2013 sales conference 10.6 supplier vision

MARKETING SUPPLIER MARKETING

TODAY

We market a lot.

We market a lot of products.

We market one drop at a time.

We market to everyone.

We market everyday.

CHALLENGE with this approach

Market holistically

Connect products

Target selectively

1

2

3

VIS

ION

Leverage content effectively

Create custom opportunities

Deliver

4

5

6 SU

PPLI

ER

MA

RK

ETIN

G

1 Market holistically

Market holistically

We have disjointed priorities

We have endless products

We have limitless ways we can market

CHALLENGE:

Identify our mission for our products and market to that mission.

OPPORTUNITY

WHAT IS OUR MISSION? To amplify the value of our marketing products, empower our products to be bigger, stronger, more powerful, more dynamic. To present our products as the ultimate solution

MARKETING

HOW?

MARKET THE WHOLE, NOT THE INDIVIDUAL PARTS Develop broad based marketing value for our products

* Magazines

* Catalogs

* Digital

* Multimedia Marketing

* Events

* Sponsorships

* Mobile Marketing

* Social Media

EXAMPLE MARKET ON THE VALUE OF

MAGAZINE ENGAGEMENT

LENGTH OF

READERSHIP

INFLUENTIAL

READERS

IN GOOD

COMPANY

AMONG

GOOD

COMPANY

GENERATES

LEADS

ACTION-

ABLE

2 Connect Products through overarching campaigns

Connect products that compliment & reinforce

By marketing and selling products individually, we go against what we tell our advertisers to do.

When marketing one product, we can identify other products that compliment and reinforce the primary products’ overall message and value.

OPPORTUNITY

EXAMPLE

ANNUAL

MAGAZINE

&CATALOG

RENEWAL

EFFORTS

Our efforts typically consist of a 3 part series

comprised of direct mail, promo product, followed up

email drops as a tie in to the same message

3 2 1 LET’S TAKE IT ONE STEP FURTHER

MAGAZINE RENEWAL EFFORTS – could be coupled with

promotion around digital edition or newsletter that

highlights the value of magazine

CATALOG RENEWAL EFFORTS – could be coupled with

promotion about Email Express that reinforces a

supplier’s Catalog Advertising

3 Target Selectively

Target Selectively by Identifying Profiles

TODAY, we market our products on a mass scale. List selection is typically

targeting non buyers of a particular product.

OPPORTUNITY TO DIG INTO THE DATA

REVIEW HARD AND SOFT LEADS to identify frequent responders,

one time responders, non responders.

CROSS REFERENCE buyers of different types of products

IDENTIFY PROFILES/PERSONAS to better understand their needs and

create appropriate marketing content and packages

SMALL AND

LARGE SUPPLIERS

SUCCESSFUL

SUPPLIERS

TYPE OF

PROFILES BUYERS AND

NON BUYERS

4 Leverage Content Effectively

Leverage Content Effectively

Today, marketing isn’t about

just selling products,

its part education,

part information,

part entertainment,

part inspiration.

Here’s where content comes in

Oh… let me count the ways… Why Content?

Good content

is read, great

content Engages.

Rise above the

noise.

Forget brand

awareness.

With engaging

content, you

create Authority

and credibility.

Content marketing

strategy provides

your company Full

Control.

Your Voice,

Your Topics

Your Content

Calendar…

Marketing When,

Marketing How

And To Whom You

want to target

Content can

and should be

repurposed, cross

leveraged across

multiple media

platforms

Valuable content

educates your

team, your clients

and your prospects

DID YOU KNOW?

72 of companies report having

increased their spending on

branded content in the past

year

70 of brands have employed

branded content marketing

for advertising purposes in

the past year

%

%

76%

Sales & Sales Trends Information

64% Among SGR readers

Content our Readers Say They Read…

Expert Advice

Among STITCHES Readers

Where Do We Start?

DIG INTO

OUR EXISTING

CONTENT

How Do We Start? IDENTIFY

CONTENT FOR

EACH PERSONA/

PROFILE

CREATE

MARKETING

PIECES BASED

ON CONTENT

GENERATE

AWARENESS

AND LEADS

CREATE BRANDED

CONTENT AND

BRANDED PEOPLE

Example Ideas

Wearables: 3 Trends You Can’t Afford to Overlook.

SGR: Best of the Best Advice, Tips from Successful Suppliers.

Advantages: What 7 of the Top Sales Leaders have to say.

Stitches: 5 of the Best Embroidery Tips, all Stitched up.

Counselor:5 Ways Your Company Can take a Leadership Role.

5 Create Custom Opportunities

Create Custom Opportunities and Proposals (2 Types)

MAGAZINES, CATALOGS, DIGITAL,

EVENTS, SPONSORSHIPS

GENERAL

PRESENTATIONS

CUSTOM SOLUTIONS FOR SPECIFIC

OBJECTIONS & CHALLENGES

TARGETED PRESENTATIONS &

MOCK UPS FOR KEY CLIENTS

EXAMPLES

• ALIGHT

PROMO

HANES

• QUINN FLAGS

• LINDT

6 Deliverables We will create

Deliverables we will create

DIRECT MAIL FOR ROI, SGR/ESPUPDATES/CONNECT, SPONSORSHIP, MEMBERSHIP

WHITEPAPERS & EBOOKS (CONTENT MARKETING)

PRESENTATIONS & SALES PROPOSALS

EMAIL MARKETING (BROAD BASED & TARGETED EFFORTS, PRE & POST DIRECT MAILS)

MEDIA KIT WEBSITE ONBOARD ING SITE

BROAD BASED MARKETING

DIGITAL MAGAZINES CATALOGS MOBILE EMAIL SOCIAL

SALES COLLATERAL DYNAMIC SELLSHEETS FOLDERS

WEBINARS

SET our content free.

LET’S TAKE A LOOK

BROAD BASED CONTENT MARKETING

– FOCUSED ON LEAD GENERATION

Could be

applied as par t

of onboarding

process

PRODUCT SPECIFIC AND

LANDING PAGE IDEAS

Could be applied

to ESP websites for

Suppliers,

ESP Websites network

TARGETED TYPE OF CONTENT MARKETING | HOLIDAY

FOCUSED ON LEAD GENERATION

Theme could be applied to 4th Quarter push for Catalog, Magazine, EEX, Daily Deals.

BROAD BASED CONTENT MARKETING

– FOCUSED ON LEAD GENERATION

Could be applied to Email Express, ESP Websites

UPSELLING MARKETING EXAMPLES

Could be applied to ROI, Connect

LANDING PAGE EXAMPLES

Could be applied to our digital advertising microsite

LANDING PAGE EXAMPLES

Could be applied to

catalog/magazine/

custom publishing

microsite

MEDIA KIT MICROSITE IDEAS

Could be applied to Onboarding microsite or Media Kit site

MEDIA KIT IDEAS MEDIA KIT MICROSITE IDEAS

Could be applied to Onboarding microsite or Media Kit site

EVENT SPONSORSHIP LANDING PAGES/EMAILS

Could be applied to power summit, hot party, etc

I’m just a squirrel

trying to get a nut