Distributors and retailers: trade marketing videos that move stock

Consumer advertising gets the attention, but in African retail, a large share of sales are decided earlier, by people consumers never see. The distributor decides which products to carry. The wholesaler decides what to push. The shopkeeper decides what goes at eye level and what to recommend when a customer asks "Which one is good?"

Brands that win those people win the shelf. Trade marketing is how they do it, and short video makes it faster and cheaper.

What trade partners want to know

• Margins: what they earn per unit, and on promotions
• Demand: what consumer advertising is running, so customers will ask
• Promotions: current offers, dates, mechanics
• Display: how to place and present the product
• Reliability: supply, credit terms, returns, who to call

These are different questions from a consumer's, and they deserve different content.

Short videos for the trade

• Launch briefings: a one-minute introduction to a new product, its price and margin
• Promotion explainers: how this month's offer works, in 30 seconds
• Display guides: what a good shelf looks like
• Product training: what to tell customers who ask
• Thank-you and recognition: celebrating top retailers (with their permission)

With Tari Studio, a trade marketing team can type /script with the length and the topic, edit the timed scenes, and make the video. Every price, margin and term must be checked before the video is made. Scripts are free. Scripts with /script.

Speak the trade's language

Many shopkeepers and wholesalers prefer Kiswahili or the Kiswahili-English mix. Choose the language on the quote. Keep it plain and practical; the trade wants numbers, not poetry.

Co-branded content for retailers

Give retailers content they can use with their own customers: a short clip of your product with their shop's name and location at the end, ready for WhatsApp Status. A template in the Studio makes it quick to produce one version per shop. Templates.

This turns thousands of shopkeepers into a distribution network for your consumer message.

Distribute through the channels the trade uses

Most trade communication in Kenya runs on WhatsApp: sales reps' groups, distributor broadcast lists, wholesaler groups. Download clips from your library and share them there. Respect consent: only message people who agreed to hear from you, and make it easy to opt out.

Track what works

When retailers share your clips with tracked WhatsApp links, you can see which shops generate consumer enquiries, which tells your sales team where demand is growing. WhatsApp and leads.

The relationship is the product

Trade partners remember brands that support them. A sales rep who sends a useful, clear video every week is a rep whose products get the best shelf.

Make your first trade briefing.