With new marketing trends and technologies appearing seemingly every day, it is increasingly difficult for manufacturers to wade through the deluge to determine which tactics would be most beneficial to implement. This is especially true when you're trying to attract more quality dealers and connect better with existing ones.
We hear many of the same questions over and over from our clients: Should we switch solely to digital? If not, which traditional marketing tactics should we keep employing? Which digital tactics should we be using?
Avoid the mistake of thinking tactically first. Instead, think strategy.
Ask yourself, what do my dealers need and want to know? Where do they live and play? What about my company resonates with them? Where and how do we add value to their businesses and lives?
These questions are particuarly difficult when manufacturers apply them in the context of marketing to potential and existing dealers.
The B2B relationship is much different from that of their B2C relationship at the retail level.
Your dealers have much different aspirations, needs, and interests (within the scope of their business) and you need to consider these before deciding upon which marketing tactics are right for you.
To help you create a useful framework for making these decisions, I've included a great article by Lisa Shepherd on how you should go about creating your B2B dealer marketing strategy...