Historically, distributors were limited to in-store marketing vehicles such as print flyers, catalogs, some telemarketing and tradeshows. Marketing vehicles that have become prevalent in the past five years include email, search engine marketing, increased telemarketing and social media.
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It may be that many distributors are just guessing when it comes to positioning and messaging. Their beliefs about what attributes are important to emphasize in messaging and positioning is based on scant market research.