Increasing channel sales and awareness through communication programs
A leading North American distributor of replacement automotive parts and accessories was able to increase awareness and channel sales among automotive shops nationwide through strategic communication and promotion campaigns.
As a provider of replacement parts, equipment, tools, accessories, paint, and other automotive products, the distribution company was invested in developing an incentive program to increase channel sales nationwide. The goal of the program was to become the preferred supplier of parts for 2,300 shops, which represented a significant installer base and a noteworthy impact to the distributor’s brand
Communication programs were essential to fostering effective partnerships that generated sales.
Working in partnership with the client, a communication plan was developed to keep the distributor’s brand top of mind and increase logins to the award program website. These campaigns were then supported by a marketing plan that balanced critical communication objectives with an effective cadence. The promotions ran on a monthly and seasonal basis. During these promotions, audience studies were conducted to validate messages and incentives to ensure the program remained relevant and engaging.
The monthly and seasonal communication campaigns experienced enormous success as they showed close correlations with e-commerce logins, sales increases, and award redemptions. With open rates of 20 to 30 percent, logins increasing as much as 152 percent, and redemptions increasing as much as 157 percent following promotional communications, it was clear that the target audience responded favorably to the incentive-based communication strategy.
In addition, the distributor experienced:
Through an effective channel partner strategy and supporting communications program, we helped the distributor increase sales penetration and achieve positive business results.
To learn more about how you can engage, inspire, and reward your employees and customers, get in touch with us today. ct.marketing@proforma.com