Unitas holds Supplier Marketing Clinic to enhance return on investment

With the aim of delivering a stronger return on marketing investment for supplier brands, Unitas recently held its first-ever Supplier Marketing Clinic.

The aim of the online event was to identify ways for suppliers and the buying group and its members to work together to deliver powerful results and align their strategic marketing objectives.

More than 120 marketeers from leading suppliers attended the event, which was the idea of Unitas’s head of marketing Belinda Parkinson. She saw value in connecting brand marketing teams with the buying group’s central office marketing team at campaign planning stage.

“The Unitas marketing team exists to connect supplier brands with our members and their customers in a way that drives sales, builds loyalty and adds long-term value. All too often, marketing conversations take place between account managers rather than between marketing teams directly, which leaves a significant gap,” she said.

“We knew that by connecting brand marketing teams with our own marketing team earlier in the process, we can shape and create campaigns that will truly resonate. We understand our channels, our members and what really works and delivers results, and by sharing this insight with brand marketing teams, we can add strategic value rather than just executing plans.”

The first session shared insights and best practice, practical hints and tips and began the process to build relationships.“It was a great success with so many brands taking part,” said Parkinson.

“By enabling marketing teams to have this important conversation, everyone can recognise the value of activating campaigns to their full potential and everyone will benefit.”