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This document summarizes a presentation about cost-effective marketing techniques for distributors. The presentation covers developing an overall marketing strategy and planning techniques. It then provides examples of low-cost tactics, including maintaining an updated website and using social media, co-marketing with suppliers, holding local events, engaging in public relations, direct mail campaigns, and consistently implementing a variety of marketing activities. The goal is to help distributors strengthen relationships with customers and prospects through a multi-dimensional marketing approach with a focus on daily implementation.
Cost effective.web
- 1. Cost-Effective Marketing Techniques for Distributors Wednesday, Nov. 3, 2010 | 2 - 3 p.m. Presented By Tom Marx President/CEO of The Marx Group
- 2. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 What you will learn 1. Why Marketing is important 2. Ready! Aim! Fire! Planning Techniques 3. Cost-efficient marketing tactics 2
- 3. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Why Marketing is Important? 3
- 4. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Your Challenges CHALLENGE: Pricing pressures from retailers who are getting into commercial business (selling to both DIFM and DIY) SOLUTION: Strengthen relationships with your customers 4
- 5. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Your Challenges CHALLENGE: Generational distinctions: Millennials care less about in-person relationships – they use Internet for knowledge, training and purchasing SOLUTION: Develop a digital relationship with your prospects and customers DIGITAL RELATIONSHIP A form of relationship that is established digitally via •Email •Website •Online tech support •Digital chatter (forums, chat groups, bloggers, ratings, etc.) 5
- 6. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Strengthen Your Relationships with Marketing All marketing materials should demonstrate 6 Knowledge Experience Care and Trust Professionalism Service Responsiveness
- 7. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost Effective vs. Cheap 7
- 8. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost Effective • May not cost the least -- fulfills your needs without having to redo • Saves time 8 Cheap • Bad Customer Perception • More costly in the long run • Usually requires more of your time Cost Effective vs. Cheap
- 9. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Planning Techniques 9
- 10. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Strategy First • What are your goals? • Who is your audience? • What is your Value Proposition? • What are your Strengths, Weaknesses, Opportunities and Threats (SWOT)? • What is your budget? • Who is the manager of marketing? • Who participates and approves marketing? 10
- 11. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 What You Are Going To Do • What are the potential marketing tactics? • What are upcoming events? • Which suppliers or customers will co-market with you? • What’s the overarching graphic design? • Are the messages focused? • What will be the most effective digital and print media? 11
- 12. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Launching Your Marketing Program • Formula to manage multiple projects • Get feedback from your customers • Engage all employees • Measure results • Learn from initial marketing efforts and continuously evolve your messages, creative and methods 12
- 13. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 The Eternal Triangle You cannot be everything to all people. 13 PRICE AVAILABILITYSERVICE
- 14. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Tactics 14
- 15. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Website Tactics A good website is paramount in importance! Your customers or prospects get FREE information about you. • Design website with Content Management System (CMS) • Drupal, Joomla!, WordPress • http://www.youtube.com/watch?v=_4fDR3J2dbU • Update frequently and internally • Provide sell sheets and catalog online—saves on printing and mailing! • Promote your online shopping cart • Include social media interaction and integration • Get found online with Search Engine Optimization • Upload PR, videos and marketing tools 15
- 16. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 16
- 17. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Website Tactics Choose the right web partner – Review their portfolio – Check references for delivery of their promises – Don’t let price be the driving decision maker – Make sure you both are aligned with website scope before project begins – Many programmers are not designers, and many designers are not programmers -- consider hiring both a designer and a programmer – Keep their skin in the game -- pay as you go TIP: In most cases you get what you pay for – be willing to spend a little more to get exactly what you want. 17
- 18. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Website Tactics Search engine optimize your website • Define your keywords • Alt tags to all images • Write copy for your website that contains keywords • Add Google Analytics (or other free analytic programs) to your website – http://www.google.com/analytics/tour.html • Monitor you analytics • Consider pay-per click advertisements 18
- 19. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 19
- 20. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Website Tactics A frequently updated site saves money • Keep the following current – Company story and bio – Frequently updated graphics and content – Access to product and technical information – Key staff bios – PR/Marketing materials – Easy way to contact the right person 20
- 21. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Social Media Tactics Do your research – What sites are your audiences participating in? – Who will be doing the updates? – Do you have a social media strategy in place? – Things to know • It requires no $$ investment to have presence on most sites • It takes little time to do updates – if a strategy is developed • There are many free sites to help you monitor, track and implement social media initiatives – http://www.dreamgrow.com/46-free-social-media-monitoring-tools 21
