Why Trade Press?

Recently a client wondered why it was necessary/desirable to court the trade press (so to speak). Why spend the time and effort?

Let's stop for a second and remember that trade press is made up of jewelry magazines, etc. that the industry (retailers, manufacturers and marketers, etc. ) reads like JCK, National Jeweler, InStore, Modern Jeweler, etc. Consumer press is the more public press, that a general jewelry customer reads -- like W Jewelry, Town & Country, The Robb Report, all the great bridal magazines, etc....you know, what Jenny Doe down the block might read rather than what Jane Jeweler reads first.

It is an effort to market to the trade, although it doesn't have to be a big one. Generally a press release will be slightly different for trade press than for consumer press. Different sources for quotes, different "talking points" to emphasize in the release.

So, back to the question -- is it worth it? You bet.

If your release gets picked up and runs in trade press, you:

1) Have a some great publicity you can share with your customers (assuming you're a retailer). How cool it is to share your story -- "look, they quoted me" -- in one of the trade mags with your customers in person, on your website and in your company's newsletter, to name a few. (If you're a manufacturer, you can be sure your retailers will see it.)

2) Receive some nice publicity, possibly impressing your fellow jewelers. Might also give you a higher profile with that new designer line you wanted to carry but before seeing the story, they weren't particularly interested in your store!

3) Participate in your community, our industry. And

4) Get noticed. Hey, publicity is publicity. Get it where you can.

posted by Caroline Stanley @ 12:02 PM