Finding Retailers in Trade Marketing There are many different kinds of retailers that can be targeted for your trade marketing purposes. In fact, for many marketers (especially those new to the business), the process of narrowing down a list of relevant and applicable retailers can be somewhat daunting, considering the high volume of businesses in the industry. What follows are some tips to help find the right retailer for your business, regardless of the product you are trying to sell.

1. 5 Trade Marketing Tips
Finding Retailers in Trade Marketing
There are many different kinds of retailers that
can be targeted for your trade marketing
purposes. In fact, for many marketers
(especially those new to the business), the
process of narrowing down a list of relevant
and applicable retailers can be somewhat
daunting, considering the high volume of
businesses in the industry. What follows are
some tips to help find the right retailer for your
business, regardless of the product you are
trying to sell.
1) Conduct Market Screenings
The first step to take in order to find the right retailer for your business is to
conduct market screenings of various companies. This can be done
through primary source research methods, such as surveys sent via e-mail
or linked to your company website. The aim of these screenings should be
to determine which retailers would be a good fit for a particular product, in
terms of inventory, brand image, average price point, and customer base.
This information can also be gleaned from consulting Nielsen and Forrester
studies, as well as from large databases like the National Trade Data Bank,
which offers statistics on industry trends.
2) Narrow the Playing Field
Once market research has been conducted to determine which retail
outlets might be a potential fit and which can be eliminated from the list, the
next step is to narrow that list even further. Of the retailers compiled, you
should identify a handful of up-and-coming companies - retailers who are
making a “splash” in the market, or whose sales have been consistently
high or increasing in recent months. These retailers are most often new
companies looking for the next best thing and should become primary
targets for your trade marketing. Be sure to select promising companies in
a variety of sizes, to be sure they are selling to a diverse field.

2. 3) Analyze Target Markets and Retailers
With the shortened list in hand, you can now conduct a closer analysis of
what kinds of products these retailers might consider selling, what products
they already sell, and whether they might be willing to add new inventory or
replace older brands with new ones. Determine the regular clientele at
these research establishments: what will they respond to? What kind of
advertising campaigns do the retailers usually use, and have recent sales
figures proven them to be successful? This step requires a bit of sleuthing,
but sites like Dailyfinance.com (which reports sales figures for a variety of
major retail outlets) can help in this analysis.
4) Plan for Competition
Analyzing trade marketing competition can also help find the right retailer
for your business. While it is important to be competitive, it is also important
to be practical; that is, a retailer that has worked with a particular
manufacturer for several years and who has seen a steady increase in
sales may not be the best target if you happen to be marketing a similar
product. On the other hand, analyzing the competition can also help you
formulate a more convincing and appealing sales strategy for target
retailers.
5) Select Distributors or Sales Outlets
To find the right retailer for your business, it is also a good idea to decide
whether a larger distribution dealer or a smaller retailer would be a better
market for your product. Distributors act as “middle men” for product
delivery and sales, and are typically good targets for marketers who need
to unload a high volume of product to be distributed nationally or to a
number of different vendors. Retailers can also be distributors, but in the
trade marketing industry they are typically viewed as a separate sales
outlet. These sources serve as a more direct link to the consumer, and
require more consumer-based marketing strategies.
Planning ahead is essential if you truly want to find the right retailer for your
business. Some retailers may agree to purchase a product, but that does
not mean they are automatically the “right” company, as their clientele or
image may not be right for what you are selling. Close analysis of market

3. trends and specific retail outlets will generate a more successful
partnership.
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