For Super Bowl XLVI, Chevrolet tried something totally brand new. It pre-released its Super Bowl commercials ahead of the big game through co-branded online campaigns. Each customized to every one of their Chevy dealers.

Dealers were then given tools to help them promote their version of the campaign via email, social media (Facebook, Twitter), and their website.

These co-branded campaigns, all powered by Promoboxx, turned out to be a very successful dealer initiative for Chevrolet!

An online dealer strategy that works.

By developing an ongoing and integrated online dealer strategy, Chevy leads the way. Its dealers are responding favorably to the national co-marketing initiatives. As local retailers becoming more and more adept at marketing online, brand-to-retailer (B2R) marketing could be the next frontier for big brands.

TechCrunch, Automotive News, AdAge, and WBUR (to name a few) discussed Chevy’s B2R strategy in their recent “super” coverage.

If you’re interested in launching a turn-key dealer marketing strategy with Promoboxx, email our team at info@promoboxx.com.

Just from Cambridge to Boston…well more specifically from Kendall Square to the South End neighborhood of Boston. We’re super excited about our move and wanted to share a few pictures of the new space as well as our new address in case you want to stop by for a visit.

Shared Space with Promoboxx & Artist Seth Minkin

We were sad to say bye to all of our co-working peeps at Techstars in Cambridge, but as the new class comes in we all had to spread our wings and find other office space. As we start the new year at a new office, we are happy to be moving in the same floor with BzzAgent amoung numerous other awesome Boston companies like Smarterer, Alphabet Arm and Helpscout to name a few.

Some of the Promoboxx Team Members in the New Space

We have the fortune of sharing the space with the talented Boston artist, Seth Minkin, check out his awesome work. We love having some artistic inspiration in the room and good looking art work on the walls to admire.

Pork Cut Chart by Seth Minkin

Sumo and the Bee by Seth Minkin

In case you want to visit us (or just get some free coffee) we’re not located at 500 Harrison Avenue,  Boston, MA 02118. Hope to see you soon!

What is Brand-to-Retailer (B2R) Marketing?

If you’re wondering what exactly we mean when we talk about B2R marketing, we’re describing an optimized marketing effort where brands leverage their retailers to build preference with them over other competing brands. B2R marketing essentially boils down to the loyalty and connection a retailer demonstrates towards your brand.

Today, with so many brands to choose from, the focus for brand marketers is to keep themselves top of mind. That makes one question constant: “How can we get more of our products in the hands of consumers?” It’s a good question. One that keeps all great brand marketers and agency strategists up at night. So, let’s see if B2R can help.

Is B2R Marketing Right For Your Brand?

To better understand if your brand could benefit from a B2R Marketing strategy, ask yourself the these four questions:

1. What percentage of your overall sales comes from your retailers?
For most brands, more than 90% of their sales come from their retailers. Whatever the percentage, if you answered “the majority,” B2R could be the way you optimize your marketing efforts in 2012. So, let’s move forward to some more questions.

2. Other than your own brick and mortar stores, how do you currently help your retailers market?
Maybe you provide branded print assets and/or online media assets. Could be that you’re heavily involved in social media content communication to retailers. Whatever the case, your marketing tools need to be easily obtainable, customizable and deployable by your retailers.

3. How eager are your retailers when it comes to helping you market?
If your retailers are lacking in enthusiasm, or if you’re unable to engage 10% or more of your retailer base, then it’s an issue of a loss of connection and perceived value between you and your retailer. This is a dangerous place to be, but there are plenty of ways to bounce back.

4. Could your brand benefit from a stronger relationship with your retailers?
For many brands, a retailer is an advocate of the highest level of importance. So, don’t ignore them, help them. Harness their networks. Market through them. Include them and just watch what happens!

So, what do you think? Is a B2R marketing strategy right for your brand?

This year we’ve hit the ground running! Led in part by our newest team member Janet Comenos, heading up Promoboxx brand relationships as our Director of Sales. We’re pretty excited to have her a part of our team.

Happy Holidays and Happy New Year from the Promoboxx Team!

To stay up-to-date with what is coming in the year 2012 to Promoboxx platform keep your eyes on our blog for info, tips and trends on brand-to-retailer marketing, local marketing strategies and MORE!

We’ve also got some very exciting additions to the Promboxx platform rolling out in the new year that we can’t wait to share with all of you… so stay tuned!

If you look at how manufacturing brands promote their retailers on company websites, it seems like they’re embarrassed by them.  It reminds me of how teenagers are embarrassed by their parents. Yes, they support them, cloth them, feed them, but these kids don’t want to get caught dead with their parents in public. Like when I was in middle school, I needed my parents to drive me to the movies, pay for my ticket and popcorn, but only if they’d drop me off 100 yards from the entrance.

By making it almost impossible for customers to find their retail locations, the brands are essentially doing the same thing. Below are some screenshots of some notable brand websites and the limited way they promote their retailers.

John Deere

Maytag

Apple

Nike

I could do these screenshots all day. For a later post, I’ll dive into some real reasons why brands do this, but first I’d like to ask you.  Why are brands so shy when it comes to promoting their retailers? Comment below.

- Ben (ben at promoboxx dot com)

One of the most common questions brands ask us is “What’s my retailer’s experience?” It’s a question that all good brands mention, and it’s how we know a brand is in-step with it’s most valuable asset: retail partners. In this video, we show one dealer’s experience, Loose Nut Cycles, with a recent Linus Bike campaign.

A Retailer’s Experience with Promoboxx from Promoboxx on Vimeo.

After the initial launch, retailers receive timely marketing messages that remind them to continue to share the campaign on their local channels. Stay tuned for upgrades to the Promoboxx retailer experience in 2012. We have lots of good stuff in the works.