Navigating the World of Trade Associations: A Specialist’s Perspective

Navigating the World of Trade Associations: A Specialist’s Perspective

At Branding & Buzzing, we’ve become specialists in working with trade associations, particularly in the food and beverage industry. The key to successful marketing in this space is understanding that you’re often marketing a product, not a brand—though sometimes, if the commodity group does their marketing right, it can feel like you’re marketing a brand too.

But first, let’s clarify what a trade association is. In the food and beverage sector, trade associations are typically funded by producers and, in some cases, supported by government funds. These associations represent the collective interests of their members, which can include producers, importers, distributors, and retailers. In Canada, this also extends to influencing public policy at various levels of government and, of course, communicating with consumers. As marketers, we find ourselves engaging with a broad audience, from policymakers to the end consumer.

The Complexities of Marketing for Trade Associations

Marketing for trade associations is a unique and complex challenge. The first step is identifying the key audience—who is most important to communicate with? This could vary depending on the specific goals of the association, whether it’s influencing public policy, reaching retailers, or educating consumers.

In the world of commodities, there are two main categories to consider: hard and soft commodities. Hard commodities are natural resources like gold, rubber, and oil, which must be mined or extracted. Soft commodities, on the other hand, include agricultural products and livestock, such as corn, wheat, coffee, sugar, soybeans, and pork.

Each type of commodity requires a tailored marketing approach, depending on the goals of the association and the needs of its members. Whether it’s raising awareness, influencing policy, or driving sales, the marketing strategy must be as dynamic as the commodity itself.

Our Experience in Action

At Branding & Buzzing, we’ve had the privilege of working with several trade associations, applying our expertise to help them achieve their marketing goals.

  • Cheers! American Spirits: We’ve worked closely with this association to promote American whiskey, bourbon, and rye in Canada. One of our standout projects was a media event hosted on Bourbon Day, where we brought the essence of Americana to life with cocktail stations, live music, and Southern cuisine. This event not only highlighted the quality of American spirits but also strengthened cross-border relationships. The result was a deeper consumer connection and increased visibility for the brands under the Cheers! American Spirits umbrella.
  • Canola Growers of Manitoba: For this association, we developed a campaign to highlight the versatility and health benefits of canola oil. Through a mix of influencer partnerships, recipe development, and targeted content, we educated consumers about the advantages of using canola oil in their everyday cooking. The campaign was a success, leading to increased consumer awareness and a stronger market presence for Manitoba’s canola producers.
  • European Wines: We’ve worked on several campaigns aimed at promoting European wines to Canadian consumers. These campaigns focused on educating the market about the rich heritage, diversity, and quality of European wines. By collaborating with sommeliers, hosting wine-tasting events, and leveraging digital media, we helped elevate the profile of European wines in Canada, driving both consumer interest and sales.
  • Prince Edward County Winegrowers Association (PECWA): For PECWA, we crafted a campaign that showcased the unique terroir and craftsmanship of wines from Prince Edward County. This included organizing wine tours, creating engaging content, and partnering with local influencers to tell the story of PEC wines. Our efforts not only boosted the reputation of PEC wines but also attracted more tourists to the region, benefiting both the wine industry and the local economy.

Making a Lasting Impact

At Branding & Buzzing, we’ve honed our expertise in navigating the complexities of trade association marketing. Our work with clients like Cheers! American Spirits, Canola Growers of Manitoba, European Wines, and PECWA has shown that with the right strategy, it’s possible to make a significant impact. Whether it’s raising awareness, influencing policy, or driving sales, we’re committed to helping trade associations communicate the value of their products while also building a recognizable presence in the market.