Trade marketing services for consumer brands
We build the promo calendar, plan co-op and scan-back programs and tie spend to your P&L. Our field teams then execute at shelf.
What is trade marketing?
Trade marketing is the work of getting retailers to stock, feature and promote your product: promotional calendars, retailer programs, co-op funds, scan-back offers and in-store support. It sits between sales and marketing.
In plain terms: co-op is marketing money you fund so a retailer promotes your product. Scan-back is a payment tied to units that scan at the register during a promotion. Both only work if you plan them against your margins.
We build the promo calendar, plan the programs and tie spend to your P&L. Then our field teams support promotions at shelf, so the plan shows up in the store.
Who it is for
Brands spending on promotions without a plan tied to margin.
A retained program, run by our team and managed by Greenline against a 90-day playbook.
Scope this lane →What is included
- Annual and quarterly promo calendar
- Co-op and scan-back planning
- Promo spend tracking against the P&L
- Retailer program sign-up support
- Monthly performance read-out
From the field
When brands use trade marketing
A promo calendar for the year
Pick the right retailers, windows and offers so spend is planned, not reactive.
Co-op and scan-back planning
Set programs you can afford and track what they returned.
Retailer program sign-up
Get your product into the programs retailers run.
Reconciling promo spend
Check what was spent against what was planned and what moved.
Brief. Staff. Execute. Recap.
- 01
Brief
We pull your pricing, margins and retailer programs to build the baseline.
- 02
Staff
A Greenline trade lead runs the calendar. Field teams back it at shelf.
- 03
Execute
We submit, track and reconcile promotions, and send field to support them.
- 04
Recap
You get a monthly performance read-out and an updated calendar.
How much does trade marketing cost?
Trade marketing runs as an Embedded lane from $5k per month, or inside a Growth Partnership at $5k to $25k per month, scoped to your lanes.
Promotional spend itself is your budget. Our retainer covers the planning, tracking, reconciliation and field support.
How we report on trade marketing
- Promo calendar with planned versus actual spend
- Performance by promotion, account and market
- Program participation and compliance
- Field proof that promotions ran in store
- A monthly performance read-out and updated calendar
What to look for in trade marketing support
- 01
Tied to your P&L
Promotions should be planned against margin, not just volume.
- 02
Retailer program knowledge
Ask which programs they have worked and how they sign brands up.
- 03
Field execution behind it
A promotion that does not show up in the store is wasted spend.
- 04
Clean reporting
You should be able to see what each promotion cost and returned.
Three ways to work with us
- 01 · Call us in
Sprint
$195 to $240 per activation
Defined events or market tests. Pick a quantity, check out online, and we deploy.
- Existing Sprint pricing and online checkout
- Recap with photos after every shift
- No contracts.
- 02 · Plug us in
Embedded
From $5k per month
One function run like in-house: field marketing management, trade marketing or sponsorships, month to month.
- One lane, staffed and managed by Greenline
- Weekly read-out on what moved
- Scoped on a strategy call
- 03 · Build with us
Growth Partnership
$5k to $25k per month, scoped to your lanes
Field marketing management plus trade marketing plus sponsorships across markets, run by one team.
- Account manager, weekly read-outs, monthly executive recap
- Quarterly business-plan refresh
- Month to month after the first 90 days.
Trade marketing: questions
Do you reconcile promo spend?
Yes. We track promotions against the plan and the P&L and flag the gaps.
Can you run promotions at retail?
We plan and track them, and our field teams support them at shelf.
How do you price it?
As an Embedded lane from $5k per month, or inside a Growth Partnership.
What is the difference between trade marketing and field marketing?
Trade marketing plans the programs and spend that get retailers to promote you. Field marketing executes in stores. We run both, so the plan and the shelf match.
What is scan-back?
A promotion where the brand pays or credits the retailer for units that scan at the register during a set window.
What is co-op advertising in retail?
Marketing funds a brand provides so a retailer promotes the brand's products, often in a flyer, an ad or a display.
What is trade spend?
Money a brand spends to get retail support, including promotions, allowances and programs. Tracking it against results is the core of trade marketing.
Related lanes
Where we run it
Florida, Georgia, Tennessee, North Carolina, South Carolina, Chicago, Los Angeles and Las Vegas.
Need a new market? We build the roster around your plan.
Put one team behind your brand.
Thirty minutes. We look at your accounts, tell you what we would run first, and give you a number.