Marketing Locally

Although we know the importance of global and national marketing demand creation by our clients, it is still interesting a statement made by a politician almost 80 years ago has been one of marketing ongoing strategies. Former U.S. Speaker of a House Tip O’Neill coined a famous phrase after debate in 1935 when he said, “All politics is local.”

“…this phrase…encapsulates the principle that a politician’s success is directly tied to his ability to understand and influence the issues of his constituents. Politicians must appeal to the simple, mundane and everyday concerns of those who elect them into office. Those personal issues, rather than big and intangible ideas, are often what voters care most about…”

Now substitute “brand” for politician and “integrator” for constituent.

Understand and Influence

What drives an integrator to embrace certain products and walk away from others? Technological advantages for their customers and give them over the competitor when specifying a product. They need to understand it well enough to communicate in the market.

Local Event Marketing

These efforts rarely are initiated and conducted by the manufacturer. Their marketing efforts tend to lean towards national or international events.

We organize consistent and useful local product and manufacturer events to benefit the dealer and the AV design consultant. These can be Anew C.T. roadshows, more casual local manufacturer mixers or special events done in coordination with the local dealers.

Anew C.T. takes the time to organize these events, qualify and select and contract out with the appropriate venue, promote to the channel to insure excellent turn out and manage the whole event. The manufacturer has a built local venue to meet, greet and influence the local integrators and consultants.

Personal Issues Rather Than Big Intangible Ideas

Our dealers are successful in what they do. They are very busy in what they do. They are less interested in what some large integrator is doing across the country than how to solve a present customer AV design request or problem. How can you help me today?

What we can do locally for our clients

  • Product Showcase Roadshows – A place to bring in local dealers and consultants with our manufacturers to give the dealers and the manufacturers one-on-one time
  • CTS Renewal Courses – We arrange the details of having our manufacturer teach Infocomm approved lessons to keep the consultants and dealers current with AV technology
  • Dealer & Manufacturer Mixers – A brief gathering in a semi-causal environment to allow the relationship building and product information sharing to foster new sales
  • HTML Newsletter Marketing – These are ongoing and consistently reach our 3,000+ dealer sales people, AV Consultants and selective end users to promote what is new and important
  • Manufacturer Co-Op Funds – Creatively help dealers manage co-op earned to maximize the manufacturers return on local marketing activity