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Why Do Customers Want to Buy From You?

This is the classic question asked as part of any strategic marketing plan in the situation analysis section. Do you have a list of the reasons why customers prefer you versus your competition? In addition to your company, can you list the features and benefits of each product or separate services for your channel partner [...]

By | August 29th, 2017|Branding|0 Comments

What is Marketing’s ROI?

Investment dollars are hard to come by and for marketers, explaining the value of marketing can be difficult due to the multitude of initiatives (so which one “created” the need), the role of the salesperson and the fact that the customer needed the item due to a project. Typical marketing metrics relate to sales increases [...]

By | August 29th, 2017|Marketing|0 Comments

What Manufacturers & Reps Don’t Know About Sales Calls

How can joint sales calls become more effective? Overview There are really two ways to increase sales. Sell new customers or sell existing customers more new or existing products. These require planning on the part of distributor sales management, distributor sales people and the manufacturer sales team to more effectively evaluate their customers and to [...]

By | August 29th, 2017|Marketing Strategy|0 Comments

Gaining Intelligence to Grow Sales

Someone once said, “Data is important. Once analyzed it becomes information.Information analyzed becomes knowledge, but knowledge, when utilized, can be powerful.” The output, from a business viewpoint, is increased intelligence to enable decisions to be made. The more you know, the better the quality of your decision-making. Everyone has experienced the benefits of improved marketplace [...]

By | August 29th, 2017|Marketing Strategy|0 Comments

Developing A Successful Planning Process

If developing a plan lead to success, then why do manufacturers abdicate their responsibility? Distributors and Reps Suffer from Lack of Information & Training Summary: For years manufacturers lamented the quality of joint planning with distributors. Distributors focused, and improved. Marketing groups contributed to the process. Now, many distributors comment on the poor quality of [...]

By | July 25th, 2017|Supplier Planning|1 Comment

Can An Agency Help?

Marketing Help Comes in All Shapes Recently I ran a panel discussion at the NAED Marketing Conference. The panel consisted of John Favalo from Sage Marcom, Syracuse, NY and Peter Palermo from Maier Advertising, Farmington, CT, who shared their thoughts about future marketing trends and experiences that they have had with non-industry clients. The intent [...]

By | July 25th, 2017|Marketing Systems|0 Comments

Color Your Marketing Purple

Huh? I can hear you now. “Coloring” and “purple”. He must have lost his mind. But did it catch your attention? And isn’t that the role of marketing? Recently, Seth Godin, of Permission Marketing fame, wrote a book entitled “Purple Cow.” In a preview in FastCompany, Godin explains that purple marketing is about the need [...]

By | July 25th, 2017|Marketing Strategy|0 Comments

Growth Must Come From the Customer

In talking to many manufacturers, their concern is that there is limited industry growth year to year. Sounds surprising! When you dig into the numbers, you get a better appreciation for their concern. The electrical industry has been effectively stagnant. According to Herm Isenstein, DISC Corp., last year the industry’s projected decrease is -.2%!He projects [...]

By | July 25th, 2017|Marketing Strategy|0 Comments

Putting Your Marketing Dollars into the Channel

Are Your Marketing Dollars Supporting Your Channel Strategy? Manufacturers drive awareness, distributors drive sales. As manufacturers and distributors prepare for their joint planning, both need to first develop their individual plans. Every manufacturer has growth plans going forward. The question is how? Most say new products and increasing market share – but can everyone increase [...]

By | July 23rd, 2017|Marketing Strategy|0 Comments

Why Advertise in Trade Publications?

Each month many of us read the industry publications, presumably to get a pulse for the industry, sometimes we learn something and other times we glance at the ads (what is the competition doing?) Unfortunately, most of the ads are wasted money. Why? Think back to the last issue you read. Do you remember any [...]

By | July 23rd, 2017|Marketing|0 Comments

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