If you are a distributor
of consumer products... |
When the branding and reputation associated with you is largely
dependent on the products you supply, setting yourself apart
from the competition can be a challenge. However, by paying attention to detail
in your promotional activities you can still generate a positive business image
of your own that will impress your customers and suppliers
alike.
Good promotion can't be used as a
substitute for good customer service, but the right combination
of the two can really put you in the driving seat.
Here is an overview of the services you might find useful. |
Strategy
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Useful for
|
Of course, the customers and suppliers you work with come in all
shapes and sizes, so the strategy you adopt needs to reflect your
personal set of cards.
As an intermediary, you have a big responsibility to
pass on product information from your suppliers to the retailers who
comprise the last link in the sales chain.
While some suppliers will be better at providing product information
than others, your role is to present accurate and inspiring stories that
clearly explain how these products will prove profitable for your
customers.
At the same time, you need to create and maintain a brand identity for
your own business that instils confidence with potential suppliers.
To impress customers and suppliers alike, your sales materials need to be well-presented, your representatives
need to be well-educated, and your client-focussed thinking needs to be
tuned-in.
Read more about strategy |
► Creating a brand identity for your own
business that instils confidence in customers and suppliers.
►
Promoting products effectively
|
Copywriting
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Useful for
|
Informative,
well-written product descriptions which highlight sales features
are essential partners for each of your products/product ranges
you supply.
You'll need these for your own sales catalogues plus promotional
materials for trade shows.
The manufacturers of your products may have already supplied
these, but if they haven't, then you'll need to pick up the
mantle.
Depending on the relationship with your suppliers and customers, you may want
to produce press releases to generate interest from retail
buyers via the trade press, or even to encourage pull-through
sales via consumer media.
As a 'middle-man' dependent on the brands you supply, you may also benefit from
the security of a company brand. A branding
story, business profile or news announcements can all be created for you.
Read more about copywriting |
► Trade
catalogues
► Websites
► Direct mail to customers
►
Promotional leaflets etc used at
trade shows
►
Entries in trade directories
►
Advertisements - trade and consumer publications
►
Press releases for trade and consumer publications
►
Product descriptions for trade
publications special features
► Packaging
► Point of sale materials
► Company branding |
Communications
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Useful for
|
If you are looking to attract new customers, the
easiest way to reach a large, well-targeted audience is via the
trade press. Planting Stories can deliver your press release,
news announcement or product information to the people who
create the publications read by buyers in the market for your
products.
Trade publications run many features that focus on specific
services and products, so it's always good to make sure your
product range is in their line of sight. One of the easiest ways
to achieve this is to post your product information on
Garden
Press Info.
Press releases can lead to publicity at a fraction of the cost
of equivalent advertising space, but only if the content is
considered newsworthy by the editors of the publications
concerned. Planting Stories can advise on the suitability of
your information.
Read more about communications |
► Making sure your information reaches the
people who write the publications relevant to your marketing
plan.
► Promoting your products within the trade
► Promoting your products to consumers
► Communicating your company brand image within the trade
Take the publicity
express route to reach retail buyers and consumers
 |
Advertising and sponsorship
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Useful for
|
Advertising and sponsorship are guaranteed ways to make sure your
message appears in the publications or at the events you choose. Both
can be costly exercises, so you want to be sure your money is spent
wisely.
With options ranging from traditional on-page print advertising to web
and e-news banners to inserts, wraparounds and the various opportunities
afforded by event sponsorship, it pays to know your way around.
As a former advertising sales manager I know what to look for in a deal
and can negotiate on your behalf to get you the most effective package.
Read more about advertising and sponsorship |
► Promoting your products within the trade
► Promoting your products to the consumer market
► Attracting trade partnerships |
Looking for the fastest, easiest way to get your
information seen by writers?
 |
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