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Champion Road Machinery
Champion
Parts re-launch
thanks to Rob Chilvers
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Who
This campaign rolled out in successive waves: first for Champion employees;
then Champion parts dealers; and then the owners of Champion graders.
What
We used posters, postcards, point-of-sale and mail promotions to build
the story of Champion parts and service. The common theme was the importance
of the parts business for the success for everyone involved with Champion
through every step of the grader's lifecycle.
Why
We needed all Champion employees on side to understand and support the
aggressive new goals of the parts department. The dealer program offered
new merchandising and promotions in exchange for commitments which would
lead to improved service levels for customers and a higher share of out-of-warranty
parts sales. Finally, Champion equipment owners needed to recognize how
genuine Champion parts and the Champion dealer could improve fleet costs
and operations.
Result:
Employees gained a new appreciation of Parts' contribution to Champion's
bottom line. Targeted dealers responded by buying into the new merchandising
kits and packaging as well as the new stocking and service terms. Within
the first year, the program achieved sales 35% ahead of forecasts
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