Manufacturer Co-op Campaigns
Today’s manufacturers are finding themselves online with their own distributors. This can create confusion for consumers, who might not be sure where or how to purchase a product. During the awareness phase of the customer journey, customers are researching the product, which isn’t usually promoted at a brand level by big-box or co-op retailers that carry the product.
It's up to Manufacturers
It’s up to manufacturers to build brand awareness and familiarity, then send customers to the retailers’ websites to consider and purchase their product.
Today’s manufacturers are finding themselves online with their own distributors. This can create confusion for consumers, who might not be sure where or how to purchase a product. During the awareness phase of the customer journey, customers are researching the product, which isn’t usually promoted at a brand level by big-box or co-op retailers that carry the product. It’s up to manufacturers to build brand awareness and familiarity, then send customers to the retailers’ websites to consider and purchase their product.
This sets a unique landscape for campaign development. Today’s dealers and retailers need manufacturers to be a marketing partner who will help them own and promote their products and brand to build demand. All the retailers will have to do is promote the branded product and keep up with supply.
It’s important to understand where the manufacturer and retailer each fit into the customer journey so they don’t compete with each other. We do this by keeping the customer in mind when creating ad content for manufacturers’ vs. retailers’ ads.
The manufacturer is in the best position to take the lead in producing content that keeps the customer on a branded customer journey, instead of on a continual online search for a product or category. We can help manufacturers sort out these considerations with targeted co-op marketing campaigns that build brand awareness for your product while sending your customers to the right retailer to make their purchase.
The Metrics
In our first year of campaign building for TP-Link, a global manufacturer of networking systems for homes and offices, we brought 7,605 new users to the campaign landing page through targeted social, search and display advertising. The campaign generated 781 clicks to purchase products at their retail partner, thesource.ca, for a healthy conversation rate of 8%.
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