One of the biggest challenges we consistently hear is “How can we get our dealers to do a better job marketing our product line?” Here’s the deal…you need to 1) make it easy for them; 2) make it measurable and tied into sales; 3) make it cost-effective.
There is great benefit for a corporation or home office to offer their dealer channel sales tools that really extend the corporate brand as well as promote the dealer in a way that drives sales. What often works best is having corporate materials handle the overall “brand cover” and general promotion of the brand – what it is, why it’s better. Dealer materials would then focus on why you want it and where to go to get it. But the key is to have it all work in synergy – so that the dealer materials support the brand and vice versa. A very smart use of your marketing dollars!
1) Make it easy for dealers.
One of the most frequent questions we get from clients is, “how do I get my dealers to participate?” Turn-key programs work best. Make it easy for your dealers to sign-up for your channel marketing program. Have some continuity to your program so a dealer can sign-up and not have to think about it for a while. Make sure the content is relevant and easy to understand for the prospect and the dealer.
2) Make it measurable and tied into sales.
Dealers care about how their advertising and marketing efforts impact sales. Set benchmarks and try to provide measurable results for all channel marketing activities. This helps dealers see the ROI on their investment and better determine what they need to do next.
3) Make it cost-effective.
Most dealers want to know EXACTLY how much something will cost them. Keep pricing structures simple to understand and without a lot of variables. It is imperative that there are no hidden costs or surprises when the bill comes. Keep your channel marketing program simple so dealers know WHAT they are ordering, HOW much it will cost them and WHERE and WHEN it will show up.
It’s a corporation’s benefit to provide content and artwork for dealers through their channel marketing program that effectively promotes and positions the brand appropriately. Providing quality materials to dealers is a great way to extend corporate messages and get usable sales materials into your dealers’ hands.
