How to market to wholesalers came under the spotlight at the latest in the FWD’s “How to…” series of seminars yesterday (September 21).
Speakers at the event, which took place at wholesaler East End Foods’ HQ in Aston, Birmingham (pictured above), included Mark Bottomley, digital business development controller for Today’s; Kirsty Birks, strategy director at Boost Drinks; and Sarah Whiddett, of Bidvest Foodservice. All underlined to attendees that they must tailor their approach and messaging to the wholesale channel and its customers rather than taking a “one size fits all” approach.
Each speaker explained the marketing approach from suppliers they and their customers preferrred, while also offering detailed insight into how they have tailored their own marketing to reach both retail and foodservice customers.
Also offering unique depot insight was Charles Whitehead from him!, while the FWD’s communications director David Visick passed on the thoughts of the sector’s leading trade titles (including Wholesale News) via a video presentation of interviews with editors and sales staff.
Don’t miss the full report from the event in the October issue of Wholesale News.