Trade marketing needs work according to new report

New findings from Workhouse Creative Agency’s Built for the Trade report has revealed that much of today’s trade marketing is failing to connect with audiences.

The report found that 86% of tradespeople say brand content can influence purchasing decisions, but only half believe brands are getting it right. The research, which surveyed 250 tradespeople across the UK, points to a growing disconnect between what trades value and the type of content many brands are producing.

Nicky Jepson, marketing director at Workhouse, said: “Tradespeople are telling brands loud and clear that they’re open to influence, but most content still isn’t cutting through and is missing the mark creatively. The brands that will capture attention and then convert it are the ones creating content that feels fresh, useful, credible and rooted in real life, not just more noise.”

“What the research tells us is that creative content must balance practicality, quality, and relevance. The most effective work doesn’t just talk about products, it shows how they perform in real working environments and solves problems tradespeople are facing.”