\"font-size: 15px;\"><a href=\"https:\/\/club.involves.com\/blog\/acoes-de-trade-marketing\/\">A\u00e7\u00f5es de Trade Marketing<\/a><\/li>\n<li class=\"\" style=\"font-size: 15px;\"><a href=\"https:\/\/agilepromoter.com\/funcionalidades\/app-trade-marketing?utm_source=clube-do-trade&amp;utm_medium=in-text&amp;utm_campaign=post-cases-de-trade-marketing\">App de Trade Marketing<\/a><\/li>\n<li class=\"\" style=\"font-size: 15px;\"><a href=\"https:\/\/agilepromoter.com\/?utm_source=clube-do-trade&amp;utm_medium=in-text&amp;utm_campaign=post-cases-de-trade-marketing\">Ferramenta de trade marketing<\/a><\/li>\n<\/ul>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">BROKERS<\/h2>\n<p style=\"font-size: 15px;\">O Involves Stage \u00e9 a tecnologia padr\u00e3o da opera\u00e7\u00e3o de trade marketing dos Brokers <a class=\"\" href=\"https:\/\/www.nestle.com.br\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nestl\u00e9 no Brasil. <\/a>Propriet\u00e1rios e respons\u00e1veis pela <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/o-que-e-merchandising\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00e1rea de merchandising<\/a> de v\u00e1rias filiais comentam sobre os ganhos de performance da equipe e agilidade da informa\u00e7\u00e3o possibilitados pela plataforma.<\/p>\n<p style=\"font-size: 15px;\">Mais de 20 mil pontos de venda s\u00e3o atendidos pelos Brokers. Os decisores das equipes destacam diversos pontos que melhoraram com o Involves Stage.<\/p>\n<p style=\"font-size: 15px;\">Entre eles, est\u00e3o a\u00a0aproxima\u00e7\u00e3o e melhor comunica\u00e7\u00e3o da equipe e a\u00a0facilidade para <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/evitar-rupturas-de-estoque\/\" target=\"_blank\" rel=\"noopener noreferrer\">detectar problemas de ruptura<\/a>. Tamb\u00e9m podemos ressaltar a melhora no<em> mix<\/em> de produtos e veracidade das informa\u00e7\u00f5es coletadas em campo:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/5DzV1kJAxhc\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">DISTRIBUIDORES<\/h2>\n<p style=\"font-size: 15px;\">Cases de trade marketing entre distribuidores n\u00e3o s\u00e3o muito comuns, mas a Diprosul est\u00e1 \u00e0 frente nesse ramo. A\u00a0distribuidora Johnson &amp; Johnson em Santa Catarina \u00e9 uma empresa com 21 anos de atua\u00e7\u00e3o no mercado. \u00c9 especializada em distribui\u00e7\u00e3o de produtos de beleza e higiene em mais de 300 munic\u00edpios do estado.<\/p>\n<p style=\"font-size: 15px;\">O Involves Stage foi um divisor de \u00e1guas.<\/p>\n<p style=\"font-size: 15px;\">Antes da tecnologia, n\u00e3o havia nenhum controle sobre os roteiros. Os processos n\u00e3o estavam alinhados e a equipe n\u00e3o conseguia atender a exig\u00eancia dos fornecedores sobre as informa\u00e7\u00f5es de performance dos produtos.<\/p>\n<p style=\"font-size: 15px;\">Confira os exemplos trazidos pelo diretor comercial da Diprosul, Leandro Rodrigues:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/TXGo-EHOPnU\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">IND\u00daSTRIAS<\/h2>\n<p style=\"font-size: 15px;\">A Bombril \u00e9 uma ind\u00fastria que conseguiu virar o jogo e reverter uma queda de 5 pontos percentuais de share da marca.<\/p>\n<p style=\"font-size: 15px;\">A ruptura era a grande vil\u00e3 da opera\u00e7\u00e3o, e o Involves Stage iniciou um processo de retomada da empresa no ponto de venda. A presen\u00e7a dos promotores em loja, por exemplo, aumentou em 25%.<\/p>\n<p style=\"font-size: 15px;\">De um preju\u00edzo de 24 milh\u00f5es de reais no primeiro semestre de 2016, a empresa apresentou um lucro de R$ 34 milh\u00f5es no mesmo per\u00edodo em 2017. O sucesso da opera\u00e7\u00e3o \u00e9 o pilar mais forte da Bombril, como um grande <span class=\"bold_text\">case de trade marketing<\/span>.<\/p>\n<p style=\"font-size: 15px;\">O head de trade marketing, Rafael Mattos, e a gerente de trade marketing, Priscilla Mancini, contaram por que o Involves Stage fez a diferen\u00e7a para a Bombril:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/u0gDPkdvKlQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>A Profarma \u00e9 o player mais diversificado do Brasil no segmento de sa\u00fade, com atua\u00e7\u00e3o em distribui\u00e7\u00e3o, especialidades e varejo.<\/p>\n<p>O time de vendas enfrentava muitas dificuldades com o tratamento das informa\u00e7\u00f5es. Depois de testar v\u00e1rias ferramentas, a equipe chegou com maturidade ao Involves Stage.<\/p>\n<blockquote><p>Quando a gente implantou o Agile Promoter aqui na Profarma, n\u00f3s tivemos um ganho de produtividade significativo, e o Agile Promoter ajuda nossa equipe interna a vender a qualidade do servi\u00e7o do nosso pessoal para as ind\u00fastrias&#8221;, Ednilson Trevisan, gerente comercial.<\/p><\/blockquote>\n<p>Em agosto do ano passado, a empresa atingiu a meta de 80% do cumprimento de rota, um n\u00famero muito almejado pelo time.