How Trade Media Builds Real Visibility for Suppliers

Join WFB's Kendra Griffin and Mark Goren of 10|20 Agency as they discuss the importance of partnering with trade media to drive your business. Here are the key takeaways:

• Trade media isn’t optional—it’s where your buyers already are. Buyers are engaging daily with trade content. Visibility here builds familiarity, legitimacy and trust.

• Print still matters. In the wood flooring industry, 56% of readers engage with print only. 

• Suppliers often forget this is a relationship game. The most effective campaigns happen when advertisers collaborate with trade media reps, not just send in assets.

• Consistency beats size. Marketing frequency is important for brand awareness.

• Get digital too—but do it holistically. Mobile-friendly content, emails, social, podcasts—customers are everywhere. Trade media helps unify that presence.

• Start small and grow smart. A single email blast or quarter-page ad can build into a long-term presence if you track and evolve your plan.