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Quickfire marketing – Working with your suppliers

Steve Hasler fires bullets in our new ‘Try This’ column

Most independent retailers are acting as resellers for manufacturers, and depending on your relationship with these manufacturers – even if this relationship is via a distributor – you should be able to call upon their support for marketing. You are, after all, selling their products!

Having worked for brands trading with independent retailers, I've seen the marketing departments repeatedly working with the same 10 or 20 retailers, despite having hundreds of retailers selling the product. This isn't for any other reason than those select retailers were keenest to work together on campaigns and were vocal about what they wanted.

Steve Hasler is a marketing consultant to independent retailers.

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