Distributors rev up marketing

Not too many years ago, the extent of a distributor's marketing/promotional plan simply might include an open house or a trade fair for its customers on a regional basis. Not so anymore. Today, industrial distributors are using combined marketing plans with national sports teams, NASCAR racing,

One of the best at marketing its company is Granite City Electric, a 20-branch electrical distributor headquartered in Quincy, Mass. Granite City was honored earlier this year with the “Best of the Best” award for distributor marketing by The Electrical Distributor magazine, the business publication of the National Assn. of Electrical Distributors.

In addition, Granite City Electric won awards in six separate categories: direct promotion, public relations, Web sites, merchandising, literature/selling tools and integrated promotional campaign.

Granite City Electric, the “official distributor of electrical supplies” for the Boston Red Sox, and the company responsible for lighting legendary Fenway Park, has parlayed its marketing relationship with the team into a successful regional campaign, making it one of the best-known distributors in the Northeast.

“It's amazing how many people know us because of our relationship with the Boston Red Sox through the New England Sports Network, “ (which broadcasts the Red Sox games), Granite City CEO Phyllis Papani Godwin told The Boston Globe. She says the publicity has not only helped the company when it opens a new branch but has attracted new employees as well.

Through its Electric Kids Club the company has helped foster relationships between customers, their families and Granite City Electric, including a contest in which the winner throws out the ceremonial first pitch at a game. The electrical distributor has also been involved in numerous publicity campaigns, including a promotional “field of dreams” in which Granite City helps provide lighting to a local junior baseball or softball field. This is the third year Granite City has been involved in the program.

“Our strategic plan is really built around Red Sox nation,” Godwin said.

F.W. Webb, No. 19 on Industrial Distribution's 2006 Big 50 list, has also entered into a multi-year marketing partnership with the Red Sox; the company has been named the “official distributor of plumbing, heating and HVAC supplies” for the team. Fenway Park sports an F.W. Webb sign on the Green Monster on the left field wall. Television spots bringing viewer updates on other games and scores during a Red Sox game also refer to F.W. Webb.

The agreement also includes product integration in the 2006 Fenway Park improvements, plus an event marketing program centered on in-stadium product expositions, and internal and external sales and marketing promotions. The sponsorship is supported by an extensive media campaign.

Motorcycle power

Airgas, the United States' largest distributor of industrial, medical and specialty gases, and No. 6 on the Big 50, has taken a unique approach to promoting itself in light of its 25th anniversary next year.

Two Airgas Chopper motorcycles, designed and built by Orange County Choppers, a nationally known designer of customized vehicles, is making the rounds of Airgas branches throughout the country. Airgas is an official supplier of welding gases, welding consumables and other industrial products to OCC.

In addition to open houses, the Choppers will be on display at customer appreciation events and trade shows.

“These designs showcase the complex and beautiful nature of finished product built using Airgas products,” said Airgas chairman and CEO Peter McCausland. “We believe these choppers will help us build business at every branch with our core customers, who we know love and appreciate these awesome works of art.”

IBT, a large power transmission distributor headquartered in Kansas, and No. 41 on ID's Big 50, is taking its marketing campaign on the road. This month IBT is sponsoring a two-day customer appreciation festival at the Kansas Speedway. Thousands are expected to attend. In addition to the raceway theme, the event features seminars on a range of products and topics; a multi-vendor trade show; various contests and prizes; NASCAR racing cars from Rockwell and Loctite; a performance pit crew challenge competition; and a NEXTEL CUP ride along.

Fastenal, No. 12 on ID's Big 50, has long been a supporter of NASCAR racing, and has a Fastenal store in which you can buy racing accessories bearing the company's name. But its traditional marketing program—consisting of a one-day sales event and product expo—also draws extensive interest from customers and vendors. Last year, Fastenal held more than 800 of these one-day sales events. This year the company has scheduled more than 1,200. There are door prizes and giveaways, product demonstrations, and a 20 percent off sale.

Even the biggest of the big are taking marketing to a new level. Wolseley, plc, No. 1 on our Big 50 list, took a novel approach to raise awareness of its name in North America. Wolseley bought an electronic advertisement that was run six times an hour in Times Square for the month of July. The ad mentioned the three operating companies that make up Wolseley's North American operations and reinforced Wolseley's global scale and size.

W.W. Grainger and White Cap Industries have advertised on local radio stations, and some construction distributors are advertising on ESPN on a regional basis during nationally televised football games. Other distributors are taking out print ads on the sports pages of several newspapers.

All of this is a far cry from simply taking out ads in the Yellow Pages. Marketing your company—and your brand—in a big way is a key strategy for many distributors as they seek to get their message out to buyers, contractors and other end users, and separate themselves from the competition.