Hannah Brady - Powering Up Your Brand with Content @ Force24 All leads
Adcomm Group Trade Media Advertising Capabilities
1. 1
Adcomm Group Capabilities &
Benefits of Trade
Communications
2. Introduction to Adcomm Group
• Adcomm Group is an award-winning, business marketing agency
that specializes in CPG to all channels of distribution
• Adcomm Group has a strong understanding of each channel of
distribution, key accounts, account marketing programs, channel
and category trends
• 23+ years experience working with industry publishers,
associations and key trade shows
• Knowledgeable about new product launches, category
management, speed-to-shelf, shelf sets/planograms, and
secondary displays
• Certified WBE through WBENC
3. Capabilities
• Annual Trade Communications Plan/Schedule
• Trade Media Planning and Buying (Domestic & International)
• Creative for Print Ads, Banner Ads, Advertorials, Websites & Landing Pages, E-blasts (Print
and Online)
• Trade Press Releases (writing and distribution)
• Translations and International Media Placements
• Trade Perception/Attitude Studies/ Trade Research
• Logos and Sales Theme Development
• Competitive Ad/PR Tracking and Share of Voice Market Analysis
• POS Materials/ Static Clings, Shipper Graphics
• Packaging/ Branding
4. Benefits of Working with Us:
• Annual plan with master edit calendar, to make sure you hit the best opportunities for
visibility, in your category and channels
• Negotiated rates to stretch your budget
• Added value from the publications i.e. extra exposure through digital issues, pr etc…
• Consolidated monthly media billing
• Peace of mind to know you are reviewing all key publications vs. just the ones calling on
you
• Recommendations that are based on a variety of factors (not just price alone- BPAs,
Editorial, Positioning and Readership all come into play)
• Time-management savings- Adcomm as your trade advertising agency will field all
proposals and provide you will strategic recommendations that align with your marketing,
sales and distribution goals
5. • Work with more than 80 trade publications across all channels of distribution
• Developing a trade communications plan with Adcomm Group assures you that
your media buys are proactive, strategic and timely vs. reactive or impulsive
• Personal relationships with key publishers and editors provide the best trade
programs and solid media recommendations
• Experienced, knowledgeable, media buying becomes your advantage with better
placement, higher visibility, increased frequency and competitive, negotiated rates
• Expandable growth with your team via international opportunities and alternate
channels.
6. Business-to-Business Communications
• You have to get products ON the shelf, before you can get them OFF the shelf.
• With high percentages of products bought on impulse- what happens at the
point-of-sale (#SKUs /Space/Displays/POS/“Real Estate”) is very important to
us.
• Usage of Consumer Publications and Trade Publications are very DIFFERENT.
– Business vs. Leisure
– Buying/Selling vs. Pantry
• COMMUNICATION IS KEY
– Better to over-communicate vs. under communicate
– Avoid “Why didn’t I hear about this?”
7. Channel Specific Publications + Category/Cross Channel
Specific Publications
Benefits of Trade Advertising
• RELEVANCE/ CREDIBILITY- Trade publications across all channels provide immediate industry
relevance in a credible, relied on format.
• TARGETED- Approx 89% of trade publication readers are directly involved in purchasing
decisions.1
• REACH / MULTIPLE BUYING LEVELS: Buyer, Merchandise Manager, VPs, Presidents
Additionally, 59% of trade publication readers pass along/share issues with more than one person
(with a range of 1 to 8 additional people)
• LOW COST PER CONTACT WITH HIGH IMPACT (Industry average is 24 cents per contact
Adcomm’s media purchasing average is between 8-13 cents per contact!
8. Benefits of Trade Advertising
• CONSISTENTCY IN COMMUNICATION
• CONTROLLED MESSAGE CONTENT AND TIMING
• FREQUENCY- Constant communication with key buyers and decision makers (aids sales process
pre and post selling)
• DEMONSTRATES LEADERSHIP/COMMITMENT IN INDUSTRY / CHANNELS
•AWARENESS-Advertised products increase buyer awareness by 250% over those that weren’t
advertised.2
• LEADS; SALES SUPPORT
1Clickin Research, 2MCGraw-Hill Inc.
(cont’d)
9. Effectiveness of Trade Advertising
B-to-B Advertising makes you more likely to consider the company’s
products or services for purchase
• 84% of Respondents state they are more
likely to purchase based on B-to-B
advertising
• Business media are the first places
budget-setters and budget-spenders turn
for information on new products and
initiatives.
Source: American Business Media 505 executives in various business
categories interviewed
Strongly or
Somewhat Agree
84%
Disagree or
Not Sure
11. Number of Stores-
To Whom Do We Need to Communicate?
Retail Channel Number of Stores
Grocery Stores1 36,569
Convenience Stores2 149,220
Convenience Stores2
55,401
(chain)
Convenience Stores2
(independent)
93,819
Drug Stores3 44,343
Drug Stores (chain)3 24,712
Drug Stores (independent)3 19,631
Discount Stores (mass, discount, club)4 24,075
PLUS Alternate Channels: Vending, Foodservice, Military, Commissaries, PXs,
Theatres, Entertainment Venues, College Stores, etc.
Sources:
1Progressive Grocer Annual Report April ’13
2NACS State of the Industry Annual Report ‘12
3Chain Drug Review State of the Industry Report ‘12
4Racher Press Annual Report May ‘12
27. Trade Press Releases
• Adcomm Group writes and
distributes trade press releases,
generating millions of trade
impressions each year for our
clients.
