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Don’t Just Drop Off the Display and Run!

Interior Branding

Many manufacturers strive to get their product displays into their dealers’ and distributors’ showrooms because there’s no doubt displays showcase a manufacturer’s brand to customers and can be effective in generating additional sales.

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Interior Branding Solutions-Keys to Success in a Multiline Sales Environment

Interior Branding

Manufacturers that operate in a multiline dealer or distributor environment often face a situation in which their products are often positioned in showrooms just a few feet from their competitors.

Channel Marketing. Missing your chance to influence your customer?

The Bottom 80%

If you look up the definition of Channel Marketing, it will basically say it’s “a combination of marketing and advertising tools used to influence your target audience and generate sales”.


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How do you tell contractors about a new product? Well, you start by dropping your trade ads!

The Bottom 80%

Every manufacturer in the building materials industry tries to convince contractors that their new product is the best solution, and many manufacturers still use trade advertising to do it.

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Carving out space in a multi-line environment.

The Bottom 80%

95% of manufacturers operate in a multi-line sales environment. Whether it’s at retail, a box store, a distributor showroom, or a dealers’ sales floor, everybody has competition at the point of sale.

In-store sales promotions not only increase sales, they can expose a weak sales force!

The Bottom 80%

Most manufacturers are already aware that a well-designed sales promotion can be very effective at increasing sales.


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Dealers, distributors, specifying engineers and architects all need training … so, drive it to them!

Drive your product

If your company’s largest customers and powerful influencers won’t come to you, hit the road and take your story to them!

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Are your sales reps really selling your products?

Sales Reps

Many companies that use sales reps to sell their products feel that there is no reason to provide them with additional incentives.

Want better brand awareness? Start with better POP.

Brand Awareness

If you go to market through a two-step distribution system, you already have a great platform for brand building—the selling floor at your dealers’ stores.


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Residential U.S. commercial building products two very different worlds

Different Worlds

Even though a company’s residential building products may be virtually identical to those for its commercial markets, the target customers and marketing channels for each are worlds apart.

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Channel Marketing Best Practices

Best Practices

PART 5: 3 Rules For An Effective B2B Loyalty Program

B2B loyalty programs can be incredibly powerful tools for increasing sales and building brand loyalty.

5 simple rules for making loyalty programs work.

Don't forget

Many dealer loyalty and sales incentive programs are so complicated you need an attorney to help figure out the rules, so here are a few tips to help your program deliver the best results.


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Effective loyalty programs need tangible benefits.

Loyalty programs

The problem with many loyalty programs is that they don’t offer tangible benefits. Dealers react to incentives they understand. These programs can go a long way toward establishing dealer loyalty.

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Wholesaler’s DIY evolution offers big advantages to manufacturers.

Drive your product

Wholesalers are looking to manufacturers for help in developing merchandising systems that can assist contractors in finding the products they need so they can move quickly through the store.

Don’t forget to promote the promotion.

Don't forget

It’s a mistake manufacturers often make. The promotion is only effective if distributors, dealers or contractors know about it. And they have to be reminded continually that the promotion is going on!


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What’s more effective: a sweepstakes or a points program.

Loyalty programs

Both can be very effective in developing distributor or dealer loyalty. However, there are substantial differences between the programs, and manufacturers should know when to use them.

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You don’t need dealer incentives for new product introductions.

Drive your product

What the contractor needs is to see the new product and understand its advantages. And this is done at the distributor level. The real incentive program should be designed for the distributor.

Don’t forget your distributor in your next promotion.

Don't forget

Successful manufacturers understand that the key to success is a partnership with the distributor. In fact, they can be the manufacturer’s best friend if the relationship is managed correctly.


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Loyalty programs aren’t for “C” dealers.

Loyalty programs

C dealers usually account for a large number of dealers in the network, but are responsible for a small percentage of sales. Successful dealer loyalty programs must focus on your A and B dealers.

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Sales training events are incredibly effective in helping contractors.

Technical Training

Manufacturers provide the technical training on their new products and usually provide some rewards for the contractors for attending the training, such as ball caps, shirts, jackets, etc.

Honda
How did we rev up dealer merchandising for a power equipment brand?
Worthington Joining Technologies
How did we help re-ignite awareness for a brand of torches and joining alloys?
Lutron
How did we increase visibility for a leading brand of lighting controls?
Simonton
How did we open new opportunities for a major window company?
Electrolux
How did we help to heat up B-to-B Sales for a major appliance brand?