Radio continues to be an inexpensive way for dealers and suppliers to reach their increasingly mobile customers Last year, the Minnesota-Dakota Hardware Association used $130,000 in co-op funds provided by five companies — Ace Hardware, United Hardware Distributors, TruServ, Briggs Stratton and 3M — for a five-month-long radio campaign extolling the virtues of the independent dealer over its warehouse competitors. Radio, which traces its roots back to the 1870s when it served as a point-to-point wireless telegraph, has survived several technology revolutions and continues to provide a reliable venue for dealers promotional efforts. Its relatively low cost and access to people while they are mobile are making radio a preferred and efficient medium for more companies. At least one study has even found that online dealers, with their cutting-edge approach to marketing and selling, are using radio ambitiously to get their messages out to shoppers.
The alliance with Ace will help it supply its stores with more products, say Sodimac officials. Terms were not disclosed. An Ace company official says the deal will allow Sodimac to compete with The Home Depot.

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