Marketing
04

Independent Stationers Marketing Committee met on February 16 in snowy Nashville, TN (some phoned in due to bad weather) with some great discussions. Here are some of the topics covered:

  • The committee discussed the need for an email marketing software provider that can send targeted emails to customers based on buyer behavior and also a system that tracks social media.  While there are several email providers available, none are ideal and offer everything.  If you know of a good one, contact Janet Eshenour.
  • Discussed the need for dealers to better control their own web content, optimized for mobile use. This is a current initiative at Independent Stationers.
  • We will produce a 2016 Cost Container printed catalog with a flipbook option.
  • We talked about how to best coordinate and manage a dealers’ annual marketing plans. A few ideas were to use a monthly plan format by category (OP, IT, Jan-San, Breakroom, Furniture) and/or by marketing type (email, social, PR, etc.)  Hubspot offers software to assist in these efforts.
  • Looking for best practice examples on how dealers that acquire another dealer integrates the companies’ cultures. We discussed staff education, holding special team building events and more.  If you have gone through this and have ideas you can share, please contact Janet Eshenour.
  • The committee would like to share best practices with non-competing dealers in their region. This would be a good opportunity to share ideas and bring sales managers to network with other sales managers.

2015 Marketing Committee members are:

  • Ed McCoy, Kerr Office Group, IS# 256
  • Terry King, Schwegman’s Office Products, IS# 728
  • Hayley Batterson, Smart Business Products, IS# 785
  • Carly Kleppe, Tallgrass Business Resource, IS# 82
  • Tonya Horn, Rogard’s Office Plus, IS# 13
  • Stacey Wolke, Friends Business Source, IS# P015
  • John Willcox, Coastal Office & Promotional Products, IS# 983
  • Randy Garcia, Office Express, IS# 840, Board Representative
  • Janet Eshenour, Director of Marketing, IS Facilitator

A HUGE thank you to the Marketing Committee for taking time out of their busy schedules to provide input to the group! If you have comments or suggestions for the committee, please contact Janet Eshenour at eshenour@independentstationers.coop.