Why a Loyalty Program should be a top priority for Trade Marketers

Why Reseller Marketing Should Be a Top Priority for Trade Marketers

As a trade marketer, you know how important it is to develop strong, sustainable relationships with your resellers. But convincing your brand or general manager to invest in reseller marketing can be a challenge. If you’re ready to take that next step and get your team on board, here are three compelling reasons why helping your resellers with marketing should be a priority.

1. Increase Visibility at the Point of Sale

First and foremost, reseller marketing is all about driving visibility where it matters most—the points of sale. Whether they are local stores, showrooms, or dealers, that’s where customers make their purchasing decisions. When you support your resellers with marketing tools and strategies, you help them attract more customers to their brick-and-mortar locations. And let’s face it, having your product front and center where people work, live, and shop is crucial for generating sales.

This kind of visibility doesn’t just increase foot traffic; it enhances brand awareness and builds trust in the community. Helping resellers get noticed in their local markets is a win-win for both your brand and your partners.

2. Boost Sales with Proven ROI

The second reason to prioritize reseller marketing is its direct impact on sales. Here's where the numbers speak for themselves: brands that support their resellers with targeted marketing see B2B sales increase by 18% to 30%. That’s not a small boost—it’s a significant return on investment (ROI).

By providing resellers with the right tools—whether that’s promotional materials, digital ads, or local campaigns—you’re empowering them to increase their sales. If the math adds up for your type of product too, and shows a clear return on investment, then it's time to take this to your general manager. Starting with a pilot program in just 10 to 20 resellers’ locations can give you the data you need to prove that reseller marketing is not just an expense, but a revenue-generating strategy.

3. Strengthen Reseller Loyalty and Retention

Now, this is a point many might overlook, but it’s one of the most powerful arguments in favour of reseller marketing. Reseller loyalty programs are a great way to build lasting relationships, but they work even better when combined with effective (online) marketing support. If your brand already has a tiered loyalty system (think bronze, silver, gold), reseller marketing can be the key to strengthening those relationships.

The goal here isn’t just to increase sales in the short term, but to ensure long-term loyalty. By offering resellers marketing support, you show them that you’re invested in their success—not just as a customer, but as a partner. The more value you add to the relationship through marketing, education, and training, the less likely they are to be swayed by a competitor offering similar products.

As a trade marketer, part of your role is to forge strong, lasting relationships with resellers. By offering them marketing support, you’re not only enhancing their ability to sell but also reinforcing their loyalty to your brand.

The Bottom Line: A Reseller Loyalty Program with Marketing Support

So, how do you tie it all together? As a trade marketer, you have the opportunity to go beyond traditional marketing and truly invest in your resellers' success. The combination of a reseller loyalty program and reseller marketing creates a powerful synergy. Not only does it boost visibility and sales, but it strengthens long-term relationships that protect your brand from competitors.

When you go to your general manager, be sure to highlight how reseller marketing can be part of a broader loyalty strategy. You don’t just want resellers to sell more—you want them to stay loyal, engage more, and feel like true partners in the business.

In the end, reseller marketing is a win for everyone involved. It boosts visibility, drives sales, and creates loyal, long-term business relationships. So, spice up your role as a trade marketer and push for a reseller loyalty program with the added benefit of marketing support. You’ll see results—and so will your resellers!

Ready to start? Start small, track the results, and see how reseller marketing can transform your relationships with partners and boost your brand’s growth. The investment will pay off—both in sales and in the lasting loyalty of your resellers.

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