Brand Communications

Client:
Invensys Controls

Situation:
The client wanted to boost sales of its Robertshaw thermostats, while also strengthening its relationships with wholesalers and contractors.

Solution:
JMC developed a comprehensive integrated marketing campaign, "Make the Connection," to raise awareness of and gain market share for the full range of Robertshaw thermostats sold through HVAC wholesalers. The program used POP displays and other collateral materials, along with sales promotions, direct marketing and in-store training to create an emotional connection between the wholesaler, contractor and end user. This program helped reposition the brand as the contractor's partner in understanding and satisfying customers, while providing wholesalers with appealing aesthetics to create buzz in their showrooms. For a sample of the tactical execution, click on the images below.

Tactics:

• Direct marketing
• Sales promotion
• Sales support
• POP self-serve kiosks with live product demos
• In-store signage and collateral
• Web site
• Advertising
• Training programs

Results:
Response from the Invensys sales team and wholesale customers was overwhelmingly positive, helping to create momentum and excitement. A beta test run with a single distributor at multiple locations resulted in a double-digit increase in sales. The program was currently being rolled out nationally at several hundred locations.

Comment:
JMC's strategic approach resulted in a solution that went beyond a mere sales promotion to create a meaningful connection with customers at every level in the channel.