Expand your reach by communicating deeper into your distribution Partners
The way things were
In the past, field based manufacturers reps were necessary as it was the only way to get your message communicated to distribution.
Trade/Channel Marketing Managers
Trade/Channel Marketing Managers come up with monthly/quarterly programing and send off to sales leadership and Agency Principals.
Agency Reps Distribute info to purchasing
IMR's combine your programs, promotions, product launches, product line expansion opportunities & product gap recommendations with the other 15-35 manufacturers they support and communicate them to their primary contact in purchasing.
Purchasing informs sales, marketing and customer service
Purchasers filter that message, frequently to only the products they are currently buying from you, and relay that filtered content to their internal teams.
Your content/programs get to someone making a purchase
By the time it gets to your customers' customer, only a subset of the content that you thought important enough to create actually gets seen by your intended audience.
How Often Does Your Message Make It to a purchaser?
The game of telephone that was your only choice of content distribution even as recent as 5 years ago, is no longer your only option. D-Rep works with your trade marketing teams to consolidate information and distribute consumable/retainable messages weekly. Further we expand your distribution list to grow beyond just a primary point of contact at distribution, but reach deep into their organization communicating directly with General Management, Sales Leadership, Inside Sales, Outside Sales, Marketing, Purchasing & Service.
The D-Rep Way
Monthly Steering Committee
Monthly we will review your upcoming product launches & promotions. We'll review categories or products that are underperforming. We'll segment your customers into like groups to keep relevancy of all communications high, increasing engagement and minimizing opt outs.
How We Measure Success
Ultimately the scoreboard is revenue growth. Leading indicators to achieving that is consistently increasing audience size, and engagement. By keeping messaging relevant, we should be consistently increasing opt ins at distribution. By increasing the value of what we are communicating, we see engagement increase.
Inside Sales
Digital email campaigns are the primary lever for generating incremental activity. However, outbound calling is an important component to grow the distribution lists, verify contacts at low engagement distributors, and execute targeted campaigns.
our first Success Story
Our first success story came while supporting a global brand selling through distribution in the US that utilized a hybrid sales coverage model (direct heads & Independent Manufacturers Reps). We had sole revenue accountability for half of the IMR covered business and joint accountability as an over and above digital marketing approach to the covered IMR business.
- Started with 14M in managed revenue across 8,000 locations
- Year 1: sent 125,000 emails delivered with 22% engagement, or 27,500 unique touchpoints/interactions (10,000 email distribution list)
- Year 2: sent 275,000 emails with 28% engagement rate, or 77,000 opportunities to generate transactions and build partnerships (13,000 email distribution list)
- Year 3: sent 325,000 emails with a 29% engagement rate, or 94,000 times someone at a partner distributor consumed our information digitally (17,000 email distribution list)
- Year 4: tracking to send 500,000 emails with a 37% engagement rate, or 185,000 unique interactions with the brand (20,000 email distribution list)
- +11% CAGR over the 4 years