Historically distribution marketing has revolved around promotions and events (some with training). Other elements of marketing such as strategy development, customer and competitive research, satisfaction initiatives, direct marketing and brand development, to name a few, have been neglected. And in […]
BtoB magazine recently had a list of leading b-to-b ad agencies. Over 125 agencies were listed and we thought manufacturers could benefit by knowing some of the company that others keep. Our industry’s end-user marketing initiatives have a tendency to […]
Recently I was interviewed by an industry trade publication regarding trends in marketing coop and marketing development funds (MDF) and thought it might be helpful to share some evolving observations: Distributors, more than ever, are maximizing their coop usage, leaving […]
Our recent ElectroIndustry Survey asked distributors “How important is it to build your brand to your customers?” Over 200 responded. Their feedback was: 6.5 % said “Not important, want to promote manufacturers” 4.8% said “I am known by the brands […]
In mid-September we wrote about the possibility of contract manufacturers eventually reaching out and creating their own brands / going direct (read the post). Two announcements this week displayed their intent. HTC, a manufacturer of cell phones and other electronics […]
Energy efficiency is coming to the home.For years, the knock on CFLs was the price and the form. When CFLs were not price competitive with incandescents, many said the product category wouldn’t take off. But all this is changing.Over the […]
Recently we spoke to a few purchasing people from large builders (production types like Ryan, Pulte, Centex, Toll). While they are suffering, all are doing some building. The goal of our discussion was to better understand their purchasing decision drivers […]
Private labeling and unbranded products could have unintended consequences. An emerging trend amongst “contract manufacturers” is the development of strategies to move up the value chain. Consider: A July 18th Wall Street Journal article entitled “Contract Manufacturers Shift to Brand […]
Everyone knows about the decline in new housing starts, the precipitous drop in housing sales and the consolidation of home building to regional and national builders. While the custom builder market represents opportunities, the “tract/production” builders are where the volume […]
