Nucleus Blog

The Difference between Customer Service and Customer Experience

Posted by James Grieve on Apr 6, 2017 7:00:00 AM

We are often asked "what is the difference between customer service and customer experience?" This is a very good question and one worthy of exploring further.  

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Topics: coop marketing, customer service

Two Reasons Why Manufacturers Should View Their Dealers As Partners

Posted by The Nucleus Team on Aug 17, 2015 4:15:26 PM

 

There are many factors that influence manufacturers’ success in the marketplace. They include value of the brand name, innovative products, quality and performance, operational excellence, and strategic marketing and sales initiatives. All of these factors are important, but it is imperative for manufacturers to treat their dealers as partners so that they can foster a highly engaged manufacturer-dealer relationship.

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Topics: co-op marketing, marketing for manufacturing, local marketing, coop marketing

Competitive Advantages of Local Marketing for Manufacturers

Posted by The Nucleus Team on Jul 27, 2015 4:57:16 PM

 

 

Local marketing generally refers to the marketing techniques used by a firm in any industry to market itself to the area in which it operates. It involves using tactics to support local dealers to supplement the broader strategic marketing initiatives of the manufacturer. There are many benefits of implementing a marketing strategy that is localized to add value for both manufacturers and their dealers.  

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Topics: co-op marketing, marketing for manufacturing, local marketing, coop marketing

5 Ways Manufacturers Can Generate More Leads For Their Dealers

Posted by The Nucleus Team on Jul 23, 2015 12:57:04 PM

 

Cold calling, print advertising and trade shows are tedious, expensive, and really hard work. They require a lot of time, money, and face-to-face communication to help capture the interest of prospective consumers.  Thankfully, there are new ways to attract qualified leads and convert them to customers without wasting your most valuable resources: time, money and talent.

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Topics: co-op marketing, marketing for manufacturing, local marketing, coop marketing

Manufacturers and Retailers Benefit from Localized Marketing

Posted by The Nucleus Team on Jul 7, 2015 12:55:00 PM

 


 Retailers of national brands are the most important linchpin between the manufacturer and consumers. Retailers’ unique position in the value chain enables them to have a better understanding of the expectations of the consumers, guide experiences with the manufacturer’s brand and develop deeper connections to consumers’ needs. With the emergence of consumers’ use mobile technology, now more than ever; it is critical for national manufacturers to reinforce a customer-centric approach to fortify the relationships between retailers and consumers at the local level.

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Topics: marketing for manufacturing, local marketing, coop marketing

The Foundations of Local Marketing Online - Part 3: Origins

Posted by The Nucleus Team on Jul 2, 2015 3:46:00 PM

(If you are just joining The Foundations of Local Marketing, start here.)

Local marketing is nothing new. For decades businesses have been targeting local markets using local print media, radio, billboards, TV, event sponsorship, etc. 

 

For many national brands the co-op program was developed to help local retailers promote their products at the local level. They typically set aside a small percentage of gross sales by the retailer to be used in their local marketing efforts, ensuring the manufacturer’s products were promoted alongside the local business. 

 

However, as brands moved online the first impulse was to leverage the ubiquity and reach of the Internet to break out of geographic constraints instead of seeing an opportunity to penetrate local markets even further. The prevailing attitude was to treat local marketing strategies as outdated and ancient.

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Topics: marketing for manufacturing, local marketing, coop marketing

The Foundations of Local Marketing Online - Part 2: What is Local Marketing?

Posted by The Nucleus Team on Jun 25, 2015 4:56:03 PM

(If you are just joining The Foundations of Local Marketing, start here.)

The term local marketing refers to any marketing strategies and/or tactics that target a specific community or region. 

Usually, but not necessarily, these efforts are done on behalf of a local brand centred on a physical retail store that inhabits the community.

Regardless of whether or not a physical store exists in the community, local marketing directs all messaging specifically towards the local population, rather than the mass market.

In practice, these efforts take many different forms.

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Topics: marketing for manufacturing, local marketing, coop marketing

What is local marketing for manufacturing?

Posted by The Nucleus Team on Mar 3, 2015 10:00:00 AM

Local marketing for manufacturing specifically targets a community or region. Promotional messages are directed to the local population, rather than the mass market. Essentially, local marketing is the translation of marketing from the national manufacturer to local consumer needs.

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Topics: marketing for manufacturing, local marketing, coop marketing

Why Co-op Marketing Programs are Essential for Manufacturing Marketing

Posted by The Nucleus Team on Feb 24, 2015 3:04:36 PM

Most manufacturing companies have, or have had, a co-op marketing program. They are usually leftover from a previous age – pre-Internet or early-Internet, before smartphones and Google changed the world.

They usually follow the same structure – the dealer sells the product and the manufacturer provides some related dollars (1% of gross sales, for example) to put towards marketing both the dealer and the manufacturer in the local region. This is typically done through co-branded ads in traditional mediums such as radio, print and TV.

This type of arrangement worked quite well in the previous age, but doesnt fare too well in todays environment where traditional media is increasingly less relevant, nearly impossible to trace ROI, and expensive when compared to online channels.

Given these circumstances, it is easy to understand why these co-op programs are becoming more and more underutilized and ineffective, year over year. They seem to be irrelevant, as the buyer’s decision is now made far sooner and far outside the reach of traditional media.

This is why many manufacturers have decided to cancel their co-op programs.

This is a huge mistake.

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Topics: co-op marketing, marketing for manufacturing, local marketing, coop marketing