how does trade promotion relate to campaign

[Former Member]

hi，expert，

I am a new-hand in crm. to my knowledge, trade promotion & campaign is different function for CRM. trade promotion deal with our traditional trade promotion such as discount, free goods etc., while campaign is about arranging some kind of activity for the channels letter, e-mail, and lead. when marketing in an concrete enterprise, it seems impossible that trade promotion & campaign just do their own business and have no relation. so my question is how does trade promotion differ from campaign,& also how they cooperate in marketing.

besides, since trade promotion also has its own trade promotion planning, so how does trade promotion planning differ from marketing plan? if they two co-existed, what's the relation between them?

your response will be warmly welcome.

thanks a lot.

lisa

[Former Member]

Hi Lisa

Diff betn Campaign and TPM

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Campaigns are the ways and mediums which helps in communication, increasing awareness, increase sales and wide range of activities. It can be done through mailing list, product promotions, telecalling etc. So in nutshell as an organisation, you are trying to reach your customers for increasing customer base or sales or product awareness.

Examples of campaign:

1)You give $2 off on the purchase of every pack of Beer bottle.

2) Set up a stall in the Expo and register the queries to generate the leads.

3) Telecalling to all the individuals in the city with more than USD 100,000 p.a. income and then create leads.

However Trade Promotion Management is an activity which is done with the help of your channel partners. The check here is "trade", which means distributors, retailers, wholesellers, re-sellers etc. The purpose remain the same like to increase customer base or sale revenues but here the incentives are given to your channel partner.

Ex. Organisation sells products through Distributors in the market. If Organisation devise a scheme whereby distributor will get US $ 1000 extra he sells more than 100 cartons/month then it is a TPM.

Campaign : You can create Campaign without BP master data, you can run Campaign for External email id to generate lead and opportunity. but

Trade Promotion : You need to have BP master data. Mostly TP functionalities is used in Consumer Durables, FMCG where distributors or retailers as their BP.

Campaign : can be automated

TP : not possible

Campaign : You can use Bounce Management to track and analyse your campaign

TP : It will be based on the Cutomer Approval status. Normally will be done by key account manager.

From deal you can create TP

Hope this will calrify some of your queries...

Rgds

Mallikarjun

[Former Member]

hi，expert，

thanks a lot for your answer. from your answer, I conclude that campaign is oriented to end consumer，while TPM is directed to business partner. Is this understanding right?

in addition, does marketing plan consist of these two kind of planning,for consumers & for BP? OR just mean to consumer？

thks anyway.

lisa

[Former Member]

Hi Lisa,

Your understanding of usage of Campaign and Trade Promotion is correct, Campaigns can be used where an organisation directing its marketing efforts to end consumers, and trade promotions if the efforts are for channel partners.

The marketing plan is used as an organizational tool in marketing planning, and if you want to capture both the Campaign and trade promotion in same plan, system will not restrict you.

Hope this will help...

Rgds

Mallikarjun