Cellars in Champagne

The commercial impact of PR

What will PR do for your brand and products commercially?

I’m always mindful of the commercial importance of PR because, at the end of the day, everyone wants to sell more booze to make more money.

PR supports a business’s sales and marketing objectives to generate sales. I work with brands looking to grow their distribution in the UK market in all channels – retail, on-trade, off-trade – who use PR to raise awareness of their products through the media to reach people who work in the trade and to consumers.

Trade PR v Consumer PR

Trade PR helps get people, brands and products noticed among buyers in all sectors – retail, on-trade and off-trade. News articles, features and product placement in publications like The Drinks Business, Harpers, The Buyer and Decanter will be seen by buyers; be that those working for premium retailers like Harrods, Fortnum & Mason or Hedonism or specialists merchants like The Whisky Exchange and Master of Malt. Not forgetting the sommeliers and others who buy wine and spirits for the hospitality industry.

Therefore PR supports the objective of generating more listings to increase sales. Trade PR will also raise awareness of products among industry experts, critics, competition judges and enthusiasts.

Consumer PR is targeted at customers who will buy your product either directly through the website, via a retailer – or in a bar, restaurant, or hotel. It’s important to note here that there is no point in working on consumer PR if your product is not currently available to buy. The writers are unlikely to feature it and the last thing you want is a consumer ready to purchase but has nowhere to purchase from.

Depending on the circumstances, it’s often best to start with a focus on the trade media and then move on to consumer publications.

PR Top Tip: Make sure your PR strategy is in line with the audience you are trying to target.

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