If you are building up a brand with push strategy and have limited budget. Here are some tips from Sid Patel, CEO of Sommeliers Choice Awards on wine trade ads.

1. Invest only in trade advertising. This helps reinforce your new trade partners the confidence in you. Example includes, advertise in states or countries your brands are sold in. Ask the retailers, restaurants and your distributors and importers which magazines or blogs they read. And advertise there.

2. Ask the retailer if you can advertise on their windows and entrance doors.

3. Delivery trucks and vans. Like below. This is the best form of advertising.

Image Source: AdMark Visual Limited

What this does is drivers, sales reps, retailers will see your brand especially when your delivery is happening. More importantly consumers of that region will also see. If your van comes to deliver in that store, people walking into next door Grocery Chain will see that also. The list goes on….your cost is one time paint job. This is a no brainer and a solid investment. Ask your distributor if you can do that.

4. Branded shirts for distributor sales reps when they take your wine. Branded openers. Let your trade use it. Branded wine cooler.

5. B2B trade ads announcing your launch and saying “now in New Jersey. Looking for retailers. Ask your distributor sales reps for launch deals”

6. Floor displays with racks, point of sale like case cards and branded cartons. I am putting this in advertising as in your lunch month I would encourage you to give deals and treat this as in store advertising. Ask the retailer to sell high so your brand is not discounted.

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7. Floor decals. Using smart floor and glass decals for cooler works. Direct people to your display. See how beer brands do it.

8. Social media ads targeting towards trade buyers and with trade slogans. Like “now available in USA, looking for retail partners. Ask your sales rep for launch deal”.

9. Participate by giving ad money and let your retailer use it how they want like in super markets they may want to do weekend sale and show your brand in leaflets they send. The customer coupons works great for bill backs as well.

10. Billboards. If you placed your product into a special floor display and into all stores in that state, you must invest in consumer pull to drive some sales. Like “xyz brand now in Kroger’s in Ohio”. So use this in launch month as you will need to provide depletions to Kroger to keep your placement and grow your business. You finally got the distribution and placement and your brand is in lot of stores, start consumer advertising.

Example of Trade Ad - In new products section