Time for a Healthy Dose of Marketing
Have you ever noticed that there is very little marketing done in the business forms industry?
I suppose it's the nature of the business. Forms exist to fill a customer need so why market them? Distributors generally have personal contact with their customers, so there is no need for additional marketing. On the other hand, manufacturers rely on their relationships with distributors, who are expected to handle any product marketing with end-users.
Last month we published examples of distributors and manufacturers working together to land specific accounts. But what about a broader range of marketing? How many distributors have an array of materials at their disposal to illustrate product segments to potential clients? How about a professional-looking sell sheet listing the various products and services a distributorship offers? And how many manufacturers provide marketing materials on their products for distributors to use? Finally, how many of either group regularly send out newsletters with product and service ideas or information on how to accomplish a business goal?
In many cases, distributors and manufacturers are simply order-takers, content to fill current needs at past prices. In order to move forward, both groups need to aggres-sively market themselves to their clients. When offering new products or services, don't wait until the next client meeting—send information in advance and use it as a reason to schedule an appointment.
The time is ripe for marketing-oriented organizations to take command of this industry.