Channel Needs

Client needed a channel to support core business operations.

Revenue:
60M
Problem:
Channel
Completed
August 2009
Industry
Manufacturing

The Problem

The company manufactured a product that required skilled installation professionals. The goal was secure a premium position in the professional installation market to provide better service to core customers.

The Map

Already a leader in manufacturing large format prints for companies like UPS, USPS and Fed-Ex the company needed a direct link to professional installers.

  • Who were the leaders in the installation marker.
  • How could the company secure loyalty with these professionals.
  • How could the company be a leader in installation ranking and credibility.

In order to make any recommendations or plans, you have dig for the facts as they relate to the current state. This includes but is certainly not limited to;

  • Review current installation market.
  • Review current client needs.
  • Review availability of current assets that could be used for this program.
  • Review open opportunities in the marketplace.
  • Engage with staff who has experience to get their perspective.
  • Engage with top tier clients.
  • Determine clients who where showing steady growth in missed categories.

The installation market had no credibility measures in place so finding the leading resources was not a current option.

The Mountains

There were very few with this client. The team was engaged and willing to make things happen. The biggest obstacle was trust and lack of experience. These issues were addressed and the plan moved forward.

The Road Traveled

We developed a certification program exclusive to this manufacturer.

This included;

  • Building a certification program that included on site hands on testing.
  • A written exam validated by 3M.
  • A fully functional testing facility on site.
  • Acquiring full time staff with industry credibility to administer the testing.
  • A webspace for installer validation.
  • A payment program for enrolled installers.

The Launch.

We researched industry trade shows and discovered huge holes in vendor participation at an upcoming event with the largest association in the industry.

  • We leveraged large vendor relationships for support.
  • We leveraged the vacancy for a deal on space.
  • We secured substantial prizes from companies that included a new truck, new tools and cash prizes for the leading installers in the industry.
  • We leveraged brand exposure for materials.
  • We leveraged marketing space due to traffic for free vehicles to hold the event with.
 

The Final Result

The certification became an industry staple and still secures leaders for it's customer base.

Channel Needs

Client needed a channel to support core business operations.

Revenue:
60M
Problem:
Channel
Completed
August 2009
Industry
Manufacturing

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