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RAB Research Archive

The needs of manufacturers



When talking with manufacturers, remember that their needs are not "more advertising."

Dig deeper and focus on what is important to them; guerilla marketing strategies such as sampling, greater in-store exposure, sell-in or sell-through assistance, deepening ties with the community, or perhaps repairing a relationship with a particular client.

Focus on their needs, then create an integrated, targeted program that offers an attainable solution.



Brandeis C. Hall, RAB VP/Professional Development



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