There is no other industry as dependent on the channel as the building materials industry. Yet time and time again building material marketers and their agencies ignore this reality. They develop ad and marketing campaigns aimed at the home or building owner only to achieve little or no results.
Each product category has its own situation, but as a rule if the distributor, dealer, contractor, big box or builder doesn’t carry, and ideally recommend your product, it’s not going to be sold.
We find that this infographic of the channel is very helpful to map out how you and your competitors go to market.