Definition

The New Gatekeepers

Trade marketing is the work a brand does with and through its retailers to win the shelf. In The Shelf by Mark Alexander of Bamboo Marketing, a trade marketing promotion is one built for the retailer as much as for the shopper, tested on S.O.S.: simple, operational, sales.

Read the full chapter: Chapter 14, The New Gatekeepers.

Score an idea with Trudy LiteFree and anonymous. Trudy reads your promotion against the Five Levers and names the move. Book a promotion pressure-testA fixed-price Kill Sheet review by Trevor Services before you commit the budget.