MARKETING & PROMOTING · • Talk about Fair Trade products in newsletters and circulars MARKETING & PROMOTING FAIR TRADE CERTIFIED PRODUCTS 3. IGNITE CUSTOMERS ONLINE AND IN STORE

Consumers are looking for products that do good. Talking about Fair Trade helps you:‣ ENGAGE AND INSPIRE CONSUMERS

‣ INCREASE LOYALTY

‣ DRIVE SALES

TIPS FOR TELLING YOUR FAIR TRADE STORY1. EXCITE YOUR TEAM

• Educate your sales team and update your sell sheets with Fair Trade information

• Inform your CSR, sustainability, and responsible sourcing teams and start reporting impact

• Share the Fair Trade 101 tool with your employees

2. ENGAGE YOUR INDUSTRY• Write a press release and publish news in trade journals—

focus on major milestones, new product launches, farm-level impact and Fair Trade commitments

• Update your website—distinguish your Fair Trade Certified offerings with the colorful logo

• Talk about Fair Trade products in newsletters and circulars

MARKETING& PROMOTINGFAIR TRADE CERTIFIED PRODUCTS

3. IGNITE CUSTOMERS ONLINE AND IN STORE‣ GET A BOOST WITH POS

• Order professionally-designed point-of-sale materials from Fair Trade USA—cup sleeves, table tents, posters, shelf talkers and more

• Want to make your own? Fair Trade USA has all the creative assets you need

• Work with your Fair Trade USA representative on ways to highlight Fair Trade in store

When talking about Fair Trade to consumers, focus on themes with proven results!

· Quality · Farmer Stories

· Environment · Women’s Empowerment

· Fun Facts · Children & Education

‣ FUEL THE BUZZ ON SOCIAL MEDIA

• Share farmer stories and photos http://photos.fairtradeusa.org

• Talk about awards, achievements, and why Fair Trade matters to you

• Host a giveaway or share a promo code

‣ RIDE THE WAVE

• Join turnkey marketing campaigns, like Fair Trade Month in October and Mother’s Day in May, to reach millions of consumers and influencers

• Explore launching your own campaign or promotion during Fair Trade Month

of consumers say they’re highly concerned about

sustainability

of customers want brands to publicize their social

responsibility initiatives more aggressively

80% 60% OV

ER

– 2013 Technomic Sustainability Study

• Cup Sleeves, Set of 6 designs. • 2” x 2” Stickers w/back print.• 3” x 4” Shelf Talker• 6” x 6” Info Card.

EQUATOR COFFEES & TEAS

Equator places co-branded signs in cafes and retail locations during Fair Trade Month.

BROOKLYN ROASTING COMPANY

Brooklyn Roasting Company takes advantage of co-branded Fair Trade cup sleeves and other point-of-sale marketing materials.

BARK THINS

“One participating retailer showed 3x sales of barkTHINS during our Fair Trade Month promotion. (Compared to different region, same retailer who did not participate).”

- Deborah Holt, CMO of Ripple Brands, on their October retail promotion.

PATAGONIA

Patagonia highlights their involvement with Fair Trade on their website. This helps Patagonia customers better understand the impact that their Fair Trade purchases make.

SODEXO

“Collaboration with Fair Trade USA has strengthened our brand positioning and promise to our consumers to deliver great coffee that has a positive impact on our global communities. Materials provided to our brand locations during Fair Trade Month not only engaged our operators but provided additional visibility to our Fair Trade partnership.”

- Laura Thompson, Senior Brand Manager Aspretto, Sodexo, on ordering and disseminating Fair Trade cup sleeves in October

ALLEGRO

“Partnering with Fair Trade USA for Mother’s Day helped us tell the story of the women who produce our coffee in an authentic and timely way. Our La Dueña coffee, featured in the campaign, has quickly become one of our most popular coffees.”

- Tara Cross, Marketing Director, at Allegro Coffee Company

GET STARTED IN THREE EASY STEPS1. CONTACT

Contact your Fair Trade USA representative to develop your Fair Trade story and marketing plan: [email protected]

2. MARK YOUR CALENDAR• Mother’s Day Campaign: May • Fair Trade Month Campaign: October• Holiday Campaign: December

3. THINK ABOUT YOUR OFFERINGS• Do you have a women’s coffee to promote during Mother’s Day?• Are you launching new products this year?• Do you have events planned where you need signs, cup sleeves or table tents?• Is there a way to highlight Fair Trade in your current promotional programs?

GET INSPIRED BY GREAT BRANDS