Trade PR is an important and necessary part of your brand’s marketing strategy, however is sadly often overlooked or, when taken on, not invested in heavily enough.
What is often overlooked, when considering whether or not to invest in trade PR, is that consumer news editors for the national newspapers often reference trade titles looking for trends stories – which can be a much stronger way of reaching those national newspapers whose attention can be difficult to grab when you’re approaching them as a single brand.
We work closely with The Grocer and have built strong relationships with them over the years. With the current gin boom being led by Bombay Sapphire, we took Rob Brown, The Grocer’s Category Reports Editor to the home of Bombay in Hampshire to visit the distillery and film and interview the senior brand ambassador. We also set up an interview with Bacardi Brown-Forman Brands’ (who owns Bombay) managing director to talk about the gin trend, why it’s showing no signs of abating and how Bombay is leading the way. This interview was published in The Grocer contained some excellent quotes from our client.
The article about the gin boom was subsequently picked up by the Daily Mail, Metro and Daily Mirror, who all pulled out on of the key quotes from our client in their versions, as well as mentioning Bombay Sapphire as the leading brand, resulting in a very positive story and a very happy client.
This perfectly sums up the power of trade PR and why it is essential to have a trade PR strategy in place that delivers relevant news to generate strong coverage that has a positive impact on your business.