How content can help your wholesale clients sell more

The most cost-efficient marketing program that all brands can execute with next to zero budget.

Across most of the western world, retail has been challenged for years by the Internet leading to the mass closure of many small independent stores. And then came Covid-19 on top and made it all worse. Is wholesale dead then? Not if you ask us at VOCAST:

“Some of the best fashion brands we work with actually have growth on their wholesale accounts from 2019 to 2020. I didn’t think that was possible in the current condition, so naturally, we have dug through the best cases to learn how they do it, and we discovered that most brands will be able to it with very little resources.

 

One of the great things about this marketing program is, that most brands already have the content needed to help their clients sell more. It is just a matter of delivering it in the right manner.”

“The numbers don’t lie. We have rapid growth in download traffic in our clients’ digital showrooms. After steady growth for a while, we went from 1,8 to 2,5 million unique monthly users a month during Black Friday.

 

An obvious testament, that you need content to sell products. Some of our best-performing clients average close to 100,000 downloads a month. And that activity consists mainly of their wholesale clients downloading images to do Instagram campaigns.”

Co-founder Jens Hamborg Koefoed

20 years ago the only way to become known in a market went through fashion magazines. So very few, very powerful editors controlled your access to the market. If they featured you, you would be successful. Internet and Social Media have made drastic changes to publishing in the last decade or two. Since the Internet and Social Media have made it possible for anyone to become a publisher, everyone is publishing.

The first of the main consequences of that is, that to get known you have to go through radically more people than you used to reach your market. The second is, that since this number is higher you can’t rely on wining and dining and relations alone like PR people used to. Instead, you have to automate your PR and marketing programs. And then the quality of the content becomes more important since it should be able to engage your audience and tell the story that sets your brand apart.

Since traditional printed publications have been losing reach and influence for close to 20 years, who did they lose it to? If you take a look at the fashion shows and who is front row the obvious answer is bloggers and other types of digital influencers that come in so many shapes and sizes. Nothing new here. But retailers also started blogging and Instagramming. They also have websites, newsletters and some even have printed publications.

And the good news is; They already love your product so much they bought it so you don’t have to pay them to market it on their channels. But they could use some help. Not all are professional content creators so they might do content with your products, that you don’t like.