“Any time a brand manufacturer and a retailer can collaborate, the impact is going to be better. The brand brings an in-depth understanding of the consumer, and the retailer has numerous information sources that help them understand what makes sense in different regions, often down to the store level.” – Blake Waltrip, CMO, Celestial Seasonings
High school biology class probably introduced most of us to the concept of symbiotic relationships. But, as Jeff Foxworthy can probably verify, more fifth-graders today probably know more about the subject than adults do. (For the sake of clarity, we are going to explain that … ) Symbiosis is a relationship in which two entities have a cooperative and dependent relationship. This, of course, explains why teenage boys do not have a symbiotic relationship with their parents: They are dependent upon their parents, but they are not always cooperative.
Brands and Local Businesses Need to Have Symbiotic Relationships
Most national brands depend upon one or more local entities for the sale and/or distribution of their products. Often they depend upon small businesses to advertise the brand locally. Traditionally, brands have handled national advertising while offering co-op advertising to local associates. Co-op advertising does not necessarily guarantee that actual local advertising is done; only that if it is done, the brand will pay a specified portion of the cost of brand-approved ads.
In many cases, local businesses are highly dependent on carrying and promoting national brands. This is just as true for home improvement businesses as most others. For instance, some may offer and install Westinghouse water heaters and Pfister faucets. Flooring specialists may offer Pergo flooring and Stainmaster carpet. The brand depends on the local business to sell the product. The local business depends upon the brand for visibility and credibility, which can play a role in lead generation.
The Symbiotic Relationship Is More Important than Ever
Advancing technology has made the interdependent relationship more important than ever. Back in the days of newspapers and Yellow Pages (remember them?), local home improvement businesses would include brands like Pfister faucets in their display ads. Pfister fostered the sale of their faucets for their local merchants by direct or indirect references to them in their national marketing collateral.
While marketing used to be about creating myths, today it is about finding truths. – Marc Mathieu, SVP of Marketing, Unilever
The internet has almost completely changed the landscape of marketing, selling, and lead generation. Perhaps the most compelling example of passive, purpose-driven online advertising is when national brands list their local retailers on their websites and when local home improvement businesses feature the brands they carry on their local websites.
One study revealed that “97% of consumers now use online media to shop locally.” Local businesses need to ensure that when consumers Google Pfister faucets they find your fir in the midst of the forest.
Use the brand leverage on your website, your social media pages, your search engine optimization, your keywords, your Google+ page, and everywhere else possible. The more you promote the brands, the better the odds that new customers will find your business. Promoting the brands with which your business is associated is the second best home improvement lead generation tool available.
What, you may ask, is the best home improvement lead generation tool? That would be Keyword Connects. Not only can we teach you how to build your business, we can help you build it with the most effective, active lead generation program in the entire home improvement sector. Our proven methods deliver exclusive leads directly to your business that have a track record of 60-80% conversion rates. Check our website to find out how beneficial a relationship with Keyword Connects can be for your business. While you are there, be sure to download our FREE eBook, The Five Online Metrics that Matter for Home Improvement Lead Generation.
We invite you to contact us and let us show you how you can depend on us to help you grow your business.