In order to deliver increased impact and even stronger return on marketing investment for its supplier brands, Unitas held its first ever Supplier Clinic earlier this month.
The Unitas marketing team invited the UK’s leading supplier brands’ marketing teams to take part and share their feedback and identify ways for brands and the buying group and its members to work together to deliver powerful results and align their strategic marketing objectives.
More than 120 brands and industry marketeers signed up for the online event which was the idea of Head of Marketing, Belinda Parkinson. Recognising the need for suppliers to see a stronger return on marketing investment and for wholesale members to see tangible value from central marketing activities, Belinda saw huge value in connecting brand marketing teams with the buying group’s central office marketing team at campaign planning stage in order to deliver greater impact and results for both parties.
“The Unitas marketing team exists to connect supplier brands with our members and their customers in a way that drives sales, builds loyalty and adds long-term value. All too often, marketing conversations take place between account managers rather than between marketing teams directly, which leaves a significant gap,” she said.
“We knew that by connecting brand marketing teams with our own marketing team earlier in the process, we can shape and create campaigns that will truly resonate. We understand our channels, our members and what really works and delivers results and by sharing this insight with brand marketing teams, we can add strategic value rather than just executing plans,” she continued.
With more than 120 sign ups for the first session of the Supplier Clinic, it was clear that the idea was welcomed as a positive move by both suppliers and members. The first session shared insights and best practice, practical hints and tips and began the process to build relationships.
“It was a great success with so many brands taking part, which we are delighted about,” said Belinda. “By enabling marketing teams to have this important conversation, everyone can recognise the value of activating campaigns to their full potential and everyone will benefit.”
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