McLane has over 40k c-store customers. Being approved by McLane to join their dropship marketplace is your license to sell to their retailers. And with over 80% of all c-stores purchasing through McLane, it's important that these buyers know how easily they can purchase your products once they discover them.
At the top of your seller portal, you will see a new "Marketing" tab. This article outlines best practices for marketing your products on McLane’s Emerging Brands marketplace.
Providing business data
Business data is one of the easiest ways you can give your buyers confidence that your products will become top sellers. This section allows you to enter in key pieces of data that will help move your prospective buyers to established buyers.
You may also rank your top selling SKUs here to give buyers a quick overview at what sells best. Retail chains often look at bestsellers during planogram sessions, making it an important piece of data in evaluating whether or not to make a purchase.
Enhance your product listings
When it comes to your product listings on McLane’s marketplace- content is KEY. Be as detailed as possible. By including details such as imagery, specs, TikTok videos, nutrition facts etc., you will increase your chances of being noticed by McLane buyers.
Create marketing collateral
For business data to be impactful, it's essential to ensure that potential buyers can discover your brand and products. Marketing collateral including promotional videos, sell sheets, and pitch decks are all strong assets to use to promote your brand. In this section, you can input a link to a promotional video which will be displayed to prospective buyers, download and display McLane branded assets on your store page on McLane Marketplace. You can also distribute your pitch deck and sell sheets at trade shows and store visits.
The following are available to help you create your McLane-branded assets:
- McLane Emerging Brands Badge (can be used for sell sheets, social media posts, pitch decks etc.)
- McLane UINs (the numbers your customers can use to find your products)
- Link to your store on McLane's Marketplace (to send to prospective buyers)
- Call-to-action (to send to prospective buyers)
After you have created your assets, please send them to Mable's support team (support@meetmable.com) so that we can present them on your store page!
Spreading the News!
Download and share your UINs
- Download your McLane UINs from Mable’s seller portal.
- Update your sell sheet(s) and marketing materials with your McLane UINs. Share your McLane UINs at any upcoming events/trade shows where you will be showcasing your products!
Leverage social media
Share the news that your products are available via McLane’s Emerging Brands marketplace on social media.
Similar to the business data, social media links are another powerful tool that help your brand stand out. A strong social media presence can significantly influence a buyer's purchasing decision, and displaying those links prominently makes the process easier for them. The Highlight social proofs section allows you to link to your most popular, short-form videos on social media that will be featured on both the Retailer Dashboard and your Store page on McLane Marketplace.
Finally, as we are sure you know, you are your best advocate. Now that you are a part of the McLane Emerging Brands Program, shout it out to all of your potential customers! The Announce new distribution launch section gives you tips on promoting your products newly available on the McLane Marketplace. Check out these posts for inspiration: BonBee & Moskinto.
If you have any questions don’t hesitate to reach out to our team at brands@meetmable.com and for technical support or seller portal questions please reach out to support@meetmable.com. We are always happy to help!