Marketing Ideas for niche-limited B-2-B Commerce Site?

[seofan]

We have Pro Circuit Products - Batteries, Battery Chargers, Battery Accessories that offers car batteries and battery testers. Pro Circuit Batteries are not widely branded but have a moderate following and retail brick-and-mortar distribution in the mid-west and western states.

Besides locating personal contacts on other retail sites, and press releases, how would you suggest we get the word out about the wholsale and bulk pricing for these battery products (not just batteries, but battery testers, analyzers, starters, and assisting tools)?

The line is not new - just not nationally marketed like the other car batteries. They do carry the Optima Red Top Line but that's the only other battery they carry besides their own.

I know to do blog material and article material - but I feel limited in writing opportunities - there are only a few things I can think of to touch on.....battery cleaning, battery maintenance, how to use a battery tester, and well, after 2 or 3 more ideas, I fall really flat on what to write about. And you can only announce the "website launch" in a press release so many times

The SE rankings are already decent - but needs a little work. Please don't comment about the "design". That is not what is at issue right now. The company has JUST launched this site a few months ago - so it is very new to the web and is meant to compliment their long-standing brick-and-mortar establishment. They've been in the battery business since the 1940's!

Their prices are outstanding - and the focus is not really their retail offering (which is at a GREAT price, but when a person needs a single battery, they usually need it right THEN - and wouldn't wait to order one!). We really need to get the word out to Auto Store merchandise buyers.

I feel it would be great to approach this as a discusson on how to market extremely-narrow niche markets on the web. I'm sure there are many other limited niche marketers out there that also need help to "think WAY outside the box."

Thank you in advance for any suggestions you may have.

[Dcrux]

And you can only announce the "website launch" in a press release so many times

You should mention this in press releases exactly zero times. Nobody cares about your website launch -- except you. It's not press release worthy and has zero news value. Launching a web site doesn't communicate any reason why a visitor should visit the web site.

....If only there were some "thing" which happens every year which you could do a release on ....something with a business angle ...like Winter killing car batteries and the "7 Warning Signs It's Time To Replace Your Battery Website Quiz" which retailers could use and create cross linking opportunities.

And it's what a release is about -- recognizing the press has a "news hole" to fill and is looking for stories with seasonal relevance. Such a story would also give you the opportunity to discuss why your products are especially winter-resistant (cold, road salt corrosion, whatever).

They've been in the battery business since the 1940's!

In this case, it's not that hard. You just have to get off the product-centric 1940s manufacturing mentality and look to the customers and what they're doing. 1) Exactly what is keeping the company in business for so long -- why do customers choose you over competitors? 2) How is the customer using battery accessories?

Being in business since the 1940s probably means the company realizes full well they can't run the business like it's the 1940s. Given the whole blogs are about establishing a close feedback loop with end users and customers thing gives up a clue...

There have got to be some compelling customer stories (Press Release lingo: Human interest stories). Get in contact. Gather. Write those up. For one thing it acknowledges some passing interest in the world outside the company walls ...potential customers tend to like that. ....quiets the nerves of retailers carrying the product line, too.

Imagine a press release where it's not all "me, myself, and I." Maybe, just maybe, you could do that thing where you come up with a story idea and use customer interviews to tell your story in a credible, third party way.

In other words, in a customer-free, use-free vacuum, no wonder you're having writer's block. You should be having writer's block.

When you make a claim, it's you talking to yourself about yourself. When you're covering the customer and their reactions, it's news. (And it really shouldn't be, but that is the sad state of press release writing for you). The more the blog is a one-way monologue, the more you'll have this problem.

[incrediblehelp]

Not trying to be mean, but what is the question? Just looking for more ideas on how to create visitors where there is none?

Niche marketing is tough and usually you have a create a buzz that is a little outside of the box. Think of the guys selling blenders. very niched like selling batteries, but they thought hey why not film us using our blenders to BLEND everything they can think of.

Will It Blend? | Presented By Blendtec

Not saying that making videos of you using your batteries in weird ways is the way to go, but using some sort of social media can help drive those eyeballs to your website.

