DALLAS, TX — Quality Cabinets is planning to continue and expand its “Partners 1st” marketing program, a collaborative effort between the cabinet supplier and its distributors, the company has announced.
Launched in 2005, Quality Cabinets’ “Partners 1st” program is designed to assist the company’s distributors in marketing their businesses more effectively. The success of the co-op program has led the company to make an effort to continue and enhance it in 2006, company officials noted.
“We are now in the process of talking with and listening to our customers to determine what enhancements make sense,” said director of marketing Tim Shaw, adding that the enhancements will include an expansion of the collateral program, as well as the addition of new marketing tools.
“Partners 1st” was developed as part of Quality Cabinets’ effort to overhaul its marketing efforts by “putting distributors in a starring role,” according to Bob Anderson, v.p./sales for the Dallas, TX-based cabinet manufacturer.
“Helping distributors and dealers with their marketing efforts – beyond simply providing co-op funds – reflects the philosophy of ‘Partners 1st,’” Anderson said. “The program’s aim is to develop selling support that leverages the combined strength of Quality Cabinets and its distributors, [thereby] enhancing distributors’ efforts to reach builders and remodeling contractors.”
Two key elements make up the campaign: a literature strategy and a national advertising campaign. Both target building and remodeling contractors by featuring distributors prominently and Quality Cabinets as the brand behind the distributors.
The literature strategy presents a way for distributors to get catalogs at an affordable cost. With custom distributor content on the covers, the catalogs promote the distributors’ brand and company. The interior of the catalogs consist of standardized information produced by Quality Cabinets.
Working in a similar fashion, the advertising campaign allows distributors to have advertising space in leading national trade magazines. Quality Cabinets has been producing four-page inserts that feature spaces for custom content for distributors’ logos and marketing messages. Two pages of each insertion are dedicated to distributor contact, giving customers and the Quality Cabinets brand equal space. The ads are designed to be adapted to individual markets, with distribution designated by the customer.
“Distributors are the strength of this company,” Anderson said. “By helping our customers to be more successful, we are ensuring the continued success of our brand,” he concluded.