Q: We’re launching a new fall line and I want to get my retailers to send out our special offers to their customers. We shipped a bunch of postcards to our retailers last time, but our sales people noticed many went unused or sat in the stores. How can we make sure all of our money doesn’t go to waste this time around?
A: One of the elements you may have overlooked is the retailer’s know-how, or sheer amount of work on their shoulders, which hampers their intent to mail the material to their customers. Consider a third-party local marketing automation expert to manage this process – why? When selling through independent local sales channels, customer data is often the bread-and-butter to any business. OEMs or national brands are unlikely to receive permission to access this data due to the businesses fear of being disinter mediated. Working with a third-party allows the small business to feel comfortable in providing their customer data. Third-parties will be able to manage your brand to allow for localization of the material – making the materials even more relevant and effective. Technology and software can automate much of the manual tasks reducing a time and labor intensive process down to less than a few minutes (sending an e-mail blast or direct mail campaign).
About the Author
Jared is the Founder and Managing Partner of SproutLoud. Since 2005, he has been primarily responsible for strategic direction of the Company, as well as the oversight of SproutLoud's Partner ecosystem. Prior to SproutLoud, Jared worked in Thomas Weisel Partner’s internet and online advertising investment banking practice in San Francisco. He served as the lead analyst on a number of Corporate Finance and M&A deals including Newscorps’ buyout of Intermix Media (Myspace.com). Jared graduated with a B.A. in Finance and Marketing from the McIntire School of Commerce at the University of Virginia. Jared has an MBA from the Kellogg School of Management at Northwestern University and is a member of the Young President's Organization (YPO). Jared has been honored as one of the Top 40 under 40 entrepreneurs by South Florida Business Journal and a Top 50 Entrepreneur by Business Leader Magazine. Jared lives in South Florida with his wife and two sons.More Content by Jared Shusterman