Adding a Retail Strategy in a B2B Business

*Updated 9/4/15: A great article about the importance of Effective POP in a Retail Environment

I’ll tell you about something that makes me, as a marketer, cringe. Allowing sales to run with a retail strategy without any involvement from marketing.  The reason that I cringe isn’t because I don’t think that sales has a part in this kind of strategy, they absolutely do.  However, to say that “we’re taking a different approach” tells me that only the sales and selling side is being considered.

I cringe because a mentality of “anyone can be a marketer” is being applied.  A lot of business efforts need to keep marketing and branding in mind.  In order for your customers to know who you are, regardless of what market you are focusing on, you need to have a consistent message.  By letting everyone run their own campaigns you are going to get away from your core brand…unless of course everyone is completely in sync with everything which would be truly amazing.

Marketing has the unfortunate job of being the nay-sayer now and again, the teacher, as well as the communicator of what can’t/shouldn’t be done due to the importance of maintaining the integrity of the brand.  This is even more critical when you are talking about a retail side to your business.  This is where you are coming face to face with your direct customers who are seeing your brand because it is what they are looking for…and if they don’t see something they like, then see you later!

What do you think?

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