How to Combine Different Media into Your Marketing Strategy

By: Amanda Smith

With large retailers turning back to catalogs, there’s no question they still have promotional power in your marketing plan. If fact, their shelf life averages around 20.3 days, giving your products weeks of exposure. 

​However, it’s not just the catalogs themselves, but what they do in combination with your other advertising efforts that makes them the most effective. Here are some quick ways to expand your reach by taking a comprehensive approach:
 
Build a Supplier Store
When a distributor searches for your brand in ESP, they’ll land on your store, which highlights your banner, logo, top products and contact information. It’s everything connected to your business in one place and a great tool for brand consistency.
 
Set Up Trigger Marketing
Trigger Marketing is a special service that gives you a second touchpoint with distributors who’ve already shown interest in your products. When a distributor visits your product listing in ESP, they’ll receive an email about your product shortly after, which means even more exposure for your brand. This also gives you a second chance to close the sale.
 
Enroll in ESP Websites
ESP Websites are distributor websites that are end-buyer friendly. End-buyers can search and purchase items from ESP while keeping our industry’s supply chain protected. Once you enroll in ESP Websites, your products will be added and pulled from ESP (and your product info will auto-update on ESP Websites whenever you update them in ESP). When end-buyers see your product in a catalog, they can then search a distributor’s website, find your product and place an order.
 
Advertising in catalogs will help drive engagement in all the areas I just mentioned. And the good news is that you don’t have to wait. Ad reservations are open for The Gift Book right now, so if you have products that would fit into a corporate awards or gifting program, reach out to your rep and explore the available ad opportunities.