Last Friday was the national shopping holiday known as “Black Friday.” About a month before Thanksgiving, the American consumer starts to get bombarded by Black Friday advertising: Buy Here! Spend More! Bigger Discounts! Doorbuster Deals! Accordingly, the advertising messaging gets turned up to eleven to the point that, in recent years, many stores open on Thanksgiving Day in an attempt to get a jump on the competition.
On Black Friday, most retailers employ special prices on specific products that are available only when the store opens in an attempt to differentiate when all they are really doing is begging consumers to visit their store first. While this tactic may work on a specific target audience seeking a one-time specific product offering, it’s hardly a point of differentiation and it certainly won’t lead to long-term loyalty. Why? Other than an early wakeup call following a turkey-induced coma, there is no value offered other than price.
Countless distributors employ a similar misguided Black Friday mindset as they market themselves by offering them the latest supplier specials without understanding client needs or goals. Today’s promotional product end user understands that all distributors have access to the exact same product, likely from the same supplier, at a very similar (if not exact) price. Merely showcasing a product special and hoping for an order without building additional value in the message is neither going to build profits nor develop loyalty. Instead, you will end up slotting yourself fighting to be the lowest cost provider.
Rather than lazily sharing a doorbuster deal from a supplier and hoping for an order, take some time to think about how the client would use the product to achieve their objectives. A great resource is your local supplier representative as they are always willing to collaborate to help drive sales. They are true merchandise experts and usually bring a different perspective from how specific merchandise has been successfully sold to case histories showcasing tangible benefits for your client. Together, you can:
When your client receives merchandise suggestions that include detail and information, you begin to separate yourself from your competition. Don't be content to share a supplier doorbuster deal hoping for an order. Delivering any message that highlights price alone will lead you to lower profits and even less loyalty. Leverage every communication opportunity to ensure you are adding identifiable value besides price and you will set yourself apart from the distributors who have embraced the Black Friday mindset as a sales tactic.
Bill is president of PromoCorner, the leading digital marketing service provider to the promotional products industry, and has over 17 years working in executive leadership positions at leading promotional products distributorships. A featured speaker at numerous industry events, a serial creator of content marketing, immediate past president of the Promotional Products Association of the Mid-South (PPAMS), vice president of the Regional Association Council (RAC) board, and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, and developing branding that resonates with a target audience. He can be reached at bill@PromoCorner.com.