malthouse marketing

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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!

Blog posts

work for clients

Social Media - the answer to all Marketing questions?

28th May 2015

There is much discussion about Social Media Marketing at the moment and like most things new-ish it is hopeful, enthusiastic and all too often wildly inaccurate. Social Media Marketing (SMM) is not some magic bullet marketing tool. It is a way of reaching your target audience(s). It's also...

Work for clients

XKO Software

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Acuity Solutions

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Trade campaigns