Retail Observer

RETAILOBSERVER.COM NOVEMBER 2022 58 O f all the messages that came out of the AVB BrandSource annual Convention earlier this year, one rose right to the top: Increase Your Marketing Spend. It was part of CEO Jim Ristow's inspirational message during the buying group's national show, and it was repeated by everyone from BrandSource execs to vendors on the expo floor. Marketing was also one of four educational tracks that headlined the Convention (along with the luxury market, HR and service). In four consecutive marketing seminars, experts from AVB Marketing (AVBM) – the group's advertising, e-commerce and digital marketing arm – dove deep into the details of what the member- centric agency is doing for dealers, and what's just around the corner. During the pandemic, retailers didn't have to work very hard to make sales. In fact, the industry is using the word "tailwind" when looking back at that period. Now, however, independent dealers are back to competing with big-box stores, which calls for a renewed investment in marketing – and taking advantage of the many tools AVBM has to offer, including the expertise of the staff, is the best way for BrandSource members to do just that. In their session on "Marketing and Measurement," GM of marketing products Eric Hunter and director of digital strategy Chris Swift spoke about the customer journey, from the first online product search, to in-home installation and everything in between, including live chat and the vital role of an interactive point-of-sale system. "People are still looking for the things you sell," Hunter said, encouraging attendees to look at the possibilities the current market offers, instead of dwelling on the obstacles. THE DUO'S KEY TAKEAWAYS: • The glass is still half-full. • Own your market. • Don't let off the pedal. • Be present and budget accordingly. Separately, in his presentation "Merchandising to Win," GM of client services Grant Hancock spoke about the wide gap between perception and reality when it comes to the way customers view independent retailers. The perception remains that big-box stores have more to offer and are a better value – and Hancock urged BrandSource members to fight back by highlighting all the ways they are superior to large retail chains – including a knowledgeable sales staff, the desire to "shop local," supply chain and inventory advantages, and superior customer service. Independents won the pandemic, Hancock said, and can continue to win by using all the marketing tools at their disposal to reach customers with their message. The final session of the marketing track was a member panel where BrandSource dealers talked at length about how AVB Marketing has benefitted their businesses. Member Joe Heslin of Carmona's Appliance Center recalled that when websites became indispensable, he didn't think he'd ever get the hang of online marketing – but AVBM made it easy. "It's taken a lot of the confusion away," Heslin said. "I usually say 'yes' to just about everything they throw at me because it's been so successful for our business." Meredith Turner of Ken's Appliance said the combination of a business's local knowledge and AVBM's industry savvy is a winning formula. "They provide us the big picture stuff," she said. "We're pairing what we know locally and what works in our market with the knowledge of AVB Marketing." Alex Cole of Cole's Appliance said AVBM's influence has helped his multi-generational business grow with the times. "This 60-year- old company looks nothing like when my grandpa started it," he said. "We don't want to look back." B U Y I N G G R O U P N E W S RO BRANDSOURCE TO DEALERS: IT'S TIME TO PRIME THE PUMP Investing in marketing is key to growth in the post-pandemic economy Janet Weyandt is a content coordinator at AVB BrandSource, the $24 billion-plus merchandising, marketing and operations co-op for independent appliance, home furnishings and consumer tech dealers.

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