Question

Topic: Strategy

Marketing Partnership/co-marketing Advise Needed

Posted by bradleygt89 on 6/13/2009 at 9:20 PM ET 50 Points
We are looking at approaching a couple local and small as well as a couple national big box stores about a cooperative marketing plan, to where we can display, promote and sell our merchandise through their stores and showrooms.

My question is what is the best way to approach this. We are a very small company as well, who has a great reputation with almost 15 years in business, but have been mostly service oriented. Do we approach the owners or managers of the local companies and who should we approach at the big box stores?

I have seen a couple local businesses team up for a showroom style display (a carpet/tile store with a plumbing company) and they are one I would like to approach.

Thank you in advance!

Brad
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RESPONSES

  • Posted by Gary Bloomer on 6/14/2009 at 8:10 AM Accepted
    Dear Brad,

    We must stop meeting like this.

    For local stores, talk to the owners of those stores.
    You need to talk to a decision maker, not an employee.

    For national companies such as Home Depot, you'll need
    to contact their head office.

    For Home Depot, go here:

    www.suppliercenter.homedepot.com/wps/portal#

    Scroll down the page and you'll find further information which will lead you to this link:

    https://otb.thdsourcing.com/otb/

    Repeat this exercise with via the websites of other national chains.

    The one thing you MUST remember and pay attention to is that to
    supply a national chain, your follow-up, turnaround, service, products, marketing, service, guarantees, shipping policy, return policy, website ease of use, and every aspect of your business must be pin sharp and
    as hot as cookies right out of the oven.

    No screw ups. Ever. Clear?

    For Home Depot to take you on as a supplier, you must be reliable and you must offer great products and even better service. Your watch words here with any client like this is "What's in it for them?"

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA

    Like what you've read here?
    Follow me on www.twitter.com/GaryBloomer

  • Posted on 6/14/2009 at 9:16 AM Member
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  • Posted by CarolBlaha on 6/14/2009 at 11:13 AM Accepted
    Approach the store owners about fusion marketing. As in your plumber example-- a plumber isn't in the biz of flooring, but many bathroom or kitchen remodels involve. it. The tile store is involved in projects that require re-plumbing (eletricla etc) and the referrals go both ways.

    Another way is a store within a store. I have a client who does floors, but has allowed a granite counter top company to display in his showroom. The sales people know just enough about the product to speak intelligently, and get the granite co's salesperson involved. In this case, the floor store gets a commission on every job sold.. Many stores within stores (like the Starbucks and banks in our grocery stores) pay rent.

    Remember that stores are evaluated by the dollar of sales per SF. So your display will have to contribute to that number, not drag them down. I worked with a very high end product in Home Depot and we had a disproportionate amount of display space. The salespeople didn't sell a lot, but when they did-- it justified the number. And it was the easiest money I ever made in my life.






  • Posted by bradleygt89 on 6/21/2009 at 1:34 PM Author
    Thank you for your responses. I have had success with one of the businesses I have approached using some of your suggestions and other ideas I had.

    Thank you again,

    Brad
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