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Posts Tagged ‘Localized Marketing’

Get Retailer Engagement To Build Revenue

February 27th, 2012

Every manufacturing brand we talk to wants to drive more revenue through their retail partners. Of course they do! This is sorta like me wanting to get in shape or save money, I know I need to do it, but I need someone to help kick my butt. Enter the Promobooxx team. With or without us, you’ll need to get retailer engagement first, before you can build revenue. So, here’s a quick breakdown of retailer engagement, and an example of how a manufacturing brands can get it.

What is Retailer Engagement?


Retailer engagement is a retailer’s willingness to market on behalf of a brand they sell. It’s the result of a bunch of things, both logical and emotional. Including:

  • · Brand Awareness
  • · Driving Sales
  • · Local Marketing Support (Co-Op, MDF, POP, etc.)
  • · Brand Trust
  • · Like-ability
Combine the above with bunch of “what have you done for me lately” and you’ll have a good measure of what drives engagement with retailers. The brands that have the most engagement from their retail partners also tend to be the sales leaders in their verticals. For example: John Deere, Coca-Cola, Trek, and Nike do an amazing job with their retailers, and their retailers reward them with engagement, which leads to more revenue.

How Do You Grow Retailer Engagement?


The best way to grow revenue with your retailers is to encourage the retailer to market for you, but getting them to do anything can a challenge. So, what’s the first step? Start with an ask, you’ll be surprised how many are wiling to work with you. Then, supply them with a launch-ready campaign that can be tailored to their brand and location(s). Remember it’s a partnership, and you need to respect them on an equal playing field. You might be bigger than they are or think that they’re lucky to even sell you products, but if you honor their local brand they’ll reward you with participation.

Where To Start
If you’re a automobile manufacture like Chevrolet, you create a campaign to measure engagement, like they did for Super Bowl XLVI, then you try something that monetizes the network, measures effectiveness again, then repeat. Like so:

  1. 1. Engage
    Send an email to dealers, activating, and asking them to opt-in to campaign efforts.
  2. 2. Co-Market
    Create and launch your co-branded campaign to dealers. Exclusive content is best,
    but any online brand content will do.
  3. 3. Share
    Encourage your retailers to share their customized versions of the campaign in
    ways that reach the most customers.
  4. 4. Measure
    Track the percentage of retailers who share, which ones were most effective.
  5. 5. Repeat
    Create a consistant cadence of campaigns, always trying to increase your
    percentage engagement along the way.

How To Measure
The health of your retailer marketing channel should be judged by your engagement percentage. So, your high-level metrics are the percent of retailers who participate in a campaign. More specific things you can track are where your retailers are promoting or sharing online (Facebook, Twitter, website, email newsletter, etc.) and which of these channels are most effective at getting customers to the campaign.

What’s Next?
You can give it a shot yourself. If you’re interested in connecting, shoot me an email (ben at promoboxx dot com). I’d love to talk retailer engagement.

Categories: Brand-to-Retailer Marketing Tags: , ,

Chevrolet, NFL, Super Bowl…What's Next?

February 15th, 2012

Promoboxx-Super-Bowl-NFL-ChevroletFor 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.

Categories: Brand-to-Retailer Marketing, Case Studies, Co-Branded Campaings, Local Marketing Strategies, Our Customers Tags: , , , , , ,

Flooring America Launches Localized Dealer Campaign

January 4th, 2012
One huge, often unexplored, way for brands to get more of their products in the hands of consumers lies in the brand’s ability to market with its retailers. It’s true that 90% of manufacturing brand products are sold through local retailers, and that makes your stores one of your most important customers.

So, what brands are doing well in their brand-to-retailer marketing? For starters, Flooring America. They recently launched a localized marketing campaign with their retailers called “Stevie Can’t Stain It” (image below). The campaign strives to capture more leads for Flooring America’s 500+ independently owned stores across the U.S. Because more leads equal more sales.


Localized Marketing Campaign
Flooring America maximizes its online campaign potential by sending consumers to the retailer nearest them. How? By capturing the consumers IP addresses, matching it with a zip code, and then with the store closest to that zip code. All this happens before you even click “Enter to Win.”

As you can see from the example below, our offices are located in Cambridge, MA, and the closest Flooring America retailer is in Chelsea, MA. That’s just a few miles away. In this campaign, both Flooring America and their dealer share the lead. It’s a great way to run a campaign -it makes their retailers happy.

Local Retailer Example

Check out the official campaign at StevieCantStainIt.com and if you want – enter to win! We’ll be sure to let you know how it goes!

