Case Example
The Challenge: Expansion Into New Regions
For this building products manufacturer, a major acquisition increased distribution from 33 markets in the Southeast, to 100 markets spanning 27 states. Much of the acquired distribution was through Mass channels (i.e.,The Home Depot, Lowes). While this provided an initial distribution base, the client needed to build distribution through independent dealers in these newly acquired markets.
The Approach
We began with a Discovery Assessment. We worked closely with the client to understand their dealer expansion plans and conducted a work session to uncover any relevant data they may already have. But because this was a new region, the client had little customer or market data to start. So we then uncovered and integrated numerous and disparate external data sources into one knowledge base that included consumer demand for specific types of remodeling projects, new home construction, housing trends, and competitive coverage among other key metrics by market. |
Integration of market opportunity mapping with new dealer recruitment
We profiled current dealers and developed a predictive model for identifying “High-Potential” dealer prospects. Then we built a database of these prospects.
By overlaying the right target dealers onto the right high potential markets, the client’s growth team was armed with actionable market data and prospect lists to aid their recruitment effort.
We profiled current dealers and developed a predictive model for identifying “High-Potential” dealer prospects. Then we built a database of these prospects.
By overlaying the right target dealers onto the right high potential markets, the client’s growth team was armed with actionable market data and prospect lists to aid their recruitment effort.
The Results
- The results were used to strategically match distribution and marketing investment with each market’s growth opportunity – thereby improving marketing efficiencies and ROI.
- The maps and data visualizations were incorporated into customized, data-based presentations for the Client Growth Team to use in recruiting new dealers.
- Armed with the market knowledgebase and dealer recruitment tools, distribution was expanded to successfully cover the new region.