FEATURE
advertising. Which brings us neatly to the next layer of support that TOOLBANK provides: paper and pens are clearly not defunct in the world of tools.
To see the wide range of support that TOOLBANK provides for customers, look no further than the Sales and Marketing Guide. I think most people will agree that it covers pretty well all the angles. TOOLBANK itself advertises widely on radio and TV that targets potential users, but by using some of the free resources in the guide, individual dealers will be able to do the same, and at a minimal cost since TOOLBANK has done pretty well all the homework needed.
Of course, we would expect TOOLBANK to provide POS material like leaflets and display stands, but there is also free access to website marketing assets to add to your own website as well as digital marketing assets for use as part of a local press advertising campaign.
To add to the above, dealers can get price ticket sheets, A2 sized posters, personalised leaflets, promotional leaflets, weatherproof banners, a free-standing display, cut case stickers, shelf strips and - my favourite - till wobblers. It would indeed be a hard-nosed and cynical dealer who tried to rubbish the marketing help from TOOLBANK.
And to provide the element of competition TOOLBANK has a Best Window Display competition for the festive season as well as a chance for purchasers to win tickets to Alton Towers.
And the really difficult bit... I can really sympathise with this dilemma
that TOOLBANK faces every year. There is no point in having a promotion if you don’t have the stock to fulfil the orders. There must be many angst-filled meetings in TOOLBANK HQ as the final quantities of products are agreed and ordered, but to my mind, spending £15m up front with a range of international manufacturers would keep me awake at night.
Then there is the logistics to sort out. The warehouse at Wednesbury is vast and well organised, so truckloads of products arriving each day from about September onwards can be accommodated. What is more challenging is then breaking down the pallets to organise individual orders and then getting them to customers all over the country. What would we do without IT systems that enable automated picking from warehouse shelving stacked 25 metres high?
Roll on Christmas when dealers may sit back and appreciate the magic and the Real Deals For You.
And then it starts all over again in January 2020.
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To help give readers some idea of the complexity of the promotions we should really start in January when the dust from the previous Christmas promotions has settled...
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