It’s one of the hardest things to get. Manufacturers create strategies to generate it. Software and services are designed to elicit it. Anyone in channel management lives and dies by it. What is it?
It’s a dealer decision. What are my retailers doing in their local markets to promote my products?
Not much really happens in your channel unless the dealer takes your product and agrees to promote it through.
We all do lots of things to get the dealer to promote our products. We sing and dance. We auto-populate content on dealer websites, we call and email dealers. We even send direct mail to our own dealers to promote our captive programs. These are good ideas, don’t get me wrong, but one of the best things to do is this: provide great value to them. Don’t waste their time. Create a great web experience for them.
We do this with our Adbuilder systems by pulling all media types together under one umbrella. We create a one-stop-shop, so one login gives the dealer an all-access pass to the widest array of top flight marketing material…print, electronic, local search, broadcast, everything. In minutes the dealer selects, customizes and delivers. Done.
Behind the scenes you get to see every promotion he builds and publishes. You know what’s going on in every market. Products, prices and promotions or lack thereof. Invaluable information fed to you in real time.
Make your AdBuilder all inclusive. Make it compelling. Make it easy and your dealers will decide to promote your products and you’ll know every decision they make and adjust accordingly.