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Advertising can pave the way for b-to-b growth by capturing the attention of old and new channel partners.
Galvan Electrical Distributors' Ad
Honors: 2005 BMA Pro-Ad Awards, Gold & Best of Show
Galvan industries was looking for a way to dramatize for electrical products wholesalers the problems in selling inferior ground rods and the benefits of selling superior quality, UL-listed Galvan Gold Series galvanized ground rods. Their goal was to increase stocking orders in the channel by at least 10%.
To reach this goal, Galvan needed to sign additional wholesalers and motivate their existing channel partners to push the UL-listed product line. Getting distributors to change suppliers or add a new product line can be difficult if all their customers are happy. Our strategy was to communicate the fact that their customers would not be happy if they were being sold materials that don't clearly meet code. Nobody wants to deal with an irate electrical contractor who has had to redo an installation because of questionable materials.
At the same time, we were also running ads and placing articles in publications serving electrical inspectors. In these efforts, we made the point that once a ground rod is driven, it is impossible for an inspector to tell if it is the right length or made of the right materials unless he (or she) sees the UL stamp. The awareness of and preference for UL-listed rods grew among inspectors.
Wholesalers got the message from both sides.
Results: During the first seven months of this ad's appearance, Galvan increased its number of stocking distributors by about one third. It also increased stocking orders for the company's UL listed ground rods from existing wholesalers by seven percent. Total sales for the product line increased by 12.5% in less than a year. There has also been a significant increase in awareness of code violations caused by unlisted rods. This should help ensure sales growth well into the future.
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