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Consumer Brand Manufacturer Spotlight: Wüsthof

By | November 25, 2014

As a consumer brand manufacturer, would you ever consider cutting out retailers who undercut you on price and branding guidelines? How about Amazon?

That’s how Wüsthof, the 200-yr.-old German cutlery brand, does it. As Paul Demery reports in a recent Internet Retailer article, Wüsthof goes to great lengths to protect its brand integrityeven if that means severing ties with Amazon. 3 years ago, the brand got so fed up with the online retail giant for going below its minimum advertised and final selling prices that it walked away … forever.… Read the rest

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What E-Commerce Marketers Should Know About the Happiest Consumer Brand Manufacturers

By | November 21, 2014

The holidays can be a joyful time for those manufacturers who get all the items ticked off their wish lists. How many of the following 19 elements are you confident about? Besides the new reseller tracking tool from The Search Monitor, few other things are likely to make consumer brand manufacturers happier than the following these days:

1. Amazon optimization leading to higher rankings and leapfrogging of competitors who undercut on pricing.

2. Direct-to-consumer (DTC) e-commerce channels (Fact: 76% of companies going this route report meeting or exceeding revenue targets; others predict the DTC online channel will be “the highest generator of sales revenue within two years”).… Read the rest

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Consumer Brand Manufacturing Spotlight: Shinola Shines in E-Commerce

By | November 19, 2014

Last month, Shinola, maker of various Detroit-built items like bikes, watches and leather goods, responded to growing international demand by launching a European e-commerce site in order to provide consumers “direct access to all of its products,” in the words of CEO Steve Bock. The new site will cater to people living in Austria, Belgium, France, Germany, Italy, Luxembourg, The Netherlands, Spain and the UK with 6 different languages.

Two things are particularly interesting about this move to get its European e-commerce shine on:

1.) It signals to brand manufacturers the importance of having awareness of global consumer demand for American products.… Read the rest

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Creating Sales Funnel Content for Manufacturing Marketing

By | November 19, 2014

The sales funnel varies for each industry. For B2B industries such as manufacturing, the sales funnel can be a longer process than the B2C sales funnel. Plus, in the traditional B2B sales funnel, contact with a salesman was necessary at an early stage. Now a simple Google search can get this job done and salesmen are not contacted until the final stages of a purchase. So, manufacturing marketing has changed along with its sales funnel stages.… Read the rest

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Social is Your New Best Friend

By | November 17, 2014

It’s pretty rare that a person can say they’ve had all good experiences with every brand or product they’ve tried. There’s usually a bad experience that sticks out in your mind like a sore thumb, one that enraged you so much you swore you’d never use that brand again. Believe it or not, that anger provides the perfect opportunity for a business to prove their customer service, and sometimes gain a brand advocate.

What if that was your brand or product and that customer is now spouting awful reviews about how much you suck?… Read the rest

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