 |
 
| situation: |
A manufacturer of industrial bonding agents
and application systems wanted to penetrate a secondary channel
of distributors. Though known in this new channel, target-distributor
management and sales leaders were unaware of the manufacturer’s
full product, sales, and marketing resources. |
| response: |
An A-list of target distributor principals
and sales leaders was identified. Email was used to bypass gatekeepers.
A tactical email newsletter was used to present high-level, preview
information of the financial and functional value of the manufacturer's
offering. The email newsletter offered an interactive CD containing
details of the manufacturer’s support program for distribution
operations, sales, and marketing. |
| results: |
After the first stage of email deployments,
24% of targeted distributor management and sales leaders communicated
an interest in evaluating the manufacturer’s complete product,
sales, and marketing program. The manufacturer’s distribution
sales team presented the program using the interactive CD sales
tool. 19% of those distributors presented to, took next-step
actions to implement the manufacturer’s program. |
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