Glossary
Trade marketing
Trade marketing is the work of ensuring that what was agreed with a sales channel actually happens at the point of sale: that the product is there, that it is visible, at the agreed price and with the promotional material in place.
Its structural problem is the distance between the agreement and the execution: what gets negotiated in an office is fulfilled — or not — across thousands of stores, each with its own manager and priorities. Without on-site verification, the brand pays for a display it cannot confirm.
That is why the work is organised around the visit: someone goes through the stores, records what is happening and leaves evidence. What changes with a management system is not the visit but what can be done with what it brings back: seeing it the same day and store by store, instead of in a monthly report.
Where GoDoWorks handles this:GDW Trade