<\/p>\n<p>&#8220;At\u00e9 seis meses antes da implanta\u00e7\u00e3o do Involves Stage, n\u00f3s n\u00e3o pass\u00e1vamos de 50%. Ent\u00e3o, 80% parecia estar bem longe&#8221;, explicou Rodrigo Andrade, analista comercial da Profarma. Confira todos os detalhes desse case no v\u00eddeo abaixo:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/OUfIgiXLprQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">AG\u00caNCIAS<\/h2>\n<p style=\"font-size: 15px;\">A <a class=\"\" href=\"http:\/\/www.marcomkt.com\/institucional\/?lang=pt\" target=\"_blank\" rel=\"noopener noreferrer\">Marco Marketing Inteligente<\/a> \u00e9 uma ag\u00eancia que atende clientes no Brasil e na Am\u00e9rica Latina. Entre as empresas do portf\u00f3lio, est\u00e3o LG, Colgate, Adidas, BIC, Samsung, Vulcabras Azaleia, entre outras.<\/p>\n<p style=\"font-size: 15px;\">Para a general manager, Ana Paula de Andrade, o Involves Stage permitiu visibilidade. \u201cO business intelligence sempre foi a nossa ess\u00eancia, porque por meio das opera\u00e7\u00f5es a gente queria trazer as informa\u00e7\u00f5es do que acontecia nos pontos de venda dos clientes\u201d, comenta.<\/p>\n<p style=\"font-size: 15px;\">Controle de jornada, roteiros, check in, check out, fotos dos PDVs, coleta de informa\u00e7\u00f5es e alertas de estoques deixaram de ser um desafio para a equipe, que passou a oferecer um servi\u00e7o mais completo:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/z7sxr5CCQu4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"font-size: 15px;\">Para a Caf\u00e9 Comunica\u00e7\u00e3o, que buscava uma solu\u00e7\u00e3o especializada em trade marketing quando contratou o Involves Stage, informa\u00e7\u00f5es dentro do prazo e precisas foram as conquistas mais relevantes trazidas pela plataforma.<\/p>\n<p style=\"font-size: 15px;\">A ag\u00eancia atua h\u00e1 13 anos no mercado focada em oferecer um servi\u00e7o 360\u00ba aos clientes.<\/p>\n<p style=\"font-size: 15px;\">Antes de adquirir a solu\u00e7\u00e3o, a equipe n\u00e3o conseguia comprovar o trabalho operacional \u00e0s empresas atendidas, al\u00e9m de se deparar com erros frequentes dos n\u00fameros apresentados.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/XKiKu8ZY9yE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">POR QUE COMPRAR O INVOLVES STAGE?<\/h2>\n<p style=\"font-size: 15px;\">J\u00e1 est\u00e1 comprovado: contar com uma <a class=\"\" href=\"https:\/\/agilepromoter.com\/funcionalidades?utm_source=clube-do-trade&amp;utm_medium=in-text&amp;utm_campaign=post-cases-de-trade-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">tecnologia especializada em trade marketing<\/a> traz in\u00fameros benef\u00edcios.\u00a0Tudo foi dito nos v\u00eddeos acima, mas, para facilitar, vamos fazer uma lista retomando 12 vantagens de uma tecnologia para o trade:<\/p>\n<ul class=\"tve_ul tve_ul1 tve_blue\" style=\"font-size: 15px;\">\n<li class=\"\">Melhor comunica\u00e7\u00e3o, engajamento e proximidade da equipe de campo;<\/li>\n<li class=\"\">Aumento da efetividade e presen\u00e7a da equipe de campo;<\/li>\n<li class=\"\">Roteiriza\u00e7\u00e3o otimizada;<\/li>\n<li class=\"\">Defini\u00e7\u00e3o e acompanhamento de indicadores (KPIs);<\/li>\n<li class=\"\">Aumento do ROI;<\/li>\n<li class=\"\">Conhecimento da situa\u00e7\u00e3o real do produto no ponto de venda;<\/li>\n<li class=\"\">Reporte instant\u00e2neo de a\u00e7\u00f5es da concorr\u00eancia;<\/li>\n<li class=\"\">Agilidade no repasse de orienta\u00e7\u00f5es \u00e0 equipe (economia com impress\u00e3o do guia de execu\u00e7\u00e3o);<\/li>\n<li class=\"\">Gera\u00e7\u00e3o de relat\u00f3rios em tempo real (economia de tempo e de dinheiro, sem necessidade de impress\u00e3o);<\/li>\n<li class=\"\">Registro em fotos da execu\u00e7\u00e3o no ponto de venda;<\/li>\n<li class=\"\">Corre\u00e7\u00e3o instant\u00e2nea de falhas na execu\u00e7\u00e3o;<\/li>\n<li class=\"\">Aumento do share com melhoras na execu\u00e7\u00e3o.<\/li>\n<\/ul>\n<p style=\"font-size: 15px;\">Aproveite para conversar com um representante do time de consultores da Involves e saiba como o Involves Stage pode contribuir para a sua equipe de trade marketing.<\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-node hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\"><!-- [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\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" id=\"hs-cta-img-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf.png\" alt=\"CTA Solu\u00e7\u00e3o 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, '7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Se voc\u00ea chegou at\u00e9 aqui, \u00e9 porque j\u00e1 sabe &#8211; quase &#8211; tudo sobre o que \u00e9 trade marketing e est\u00e1 decidido a turbinar suas vendas, independente do seu ramo [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":8738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[42],"class_list":["post-8590","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado","tag-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cases de trade trade marketing: impulsione suas vendas - Involves Club<\/title>\n<meta name=\"description\" content=\"Reunimos alguns dos melhores cases de trade marketing. 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