DHD in Action
IDEAL Richard Petty Driving Experience
Background
IDEAL Industries is a leader in the manufacturing of electrical tools and supplies. They work with distributors and electrical contractors to get their products to the end-user — electricians.
Challenge
Develop a promotional program that will be the cornerstone of IDEAL's 2008 marketing effort targeting electrical contractors by creating brand loyalty leading to sales.
Strategy
Create a promotion that connects with the target market — a sports-minded man's man.
Develop a partnership with the Richard Petty Driving Experience on behalf of IDEAL Industries by sponsoring a racecar to be used at sales force events, tradeshows and other IDEAL events.
Extend the racing theme throughout the year to include sales materials, direct mail and web presence.
Build relationships with influential electrical contractors.
Lift sales at the distributor level with promotions involving buy one get one products, racing gear and collectible cars.
Energize the sales force and raise employee morale.
Results
Held four (4) VIP Trackside Racing Events throughout the year at four different locations across the country. Each event was filled to capacity, providing 100 top customers per event with a memorable day at the track, driving or riding in a racecar at break-neck speeds.
The reaction to the promotion went beyond expectations. In a year when sales were expected to sharply decline due to the housing market, IDEAL sales maintained the levels of 2007 sales figures.
It helped build relationships with customers, raised morale within IDEAL, and helped lift the perception of the IDEAL brand.
