{"id":7265,"date":"2023-12-26T16:47:30","date_gmt":"2023-12-26T19:47:30","guid":{"rendered":"https:\/\/touchlatam.com\/?p=7265"},"modified":"2024-04-17T15:48:09","modified_gmt":"2024-04-17T19:48:09","slug":"back-to-school","status":"publish","type":"post","link":"https:\/\/touchlatam.com\/co\/back-to-school\/","title":{"rendered":"Back to School: 5 errores a evitar para una estrategia de Trade Marketing exitosa"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7265\" class=\"elementor elementor-7265\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-739ea8fd e-flex e-con-boxed e-con e-parent\" data-id=\"739ea8fd\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-40d3752 elementor-widget elementor-widget-heading\" data-id=\"40d3752\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Back to School: 5 errores a evitar en Trade Marketing y ganar terreno ante tu competencia<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3b71ad elementor-widget elementor-widget-image\" data-id=\"c3b71ad\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/touchlatam.com\/wp-content\/uploads\/2023\/12\/back2school3.png\" class=\"attachment-large size-large wp-image-7270\" alt=\"Universitaria en back to school con cuadernos\" srcset=\"https:\/\/touchlatam.com\/wp-content\/uploads\/2023\/12\/back2school3.png 600w, https:\/\/touchlatam.com\/wp-content\/uploads\/2023\/12\/back2school3-300x200.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3aa21628 elementor-widget elementor-widget-text-editor\" data-id=\"3aa21628\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p>\n<p><\/p>\n<p><\/p>\n<p><\/p>\n<p>En la fren\u00e9tica temporada de <strong>Back to School<\/strong>, los gerentes de Trade Marketing se enfrentan a desaf\u00edos significativos para <strong>destacar entre la competencia<\/strong>. La saturaci\u00f3n del mercado, los nuevos canales para adquirir productos y la diversidad de ofertas crean un escenario complicado.<\/p>\n<p><\/p>\n<p><\/p>\n<p>Y es que el bombardeo de promociones y la multiplicidad de productos dificultan la diferenciaci\u00f3n.<\/p>\n<p>\u00bfEl resultado? Consumidores abrumados por el exceso de informaci\u00f3n y \u00e1reas de Trade estresadas por captar la atenci\u00f3n y fidelidad de su audiencia, lo que puede ser contraproducente al momento de desplegar estrategias exitosas.<\/p>\n<p><\/p>\n<p><\/p>\n<p>Por lo mismo, te dejamos los<strong> 5 errores a evitar para sobresalir e impactar tus ventas<\/strong> en estos meses clave para la industria.<\/p>\n<p><\/p>\n<p><\/p>\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76bcc6e elementor-widget elementor-widget-heading\" data-id=\"76bcc6e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Desconexi\u00f3n de las tendencias del mercado<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb786e1 elementor-widget elementor-widget-text-editor\" data-id=\"cb786e1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Posibles repercusiones:<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:list --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><!-- wp:list-item --><\/ul>\n<\/li>\n<li>Desplegar estrategias desactualizadas y poco relevantes ante un p\u00fablico que ha cambiado sus preferencias y la forma de interactuar con los productos.<br \/><br \/><\/li>\n<li>Bajar la efectividad de las campa\u00f1as y, por ende, del retorno de la inversi\u00f3n.<br \/><br \/><\/li>\n<li>Desaprovechar oportunidades para introducir nuevos productos, servicios o experiencias que est\u00e9n en sinton\u00eda con las demandas cambiantes del mercado.<br \/><br \/><\/li>\n<li>Perder la confianza del consumidor porque la marca parece no comprender sus necesidades y deseos actuales.\u00a0<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Descarga <a href=\"https:\/\/touchlatam.com\/co\/tendencias-de-consumo\/\">aqu\u00ed<\/a> nuestro estudio <strong>Tendencias de Consumo Latam 2023<\/strong>.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-92e5d82 elementor-widget elementor-widget-heading\" data-id=\"92e5d82\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Falta de coherencia en los mensajes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-662c982 elementor-widget elementor-widget-text-editor\" data-id=\"662c982\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Posibles repercusiones:<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:list --><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><!-- wp:list-item --><\/ul>\n<\/li>\n<li>Tener consumidores indecisos o desorientados ante la falta de claridad sobre los productos, promociones o valores de la marca.<br \/><br \/><\/li>\n<li>Debilitar la percepci\u00f3n y credibilidad de la marca, haciendo que parezca menos confiable y profesional.<br \/><br \/><\/li>\n<li>Diluir el mensaje principal y disminuir la capacidad de persuasi\u00f3n de la publicidad.<br \/><br \/><\/li>\n<li>Menor retenci\u00f3n y comprensi\u00f3n del mensaje.<br \/><br \/><\/li>\n<li>Bajar la confianza y el desempe\u00f1o de los equipos de venta ante la dificultad de explicar mensajes contradictorios.