Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: https://read.dmtmag.com/i/652971
23 Sales & Marketing Then there's the goodies. Cooperative marketing programs allow distributors to purchase merchan- dise that can be given away to custom- ers as perks or prizes. Shirts, hats and offi ce supplies are among the most popular products distributors choose to purchase with co-op marketing funds, suppliers say. While these items don't offer much opportunity in the way of the messaging, they can still be branded with distribu- tor and supplier logos to link the two businesses. Polok says she regularly receives customer requests for magnets, memo pads and other offi ce supplies, and says each one she gives out is branded with logos of some of Southwest Truck Parts' best vendors. Vince Mathews does the same thing at Capitol Clutch & Brake. "I think it helps a little bit," says Mathews, president. "I think if they see [a logo] every day then when they need something they know exactly where they can get it." Sommerville says that example alone should be reason enough for any dis- tributor not using cooperative marketing to look into it. The goal for suppliers and distribu- tors alike is to sell as much product as possible, and cooperative marketing programs exist so the former can help the latter do just that. "The benefi ts are there. These [sup- pliers] do this for a reason," Sommerville says. "The money has been earmarked for you. It is there to build your brand. If you don't grab it and use it, it's lost. I re- ally don't understand why anybody who had it available wouldn't use it." Adds Conroy, "We value our relation- ship with our distributor partners. We are privileged to have mutually benefi cial relationships where our products can provide our distribution channel part- ners with opportunities for sales growth and profi tability … In doing this, Bendix benefi ts as well." W W W . T R U C K P A R T S A N D S E R V I C E . C O M M a r c h 2 0 1 6 | T R U C K P A R T S & S E R V I C E NICE TRY NAILED IT FIND A LOCAL DISTRIBUTOR AT MINIMIZER.COM OR CALL 800.248.3855 MINIMIZER POLY PRODUCTS • TESTED AND TORTURED TM • DAILY BY TRUCKERS FOR TRUCKERS TESTED AND TORTURED TIRE BENCH Times change. So should you. New 5th Wheel Slick Plate Guaranteed for 5 years! Typical greasy mess Guaranteed to require upkeep TOOL BOXES FENDERS TOOL BENCH FLOOR MATS Minimzer_TPS0316_PG.indd 1 2/16/16 1:38 PM I think if they see [a logo] every day then when they need something they know exactly where they can get it. – Vince Mathews, president at Capitol Clutch & Brake