In this episode we talk to John Newcomb, the Chief Executive of the BMF (Builders Merchant Federation) who provides a wonderful insight into how the non-profit trade association has doubled its membership, why Marketing, and in-particular Digital Marketing has helped to achieve this and why it is so important for all the BMFs members Merchant to invest into Digital strategies and concepts.
– Regardless of the industry, Marketing cannot be overlooked. John mentioned that be BMF run multiple forums over numerous disciplines and the Marketing forum is the most popular by far and Marketing should be embraced by the industry particularly the digital side, but you cannot forget the people. People buy from people, but it is the presell and opening doors to make it easier to sell to customers that Marketing can really help with.
– Follow the leader. An organisation will be led from the top and the growth of the BMF and its members is not only down to hard work (a lot of hard work) but also with Marketing at it’s core
– Segmentation. The federation has managed to segment its target markets into such categories as merchants and other members that offer services into the industry. With these segments there are also sub-categories such as HR and Marketing allowing the BMF to tailor their Marketing and messages through various communication channels to each individual target market to hold more relevance to members.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Builders Merchant Federation: https://www.bmf.org.uk
Philip Kotler Marketing Books: https://amzn.to/2KlskJA
BMF Stockists (iTunes: https://itunes.apple.com/gb/app/bmf-stockistsearch/id1220396966?mt=8, Android: https://play.google.com/store/apps/details?id=com.ionicframework.bmfstockistsearch&hl=en_US)