Q: We’re launching a new fall line and I want to get my retailers to send out our special offers to their customers. We shipped a bunch of postcards to our retailers last time, but our sales people noticed many went unused or sat in the stores. How can we make sure all of our money doesn’t go to waste this time around?
A: One of the elements you may have overlooked is the retailer’s know-how, or sheer amount of work on their shoulders, which hampers their intent to mail the material to their customers. Consider a third-party local marketing automation expert to manage this process – why?
- When selling through independent local sales channels, customer data is often the bread-and-butter to any business. OEMs or national brands are unlikely to receive permission to access this data due to the businesses fear of being disinter mediated. Working with a third-party allows the small business to feel comfortable in providing their customer data.
- Third-parties will be able to manage your brand to allow for localization of the material – making the materials even more relevant and effective.
- Technology and software can automate much of the manual tasks reducing a time and labor intensive process down to less than a few minutes (sending an e-mail blast or direct mail campaign).
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