Big-box dealers and distributors are just one piece of your distribution network as a manufacturer. Especially in building supplies and industries like millwork, individual contractors and small contracting businesses are also valuable members of your network. Contractors work closely with your end customers, so their knowledge and skill with your products is vital to making those individual consumer sales and building brand trust.
AEC influencer marketing is the process of identifying, recruiting, onboarding, and supporting individual contractors in the architecture, engineering, and construction spaces to market and sell your products directly to end users. Because these people are hands-on with your products and closest to your customers, their understanding of your products and your value proposition is critical.
At a glance, contractor marketing materials might appear similar to distributor marketing: co-branded content, guided solutions selling materials, and program onboarding and ongoing certification. But all of these materials are geared to an individual or small company and likely include more whys and hows of marketing, as a busy, skill-specialized individual might need more nudging to see the value.