- 22. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Social Media Tactics Note the common ‘business’ social media mediums – Facebook Fan Page – LinkedIn Company Profile attached to personal profile – Twitter (sometimes!) – YouTube Channel – SlideShare Account 22
- 23. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Social Media Tactics Leveraging your current marketing efforts with social media - it’s free – Provide updates on specials, company news, promotions, sweepstakes, new products – Develop a digital personality – Drive traffic to your website – Develop your email database – Be present everywhere 23
- 24. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Social Media Integration Tactics Integrating to your website allows customers to join your network – Provide links to your social media sites – Provide a feed to your latest tweets or posts – Load to YouTube all videos of events, facilities, technical trainings, interviews, races…then make sure it automatically updates on your website – talk to your programmer – Provide an opportunity to share web content thru social media – Provide areas for visitors to leave comments – Provide online and chat tech support 24
- 25. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 25
- 26. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Co-Marketing Programs • Co-branded and co-paid with suppliers – In-store merchandising and POS – Direct mail and eBlasts – Advertising • Examples – Sales person incentives – Win-Win promotions – Training programs – Links to/from customer and supplier sites 26
- 27. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Events • Co-funded ‘Supplier Expo’ – Build relationships with all members of the team – Introduces new products and services – ‘Buy now’ incentives – Evenings, weekends and always provide food – Make it fun and gain future benefits • BBQ sausages or burgers • Door prizes • Future incentives to reward attending • Raise money for local charity, high school or college team • Combine with sporting event: golf, go-karting, etc. 27
- 28. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Promotions Co-branded Promotions: • Co-brand with supplier or local businesses. • Use donated prizes as part of your promotion: – A holiday to your personal vacation home or time share – Discounts on future purchases…on a quarterly basis – Rebates on sales differential from previous year – Apparel and tools donated by co-branded supplier – Tickets to local sporting events, restaurants, theatres 28
- 29. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 29
- 30. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Local Participation Local participation is inexpensive, directly reaches your audience and builds goodwill • Continuously monitor events in your local community – Car Check Lanes during Be Car Aware Months (May and October) – Votech or High School automotive programs – High school and college sport teams – Car clubs – allow them to use your parking lot – Parades/festivals – Community events (banners, table) – Kiwanis, Rotary, YMCA, etc. 30
- 31. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Public Relations PR is FREE! • Builds top-of-mind awareness • Gains exposure with local media and the community – build your public identity – Radio, newspaper, cable TV – Speaking engagements, blogs, forums • Topics can include – New hires and promotions – New products and applications – New building/location/expansion – Sponsorships and events – Training programs – Sponsoring non-profits 31
- 32. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 32
- 33. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Customer Outreach Cross marketing and keeping in touch with customers can drive more sales – Statement stuffers – Messages on invoices – eBlast/eNewsletter • www.ConstantContact.com • www.icontact.com • www.mynewsletterbuilder.com – Offer discount coupons—only available online (builds your database) – “Specials” announcements – Training clinics and education days – Surveys • www.SurveyMonkey.com • www.constantcontact.com • www.zoomerang.com 33
- 34. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Cost-Effective Store/Counter Improvements A well trained staff improves customer relations and can increase sales • Always portray top quality, service and accessibility • Acknowledge within 2-3 minutes each customer that walks in the door • Things you can do now – Initiate internal training programs – Get rid of clutter – Keep store, waiting rooms and restrooms clean – Replace counter top – Vehicles clean and branded – Clean, consistent and branded apparel 34
- 35. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Printing does not have to be expensive • Consider digital printing – www.Uprinting.com – www.48hourprint.com – www.digitalprintingcompany.com • Print in bulk with the idea that you can imprint later • Print on demand 35 Cost-Effective Printing TIP: Shop around for a good digital printer. Most printers will provide samples – don’t hesitate to ask.
- 36. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 If you plan ahead this can be very cost effective • Develop a strategy where you can print for a series of mailings • Design one look and leverage it • Mail with a consistent program • Keep your list current • Use bulk rate postage 36 Cost-Effective Direct Mail
- 37. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Design collateral and other materials so you can make the edits • Have your designer create templates • Hire designer to develop overall campaign theme – make edits in house • Buy a color digital printer – a $2,000 investment could save you $10’s of thousands 37 Cost-Effective Creative Design
- 38. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 Marketing is a Daily Focus • Start it and stay with it • Results improve over time—don’t give up! • Develop positive public identity • Be multi-dimensional and be present everywhere • Encourage your customers to use digital communications 38
- 39. ©The Marx Group 2010 | Cost-Effective Marketing Techniques for Distributors | November 3, 2010 THANK YOU. The Marx Group TOM MARX CEO/President tmarx@themarxgrp.com 415.453.0844 ext. 106 39 Please feel free to contact me if you would like a copy of this presentation and / or the handout.