Hub 1 – Trade & B2B PR
How do we get in front of decision makers and retail buyers?
Getting in front of buyers is about credibility, not noise. Here is how to build it.
In short
Getting in front of retail buyers is about credibility, not noise. Buyers, wholesalers and operators see product pitches every day, and the brands that stand out prove they understand the shopper, the category and how to help the retailer grow. The quickest route is earned credibility: category-led coverage in the trade and consumer titles buyers read, a clear consumer trend behind your product, and evidence that demand already exists. That turns a cold pitch into a warm conversation, because the buyer has seen you positioned as an authority before your sales team walks in.
Start with what buyers care about
Buyers do not buy features. They buy into a consumer trend, a category problem you solve, and proof that demand is already there. Lead with that and you are speaking their language from the first line.
Build influence before the pitch
Category-led coverage in the trade and consumer press does the warming up for you. By the time your sales team makes contact, the buyer has already seen you framed as a brand that understands the market.
Make the buyer’s case for them
Buyers have to sell your product internally too. Give them the headline, the data and the moment of fame that makes that easy, and you become the brand they want to back.
PR done right
Proof, Not Promises
We positioned Mars Wrigley at the heart of the category narrative to show buyers real credibility.
Ready to Get Stocked?
See how our trade PR builds buyer demand.
Seeking inspiration?
More from our insights
Questions, answered
Reaching retail buyers, explained
Evidence that shoppers want your product and that you understand the category. Buyers back brands that make their range stronger and their job easier, so proof of demand, a clear consumer trend and credibility in the trade press all count for a lot.
Earned media does the reaching for you. Coverage in the titles buyers read builds awareness and credibility at scale, so even a small team turns up to meetings warm rather than cold. PR makes your brand feel bigger than your headcount.
Yes. Buyers and category managers read the trade press to spot what is gaining momentum. Being covered there signals that your brand is one to watch, which makes a listing conversation easier to start and quicker to win.
It varies by category and how much news you have, but most brands see useful credibility building within two to three months. PR rarely wins a listing alone; it makes the sales conversation warmer and the decision lower risk for the buyer.