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Adcomm Group Capabilities &
Benefits of Trade
Communications
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
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
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
• 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.
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?”
Channel Specific Publications + Category/Cross Channel Specific Publications
• 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!
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.
Benefits of Trade Advertising (cont’d)
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
Effectiveness of Trade Advertising
WHERE:
• Industry/Channel
Websites
• E-newsletters
• E-blasts
WITH:
• Banner Ads
• Splash Pages
• Sponsored Content
• White Papers
10
Online Planning and Buying
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
(chain)
55,401
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 ’132NACS State of the Industry Annual Report ‘123Chain Drug Review State of the Industry Report ‘124Racher Press Annual Report May ‘12
New Product
Launches &
Magazine
Cover Tips
12
FRAME 1
FRAME 2
New Technology Ad and You Tube
Promotionhttp://www.youtube.com/watch?v=5NI_SbXTX5c
Recognition
for Consumer
Advertising/M
arketing
Initiatives
Velocity and
other Key
Category
Analytical
Messages
Trade Ads to
Communicate
and Leverage
Core Brand
Strength
FRAME 1
FRAME 2
Seasonal and Sponsorship
Messages
Category
Captain and
Thought
Leadership
Messages
McLaneDistributor
Partner Program
Recognition for Charitable and
CommunityPrograms
2014 NCA
SWEETS &
SNACKS
EXPO®
Campaign
Channel
Messages
Congratulatory
Messages
Trade Press Releases
• Adcomm Group writes and distributes trade press releases, generating millions of trade impressions each year for our clients.
Editorial / Added Value
Pre-Show Mailers
NOTE: View in Slide Show Mode for Animation
