Channel Reach

Engaging Downstream Contractors

At a glance

Company Type

Roofing Manufacturer

Target audience

Small to medium Roofing Contractors

Size of audience

18,000 Roofing Contractors



Increase in incremental revenue


Contractor conversions to manufacturer's product


New touches in the contractor market


A major roofing materials manufacturer came to MMC because they were unable to identify and communicate with the actual end customers that were purchasing their branded products through distribution. These distributors did not share sales data and sold competitive brands.


MMC provided the roofing materials manufacturer with a solution called ChannelReachTM. This consisted of “reaching” around the distribution network in order to communicate directly with the end customers/contractors. Through ChannelReachTM, MMC provided the roofing manufacturer with a data-driven, omnichannel marketing platform that works as an extension of their field sales channels in order to communicate with and influence contractors.


MMC built relationships and established over 7,000 trial offers, which led to 2,400 “brand-focused trials.” Out of these 2,400 trials, 1,968 contractors converted to the manufacturers' product. These contractor conversions brought $90 million in incremental revenue and created a win/win with distribution.

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