In her recent article for For Construction Pros, Nichole Gunn, Extu’s Global CMO, explores the transformative potential of through-channel marketing (TCM) for contractors. Managing day-to-day operations often leaves contractors with little time for marketing, but TCM offers a practical solution. By leveraging marketing materials provided by suppliers, contractors can enhance visibility, attract new customers, and grow their businesses more efficiently.
Key Insights from the Article:
- What is Through-Channel Marketing?
TCM involves contractors collaborating with suppliers to access pre-made, customizable marketing resources such as promotional materials, email templates, and social media posts. This approach streamlines marketing efforts, allowing contractors to focus on their core operations. - Benefits of TCM for Contractors:
- Time Savings: Ready-made resources eliminate the need to create marketing materials from scratch.
- Enhanced Credibility: Professional-grade materials boost customer trust.
- Market Insights: Performance data from TCM programs informs better marketing strategies.
- Collaborative Growth: Both contractors and suppliers benefit through increased exposure and shared insights.
- Challenges to Consider:
- Preserving brand identity to stand out from competitors.
- Managing consistency when working with multiple suppliers.
- Ensuring relevance of materials to local markets and specific customer needs.
- The Role of Automation:
Automation simplifies the TCM process by delivering updated content, measuring campaign success, and enabling personalized, locally relevant marketing materials.
Nichole concludes that while TCM isn’t a one-size-fits-all solution, it provides a valuable tool for contractors looking to streamline their marketing efforts. When used strategically, TCM enhances visibility, fosters supplier relationships, and supports business growth.
To read the full article, visit For Construction Pros.