Axiom Integrated Marketing
Challenge
To launch a new worktop range to retailers, circumventing the channel and allowing for regular and targeted direct communication with individual retailers to forge relationships and encourage feedback.
Solution
The Think Tank created a marketing strategy to circumvent the distribution channel, providing the client with visibility of retailers and more control of the sale of their products.
An integrated campaign was developed that encouraged retailer engagement through the use of direct marketing, exhibitions, advertising, PR and a loyalty programme. This provided Axiom with a route directly to their retailers and encouraged continual engagement through regular correspondence and newsletters.
Results
The result was growing the retailer base from c.600 known by the client to more than 4,500 over an 18 month period. This aided considerable growth in sales through this channel and allowed the client to build long term direct relationships with its retailers.
Increase in known retail outlets of 750%.
Delivered:
Brand Identity
Literature
Point of Sale
Direct Marketing
Advertising
Loyalty Programme
Press Relations