Monday, 8 July 2013
Vaughan Reed - Web Strategist
In our last blog post Manufacturers face being left behind if they don’t consider a Direct to Consumer Relationship we discussed the need for manufactures to take control of their own marketing through a Direct to Consumer (DTC) strategy.
Today’s consumers are driving the need for manufacturers to develop and implement their own marketing strategy. Don’t risk being left behind. It is time for you to take your marketing into your own hands.
We can guide you through the process and in this post we look at how to implement a DTC strategy.
There are three main players involved in the marketing and selling of your products: the retailer, the distributer and you, the manufacturer. Which of these three should drive your marketing strategy?
Not the retailer since they handle multiple brands of which yours is just one. They have no vested interest in focusing on only one specific brand.
So what about the distributer? What is their interest in driving your marketing strategy? Your distributers have their specific territory that they sell your products in. They do have an interest in an online marketing strategy for their territory. However, your DTC strategy needs to be much bigger than the territory of any specific distributer.
It is up to you to implement your own DTC strategy. It is you who knows how you want to position your brand. You are best placed to lead an online marketing strategy and front the way forward for your retailers and distributers.
Now is the time to put a direct to consumer marketing strategy in place if your business is going to surpass your competitors and their direct to consumer sales sites.
Direct to consumer marketing is more than just driving sales. Using your retailers’ and distributers’ expertise it is important that you start capturing website visits and e-commerce purchase data. This will provide you with an insight to your customers’ buying behaviours and inclinations. From this you can create a new set of metrics and create personalised and important marketing strategies that are completely geared towards your customers.
Once you have the data you need you can plan and implement a customer-focused strategy. Here are some important components that should make up your DTC strategy.
Remember as you go forward that direct to consumer marketing is a combination of all of the above. It is a strategy and one that the successful manufacturer should eagerly embrace in an effort to increase sales.