The Scope
A national distributor serving construction and electrical supplies, were looking to increase customer engagement, collect customer data, and promote key suppliers within the construction and electrical industries.
The Challenge
Maintaining engagement in the distribution sector is a challenge, with contractors typically working with an average of four different wholesalers. The client also wanted to collect data about their customers and promote key suppliers, with a particular focus on changing the behavior of electrical contractors.
The Solution
HMI, (now a part of 360insights), came up with a solution utilizing its program design services. An online football-based promotional platform was created, run during the football season, where contractors were given the chance to compete for weekly prizes and a grand prize.
The promotion entailed weekly predictions on football game outcomes, with correct guesses earning points for participants. Additional bonus point opportunities were given to engage participants further, such as viewing a video or visiting certain parts of the client's website. This data collection feature facilitated the collection of valuable customer insights.
The promotional platform made a significant difference in engaging participants and promoting vendor products, offering branding opportunities for both the client and their vendors. This method was successful in maintaining mindshare and promoting the client’s suppliers.
The Results
The promotional platform solution exceeded the client's expectations, resulting in over 5,000 website visits, 12,000+ video views, and 21,000+ survey questions answered. Four key vendors were promoted, and even towards the promotion's end, 38% of participants were still actively engaged. Moreover, the platform spurred continued engagement even after the contest's close. The feedback from the participants was overwhelmingly positive, further solidifying evidence of the program's success.
