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If Your Business Depends on Independent Retailers Selling Your Product, Read This

If Your Business Depends on Independent Retailers Selling Your Product, Read This

Hey, brand managers and manufacturers? I’m talking to you. It’s time we have a talk about why your products just aren’t selling as well as they might be, and what you can do to change that.

Let’s start the conversation by looking at the day of your typical independent retailer. These are some busy people. If the store is relatively new, the owner might be the person doing everything, from opening the doors in the morning to dropping the deposit at the band each night. They’re the boss, but they’re also the cashier, the stock clerk, the buyer, the merchandiser, the janitorial staff and the strategic planner. When employees come on board, and the store grows, the boss takes on new duties: now there’s scheduling, payroll, HR and more to do. Every bit of growth brings new responsibilities, but there’s no corresponding increase in the number of hours in any given workday.


When does this store owner have the time to think about the best way to market your brand?

The truth is: they don’t. The world’s best, most successful brands know this. That’s why big brands are constantly engaged in creating and distributing advertising collateral for their retailers to use on their behalf. They create the signage, the graphics, the imagery and copy that retailers use in their advertising and promotions. Sometimes, depending on the nature of the brand/retailer relationship, they even dictate when and how these sales materials are to be used. These materials are used, both in traditional marketing spaces and online, and as a result, sales of those brands consistently outpace brands that are marketed solely by the retailer.

With that being said, what are you doing for your independent retailers? If the answer is ‘probably not enough’, the first step to remedy that is a digital marketing audit. You’ll want to look at the website and social media presence of a representative sample of your retailers. How is your brand being presented? Is it easy to find your products on their website? Are you mentioned on social media?

Changing the way your brand is marketed online can be as simple as creating and distributing brand building material your retailers can share on social media or on their websites. Examples include infographics, blog posts, short video clips and other content that would be entertaining and informative to the retailer’s customers while positively promoting your brand. Many retailers would enthusiastically embrace having great content to share, as it saves them lots of time & creative work while driving sales to their store.

Everybody wins – but you’ve got to be willing to take the first step. If you need help developing content to share and supporting your independent retailers with, give us a call. Our world class creative design teams can produce the brand building content you need and that your customers will love!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office