Interviews | October 12, 2020
Navitor Is Optimistic About the Future
In advance of P2P 2020: Plugged In, we caught up with Navitor, one of the virtual show’s sponsors and an exhibitor in the P2P Exhibit Hall: Solutions Showcase. We spoke with Stephanie Drago, director of marketing; Beth Marston, vice president of sales; and Joel Wynne, director of sales and marketing about what Navitor has been doing differently since the start of the pandemic, what recovery means and what 2021 might hold.
What has Navitor been doing differently in the last seven months since the pandemic began, and what has stayed the same?
Different – We went all in on research, including gathering all the information we could on the health and safety of people, places and industries. We tracked and recorded similarities and differences to identify top trends across industries. We developed over 600 sales tools, including online workshops, e-booklets, customer-friendly and brandable PDFs, social medial toolkits, free content and imagery, and templates — and everything is based on industry. We also looked to product innovation and launched multiple new products, including sanitizable stocks and smell testing for employers and families looking to test loss of smell, a key symptom of COVID-19.
Same – We made sure all our products, ideas and sales support was accessible through our technology platforms. With limited time in the office, online ordering and managing marketing communications remotely and efficiently is even more critical to employees and customers in all businesses.
What have you been hearing from PSDA members as they work on recovery efforts?
Distributors are supporting their communities. They are deeply concerned for their employees’ welfare and local business renewal, helping with donations and supplying items folks need to conduct business in new ways. We have held dozens of member surveys and interviews to keep our ears to the ground. We see their need for new products and the challenges that come with learning new categories (like PPE!). We’ve seen distributors who grew in the pandemic but also the distributors who had to lay off staff. It’s terribly painful and real.
We’re seeing more and more with an optimistic outlook on growing sales through prospecting especially. They are looking for prospecting help. Both to find organic growth within their existing accounts and to acquire new customers. Replacing revenues formerly tied to events and promo products is a top priority. We’ve seen a surge in outreach with direct mail, postcards, and general information forms and packets.
What changes do you foresee in 2021?
- Continued interest in multichannel marketing to reach people in tangible ways. We expect the packaging of those communications in a new and elegant ways to be of interest in order to exhibit customer and employee support and care.
- Increased need for smooth technology to speed interactions and alleviate administrative tasks.
- The need for more consultative support to bring new ideas to the table and refresh marketing communications as the environment evolves next year.
Marketing and Sales Manufacturers/Suppliers COVID-19 P2P 2020: Plugged In