Manufacturers Sell More with Data

Building product manufacturers often sell through local, regional, and national dealers. It’s a mutually beneficial relationship where the dealer serves as a local brand ambassador, providing a personal connection that fosters loyalty. For the dealer, a stronger portfolio attracts more customers, increases sales, and improves dealer loyalty.

However, navigating brand loyalty is a perceived challenge for dealers representing multiple brands with competing products. It is a challenge that fosters incorrect notions regarding margin differential or product familiarity as factors contributing to product preference.?

Dealers and manufacturers can win more business together if equipped with the right tools. MMC has an all-in-one solution to drive brand awareness for manufacturers and actionable leads for dealers.

We take the guesswork out of your marketing strategies with five simple steps:

Data

MMC has access to the largest and most comprehensive data set on all Pro types in the U.S. We continually collect data through our daily interactions with Pros and augment this core data through a series of key partnerships. This results in actionable data on approximately 5.5 million contractors.

Content

MMC will create content to reach new audiences and reinforce brand messaging. We will re-purpose a manufacturer's marketing content to populate a series of pre-established templates for digital ads, email, direct mail, and landing pages. Our digital agency team will create content following your brand guidelines. The key to our marketing template is co-branding to include the local dealer.

Technology

Once the content is complete and dealer participation confirmed, the dealer-specific data is loaded into our data platform and marketing content into our omnichannel tech stack. Automation protocols drive the rest.

Leads

We know when and how a contractor engages, tracking engagement and calculating a lead score to determine conversion potential. When a lead meets predetermined qualification criteria, it is forwarded to a local dealer to close the sale.

Dealer Participation

The key to our success is the enrollment of local dealers into the program. Many dealers do not do this independently but would love a steady stream of qualified leads to pass along to their sales personnel. A manufacturer needs dealer participation to leverage their local brand and provide a closed-loop system for follow-up on leads. MMC recommends that the manufacturer “sponsor” this program for the initial dealers (dealer council members are ideal) and suggest to their dealer network that this is an effective use of co-op dollars.