Meeting Consumer Demand by Selling Direct without Upsetting Your Current Distribution

Meeting Consumer Demand by Selling Direct without Upsetting Your Current Distribution

How you can actually strengthen current distribution partnerships - and increase sales - by selling direct to the end-user.

Challenge

Tri-Flow Lubricants is a manufacturer of lubricants serving both the industrial and bicycle market segments. Within the bicycle segment, Tri-Flow had developed a passionate following among street and off-road bike enthusiasts but had very limited retail distribution. With the relatively "nichy" nature of this particular consumer base and Tri-Flow's relatively high price point, it was very difficult to get national retail placement. So the challenge became gving this portion of Tri-Flow's target consumer base access to their products by selling direct through their website without upsetting existing distribution.


Ideation

ATA created the Tri-Flow "Gets it Movin'" integrated campaign to connect the brand's promise to the target enthusiast audience. A critical component of the program was the concept of distributor-driven e-commerce through our partnership with Shopatron. This e-commerce model would drive orders generated through the brand's website to existing distribution partners - giving them the opportunity to fulfill the orders anywhere in the country based on proximity to the consumer. But it also gave Tri-Flow the opportunity to fulfill the order if no retailer claimed it. The concept and methodology was a win-win - Tri-Flow helped their existing retail partners increase their sales by driving new business their way and they were still able to satisfy end-user demand in geographies where they did not have a retail presence.


Execution

The Tri-Flow "Gets it Movin'" campaign - complete with video, digital, web and social components - has kept the brand relevant among its target audience of bike enthusiasts. And the move to distributor-driven e-commerce has helped the brand not only consistently gain sales, but also gain new distribution partners who have seen the benefits of partnering with a brand that is willing to drive e-commerce opportunities their way.



In addition to the Gets It Goin' Campaign, ATA also developed a series of videos to help Tri-Flow set itself apart from the competition - click the links below to see the Tri-Flow® Torture Tests Video Series:

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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