Why We Traded Traditional Ads For Streaming Networks (with Jasmine Widmer from Industrial Supply) | Ep. 29

Marketing in the distribution world often feels like a constant battle for budget, attention, and sales team buy-in. How do you bridge the gap between building brand awareness and hitting targeted revenue goals? Kyler Nixon sits down with Jasmine Widmer to explore how a century-old business stays culturally modern while serving the heavy industries of the Intermountain West.

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They discuss the realities of running a marketing department as a one-person team. Jasmine explains why securing the ground-level trust of the sales team is the absolute foundation of a working marketing strategy. She reveals a highly effective media play: trading traditional TV commercials for hybrid audio-and-video streaming campaigns on platforms like Spotify.

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The conversation also highlights how B2B companies build dedicated customer e-commerce portals to simplify the buying process. If you want to learn how to stretch co-op funds with major suppliers while keeping your brand highly relevant, this conversation delivers exactly that.

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👤 Guest Bio

Jasmine Widmer is the Marketing Manager at Industrial Supply Company. She has spent the last eight years climbing the ranks within the Intermountain West's largest privately owned MROP distributor.

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Jasmine specializes in modernizing industrial marketing through digital campaigns and tightening the crucial relationship between sales and marketing teams. She holds an MBA from Western Governors University and is a strong advocate for advancing women in the heavy industry and wholesale distribution sectors.

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📌 What We Cover

1. How Jasmine built mutual respect and open communication between her marketing department and the boots on the ground sales team.
2. The surprising reach and targeting power of audio and visual streaming ads on platforms like Spotify and iHeartRadio.
3. Strategies for pooling co-op marketing budgets with major suppliers like 3M Company, DeWalt, and Milwaukee.
4. Why custom e-commerce catalogs and dedicated customer portals are massive revenue drivers that relieve pressure from sales reps.
5. How Industrial Supply Company uses tool allowances to bring direct value to large customer accounts.
6. Preparing for a 110-year company anniversary while navigating massive local infrastructure projects and the upcoming Salt Lake City Olympics.

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🔗 Resources Mentioned

1. Jasmine Widmer on LinkedIn
2. Industrial Supply Company Website
3. Affiliated Distributors
4. Spotify and iHeartRadio
5. 3M Company, DeWalt, and Milwaukee