Wholesaler Spicers have revamped their suite of printed and digital marketing materials for the coming year to address growth in a broader range of sectors. This is incorporated into the launch of the Spicers 2016 Marketing and Services Guide, which arrived with resellers last week.
The company says the full 12-month programme is underpinned by the core publications that a Dealer needs to keep their brand established within end user businesses in the form of the Spicers Complete Book and shorter range, Core book but also extends to a selection of category focussed materials for both the growing Furniture and Facilities Management sectors.
Off the back of direct customer feedback from a number of dealer forums in February, where overwhelmingly customers agreed that the area of priority focus needed to be in Facilities Management supplies, Spicers have completed a comprehensive review of the category to provide a competitive core range and increased diversity of product choice for its resellers to take to market. Since the forums Spicers have introduced a significant number of new products to the selection of products in the category.
Performance of the FM category since the wholesaler launched their ‘Workplace Essentials’ core mailer in April has delivered double digit growth since its release and as a direct consequence of the changes distribution of the Workplace Solutions catalogue has grown three-fold.
In post for almost a year now Rebecca Stallard, Spicers Marketing Director, made comment of the launch of the Guide, “I’ve had the great benefit of being able to spend the last nine months hearing from our customers how Spicers can best support their businesses with the right marketing tools, product based publications and range developments.”
One of the introductions new to the portfolio is the A5 Prospecting Mailer Pack, a multipurpose new business presenter, this really stands out with product based offers and a tear-off panel for an Account Manager to capture a business’s most frequently purchased lines. In one simple design this format helps a dealer business present their services, product and price proposition to potential new clients and take that important step to winning new customers.
Rebecca continued to add, “Our Marketing plan for 2016 has been heavily influenced by customer feedback and is driving the roadmap of product sectors our teams are researching and introducing. Also as the end user becomes more reliant on using the digital space to research and order it’s been critical that we make our tools and services relevant to both on and offline purchasing.”
Complementing the overall Spicers Marketing pack, unique to Spicers Brilliant Partner community, will be a semi-bespoke prospecting campaign designed to attract new business. ‘Brilliant Prospects’, developed by Simon Wallis and the Brilliant Partner Team has already delivered early results. Dealers who formed part of the pilot enjoyed a significant increase in spend from targeted customers and prospects. The full launch for the Brilliant Partner solution will be communicated in the final quarter of the year and can be introduced at any time to fall in line with a Dealers full marketing plan.