Trade marketing promotes products to supply chain intermediaries rather than end consumers. The goal is motivating wholesalers and retailers to stock, display, and promote your products.
Tools include trade discounts, display allowances, co-op advertising, and trade shows. For example, FMCG companies offer retailers special margins and prime shelf placement incentives.
Strong trade marketing ensures products are available where customers want to buy them. It's essential because even the best consumer advertising fails if products aren't on store shelves.