Supporting reseller with marketing is a smart move

Your marketing department has requested that you, the Account Manager or Business Development Manager, invite your top resellers to participate in the latest marketing campaign. It’s now your responsibility to choose which resellers you want to support and to explain to them what they stand to gain. You might be wondering:

• Why should I actively promote this brand campaign to my accounts, and
• Why would they want to participate in this brand-organized 'reseller marketing campaign'?

We'll address both questions.

The benefits of Reseller Marketing Campaigns for Account Managers or Business Development Managers

Account Managers or Business Development Managers should be eager to invite their accounts to join a marketing campaign because it typically: 

• leads to an 18-30% increase in B2B sales
• strengthens reseller loyalty, and
• boosts overall consumer demand

Reseller marketing can increase your B2B sales by 18-30%

In the market, brands working with Embrosa typically see their account managers increase their B2B sales by 18-30% on average. Why does this happen?

Usually, brands offer resellers a discount when they buy in larger quantities. When brands incorporate "Reseller Marketing" into their marketing mix, they often convert this purchase discount into a marketing voucher. They create deals combining marketing with products, offering a good purchase price on the products along with added marketing support to improve awareness and drive traffic to the store.

Innovative brands set the threshold for receiving marketing support just above the average order quantity. Resellers may fear missing out, worrying that another nearby reseller might take the marketing-product combination deal. This makes resellers eager to buy more from you to access this additional marketing support. As a result, most brands experience an increase in B2B sales ranging from 18 to 30%.

You could further refine this marketing-product combination deal strategy by increasing the value of the marketing support package (bronze, silver, gold) with the purchase value. This allows you, as a Business Development Manager, to further increase your sales value.

Are you depleting your future sales opportunities? Not necessarily. When your brand competes with similar products in the category, increasing your purchase value at a store helps you and your brand gain market share. Imagine this: if a wine store can only purchase a limited number of bottles per year, and typically they buy from two different distributors - you and the other competing account manager - the more they buy from you, the less they buy from your competitor. This shows that offering marketing campaigns increases your sales value and expands your market share.

Reseller Marketing strengthens reseller loyalty

Building a solid relationship with your resellers is key to why they buy from you and remain loyal. You are not just selling to them, but also providing support and acting as their representative within your organization. By promptly addressing their queries and helping them resolve any issues they encounter, you demonstrate that you are their partner and not just a supplier. 

This kind of loyalty is not easily replaced, which is why brands invest in reseller marketing to establish themselves as marketing partners to their resellers. By assisting resellers in successfully selling your products and treating them as true partners, you demonstrate a commitment to mutual success. If you invest in their marketing and help increase their sales to end consumers, their loyalty to you will strengthen.

Reseller Marketing boosts consumer demand

Maybe, let’s make it even more concrete: 

So because you invested in brand marketing, centrally at your brand's headquarters, you may have already created a highly desirable brand that consistently drives buyer demand.

What if you could pass on this success to your local resellers? You bring a strong brand backed by marketing, and you support them in elevating their marketing efforts to the next level.

Wouldn’t it be amazing if you could help your resellers:

• Share your strong brand messaging with local end consumers within driving distance from this reseller.
• Target the right consumers with laser-focused precision, considering their age, gender, and interests within this geographical location.
• Create problem and solution awareness among these hyper-locally targeted consumers, letting them know that they need your product.
• Raise brand awareness by informing consumers about your high-quality products?
• Increase category awareness by informing consumers that they can purchase your brand at this nearby reseller.
• Raise awareness about resellers' expertise in addressing their needs, showcasing the local entrepreneur as a true expert.
• Lastly, maybe even offer a goodie or discount or organize an event to encourage consumers to visit this local reseller.

Increase their willingness to buy

Will consumers run to the reseller immediately in droves after seeing your campaign once? No. Reality is unruly. 

Helping your resellers to share your brand story at the local level is an excellent way to boost their willingness to buy.

So, to conclude, why should you, as a sales rep or business developer manager, be a devoted fan of Reseller Marketing?

• You can increase B2B sales by 18-30%
• You can turn your resellers into marketing partners, making them more loyal to your brand and to you
• You can directly boost consumer demand in the right location, close to the point of sale
• You can increase your value to your resellers by becoming a true partner dedicated to their success.

Ready for part 2? Willing to learn why your resellers would want to participate in this brand-organized 'reseller marketing campaign'? Let's go. Read "Raise awareness to turn online clicks into in-store visits".