The Role of the Small Manufacturer Dennis Mason

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The Role of the Small Manufacturer Dennis Mason

  1. 1. The Role of The Small Manufacturer Dennis Mason Mason Consulting
  2. 2. Made for Each Other! Small Manufacturers and Small Dealers
  3. 3. Shared Attributes • • • • • Business Size and Complexity Lack of Bureaucracy Relationships with Customers Flexibility Need to Differentiate
  4. 4. Small Manufacturers Need • • • • • Dedication to Brand All Orders End User Feedback Dealer Loyalty Local Promotion
  5. 5. Small Dealers Need • • • • • Proprietary Products Attention to Orders The Ear of the Manufacturer Manufacturer Loyalty Local Promotion
  6. 6. Possible Collaboration Private Label For a small dealer, a private brand may only involve designing labels and buying in slightly larger lots.
  7. 7. Possible Collaboration Joint Promotion Small manufacturers do not have large advertising budgets, but they may be receptive to sharing the costs of a specific promotion in a dealer area.
  8. 8. Possible Collaboration Test Marketing A small manufacturer with a new product idea may find it advantageous to work with a small dealer to find beta sites and obtain confidential customer reactions to product use.
  9. 9. Possible Collaboration Case Studies Small manufacturers have difficulty getting user stories at large end users. But small dealers know the owners of small users, which often make excellent case studies.
  10. 10. Possible Collaboration Testimonials Large printers rarely provide manufacturers (even large ones) with testimonials. But small dealers can make them happen.
  11. 11. Dealers Beware Small Manufacturers Rarely Have: • Lots of staff. • Big advertising or public relations budgets.
  12. 12. But Dealers Note Small Manufacturers Often Have: • • • • Intense product focus. Accessibility to top management. Willingness to work with small dealers. The ability to make quick decisions.
  13. 13. Manufacturers Beware Small Dealers Rarely Have: • Lots of staff. • Big advertising or public relations budgets.
  14. 14. But Manufacturers Note Small Dealers Often Have: • • • • Intense geographic or process focus. Accessibility to top management. Willingness to work with manufacturers. The ability to make quick decisions.
  15. 15. Advice for Small Manufacturers • • • • Don’t Overlook Small Dealers. Don’t Ignore Smaller Cities and the Burbs. Don’t Expect Love From Large Dealers. Don’t Expect to Compete with Large Manufacturer Prices or Programs.
  16. 16. Advice for Small Dealers • Don’t Overlook Small Manufacturers. • Don’t Apologize for Your Presence in Smaller Cities and the Burbs. • Don’t Expect Love From Large Manufacturers. • Work with Small Manufacturers to Your Mutual Benefit.
  17. 17. And Now a Word From Your Sponsor For more than 20 years, Mason Consulting has worked with small manufacturers to increase their market penetration, introduce new products, and solve distribution problems. All referrals are gratefully accepted.
  18. 18. Thank You! Dennis Mason Mason Consulting Inc. 708-246-7786 Skype: masonconsulting dennis@masonconsulting www.masonconsulting.com

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