B2B E-Commerce Marketer of the Year – 2017 Finalists
General merchandise wholesaler DollarDays International Inc. found a way to not only expand its customer base to include small and midsize businesses and entrepreneurs, but to help nonprofit organizations stretch their purchasing power. Bringing nonprofits on board was accelerated by creating co-branded sites where nonprofits and their supporters could shop for what they need. DollarDays’ Facebook page featured monthly nonprofit giveaways and thousands of nonprofits are nominated each month. The giveaways are shared throughout social media.
In 2016 Lightning Labels showcased its product labels, printing services, offers and key selling points to qualified audiences as part of a media campaign designed to reach customers and prospects as they went about their digital routines. Success resulted by orchestrating media across multiple channels with a shift in budget allocation gained from omnichannel insights. To generate sales the brand combined push media such as social, programmatic display, content syndication and affiliate marketing, with pull tactics that included paid search, organic search and customer relationship management.
MSC Industrial Supply Co.
MSC Industrial Supply Co., a distributor of metalworking and maintenance, repair and operations products and services to industrial customers throughout North America, launched its “Built to Make You Better” video campaign in September. The series features success stories and testimonials from MSC customers about how it met their MRO and operational challenges. The video campaign tells the stories of small businesses that increasingly rely on MSC to help them compete, midsized businesses that look to MSC to improve their productivity through innovative programs, and large companies that partner with MSC to reduce costs.
In November plumbing supplier SupplyHouse.com held its seventh annual “Trade Tuesday.” The Tuesday after Thanksgiving is its version of Cyber Monday designed for business customers. The 24-hour sale offered a 5% discount to all shoppers on the plumbing, heating and HVAC supply distributor’s website and 10% off to members of its TradeMaster loyalty program. As in prior Trade Tuesdays, the deals opened the spigot of customer traffic, and boosted conversion rates and sales. SupplyHouse promotes the annual event on multiple channels including radio, print and social media.
Award Category Description: Manufacturer, wholesaler or distributor that makes the best use of a range of online marketing channels, including social networks and blogs, to expand its reach, boost its reputation and increase website traffic and sales.