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Whether you are a manufacturer seeking a way to push sales through the distribution pipeline, or a distributor looking for a creative way to promote products or services, co-marketing is one marketing …

Whether you are a manufacturer seeking a way to push sales through the distribution pipeline, or a distributor looking for a creative way to promote products or services, co-marketing is one marketing tool that can boost sales while improving the buyer/seller relationship. It is the ultimate way to create synergy as both suppliers and distributors work toward a common goal.

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  • 1. Co-marketing: Develop a Strong Relationship with your Distributor By Tom Marx – April 2010 Whether you are a manufacturer seeking a way to From a distributor's standpoint, the benefits of push sales through the distribution pipeline, or a working with a supplier to develop a co-marketing distributor looking for a creative way to promote program centers on the company's ability to: products or services, co-marketing is one marketing • Leverage your marketing budget tool that can boost sales while improving the • Highlight specific branded products buyer/seller relationship. It is the ultimate way to o Introduce a price or product category create synergy as both suppliers and distributors work leader toward a common goal. o Round out a good-better-best product scenario Co-marketing in its simplest form is an agreement o Market a popular product that currently between a supplier and their distributor(s) to work has high demand together to promote products or services with shared o Introduce a premium product line strategies, execution, costs and benefits. Shared o Create or bring attention to products with strategies require a discussion and agreement on new features goals; execution requires a conversation about who • Reach audiences that otherwise you would not will do what to make the plan work; shared costs can be able to reach be a 50/50 split or any combination that works for both parties; and and both can reap the benefits of There's many reasons why a company should increased sales, web hits, unique visitors and more. consider co-marketing as a way to stretch their marketing budget. If you are still unsure if this is right As a supplier, co-marketing allows you to: for you, begin to notice how many companies are • Further enhance your relationship with your turning to co-marketing in their marketing mix. You customer by improving communications may be surprised at how this is the new cost-effective • Support your customer with expanded or way to market. enhanced marketing tools to help sell more of your products Tom Marx President and CEO of The Marx Group. The Marx Group is • Stand out among the crowd of suppliers as one a full service marketing agency specializing in developing unique that will spend extra effort to help their business strategies, public relations and award winning, results customers be successful - think of it as earning driven creative for the automotive aftermarket and Heavy Duty and brownie points commercial vehicle aftermarket. - www.themarxgrp.com • Stretch your marketing budget to allow for even more visibility of targeted messages • Build company and brand awareness • Allow you to target your audience in a more cost- effective manner, rather than a shotgun approach that may or may not directly impact sales • Increase the ROI for your marketing budget