For manufacturers, getting your message through the channel, let alone to end-users, can be a challenge. Most are conditioned (could be trained, sometimes it’s historical repetition) to promote features and benefits. And it is always the latest products (which is interesting given that, while they track NPI … the percentage of business driven by new product introductions … … [Read more...] about Manufacturers … “Why You?”
Marketing
Part 3 – All good things in distribution start when a pick ticket prints in the warehouse
I have written two recent columns reminding Industrial Channel leaders to not forget about the business fundamentals of the channel, which hit a nerve with many readers. These columns focused on that even with all the changes over the past two decades - instant access to data, end customers who want self-service digital tools and full-service support, and many other changes- AI … [Read more...] about Part 3 – All good things in distribution start when a pick ticket prints in the warehouse
Part 2 – All good things in distribution start when a pick ticket prints in the warehouse
I wrote a recent column reminding Industrial Channel leaders about not forgetting about the business fundamentals of the channel that hit a nerve with many readers. The column focused on that even with all the changes over the past two decades - smart phones, instant access to data, end customers who want self-service digital tools and full-service support, and many other … [Read more...] about Part 2 – All good things in distribution start when a pick ticket prints in the warehouse
All good things in distribution start when a pick ticket prints in the warehouse
On my first week on the job as a distributor 25 years ago, that quote that Dick Schmid told me at Crescent Electric Supply stuck with me. From 2000 to 2025 a lot has changed in the distribution channel - smart phones, instant access to data, end customers who want self-service tools and full-service support, and many other changes (with AI being another … [Read more...] about All good things in distribution start when a pick ticket prints in the warehouse
ISA Economic Forecasts unveil key data on two webcasts
One of the hardest things to keep on top of in the Industrial Channel is economic forecasts as a channel leader that are specific to your business. You can quick check the Purchasing Managers Index (PMI), look at the price of Steel, Copper, and Oil....and try and stay up with the latest news. The challenge is there is very little specific to the Industrial Channel forecast … [Read more...] about ISA Economic Forecasts unveil key data on two webcasts
Launching New Products Effectively
Channel Marketing Group's Gene Biben, with over 40 years' experience in helping manufacturers generate demand for new products, recently shared some thoughts on effectively launching new products and a major flaw in many manufacturers' product launch strategy ... not properly funding the launch strategy with an appropriate sales investment. He uses an experience he had in … [Read more...] about Launching New Products Effectively
CRM … Today’s Marketing Backbone
Marketing for distribution today requires more nuance than ever before. It is no longer solely counter days, events (especially golf!), flyers, short-term promotions and logoed items. It's more about strategy, analysis, targeting customers, determining messaging, tailoring offers to selected audiences, promoting your value proposition and more. Further, giving a flyer to … [Read more...] about CRM … Today’s Marketing Backbone
Are / Can Industrial Distributors Be Demand Generators?
Recently I visited a manufacturer client who asked me about “the channel”. Specifically, they wanted to know: “What drives distributor product selection, what is the food chain, what’s the value of each?” “Are distributors proactive in creating opportunities and selling our types of products?” In all transparency, this is a manufacturer who is owned by a PE firm and … [Read more...] about Are / Can Industrial Distributors Be Demand Generators?
Prokeep Helps Capture the Text and Turn it Into Dollars
As distributors seek cost-effective ways to improve customer experience, improve productivity and have a cost-effective sales tool, while doing all of these digitally, Industrial Trends is pleased to welcome our newest partner, Prokeep. Prokeep offers a unique solution to distributors, which can also cost-effectively and easily be used by manufacturer representatives, which … [Read more...] about Prokeep Helps Capture the Text and Turn it Into Dollars
Driving Share and Sales with Customer Loyalty Reward Programs
Industrial distributors and manufacturers are fighting to retain market share and seek growth in a challenging market. Typically, the most profitable strategy to strengthen, deepen and broaden opportunities within existing customers. An effective tool to achieving this is also a time-tested strategy for many Industrial distributors and some manufacturers ... contractor … [Read more...] about Driving Share and Sales with Customer Loyalty Reward Programs
