15. 1. Evolve Core Brand Messaging Elevate Uncommon Values positioning to a new level in translating how our “Uncommon values” can benefit distributors and contractors in today’s market.
16. 2007 – Uncommon Values Our most recent campaign focused on Quality Cabinet’s uncommon values. Price, service, and the personal relationship were the foundations to the messaging. 1. Brand Messaging Evolution 2009 / 2010 – True Stories Rededication to Uncommon Values. Humanizes the values where Quality scored highest in J.D. Powers. Target current and potential customers. Create stories that translate to the current market and still provide optimism and assurance in a partner you can trust.
17. 1. Brand Messaging Evolution Proof of our Uncommon Values Big Award JAN FEB MAR APR Page Page Page Not-So-Big Support
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20. MAY JUN JUL AUG SEP OCT NOV DEC Cost - $55,335 Interactive Business Media 1. Brand Messaging Evolution Dissemination/Media Strategy Interactive Interactive Builder Media Dealer Media JAN FEB MAR APR Page Page Page
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25. 2. Support the Channel Equip Quality distributors with the marketing tools needed for them to immediately increase sales and market share .
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31. 3. Expand the Channel Utilize the tools used by current Quality distributors as means to cultivate new distributor relationships
35. Co-marketing Facilitation/Actuation A. Must eliminate all nomenclature ambiguity/confusion – Decide on one unified name for the “Dealer” Program (QualityPros or Partners First) B. Our human marketing support void can be filled via turn-key interactive tools. C. Must evolve and foster internal sales training on the program and materials. Internal Fragmentation Internal Unity
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38. Co-marketing Facilitation/Actuation Some dealers have communicated a lack of information regarding the program offerings. Provide training Distributor/Dealer meetings Evolution of RPATs 2009 deployment calendar Introduce New/Enhanced co-marketing tools Reactive to pro-active C. Evolve and foster internal sales training on the program and materials.
39. Co-marketing Facilitation/Actuation Quality trade site has a wealth of useful content However….. Design/usability is getting in the way of what should be a great experience.
40. Items in customizable print library are determined by client’s needs. The client defines what is contained and available in each menu. Once customization is complete the user has the option to place an order for professionally printed items, create and download a PDF or print locally. Customizable Print Options Are Limitless Co-marketing Facilitation/Actuation
41. The client determines the content and applicable messages for ensuring consistent brand communications and adherence to company guidelines. Co-marketing Facilitation/Actuation
42. User customizes to include address information and optional message. User may add their own logo. User has option to create and download PDF or print locally. User has option to place order for customized ad slick. Costs can be deducted from Co-Op and order shipped from PBS. Co-marketing Facilitation/Actuation
43. Integrated Lead Management Application allowing users to respond to leads online using customized postcards, greeting cards, letters, etc., with just a click. Co-marketing Facilitation/Actuation
44. Client defines what data and response materials are available to users. Offers stricter control & adherence to brand strategy while ensuring the quality of the finished product. Orders can be deducted from Co-op, allocated budgets, or charged to the user’s credit card . Co-marketing Facilitation/Actuation
45. 2009 Conceptual Plan $159,000 Quality 2009 JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC TOTAL 1. Evolve Core Brand Messaging True Stories Creative Dev Interactive Media Approve Develop Launch/Deploy $45,000 Approve Launch/Deploy $25,000 2. Support the Channel Website enhancements P1st Interactive Planner Flexible Product Lit TV & Radio 2010 Creative Approve Develop Launch/Deploy Approve Develop Launch/Deploy Approve Develop Launch/Deploy Approve Develop Launch/Deploy Approve Develop $15,000 $ 4,000 $15,000 $18,000 $17,000 3. Expand the Channel Support/Recruitment Kit Internal Sales Training Approve Develop Launch/Deploy Approve Develop Launch/Deploy $15,000 $ 5,000
