Brand Marketing and Performance Improvement of UK Dealer Network
Poggenpohl is one of the world’s leading kitchen manufacturers supplying products to over 70 countries worldwide. Known as the ‘German Superbrand’, Poggenpohl is one of the oldest kitchen brands in the world and has previously been ranked first among German kitchen manufacturers.
Revenue levels are 4.5 times higher for companies with high employee engagement scores.
The main objectives of the client’s brief were to improve performance of the dealer network and increase sales through improved channel communication and engagement.
A multi-communication platform mix was needed to meet the objectives for improving dealer performance, increase overall brand awareness and drive sales. The challenge was to diversify the channels, extend the targeted audience reach and utilise the most effective platforms establishing an integrated communications programme.
A highly targeted integrated communications programme involving PR, advertising, direct mail, e-marketing, POS and telemarketing was launched with the direct involvement of all dealers. Within three months of launch, Poggenpohl closed the first deal and achieved a 100% ROI. A dealer review based on sales and performance improvement allowed the client to improve its dealer network based on achievement of targets and customer satisfaction.