Our Clients

Case Study: Dealer/Distributor Relationship Support

Company Situation: A national organization representing a network of distributors, faced a challenge by the entry of a competitive product within their marketplace. The organization lacked a coordinated marketing effort that could counteract the competitive messaging; a problem exacerbated by the fact that distributors were responsible for designing their own marketing campaigns in their local markets.

The organization needed to present a consistent and unified brand within the marketplace in order to fend off competitive pressures. Independent dealers, however, often strayed from brand guidelines, producing material that was unprofessional and inconsistent with the overall agreed to brand. The organization was struggling to implement a consistent brand message across the network.

Raybec's Approach: Raybec worked to develop a national advertising campaign to drive regional sales efforts. Raybec co-ordinated and implemented the following measures:

  • launch of a national multi-channel campaign including television, print media and direct mail.
  • production of materials that were highly personalized to the recipient and carried a national message, yet incorporated the branding of the local sales rep/distributor
  • management of sales activity and customer contact at the local level
  • generation of branded marketing materials in response to customer inquiry
  • visibility for the national organization to the marketing and sales activity at the local level

Value Delivered: Raybec used its technological expertise and strategic insight to ensure that a consistent brand message was presented across the network of distributors.

The organization was given visibility to the activities of the local distributors; local distributors reported increased satisfaction in the effectiveness of marketing campaigns in driving customer sales.