<\/li>\n<\/ul>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc9df6d elementor-widget elementor-widget-heading\" data-id=\"fc9df6d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">No establecer m\u00e9tricas claras<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ecde498 elementor-widget elementor-widget-text-editor\" data-id=\"ecde498\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Posibles repercusiones:<\/strong><\/p>\n<ul>\n<li>Tomar decisiones basadas en suposiciones en lugar de datos concretos, alejando la estrategia de los resultados deseados.<br \/><br \/><\/li>\n<li>Carecer de la informaci\u00f3n necesaria para identificar \u00e1reas de mejora y optimizar estrategias.<br \/><br \/><\/li>\n<li>Asignar de manera ineficiente presupuestos y esfuerzos.<br \/><br \/><\/li>\n<li>Perder oportunidades valiosas para capitalizar tendencias emergentes o abordar cambios en el comportamiento del consumidor.\u00a0<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00aed2b elementor-widget elementor-widget-heading\" data-id=\"00aed2b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Falta de colaboraci\u00f3n interna<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4422179 elementor-widget elementor-widget-text-editor\" data-id=\"4422179\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Posibles repercusiones:<\/strong><\/p>\n<ul>\n<li>Crear una experiencia inconsistente para los consumidores ante la falta de coordinaci\u00f3n entre los equipos.<br \/><br \/><\/li>\n<li>Llevar a problemas en el suministro de productos, gesti\u00f3n del inventario y on time de entregas.<br \/><br \/><\/li>\n<li>Despilfarrar recursos al trabajar en objetivos divergentes o duplicando esfuerzos sin necesidad.<br \/><br \/><\/li>\n<li>Dificultar la ejecuci\u00f3n de estrategias hol\u00edsticas que aborden las necesidades del cliente en todas las etapas.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c76ff3 elementor-widget elementor-widget-heading\" data-id=\"1c76ff3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Malas contrataciones<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9dc6db7 elementor-widget elementor-widget-text-editor\" data-id=\"9dc6db7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Posibles repercusiones:<\/strong><\/p>\n<ul>\n<li>Representaci\u00f3n deficiente de la marca al no contar con equipos que tengan un conocimiento adecuado de los productos o servicios.<br \/><br \/><\/li>\n<li>Perder oportunidades de venta y tener una baja conversi\u00f3n de clientes potenciales a cierres.<br \/><br \/><\/li>\n<li>Contar con colaboradores sin habilidades s\u00f3lidas de ventas y con poca capacidad de persuasi\u00f3n, de responder preguntas o de brindar informaci\u00f3n precisa a los clientes.<br \/><br \/><\/li>\n<li>Contribuir a una experiencia del cliente deficiente.<br \/><br \/><\/li>\n<li>Retrasar la ejecuci\u00f3n de las actividades de trade marketing, afectando la implementaci\u00f3n de promociones, eventos y otras iniciativas planificadas.<br \/><br \/><\/li>\n<li>Incurrir en costos adicionales de capacitaci\u00f3n y reemplazo.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d3e832 elementor-widget elementor-widget-text-editor\" data-id=\"9d3e832\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Como la temporada Back to School es crucial, evitar errores es clave.<\/strong> La competencia es enorme, pero con estrategias inteligentes, es posible comenzar el a\u00f1o con un incremento significativo en las ventas.<\/p>\n<p>Por lo mismo, te dejamos la <strong>gu\u00eda con las equivocaciones m\u00e1s comunes<\/strong> que se comenten en temporadas altas y las repercusiones que pueden tener para tu marca.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b90e26 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"7b90e26\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/touchlatam.com\/co\/5-errores-a-evitar-en-back-to-school\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Descargar Gu\u00eda<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b41966 elementor-widget elementor-widget-text-editor\" data-id=\"8b41966\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Si necesitas apoyo para implementar tu campa\u00f1a, en Touch te podemos ayudar. <strong>Cotiza <a href=\"https:\/\/touchlatam.com\/co\/soluciones\/go\/trade-marketing-360-seo\/\">aqu\u00ed<\/a>.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Back to School: 5 errores a evitar en Trade Marketing y ganar terreno ante tu competencia En la fren\u00e9tica temporada de Back to School, los gerentes de Trade Marketing se enfrentan a desaf\u00edos significativos para destacar entre la competencia. La saturaci\u00f3n del mercado, los nuevos canales para adquirir productos y la diversidad de ofertas crean [&hellip;]<\/p>","protected":false},"author":2,"featured_media":7270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","content-type":"","footnotes":""},"categories":[28,26],"tags":[49,45],"class_list":["post-7265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cifras","category-empresas","tag-back-to-school","tag-trade-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.1 (Yoast SEO v24.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Back to School | 5 consejos para un Trade Marketing exitoso<\/title>\n<meta name=\"description\" content=\"Te dejamos 5 errores a evitar para destacar sobre tu competencia y tener una estrategia de Trade Marketing exitosa este Back to School.\" \/>\n<meta name=\"robots\" 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