By Ruth Faulkner, editor, Retail Jeweller
The purpose of the trade press is to keep the industry informed of the latest news, products, trends and information in order to enable them to run their businesses better.
The trade press is fundamentally different to the consumer press and, more often than not, from a brand and designer point of view, it is necessary to secure coverage in trade titles in order to gain new stockists ahead of targeting the consumer press.
There is no point getting coverage in a consumer title if you are not yet stocked in retail outlets, as consumers will not be able to buy your product. A trade title though, might be able to help you secure those stockists.
As a result of these differences between the trade and consumer press, their specific requirements in terms of what they are looking for and what they need from you are also fundamentally different.
What the trade press want from you
· Put simply, the trade press want information that is relevant to the trade
· This could include, but is not limited to, information on new collections/collaborations/an appearance at a trade show/news of new stockists/new store openings/success at awards
· A news worthy angle. Any news must be current and not something which happened a long time ago
· Focused information which is concise and to the point but includes all relevant information
What makes a great B2B press release?
One of the best ways to get all of the information across is by sending a press release including all relevant points. Take a look below to see some of my top press release dos and don’ts…
· Include the most important information towards the top of the release
· If the press release relates to a new collection or something that you will launching at a trade show include information about price points, materials used, design inspiration
· If you can, and it is relevant, include a quote which can be used in an article
· Make sure you include all of your contact information
· Forget to include good quality high res images or a link to download them
· Send an overly long press release – one side of A4 is usually sufficient
What sort of images should I send your way?
Despite often referring to new collections or pieces, the number of people that forget to send over high quality images is quite astounding.
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All images supplied should be at least 300dpi (print quality) and it is usually best to supply a mixture of product (cut-out) still life images and lifestyle (model) shots also (if you have them). Supplying a range of images offers the publication a choice.
What else would you recommend?
If you are unsure about what the trade press might be looking for from a story, read their magazines and websites to get a sense of the sorts of articles they generally run.
Attend industry events and seminars, where possible, as this is your best chance of meeting members of the editorial team and getting to know them. Put quite simply, if you know the people working at a magazine, you will find it much easier to approach them about what they are looking for from news stories and features.
If you are unsure if something is news worthy or you want some help with a press release – just ask. Most people in this trade are willing to offer their support and that includes the trade press.