- Tiffany @tiffkarl &  Sonciary @shonnoll

Categories: Brand-to-Retailer Marketing, Local Marketing Strategies, Our Customers Tags: ,

The Best Marketing Campaigns of 2011

December 29th, 2011

With the New Year rapidly approaching, there’s a flurry of “best ofs” going around. Did you catch Katie Courics’ Best Stories of the Year: 2011? After viewing, I decided to end the year on a “marketing high note” by asking my team to vote on the best campaigns of 2011. Well, maybe I shouldn’t say “best,” but instead, the ones that we happened to like the most. Either way, here are the results:

1. Social Media Marketing
This one goes to CPG Brand Mountain Dew, a product of Pepsi. Mountain Dew is offering their fans Facebook Timeline cover photos in exchange for “Likes.”  They’re capitalizing on the latest functionality (Timeline) by social media powerhouse Facebook and using it to their marketing and promotional advantage. Way to stay on top of the latest trends, you’re my boy Dew!

Mountain Dew Skins for Facebook Timeline

2. Brand Marketing
We have to agree with the many other bloggers that named Coca-Cola as #1 in Brand Marketing. Coca-Cola covers every part of their branding and they do it very well. They’ve been capitalizing on branding since 1928 when they first sponsored the Olympics in Amsterdam and have been a sponsor ever since. More recently, they’ve even ventured into the philanthropic realm by branding themselves while protecting the Arctic Polar Bears (somewhat of a Coca-Cola mascot). They have all of the marketing bases covered! Um, except when it comes to promoting their own retailers. ;)

Coca-Cola: Support the Arctic Polar Bear


3. Localized Marketing
Our next winner is the bike brand, Linus Bike, in cooperation with their entire base of 150 local retailers. This example is with Rage Cycles, a bike store located in sunny Scottsdale, AZ . They really “get” localized marketing and all of its potential!

Linus Bikes teams up with local retailer Rage Cycles

4. Digital Media Marketing
Locally, Welch’s won the MITX Interactive Awards in Boston for ”People’s Choice for Best Digital Marketing From a Local Brand.”  But, on a National scale,  we vie for luxury brand, Kate Spade, who has grown globally with massively successful digital campaigns in 2011 seeded on Tumblr, Instagram, Twitter, Facebook, and YouTube. Props to their marketing team…and their products aren’t too shabby either. 

Kate Spade leads to numerous Digital Media sources

5. Co-Branded Marketing
We’re going back to a previous blog post on this one, we think Vitamin Water and Tedsechi Food Shops did a great job attracting attention to their new product in MBTA’s Harvard Square station. This co-branded promotion is for Vitamin Water, specifically for its new “Glow” flavor. The partner in this example is Tedeschi Food Shops, a local retailer that sells Vitamin Water. One thing: Vitamin Water forgot to highlight a specific local dealer on the advertisement. It’s left up to the consumers to locate the nearest Tedeschi store. Bit of a missed opportunity, but we still love them.

Vitamin Water can be found at Tedeschi Food Shops

6. Mobile Marketing
For our final category, Mobile Marketing, we think Target’s mobile application and marketing does it best with everything from the Target shopping lists to the Target price comparison tool. They are making things easier on their shoppers while increasing consumer awareness of their brands. Bullseye!

Target Mobile Application

One thing’s certain, 2011 has been an interesting year with marketing, social media, and technology ever-evolving. We look forward to sharing new trends, platform info, and many more exciting items on the Promoboxx blog with you in 2012. Happy New Year!

Categories: Brand Strategy, Co-Branded Campaings, Local Marketing Strategies, Marketing Tips Tags: , , , , , , ,

Why a Retailer Marketing Strategy is Vital to National Brand Success

December 9th, 2011

What’s ahead for 2012? Two words: Localized Marketing.

As local pages continue to reign at the top of Google searches, you’ll need to implement (or augment) a local marketing strategy with your retail partners. This means always asking one very important question: “How do I get my products in the hands of more consumers?” The answer primarily lies on a local level, as 90% of manufacturing brand products are sold through your local retailers.

2.8 Billion Searches Have Local Intent

Google recently announced that over 2.8 billion searches a month have local intent. That’s a lot of local searching, and it’s created industry buzz around cutting-edge localized marketing tactics. Basically, what all this means is that every forward-thinking brand marketer needs to consider implementing a robust strategy around brand-to-retailer marketing on a local level.

Now most national brands have a store locator on their website, and that’s great, but that’s just the tip of the iceberg. We certainly see a lot of offline marketing for national brands in local markets via billboards, in-store advertising, and other offline advertising, but how does this capture online desire to buy with local intent?

Maria Brous, spokeswoman of Publix Super Markets, says that “CPG brands and retailers rely on one another for strength.” And it’s true. Retailers are relying on the national brands they sell to provide them with co-branded offline and online marketing materials.

So, in regards to an online localized marketing strategy, what plan to you have in place to help your retailers sell more of your products?

Hit us with your thoughts in a comment below.

Tiffany Karl (@tkarl) & Sonciary Honnoll (@shonnoll)

Categories: Brand-to-Retailer Marketing, Local Marketing Strategies Tags: , , , ,
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