Manufacturers Make Marketing Easier

When marketing business forms, working smarter—not harder— is a valuable philosophy

By Sharon R. Cole

Marketing products need not be a one-man show for distributors trying to propel sales.

Manufacturers offer techniques that make the marketing game a win-win situation for everyone involved and, according to Bob McAleavey, general manager, Specialized Printed Forms, Caledonia, N.Y., most manufacturers prefer to help distributors.

"It's a two-way street in this business. If a distributor is trying to increase sales on a product that we're manufacturing, then sign me up!" said McAleavey.

Conducting joint sales calls, working the trade show circuit and printing direct mail campaigns are a few ways Specialized Printed Forms has been able to assist its distributors.

McAleavey described the successful relationship he has formed with Wilfred Kolko, CEO, IF Business Forms, Rochester, N.Y. "When IF Business Forms' experienced distribution plans and skillful sales savvy combines with the technical creations of Specialized Printed Forms, the results are predictable—an unbeatable team," he said.

Kolko agreed, noting that McAleavey has proven to be a great asset to his company by adding an extra dimension to the marketing of its products.

"I do a lot of four-color process work and a lot of distribution fulfillment for clients," said Kolko. "I trust in McAleavey's abilities so much that I have taken him on calls with me on the East and West coasts, not just around upstate New York."

Allowing the voice of the manufacturer and the distributor to be heard, said McAleavey, is key for meeting and exceeding a prospective buyer's expectations.

"Kolko brings sales savvy to the meeting and I field all of the technical questions. This way we are able to cover all the bases," he said.

Because the duo worked together to create a unique product, McAleavey said bringing it to the market was the fun part. In addition to sales calls, McAleavey said, "IF dropped hundreds of catalogs and went through a trade-show circuit to market to end-users.