When it comes to the power of consumer promotions, sometimes
one plus one equals more than two. That was the case for a recent program
developed by Digital Fusion, Channel Fusion’s in-house digital marketing
A leading tire manufacturer experienced slow sales after
launching a new product and turned to Digital Fusion to develop a strategy to help
local dealers drive new product sales, while boosting sales of all the brand’s products.
The strategy created by Digital Fusion to drive consumer
engagement and sales conversions focused on combining the brand’s national
promotions with dealer-specific secondary offers. When it came time to execute
the program three digital advertising packages were developed to work in
conjunction with the national promotions being executed at the brand level.
The dealer packages were based on the number of promotions a
dealer wanted to execute in conjunction with the brand’s promotions. The
packages were eligible for co-op reimbursement and included Google Ads,
Facebook advertising and organic social content, as well as streaming radio
advertising on Spotify. Dealers selected a package based on participating in
one, two or four promotions. Correspondingly, the packages included one, two or
all three advertising channels, with all three channels included in the
four-promo package. Dealers could also include additional promotions to the
packages for an additional charge.
To encourage and drive dealer participation, Digital Fusion
created an easy signup experience and communicated the program to dealers using
a landing page, flyer and slide deck. In addition, the brand’s business
managers also worked with their dealers to ensure they were taking advantage of
the program. By including the program in the brand’s co-op program, dealers were
reimbursed for their participation and funds were pulled directly from their
co-op fund account, resulting in no out-of-pocket expense or claims submission
for participating dealers.
As part of the onboarding process for a participating
dealer, the Digital Fusion team created custom promotional calendars to ensure
alignment between the brand promos and each dealer’s complementary promotional
offers. Each brand and dealer-specific promotion included offers that helped a
participating dealer standout from the crowd.
Each promotion focused on driving foot traffic to a dealer’s
bricks and mortar location, getting a consumer to call their location or
driving them to a dedicated campaign landing page designed to capture
additional opportunities to provide a quote for tires. In addition, each
landing page was designed to send leads to a dealer’s location in real-time.
An important contributor to the success, efficiency and
alignment of the promotions is what the brand did to support the program. This
included creating marketing assets that aligned with the dealer promos and
corresponding advertising campaigns. The brand’s salesforce was also positioned
to encourage dealers to take advantage of the promo packages.
At the end of the first year of the program, the brand and
their dealers achieved their desired outcomes. For the brand, the program
resulted in a 43 percent increase in direct dealer unit sales over the previous
year. Indirect dealer unit sales increased a whopping 137 percent for
At the dealer level, one particular dealer realized a 42
percent increase in overall sales compared to the previous year after
implementing the program and a 15 percent increase in sales as a result of a specific
The program was so successful for the brand and dealers
alike that it is being offered again. There are a number of reasons for the
program’s renewal, including:
Dealers’ desire for having a turnkey digital
Demonstrated ability to increase brand sales at
the local level
Maximizing results through ongoing iteration and
optimization of the creative assets used to support the program
By developing a sound strategy to support consumer
engagement and sales conversions by combining a brand’s national promotions
with dealer-specific secondary offers, Digital Fusion was able to help local
dealers drive new product sales, while boosting sales of the brand’s other products.
Learn more about all the outcomes of this program and how
Digital Fusion can impact your brand at the local level. Schedule a personalized
walk-through of the full case study today!
About Channel Fusion
For 20 years, Channel Fusion has provided brands and their channel partners with a wide variety of solutions and industry expertise. Part of our offering is Digital Fusion, a turnkey offering and dedicated team of “Fusers” who are focused exclusively on the development, delivery, management and reporting of digital marketing programs for brands’ channel partners. Discover how we deliver successful digital marketing outcomes for brands like yours.