
When it comes to b2b marketing, trade PR is a tool that shouldn’t be overlooked. A strategic approach to trade communications can ensure you are reaching key decision-makers in your industry with truly insightful content.
But “why?” we hear you ask. Account Manager Ashley shares her thoughts…
Driving Distribution and Visibility
New news, in the form of NPD or business acquisitions, for example, showcases your investment into your industry whilst supporting sales efforts by driving distribution and visibility. Communicating this through a trade communications strategy ensures key decision makers see your brand’s commitment to its market, and highlights where you might have an edge over competitors.
Maintain Visibility and Awareness
While ‘new news’ opportunities may fluctuate, there are opportunities for regularity of coverage within the trade press to give your brand a place at the table in key industry discussions. A calendar of feature submissions enables a brand to comment on a host of topics relevant to your category. This delivers impactful thought leadership and positions a spokesperson, or indeed a brand, as a trusted voice of authority within its industry.
Protecting and Enhancing Corporate Reputation
Opportunities for thought leadership within the trade press are rife. There are opportunities to build the profile of key stakeholders, providing both insight and opinion direct to those who value it most. Comment and opinion pieces, Letters to the Editor and Ask The Expert advice columns are just a few examples. Trade PR can work hand in hand with your corporate strategy and should not be overlooked.
Growing and Improving Customer Relationships
Within your strategic trade programme there are opportunities to collaborate and enhance your relationships with key customers. From product giveaways and store makeovers for independent retailers, and menu sponsorships and LTOs with hospitality operators, there is a plethora of ways you can go beyond column inches to give your customers the most valuable brand experience. This all demonstrates commitment to your customers, in turn giving them reasons to keep investing in your brand.
Building Brand Advocacy
A consistent presence in relevant titles will grow a powerful network. As your brand is seen and heard more in the right places, a wider group of industry professionals will engage with your content, opinions and insights. From here, your key messages are amplified far beyond traditional PR reach.
A strategic trade PR programme is a crucial tool in ensuring that the investment you make into promoting your brands to the consumer pays off by ensuring maximum availability and distribution.
Looking to learn more about how you can enhance your b2b marketing plan? Get in touch with us at hello@wildcard.co.uk.