Reseller marketing helps drive traffic to your resellers

Reseller marketing campaigns grab attention from the right people, the ones who directly live around a resellers store and would probably be interested in your brand and products. The campaigns focus on re-directing interested potential buyers to a (campaign) website. This is were you persuade them to leave behind contact details and ultimately visit your resellers' store.

Influence people during their online research phase

Many consumers start their purchasing journey online by researching brands, products, and resellers before visiting a physical store to make a purchase. While they conduct their research online, they still prefer to buy products offline.

Hence, the primary objective of reseller marketing is to attract customers to visit a physical store after seeing an advertisement. However, it's crucial to acknowledge that most consumers will initially check out the store's online profiles and website before deciding to visit the store in person. Therefore, directing traffic to the online channels of a reseller is a key initial focus of reseller marketing campaigns.

Reseller marketing campaigns are designed to attract the attention of end consumers, prompt them to begin their online research, and influence their decision-making process. It's effective to portray your resellers in the messaging as readily available experts, prepared to assist end consumers with their purchases, and conveniently located nearby.

Raise awareness and increase local visibility

Do you want to incorporate reseller marketing campaigns into your brands' marketing mix? Design your reseller marketing campaigns with the clear purpose in mind: you want to enhance the visibility of your resellers locally and increase your brand's local presence. 

You want to include advertising across different media channels. And focus specifically on people residing near your resellers to make visiting a point of sale easy after seeing the ads. Not all potential customers are, after all, aware that there is a local reseller nearby who can solve this burning problem for them. You'll have to explicitly tell them. 

And to prevent as much marketing waste as possible, make sure reseller marketing campaigns only increase awareness among the people who matter:

• Your campaigns are published omni-channel: Your campaign should be displayed on as many channels as possible, increasing the chances of your message reaching your potential local customers.
• Your campaigns target your specific audience: Each campaign should be served to a specific target audience, aiming to raise awareness and promote the brand among the right potential buyers.
• Your campaigns are hyper-locally advertised: Your campaign should only be shown to individuals who live close to your resellers. We typically set a range of 2 to 10 kilometers around a store. In larger cities, the range is closer to 2 kilometers, while in rural areas, it's around 10 kilometers. We base the distance on how far people are willing to travel to a nearby shop. Typically, people are less likely to drive long distances to their local bakery than to a store like IKEA. This approach ensures that we don't waste the marketing budget on people who are outside your target range.

Invite people to click and provide contact details

When creating awareness is your top priority, we typically try to display your message to as many people as possible. Our goal is for individuals to see your ad at least twice. 

However, if driving clicks to a campaign website is the main focus, we usually strive to show ads more frequently to the same audience. We have found that this works extremely well. After all, a higher frequency is beneficial for increasing the number of clicks, as your message may not resonate after just one viewing. Repetition is crucial for capturing people's interest and encouraging them to click.

The campaign ads are being repeatedly served to encourage viewers to click on them. Our tip for you is to redirect interested customers not to a general store locator website. They have clicked on a (maybe even personalized) ad from their local resellers, so a store locator page does not make sense in their customer journey.

Rather redirect visitors to your reseller's website or to a temporary, fully branded, and personalized campaign landing page for each individual reseller. Interested customers will be prompted on the landing page to provide their contact details, which will only be forwarded to the reseller with their explicit consent. If you need help creating personalized landing pages; you can generate them automagically using Embrosa's Marketing Control Tower™️.

And of course, we would be happy to help you set up your first reseller marketing campaign. Feel free to reach out to us if you are ready to learn more how this could work for your brand and resellers.