Professional Web Portal and Printed Directory about Companies, Products and Services from the Horticulture, Gardening and Associated Markets.
Professional Web Portal and Printed Directory about Companies, Products and Services from the Horticulture, Gardening and Associated Markets.
Association of DIY and Hardware Manufacturers (AFEB)
This Working Group has had 4 sessions, led by Carlos Martín, General Director and Francisco Ortega, Marketing Director of WD-40 and which has been attended by 17 people from 9 companies in the DIY and hardware sector associated with AFEB.
One of the main challenges for manufacturers is digitization in order to manage the different platforms and the supply chain automatically. There are more and more tools that help in this management, however integrating them into the organization is a great challenge for all organizations.
Alexander Dharmawan, from AGD Marketing Consulting, has presented the basics of strategic brand management as well as the role that the digital field can play to reinforce and enhance brand strategies. According to Alexander, you have to be different, maximize your media reach, create powerful communication and invest wisely to grow.
Another challenge commented by the participants has been dropshipping , the members of the group agreeing that it can be a good platform to generate incremental sales. However, the implementation of these models requires a change of mentality on the part of the distribution that has to be able to share the additional costs that Dropshipping implies for manufacturers, considering these sales as an incremental business that requires lower margins.
Regarding digital marketing , the participants confirm the good results obtained when they carry out comprehensive campaigns on social networks at the level of awareness, traffic, engagement and sales. However, it is important to define which platforms are the most suitable for the brand depending on the target, adapting the strategy and content to each platform.
In order to expand audiences on Facebook Ads , members recommend conducting prospecting and remarketing campaigns. Prospecting is the technique to detect leads or potential customers. For its part, remarketing allows to show adapted ads on social networks to users who have already interacted with the web before in order to achieve a better return on investment (ROI).
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It also continues to bet on the creation of content through influencers , since companies claim to obtain good results and better acceptance by users.
During the webinar, the need to segment and define the main Buyer and to have a specialist figure of the end user was also emphasized. It is a great tool to give feedback on products, be in direct contact with consumers, as well as detect their needs and challenges on a day-to-day basis.
Finally, Jordi Fernández, Director of Organization and Systems and Alex Torné, Head of Digital Services at Ehlis have shared the projects developed in the Digital / Ecommerce area such as: partner services, evolution of the ecommerce platform, promotion of dropshipping, In-store sales assistant, SEO, digital actions, social networks and services for the provider, highlighting the importance of integrating digital services in the physical.
