5 tips to personalize campaigns for maximum visibility, engagement, and impact

As a trade marketer, you craft and orchestrate marketing campaigns your local resellers execute. Earlier, we delved into the 5 advantages of selling and marketing through local resellers. But how can you use your resellers' locations to your benefit in your marketing campaigns? How can you fully leverage the potential of these resellers?

Here are 5 tips to personalize your campaigns and maximize visibility, engagement, and impact:

• 1. Use photos or videos of the reseller to build trust and credibility.
• 2. Incorporate the reseller's name and logo into your campaigns to leverage their local recognition.
• 3. Incorporate the reseller's location into the campaign and focus on local targeting in advertising.
• 4. Utilize the reseller's physical location to create experiences for customers and offer special incentives.
• 5. Avoid using store locators and instead create personalized landing pages and locally-targeted ads for each reseller.

Tip 1: Including a photo or video of the reseller

Have you ever wondered why toothpaste brands use models wearing doctor coats in their marketing campaigns? It's because they are more trusted. This is also why you should feature your resellers in your local marketing efforts.

Resellers are trusted within their local communities. They have established connections through education, family, and social interactions with potential clients. Putting your local reseller at the forefront of your campaign makes your brand more relatable and accessible to customers. Your brand gains credibility through the trust your local resellers have earned over the years.

Tip 2: Incorporate the reseller's name and logo

Your local resellers are already well-known in the area. Therefore, consider integrating your brand or campaign with the reseller's identity.

To give you a personal example. In my city, in Venlo, 'Xie Eyewear' is widely recognized as a high-end optical store (reseller awareness). When people see an advertisement with the Xie Eyewear logo, they immediately realize that: a) this is a high-end brand, b) they trust this brand because Xie Eyewear has a long-standing reputation for selling high-quality products, and c) they can purchase this brand in downtown Venlo on Klaasstraat (directional awareness).

Incorporating the store's name in social media ads, including the entrepreneur's name, or featuring a quote from the entrepreneur can also be incredibly beneficial.

Tip 3: Incorporate your reseller's location into the campaign

If people are eager to buy a product, they also need to know where to buy it. If your product is mainly purchased locally in a physical store, then you want to inform customers of the location of the outlets.

• Display the street name of your local reseller on the print materials such as posters, brochures, and flyers.
• Incorporate the location into your online social media campaigns as well. For example, use “give me directions to" as a call to action in ads.
• Use the reseller's sales location as local targeting and base the size of the targeting area on the end consumer's willingness to travel to the store. The shorter the willingness to travel, the smaller the targeting area around the store for ad campaigns on Google and social media.
• Incorporate a photo of the storefront and street in front of the store into the campaign so that end consumers have a visual anchor point in terms of location.

Tip 4: Use the location to create an experience

Having a physical location for your reseller provides you with a great opportunity. It lets you directly connect consumers with your brand or product and provide them with an experience.

• You can organize a launch, meet & greet, tasting, or workshop and invite customers to visit the store at a specific time or during a particular period.
• You can distribute special giveaways at participating stores during the campaign period.
• You can offer discounts that can only be redeemed at participating physical stores. This can be achieved, for example, by requiring customers to present a discount coupon, QR code, or voucher at the store.

Be physically present at the store during an event. This lets you observe your end consumer's reaction and talk to them, providing you with valuable insights.

Tip 5: Avoid using store locators

One last remark: as a marketer, it might seem logical to use a store locator to guide customers interested in a product toward a buying location. If the campaign is promoted from the brand's social media accounts, this approach fits well in the customer journey. However, if the campaign is promoted from the social media accounts of local resellers, it becomes nonsensical.

When advertising from your resellers' local accounts, it's better to refer to the local business owner's own website or create a dedicated campaign landing page for each reseller featuring their logo, store name, photo, and call to action.

Creating such personalized landing pages and locally targeted ads per reseller can be easily accomplished with Embrosa's Marketing Control Tower™️. So, don't let technical barriers hold you back. With Embrosa's Marketing Control Tower™️, omni-channel publishing, even on hundreds of resellers' channels on their behalf, is truly a one-person job.