Relationship Marketing as Part of your Strategy and Tactics
A practical approach is the "Group Merchant/Distributor Board Meeting
Phase 1: We invited CEO's with their spouses (approx 50 people) for an event weekend. Friday - social program with all. Saturday morning - presentation of our mission, vision, strategy, goals and marketing programs for the coming year (spouses did a separate program). Saturday afternoon - separate meeting of the CEO's discussing our programs. Sunday morning – feedback, discussion and general agreements.
Phase 2: Sharing the outcome with our marketing and sales staff and starting a program to role it out to the separate entities.
Phase 3: f2f meetings with the GM's + staff of those entities, sharing and discussing the outcome of the distributor board meeting - which they had received from their CEO's - and start developing "tailor made" programs. Feedback and issues were handled in a very coordinated way with all players by monthly local reviews and quarterly CEO reviews.