Trade marketing is typically the single largest line item on a company’s income sheet, but how do you know if your trade marketing is effective? Most promotions are ineffective and fail to encourage new shopper trials – the primary goal of every promotion. While rewarding loyal shoppers to make repeat purchases can prove beneficial, new shopper engagement is the key to growing brand sales.
Organizations typically use five key capabilities or approaches (we’ll call them “levers” from now on) to improve operations that underlie journeys
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5/3/2019
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