In the world of business-to-business (B2B) marketing, many firms make or create products which are then sold to their end-customers through stockists, retailers or suppliers.
How to direct your marketing to appeal to these middle men and women is something many B2B businesses wrestle with…
So, with extensive experience supporting brands and manufacturers who work with stockists, we thought we’d share some of our top marketing tips.
Who should you be marketing to?
When it comes to marketing to stockists, retailers or suppliers, there are a few key questions which most businesses ask…
- ‘Do we market ourselves direct to stockists – or seek to generate sufficient customer demand that suppliers come to us?’
- ‘Do we extol the benefits of stocking our goods – or show why they are so relevant to their customers?’
Deciding on a ‘stockist-centred’ or ‘customer-centred’ marketing campaign can depend on a number of variables, including your existing market position, the level of awareness of your brand and the demand for similar products.
If your product (or brand) is new, it can be effective to use marketing to inform and educate stockists, retailers and suppliers about your exciting new solution. You’ll need to convince them that being early adopters will give them a competitive edge.
Remember, shelf space is finite and any stockist, retailer or supplier’s primary objective is to carry products which will sell!
Unless your innovation is truly ground-breaking, educating busy stockists about the benefits of your product can be challenging – especially if it satisfies a fairly small niche or they already stock a competing brand.
However, stockists, retailers and suppliers are themselves customers and consumers. Seeing your products in trade press, media, events, merchandising or offers can convince them they are in demand – even if this isn’t (yet) the case.
Therefore a ‘customer-centred’ marketing campaign (promoting your products to end customers) can often be highly effective in encouraging stockists too.
Once supply and demand are more established, a more ‘stockist-centred’ strategy can then help boost retailer and supplier numbers.
Which marketing channels should you use?
Brand awareness can be transformational in not only boosting customer demand but boosting stockist demand too.
So, here’s some key marketing pointers which can help develop brand awareness – and some targeted tactics which can help create stockists, retailers and suppliers:
- Digital marketing
Tactics such as SEO and PPC can ensure your brand appears in the search results when potential customers (and stockists) search for similar products.
As most digital marketing will lead to your website, it is important that it caters for both customers and stockists. The easiest way to do this is often to have a separate page or section for prospective stockists and retailers.
Social media is another powerful way to build brand awareness. LinkedIn is best for B2B products, whilst Facebook and Instagram are powerful if your products are primarily bought by individuals or tradespeople.
Again, it is typically more productive to focus your social media on selling the virtues of your products, rather than trying to recruit stockist, retailers or suppliers.
- Trade events
Attending and exhibiting at industry shows, conferences and other trade events can dramatically boost brand awareness and demonstrate demand for your products.
As well as an enticing stand, product display and marketing collateral to give away, you could be a presenter offering insights or demonstrating your products.
- Press and online media
If your products are aimed at consumers (individuals) then there are many mainstream news, lifestyle and interest-related magazines and websites which can help generate brand awareness.
If your products are aimed at businesses, most industry sectors have trade websites and magazines which have a strong exposure to potential customers, including potential stockists, retailers and suppliers.
Product demonstrations and endorsements can all attract exposure, whilst traditional PR and articles keep you in your customers (and stockists) minds.
- Direct marketing
We can’t talk about stockists, retailers and suppliers without mentioning direct marketing!
For many brands and businesses, the responsibility for developing stockists belongs to a Business Development Executive or similar role.
If you know who your potential partners are, then direct email and mail can help warm the way to making contact and building a relationship.
These are commonly followed up with telephone calls, LinkedIn messaging and physical visits. It’s essential sales and marketing work together.
- Social proof
Social proof is a psychological phenomenon where people copy the actions of others in order to behave correctly. This can also be applied to stockists, retailers and suppliers.
For example, you can create success stories, testimonials and case studies from other stockists who have seen positive results from your products.
- Sales and marketing support
Stockists, retailers and suppliers will often favour products from brands which provide them with the closest support. So, highlighting the support you offer can help attract more partners.
Support might include:
- Product displays
- Flyers and brochures
- Product training
- Social media content
- Co-branded marketing materials
- Digital tools – such as a portal to place orders, access information, track shipments and manage their account
- On-time and dependable delivery
- Easy returns and exchanges
- Competitive pricing and promotions
One of the strongest tactics to retain and grow stockists, retailers and suppliers is favourable pricing and terms.
Volume discounts and incentive programmes both reward stockists and encourage them to prioritise and promote your products.
Exclusive product lines or limited-time promotions can help stockists, retailers and suppliers stand out in a crowded marketplace.
Flexible payment terms help stockists and retailers manage cash flow and build trust.
Support for your marketing to stockists, retailers and suppliers
As discussed, there are two broad approaches to marketing to stockists, retailers and suppliers – customer-centred or stockist-centred.
Above all, stockists like to carry products which are in demand, so boosting awareness of your products to end-customers can be very effective in also attracting stockists and suppliers.
The most effective marketing strategy will likely contain elements of both – with more targeted support for stockists and suppliers as your product matures. The more value you bring to their business, the more likely they are to prioritise your products and help you grow.
As East Anglia’s leading B2B marketing agency, we work with businesses across the UK – in sectors including manufacturing and technology – to help them reach and develop stockists, retailers and suppliers with the right marketing.
Contact us here