Raise awareness to turn online clicks into in-store visits

Let's face it: not every consumer is prepared to make a purchase from you or your resellers today. Engaging continuously with potential customers over time is vital to use various messages to emphasize your resellers' trustworthiness, local presence, and expertise in solving their needs.

You want to show people, you offer an outstanding brand with exceptional products, including the latest and greatest innovations. And your products can be purchased at this well-established reseller near them.

So, smartly utilize the power of repetition to ensure that future buyers remember your brand as the premier solution and their nearby reseller as the #1 go-to place for addressing their needs or issues. You want to be top-of-mind when the time comes. Marketing campaigns effectively embed this message in potential customers' minds without being overpowering.

2% of shoppers are prepared to make an immediate purchase

People buy your brand because you sell a solution to their problem (or need) for a price they can afford. Did you know that 2% are directly willing to buy from you (source). They have a problem that is burning hot and they need to solve it today. Your message hit them at the exact right time AND they have NO budget constraints AND they don’t have loyalty to another brand, product or reseller where they would rather buy from, so they come running to you. Out of 100 assumed people, this means 2 people fit this profile. 

98% is ready to buy from you in the future

Out of 100 potential customers, 18 are actively seeking a solution but are not aware of your product, 25 are experiencing some inconvenience but haven't realized they have a problem, and 55 are completely unaware that they have a problem or that your product could solve it.

Use reseller marketing campaigns to create awareness and persuade them along the way

Marketing campaigns are used to create awareness and persuade people to make a purchase. It's uncertain when these potential customers will buy from you, but the positive news is that they can be influenced to visit your resellers.

This persuasion process may take anywhere from 1 month to even 2 years, and it might require different types of persuasion. Out tip to you: don't forget to include in your campaigns ads that raise:

• Problem awareness
• Product awareness
• Brand awareness
• Category awareness
• Reseller awareness

Problem Awareness: Use reseller marketing to make local consumers aware of a dire need

Reseller marketing campaigns can be used to make local consumers aware of their dormant needs. Perhaps people experience poor vision when driving by night, but they haven't yet realized it is a real problem for them. This is your opportunity to point it out to them. 

Focusing a reseller marketing campaign around such a problem-installing-theme creates a sense of urgency, prompting consumers to action. It can also generate FOMO (Fear of Missing Out). They are useful for highlighting specific issues that might still be dormant among some end consumers. It can also be something inspiring or happy, pointing them to their 'absolute need' to enjoy rose wine to celebrate the arrival of spring.

Product Awareness: Promote your product and showcase its problem-solving capabilities 

Some people may not yet be familiar with your product's ability to solve their problem. Consider using reseller marketing campaigns to showcase your product. Keep in mind that it may take 7-13 exposures to your campaign before they realize that your product could be the solution they need.

A good example is promoting dual wear (alternating between wearing contact lenses and glasses) wearing while playing sports. It might take some time to instill this new solution as a viable option in their brains.

Brand Awareness: Spread your brand love at a local level

As a marketer, you are aware that strong brands play a crucial role in influencing people's purchasing decisions. With a strong brand, you can attract dedicated fans. The positive reviews, and captivating stories and visuals prompt people to make a purchase sooner.

Since most consumers conduct online research before making an offline purchase, it's meaningful for local resellers to capitalize on the exposure and reputation that your brand has already established. 

The key is to reinforce the core brand message at a local level, allowing local consumers to understand that their nearby reseller offers this sought-after brand. By doing so, you can drive traffic to your resellers and encourage potential customers to experience, try, taste, or feel the brand in person.

Category Awareness: Raise category awareness using reseller marketing campaigns

In addition, reseller marketing campaigns are important for increasing awareness about a particular category. This means that people will associate your product with the store that sells it. When your craft beer brand is also available at certain wine stores, have consumers realized they can also purchase beer there, alongside wine? You can enhance category awareness by employing hyper-local marketing campaigns, which typically feature the logo of a local reseller alongside an image of your branded product.

Another excellent example is an optician providing advice and devices for hearing aids. Do (older) end-consumers know that their local optician or optometrist also offers this service? While it may seem logical to us, it might not be so for them. Raise category awareness and design a campaign to invite consumers to your optical shop to receive high-quality advice on hearing solutions.

Reseller Awareness: Use reseller marketing campaigns to promote your resellers' added value

In smaller cities and more rural areas, people are familiar with their local resellers, as well as their shops. Featuring the faces, company names, and logos of these local entrepreneurs in your brand campaign will reinforce their presence in local consumers' memories, which is advantageous for your brand.

So highlight your resellers in local marketing campaigns, specifically within their own city, neighborhood, or village, as this is where they truly matter. This is the place where personalized campaigns work better for both you and your resellers. Aim to showcase who your resellers are, highlight their expertise, and emphasize their location.

Turn online researchers into in-store visitors

Our tip to you: use different types of campaigns alongside each other. Vary the messaging of your campaigns and your ads. By combining different messages, you increase awareness among diverse types of consumers. This will lead to your reseller calling you to ask you to please reduce the number of campaigns because they can't handle the crowd any longer.

So, to conclude, You can significantly assist your resellers by creating various branded campaign messages that incorporate some degree of localization or personalization, which help them convert online researchers into offline purchases.