Client Need: Increase awareness and potential distribution among national grocery, foodservice, and hospitality buyers for Café Spice product lines, featuring new packaging.
Approach: Generating trade interest through product and packaging announcements is probably the most cost-effective marketing tool available for companies. Trade publications are starving for information. They need interesting and timely information to be competitive and relevant to their readers. And since editorial staff generally is lean, these publications rely on producers and marketers to supply stories and story ideas. Since there is no media cost, trade media relations requires much less investment than advertising. And it’s significantly more effective, given the ability to tailor a detailed sales message to specific trade targets.
Solution: BrandWerks Group created a comprehensive database of targeted grocery and food service publications with the new product line message, offering interviews, photos, and exclusives to customize the message to each media vehicle. Here’s one story published by the leading grocery industry publication, Progressive Grocer. Note the messaging directly targeted to Whole Foods, Café Spice’s primary distribution expansion opportunity.
To learn more about our comprehensive trade/public relations programs, and how we might help you increase awareness and sales, please contact us.