“To be successful, it’s crucial to have a clear picture of which channels are still out there and what they can offer in terms of reach, open rates and click throughs. ”
The world of business-to-business media has been dramatically affected by the pandemic and as the landscape changes, it has become harder to see where to focus budget.
Sadly, many of our favourite trade media titles have either disappeared or have combined with others. For example, Restaurant magazine has closed, with content now sitting under Big Hospitality, while the Morning Advertiser has stopped appearing in magazine form and Imbibe has closed both in print and online. Elsewhere, many other titles this year dropped issues to try and weather the storm. Covid-19 has accelerated a move away from print and we have never seen such a drastic and quick change.
How to navigate the changing media environment
To be successful, it’s crucial to have a clear picture of which channels are still out there and what they can offer in terms of reach, open rates and click throughs. As a food and foodservice PR agency we have invested in creating a channel reach analysis, which we’d be happy to discuss with you.
Top tips to consider when choosing your media:
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Be clear on who you want to talk to – is it the chef, the buyer or the head office team?
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Carefully consider how they source their information and keep up to date with the news. Then really question the channel you are using – has it got the right reach with the right people?
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Think about what you want them to do and how you’ll measure success
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Mirror media messaging on your own channels. People buy from people and your team are a powerful tool to help amplify your messaging in an engaging way
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Think fewer, bigger, better. Too many messages confuse the audience and dilute your PR and marketing spend. Be clear on your focuses and build earned and paid coverage around the most important ones.
For more insight and help planning your marketing, check out our Marketing Roadmap for 2021.
It’s a short, sharp piece using our knowledge and expertise to help marketing teams plan for the year ahead. From nailing down the commercial value of activity to deciding which media channels to use.
If you want to chat through any of the points in the piece, or need any help with your PR or marketing, please get in touch.
