The Marketing Team serves many functions at BioZyme; however, its primary objective is to connect prospective end-users with dealers in their area. They do this by driving traffic to the Dealer Locator on the website so customers can find the products they need to solve their challenges close to home and begin building relationships.
How do customers and potential customers find the Dealer Locator? The Marketing Team creates awareness and demand for all of BioZyme’s product lines through various tactics. Everything the Marketing Team creates from a national, regional or local level has connecting the dealer to the end-user in mind. Initiatives include social media posts across all brands, digital advertising with leading industry partners, print, radio, television commercial, events, partnerships with respected industry partners and more. Every media piece includes a call to action such as clicking a link, scanning a QR code or visiting the website to encourage the viewer to learn more about the specific product and find a dealer near them.
The Marketing Team doesn’t do its job blindly. Just like the Sales Team sets a sales goal each month, Marketing also has a goal for reaching potential and current customers and driving them to the Dealer Locator. This goal of 5% is met or exceeded for every brand, as Lisa talked about in this month’s letter. For example, Vitalize Equine had more than 6,800 clicks on the dealer locator, which was nearly a 12% conversion rate. However, a more aggressive brand like VitaFerm had 26,000 clicks or a 27% conversion rate!
Hitting that goal is very important to ensuring what the marketing the team is doing is effective and ultimately driving traffic into your store, and the data is evaluated regularly so adjustments can quickly be made, if necessary. Since the Team knows that the customers are going to the Dealer Locator and reaching out to Dealers, it wants you, the dealer, to have the most current information listed on the website.
There is a Dealer Locator on every brand website as well as the main biozymeinc.com site. Once on the locator, end-users can enter their zip code to find you, their local dealer, including your basic contact information such as name, address, phone number, fax number, email and website. The more information we have from you, the more we can provide. In addition, the locator also lists the product lines you carry. Finally, if you or someone within your dealership has completed the Master Dealer program, that is also designated, with a note that the “Master Dealer is certified as having extensive product knowledge and many products available,” giving you an added competitive edge.
Marketing to the end-user pays. The Marketing Team works tirelessly to make sure customers know they can reach out to the dealer network wherever the customer is located and find someone knowledgeable about the BioZyme brands. Let us drive the customers to you.