Trade and consumer PR campaigns are two very different entities – one is all about reaching the public and the other talking to businesses who are buying your services or product.
The one thing they have in common is that they need strong content to work and a team who have their finger on the pulse of the business they’re working with.
A trade campaign will focus on strong stories showcasing the business offering. For example, a food manufacturer wanting to catch the eye of a big retailer could talk about their innovative new product development.
The campaign will also showcase the business as a whole and will build authority figures and experts from within the business.
When it comes to planning a trade campaign, getting under the skin of the business you’re working with is essential, as is understanding their USPs and target audience.
Also be clear on key messages. Is your client an innovator, a reliable business with years of experience, new to the sector? These will all be important points to get across.
Once you’re clear on all that, it’s time to get planning. So just what should you consider when developing a good trade PR campaign?
Press release
Once you’re clear on the USPs and the audience you’re aiming to reach, think about the stories which will appeal to them. What will get them talking, clicking and sharing? Everyone and every business has a story to tell and a good PR team will uncover them. Think about the products they’re launching, innovation within the business and issues that can impact them and the sector.
Thought leadership
The business will have a lot of knowledge and expertise within it. Think about what advice they can offer to the businesses they’re selling services or products to. This is a great way to increase brand awareness and be seen as an authority in the sector.
Features
The oldest PR trick in the book –talk to the features team on the key trade titles and make sure your client is included in any planned round ups.
News-jacking
Don’t be afraid to put your client forward to comment on big news stories or issues topical within their sector. Remember, they are experts in their field and having their voice heard will be an important part of raising brand awareness.
Awards
It's also worth considering what awards you can enter on behalf of your trade clients. Winning awards can be a great strategy within a trade focused campaign. It helps position the client as experts in their field and has many other benefits, not least a feel good factor within the wider client team.
To find out more about trade campaigns take a look here.
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