VAP: A seal of excellence
The Value Added Partner campaign that ASMMA and I.D.A. began last spring is taking off
By Terry Piper -- Industrial Distribution, 3/1/2000
When ASMMA and I.D.A. introduced the Value Added Partners campaign last spring, we knew we'd be in it for the long haul. We knew from the start that it would take a long time to build up recognition among end users so that beyond recognizing the VAP logo, they fully realize the value that industrial distributors add to the supply chain.Almost a year later, we're off to a great start. It's clear that both ends -- distributors and manufacturers -- are working to reinforce the message to end users. We're all end users, after all, since we all still buy product to keep our companies going. In a sense, it all comes around in a big circle.
We want this program to gain brand recognition, to be kind of a Good Housekeeping seal of approval for end users. The bottom line is promoting the value of manufacturers selling through distribution.
We still have a ways to go to impress upon customers that distribution is a vital link in the supply chain. Distributors need to demonstrate that their value means more than just figures in financial statements.
A few examples include:
- Providing same day or same hour delivery
- Enabling end users to consistently buy goods in the quantity bracket they're used to and is most cost-efficient
- Delivering the product the way customers want it, when they want it.
It's a fast world. Everybody wants things right now, nobody wants to hold inventory and nobody wants to wait for product. They want it right now and our distributors are able to provide that.
While I can't provide hard numbers as to involvement in the VAP initiative, we know that it is gaining momentum. Other ASMMA members tell me they are using it -- on their stationery, invoices and product promotions.
Most significantly, end users are starting to ask distributors if they are a VAP distributor and they look for the VAP logo with companies they do business with.
Still, the key to the program's success is for distributors to spread the word to end users so that they understand it. Ultimately, that's what counts. To help accomplish that, distributors may use the VAP logo on their printed materials, or purchase and use items such as CD-ROMs, videos, wall plaques, lapel pins, brochures and advertising slicks available from ASMMA.
We realize it takes a long time to get a campaign like this rolling. It's already starting to work, and we'll keep talking about it this year.
We're trying to show the partnership between both sides and how, by working together, we can lower the end user's total cost of ownership.
In the final analysis, the important thing is to show the end user that he can save money buying though distribution because it's a very efficient channel.
Terry Piper is president of Precision Brand Products, Inc. of Downers Grove, Ill. and president of the American Supply & Machinery Manufacturers' Assn. For more information, or to order VAP materials, call ASMMA at 216-241-7333 or visit its Web site at www.asmma.com.
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