Trade Communications should be a crucial element of any food
or drink brand’s PR strategy. Why? Because if your product isn’t on the
supermarket shelves, in cafes and coffee shops, or stocked behind the bar, it
doesn’t matter how compelling your consumer marketing activity, or how
innovative your product – shoppers simply won’t be able to get their hands on
it!
For food and drink brands, trade communication is all about
ensuring important decision-makers – and that might mean supermarket buyers,
independent retailers or pub landlords – have clear rationale which
demonstrates why your product must be stocked ahead of the competition.
In turn, securing good distribution in key locations means
that the rest of your marketing campaign will work harder. With good
distribution you’ll make it simpler for your target market to choose your
product and you’ll also be more accurately able to measure your campaign’s
effectiveness through sales figures.
So, what are the golden rules?
Want to find out more? Give us a call to find out how we can develop the most impactful trade communications programme for your brand.
*Hopefully it goes
without saying that communicating consumer-focused messages to trade audiences
is a dreadful waste of your budget…
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