Know your audience, speak to your audience. What's important to consumers is different from what is important to retailers. Why should a retailer bet their business on your business?
One of the biggest pitfalls we have noticed here at Hubba is when a business switches focus from B2C to a B2B model, there is no shift in the language or position of the marketing copy (words used).
“Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context, and connection.” – Beth Comstock
What is not addressed here is what is relevant and creates a connection with a consumer or with a business are different. What is important to both sides are different although equally important to the given audience.
When we asked our retailer community for feedback, they told us that there was not enough information presented to them or that the information was too generic. Consumers may want to know that you are "Proudly Canadian" but a retailer might not. Then, of course, comes the question, "what do retailers want to know?" Let's dig in!
Retailers are essentially investors is your business. They are betting their business that if they put your product on their self that it will sell and everyone makes money. They are also betting that if it flies off the shelf like hotcakes, that you can scale production and keep up with demand. When you look at your brand story, does it calm or address any of the concerns of the retailer? If not, What does it say? How would that message me received by a retailer or even a consumer?
- Focus on your strengths!
- How long have you been around
- What has your growth looked like?
- Do you drop ship?
- Do you have bulk discounts?
- Do you have existing retail partnerships?
This isn't at all to diminish the personal touch...
“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” – Jay Baer
Tell YOUR story! If you came up with the idea while trapped for 4 days in a log cabin with no sunlight, Say that too. Maybe your story speaks to your ability to persevere or your deep rooted experience in your specific industry. These are all good things to include... AND when speaking to a retailer, WHY SHOULD THEY BET THEIR BUSINESS ON YOUR PRODUCT?