Case Study 1
Company was purchased in 2014. We began with the new Sales Team immediately. Product was re-launched with new packaging and marketing campaign. Promotional incentives were available at store level. Brand was very successful and sold in early 2017.
Challenges:
Sell in new product to replace older, slower-moving product
Educate stores and customers that same quality brand with new look.
Gain new customers that had not done well with old brand. 4. Very competitive category.
Very competitive category.
ML Marketing overcame the objections at store level with a consistent message and a willingness by the vendor to support the stores with promotions, samplings and trainings. The vendor incorporated us into their Sales Team by providing sales materials, research and education. We were also part of the regular sales meetings. ML Marketing was contracted to do 800 calls per week which did include special projects to chain retailers.
Successes:
Customer base of independents grew from 400 active customers to 600 in a 3-year period.
We processed 186 turnover orders in 2014 with an increase of 54% in the 2nd year and another increase of 13% in the 3rd year. ML Marketing processed a total of 323 turnovers in 2016 for this client.
We presented new items to the stores as the company grew and were successful in getting new placement through turnover orders in 115 stores in 2016. These were the actual orders taken, not those stores influenced to order as a result of our calls.