Situation
AlloyGator is a uniquely engineered product that protects wheels by seating itself between the tire and wheel rim such that when a wheel rubs against a curb, it is not damaged. Our client had the North American distribution rights, selling to automobile related businesses such as car dealerships, tire shops and accessory stores. Despite the product’s quality and number of resellers, sales had been slow to turn a positive ROI as many resellers had not been actively promoting it within their stores.
Solution
Tenato provided research, strategy development, sales process training, a new dealer start-up kit, an e-commerce website, online marketing, as well as various ads and point of sales materials. We also produced creative ads for major sports arenas that were already booked by the client, as well as trade show materials. Initially the strategy was to support the dealers to sell more product.
Results
While there was modest growth through retailers in the initial two months, behaviour did not change enough justify the overall marketing efforts; so focus was quickly shifted to push the online sales more aggressively. In addition, the client implemented some pricing reductions to facilitate quicker sales growth. Sales increased quite rapidly heading into the Christmas season, and momentum was building in the first three months of website launch. However, at this point the UK manufacturers of the product then launched a new program that required our client to discontinue their own marketing programs to follow the UK marketing program.
