27th March | Lauren Gimbel back

Trade Communications: Five Golden Rules

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?

Give your audience compelling reasons to stock your product. Remember, whether you’re talking to a buyer at Tesco or an independent retailer with a single store, they both want to know the same thing: Will this help us to grow our sales? Know your audience(s). Trade audiences across channels have different concerns and different motivations, so – while they all want to know how our product will grow their sales – applying a ‘one-size-fits-all’ approach is not the way to best engage with these diverse groups.* Be sure to tailor communications to each of your different channels. Get your messaging right. Trade audiences are reading for work, not for pleasure. This means, more than ever, every sentence needs to make an impact. So, work with FMCG communications specialists (like Richmond & Towers 😉) to make sure your messaging hierarchy is clear and consistent. Not sure what these messages should be? We’ll run a workshop with your team to develop these based on your brand’s commercial goals. Don’t underestimate the importance of advertising. Within trade media, editorial coverage and paid-for support often go hand-in-hand, and a trade communications programme isn’t complete without an impactful advertising campaign that can reinforce your editorial messages and further inspire your customers to purchase. Get the right spokespeople in place. Insightful, non-generic spokesperson commentary adds colour to the picture for trade journalists and maximises coverage opportunities for your brand. Ensure your spokespeople are put through their paces with media coaching so that they’re primed to tackle everything from trade media interviews to networking events. 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…

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

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15th March | Lauren Gimbel back

What can Corrie teach us about brand affiliation?

This week, we were given a glimpse of the world just beyond the nation’s favourite cobbles. And, not unlike your average British suburb, it turns out there was a Weatherfield Costa and a Co-Op hiding around the corner of Coronation Street all along. As part of a ‘ground-breaking’ product placement deal, branches of the high street favourites will appear on the show from later this year. But brand affiliation – linking your brand to another – isn’t just for those with big budgets to spend on product placement or sponsorship deals. Whatever its size (and marketing budget), when done well, brand affiliation can offer rich, mutually beneficial, rewards. Whether you choose to partner with celebrities or social media influencers, or dip your toe in the water with reciprocal social media, here’s four reasons why winning friends can help to influence people. Brand Affiliation Boosts Brand Visibility Forging alliances with other brands – whether these are paid or earned – increases awareness of each brand across the other’s consumer base. When I’m a Celebrity winner Georgia ‘Toff’ Toffolo recently became a columnist for The Times, the benefits for Toff were clear. But along with an opportunity for Georgia to raise her profile amongst The Times’ readership, the partnership enabled the publication to leverage her popularity and open the door to the more mainstream audience that voted her Jungle Queen: Win-win. Hello, Halo Effect! Linking your brand to another is a public declaration of endorsement – and this works both ways. Whether it’s a well-established brand like Jamie Oliver shouting about his favourite brand of curry paste, or Deliveroo and TripAdvisor partnering to ‘serve as a one-stop-shop for diners around the world’, rubbing shoulders with another brand tends to benefit both parties. And, in the same way we might welcome recommendations from our friends, when we’re emotionally invested in a brand we take their seal of approval seriously. Strength by Association Connecting your brand with one that shares similar attitudes – or appeals to a similar target audience – can help to reinforce what your brand stands for and strengthen brand identity. There’s a reason changing rooms in London’s boutique gyms are loaded with luxury toiletries. While we might not be splashing out on £20-a-pop classes just to enjoy GHDs on the way to work, these aspirational brands help to reinforce the gyms’ luxurious offering – and help justify a premium price point. Adding Value for Consumers Supporting other brands isn’t just good karma. Developing an authentic relationship with like-minded brands shows your consumers that you understand what’s relevant to them, that you’ve got your finger on the pulse and, ultimately, you care about adding value to their lives. The keyword here is authenticity. This is what helps consumers see beyond commercial objectives and buy into your brand proposition.

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

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Visit our portfolio
Read our latest news
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1st August | Lauren Gimbel back

An Even Better PR Campaign

At Richmond & Towers we like to focus on being the best and ‘betterment’ was at the root of our campaign for Irish porridge oat company Flahavan’s.  Our PR and social campaign #BetterYourBreakfast was the best yet for the brand, resulting in a rise in sales volume of 11%. More and more consumers realise that getting a good start to the day with a wholesome breakfast will make you feel better and keep you going for longer.  Sounds simple in principal but we all know it’s just not that easy!  It was this insight that led us to develop the creative platform Better Your Breakfast. Better Your Breakfast is all about offering people easy, quick and delicious solutions to makeover their breakfast in minutes – using Flahavan’s porridge oats! The activity was delivered through traditional and social media using a variety of tactics to ensure a high level of engaging content was generated on and off line throughout the campaign. We encouraged bloggers to get on board with a mill visit and blogger challenge which generated 17 blog posts, with a total social reach of 500,000. We delivered a guaranteed message via a series of media competitions generating nearly 20,000 entries and 40,000 online views. A #BetterYourBreakfast kit was presented to key journalists and generated positive feedback on and off line with 32 pieces of coverage including BBC Good Food, The Mail on Sunday and Notebook (Saturday Mirror). Development of a national news story aligned the brand with the breakfast moment and generated national news coverage on and off line with 15 pieces of national coverage, Highlights included the Daily Mail, Mail Online, The Sun and Waitrose Weekend. Beautiful and aspirational recipe development and photography generated social media content and branded recipe coverage in on and off line media too with features in The Daily Record, YourHome and Top Sante. The campaign was underpinned with trade press outreach to ensure buyers were kept informed of the investment and results. Karen Fennell, Brand Manager at Flahavan’s said: “For the second year running Richmond & Towers created a PR and social campaign that achieved fantastic cut-through with media on and off line.  I can always rely on the team to have their finger on the pulse when it comes to the latest trends in food and health and to translate these effectively for our brand.  The assets they create work really hard for us and are often transferable across markets.  This year they led the way with savoury dishes and created stunning recipe photography, which worked brilliantly in the UK and just as effectively in our American and Irish markets.  It’s great to work with such a positive and enthusiastic team who understand our brand and achieve results that are helping to grow our business in the UK.” The campaign was a huge success and we are currently laying the foundations for winter season 2016-17.  

14th October | Matt de Leon
Climate Change, Sustainability and Our Role In It

I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more

24th September | Richmond & Towers
Confused by media? For the uninitiated it’s about…

Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more

24th September | Anouska Leon
Celebrating Talent and Nurturing Careers – Richmond &…

Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more

Load more
See our latest work
Visit our portfolio
Read our latest news
Visit all latest news