Marketing Dollars Unleashed
Double your marketing power without liquidating your IRA.
By Leslie Stevens
Unbeknownst to many dealers, there is no lack of marketing dollars available to help your business grow. Here at Eclipse Marketing, I interviewed five successful dealers to learn how they go about getting marketing help from their suppliers. The results: I found 21 innovative ideas that are readily available for you and your business.
I'd like to point out something those to manufacturers who just freaked out, visualizing their marketing budget being blown out of the water. I came from the manufacturing side of the business, and I know that when your dealers grow, you grow. This is a mutually beneficial relationship, and as dealer business blossoms, they will purchase more products from you. Thus, it makes sense for manufacturers to support dealers.
CHARDONNAY AND PLASMA
The first dealer interviewed was Bill Anderson, president of Genesis Audio & Video, based in Irvine, Calif. Says Anderson, "Our close relationships with our vendors enable us to have win/win venues. For example, last year we were able to pull off a multi-faceted event, which demonstrated to consumers all the components necessary for a high-definition system. This included everything from software, to cable boxes, content providers and display panels."
The purpose of this event was to promote high-definition and the beauty of plasma. It also announced Genesis as a reliable provider of HD systems. As part of this program, Genesis invited 200 guests to attend a private function held that Friday night, which was catered by Turnip Rose and Beaulieu Vineyards winery. It was then followed by a two-day weekend extravaganza, of which an additional 700 guests were sent professionally designed invitations. Guests that were invited included selected sort fields from Genesis' database, and also names contained on Cox Communication's HD cable service wait list.