The idea is to "virally" show how you better than ever other company out there.

[deepsand]

Why do you see this as a B-2-B site only? With the possible exception of batteries, the entire product line could be targeted to the retail market as well.

[jawn_tech]

Sounds to me like it's an issue of offline promotional legwork. Motivated sales reps, going to prospect customers face-to-face.

Enlist sales reps in each quadrant of the galaxy. Arm them with updated full-color brochures. 8x11.5 in size, at least 4 pages if not more. Have it pimped out with cutting-edge graphics. Have a professional commercial-type video made, which would be distributed by your sales reps on business-card DVD's. They play in computers or dvd players.

That will get their attention.

[added:] Forgot to mention, have those materials mention the website. In turn, have the website offer those materials. Prospective customers can fill out a form to request the free DVD that explains x,y, and z. Now you have more leads.

[pdstein]

Originally Posted by jawn_tech

Sounds to me like it's an issue of offline promotional legwork. Motivated sales reps, going to prospect customers face-to-face.

I agree. If the company is looking for retail brick-and-mortar stores to pick up their product line, I don't know that SEO is going to help much. I can't imagine the VP of whatever at a retail chain's corporate headquarters sitting in his office saying, "You know we already carry 3 brands of batteries/chargers. If we could only find a 4th that would really make our quarter. Hey, maybe I'll Google for another brand of batteries/chargers and see who's selling wholesale."

I would optimize the site for retail sales and create a section (or separate site) to provide informational/promotional materials to support the wholesale sales reps.

[NvestWeb]

Fend off the temptation to shout from the mountaintop (Press Release) and think in terms of walking door to door. Adopt Social Media Marketing in a big way. As stated above, create a community and offer advice through a blog; drive WOM (Word of Mouth Marketing), and get the ‘viral’ marketing effort working in your favor.

Don’t struggle for content in your blog or social community. Pose the question and let the community provide the ideas and solutions. People support what they believe they are a part of. And, they can become a great source of product performance and R&D ideas.

Make a list of any and all competitors, e.g., Batteries Plus, and list their strengths and weaknesses (yes, a SWOT analysis) Determine the differentiator that puts you ahead of the competition. Dwell on your strengths and get the information into the aforementioned community.

Simplify this effort into a USP (Unique Selling Proposition). There are many examples out there where you can get it down in a couple of words.

And, participate in other people’s related topics, e.g., we featured the Battery Charger from Deltran Corporation in a blog Post and our eNewsletter as an “Innovation”. Look for like postings and offer your comments (not an advertorial about your product, just your – the company representative - learned advice or opinion).

Best,

Peter

[seofan]

Thank you all for your input. I think this particular project was making me (personally) feel claustrophobic because I didn't see where we could effectively "break out" online with the products.

I had to grin a little when I read your post incrediblehelp. I am actually considering a YouTube - MySpace "contest" calling for video showing the most creative use of battery jumper cables - or something like that. We're researching legalities / liabilities at this point. Yes - we're probably going to go that route.

Another obstacle I've found in posting the site to directories: Most are "China" based supplier directories and already riddled with questionable reputations due to the ease of fraud (TradeKey.com; GlobalSourcing.com, etc.).

Again - the ideas are appreciated and it's helped me to look at this differently. I've had quite a few marketing challenges before, but none that felt or appeared so limited.

[confettiguru]

Just saw this in my saved folder. I like the idea of appealing to what the customer
is thinking about. "Winterize" your battery. On Social Media pose the question
"Have you ever need jumper cables?" Share your story...offer a prize for the funniest, scariest, most heart warming.
Funny ideas could include, how many batteries can
you fit in a VW bug,
Anyway...better late than never

[deepsand]

Originally Posted by confettiguru

Just saw this in my saved folder. ...
Anyway...better late than never

Don't feel bad; I've a few threads for which I started replies, got sidetracked, and then lost track of. No doubt, if and when I ever find my way back there, there are some that will then be belatedly posted to.