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| The
Product |
|
Full line
of agricultural grain storage bins and accessory products. |
| The
Need |
|
Increase dealer
sales channel loyalty to the extent that more dealers carry
the full line; provide materials and support to dealers in order
to increase dealer sales, end user interest, etc. |
| The
Solution |
|
Following a comprehensive research study conducted by SDA Research,
a program referenced as "The Best of Brock" was launched via
a promotional direct mail piece and telephone follow up. Dealers
who elected to become Best of Brock dealers received a binder
that included all materials necessary to implement direct mail,
signage, point of sale, advertising, image building, training
and other interventions. Co-operative advertising became an
integral part of the program. |
| The
Result |
|
Converted
a full 10% of all Brock dealers to "Best of Brock" dealer status,
with signficant increases in full line sales. Program was recognized
with a TAM award by the Business Marketing Association. |
| SDA
Service |
|
Loyalty Marketing
Program |
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LOYALTY
MARKETING > BROCK MANUFACTURING
