Increasing brand awareness and sales while budgets remain flat – that’s a tough problem. But if you have a business model like Matco Tools, there’s a solution. The Matco Tools product offering is comprised of approximately 50% outside buys.
An opportunity existed to generate increased marketing dollars through a co-op program targeting suppliers. ATA developed a turnkey tiered solution that allowed the supplier to pick and choose the programs in which they wanted to participate, based on dollar commitment. And because the method of co-op sign-up was web-based, suppliers were able to compete in real time for available tiers in the co-op program.
The elements of the turnkey quarterly program included digital, print, and video. We created an 8-page magazine that promoted Matco products, MotorSports, and timely industry articles. In addition, we developed Torque TV, which became the place where technicians could turn to learn more “how-to” about the products. The self-funded program contributed over $10,000,000 annually in incremental revenue and kept Matco Tools first to market with new products.