HunterDouglas Promo Strengthens Distribution Network
The campaign would have to increase brand reach, frequency, and sales; allow fabricators to maintain their own identity; and accommodate a range of retailers from individual designers to multistore chains. For its "Windows to the World" campaign, travel rewards were selected as the most effective motivator. Retailers would have a choice of six travel destinations based on product purchases.
Besides rewards for retailers who purchased additional targeted products from fabricators, the program provided a turnkey incentive program to support fabricator loyalty among retailers. Low entry requirements attracted additional retailers.
The 32 pieces of communication, all customized for the 29 HunterDouglas fabricators, included launch videos, theme letterhead, newsletters, and four-part destination mailings.