The Pet Industry Distributors Association (PIDA) unveiled an updated marketing program at the 2017 Global Pet Expo built around the theme of “The Power of D, Growth through Distribution.” Originally introduced more than a decade ago, the revitalized program features a new Power of D brochure and accompanying videos available on a new website, www.pidapowerofD.org. All are designed to help PIDA members explain the value that wholesaler-distributors bring to the pet product channel.
The initial focus of the program is on the manufacturer-distributor relationship. It helps manufacturers who are new to the pet industry or who haven’t worked through distributors before to better understand their value proposition. The brochure uses simple infographics to demonstrate:
- The Power of Effective Distribution
- Setting Up a Distribution Network
- Getting Products to Market Efficiently
- The Marketing Partnership
“Hundreds of new companies enter the pet industry every year, and many don’t have the first clue about working with distributors or setting up a distribution network,” PIDA President Steve King said. “The Power of D materials are designed as a primer for manufacturers seeking to understand the relationship and how distributors can be the key to their success in the pet specialty channel.”
Additional materials will be rolled out in the months to come. Videos featuring interviews with leading distributors, articles and case studies are available now on the Power of D website.