Trade Programs

Impacting the “Last Three Feet of the Sale”

For every manufacturer, it’s imperative that retailers are knowledgeable about their product to be able to sell it effectively. With that in mind, Pergo asked us to develop a program to improve distributors’ and retailers’ knowledge about Pergo products, and to deepen their connection with the Pergo sales team.

We developed the “Go Ahead. It’s Pergo.®” tour as an adjunct to the existing consumer marketing campaign. The tour, which ran in 18 markets with 120 retailer events, included interactive demos and videos, a presentation on the beauty, design and durability of the Pergo product and a sales contest to win a Hummer H3. Armed with this information, retailers were in a better position to answer consumers’ inquiries and sell Pergo.

The results:
      • Significantly improved brand perception by addressing key product attributes
        and customer service issues head-on
      • Industry-first platform delivered long-term relationship improvement between
        the sales force and specialty retailers