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

Results

$90M

Increase in incremental revenue

1,968

Contractor conversions to manufacturer's product

2M

New touches in the contractor market

Challenge

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.

Solution

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.

Results

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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