Developing the right creative attracts distributors

Challenge

Flexco, a leading manufacturer of products and solutions used to improve conveyor belt productivity, engaged Movéo to launch its Partners Plus initiative. Flexco wanted to recruit upper tier, well-positioned distributors. The company planned to provide specialized training and elite certification for this select group, improving incremental revenue.

Insight & Strategy

Movèo developed an integrated marketing plan that laid the groundwork for communication efforts to support Partners Plus. In the short term, Movèo targeted a larger group of distributors with incentives to join the program. In the long term, Movèo created awareness, interest, and preference among end-users for distributors who held this special designation.

Execution

Movèo worked to create an aura of prestige around the Partners Plus program through:

Recruitment materials: feature both “hard” (fact-based) and “soft” (emotive/aspirational) reasons why distributors should want to be part of this select group

Communications tool kit: key for distributors to use to promote their value and leverage their status as elite service providers to potential customers

End-user communication campaign: promote the benefits and importance of working with a certified distributor, and educate on the Partners Plus program