Trade campaigns

Most marketing campaigns concentrate on the end user as the target audience, as they should, and occassionally when we complete the marketing audit we get a surprise. The surprise is that whilst the end user audience has been addressed, the intermediaries or 'gate keepers' have been forgotten.

Whilst the audience that spends the money is positively affected, the trade audiences, groups of experts who can seriously influence both product and brand choice, are ignored.

Trade associations, professional bodies, buying groups, wholesalers, consultants and sundry other advisors all need to believe in your company so that when their opinion is sought your brand gets the 'thums up', not the 'bums rush'.

In a sense trade campaigns are really PR for the trade channels and influencers. Where there's a viable alternative to your brand, this audience can seriously effect your sales results, so get them onside!