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Event Type: Dealer/Distributor Events
Dealer/Distributor events can be the most effective training and sales enhancement tool - if done right. Here are the companies who've capitalized on this form of event.
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Article Library (PDFs)
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Back in the High Life
With distributor relations strained and a new parent company at the helm, Miller Brewing Co. reinvents its annual distributor convention — to barrel-busting results.
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Crash Course
Tire manufacturer Bridgestone Firestone lends its dealer-training road-show setup to a nonprofit youth-driving academy, building knowledge and awareness among those who sell its tires – and the young drivers who put those tires to the test.
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Own Your Market: Get Set, Mow
Gold Eagle Co. abandons conventional marketing strategies and creates a nationwide sensation: lawn-mower racing. The result: 90-percent market share and 86 million media impressions in 2006 alone.
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Frostbike
Every winter, Quality Bicycle Products lures its top dealers and distributors to its headquarters in the frozen North to learn about its products and build relationships as solid as the ice on the company pond.
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Michelin's Value-Innovation Strategy
Michelin wheels out a three-day event to teach distributors how to sell its new, premium tires based on value, not price.
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Event by Objectives
FastSigns International Inc. focuses every element of its annual convention on achieving the company's core business goals. The result? Franchisees who attended the 2005 event grew annual sales by an average of 12.5 percent.
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Under the Influence
Diageo turns bartenders into brand evangelists with a series of strategic events designed to educate, pamper, and recognize the talents of its customers.
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Volkswagen: A Luxury Brand?
Besieged by skepticism over the launch of two new luxury vehicles, Volkswagen of America Inc. converts its doubtful dealers into enthusiastic evangelists by redefining its marketing strategy with a luxury ride-and-drive experience.
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Achieving Brand Unity Through Events
Faced with weak brand identity among its business partners, Best Software Inc. CEO Ron Verni initiates an annual partner conference to unify the company and drive corporate objectives.
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