The importance of a trade media

Valeria Maltoni of ConversationAgent asks whether you need trade media when launching new products any longer? After all, with all the social tools being out there, launching something yourself and creating quite a stur should be possible.

It definetaly is, if you go about it in the right way. But I still think there are at least three very good reasons, why trade media is relevant.

The first question, we have to ask ourselves, is whether companies - seen from a customer/end user point of view - are up for the challenge. If we think about a company given the opportunity to promote it’s own products using all the social tools available, what would the chances be of the company overdoing it? Of over promising and under delivering?

I would say it would be fairly big as companies have limited tradition with honesty in regards to marketing their own products virtues, and will thus be tempted to use the new opportunities in ways that may ultimately be counter-productive.

The second reason is that trade media is a great way for a company to test the messaging around its product. I mean, if you cannot explain to a trade journalist what your product does and why it’s the 8th wonder of the world, would you be able to explain it to your customer? Really?

The final reason for using trade media - and to some extend mainstream media as well - is to get the official seal of approval. If they think your product is great, and they write a positive review, pointing towards that review is solid gold. Need examples? Just look at software, games, music and especially movies, which use reviews snippets all the time to hawk their wares.

So yes, there’s still a very good need for trade media. It’s still important. Having said that I definately think there are lots of things that trade media could do to fully embrace the digital opportunities out there. But that’s a different discussion.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.