CHALLENGE:
Brand awareness and sales growth
Allied Tube and Conduit, the industry leader for electrical conduit, was preparing to introduce an innovative new way to quickly and accurately identify electrical runs. Allied's goal was to build brand awareness among electrical contractors around a new timesaving product that would enhance the professional look of an installation. The real challenge was that distributors traditionally keep the lengthy conduit back in the warehouse, out-of-sight, out-of-mind, and never in the front-of-counter showroom.
INTEGRATED MARKETING COMMUNICATIONS:
The creative centerpiece to this distributor program was an “ear-catching” point-of-purchase display: a custom wind chime built using sections of the new color-coded conduit. The strategic marketing approach to showcase this new product line — out in front of distributor counters — was an instant success. Immediately, new distributor locations chimed in as the channel expanded to cash in on the sudden demand. Long after the promotional period ended, these displays continue to be a sound investment in brand awareness, as they remain in distributorships nationwide. Ads and direct mail pieces were developed to drive traffic to the channel, and as the product line expanded with additional colors, so did the distributor support.
