The Client:
Founded in 1939, this premium quality American truck manufacturer is a legend in the industry, with a devoted following among truckers. Its business model is based on a strong network of 500 independent dealers in the U.S. and Canada.
The Business Challenge:
Dealer relationships are critical to the manufacturer, as dealers sell the trucks and become the face of the company. This truck manufacturer offers its dealers a high-end calendar each year as a promotional tool to help build and maintain the dealers’ own relationships with truck buying customers.
The manufacturer demanded extremely high visual quality to protect premium brand integrity. Besides high-end printing and time-critical nationwide shipping, the calendar project also required an annual time-consuming process to solicit dealers, take orders, and handle billing.
The Solution:
First, HKM addressed the need for high-end photo and printing quality, with our core competency in premium offset printing. We also provided a schedule to deliver calendars to dealers by Thanksgiving while allowing time for the corporate marketing group to make final approvals on photography, content and design.
Next, we created an online, email, fax and phone order system for dealers, along with a method to manage the entire solicitation and billing process. HKM team members represent the truck manufacturer by sending out brochures, order forms and making phone calls to each dealer, including multiple follow-ups, to get calendar orders placed – while at the same time strengthening personal relationships with dealers.
Results for Client:
- Met high-end quality standards with award-winning printing to protect premium brand integrity
- Reduced cost and added value with HKM managing entire dealer solicitation and billing process
- Increased calendar sales and dealer participation by an immediate 15%, with steady increases each year
- Provided multiple calendar size options as well as French and custom imprinted versions
- Improved dealer relationships via easy order process and personal contacts made annually by HKM team members
- Achieved long-term value and continuous improvement by maintaining HKM calendar contract for 10+ years
Value Delivered:
- Leverage Offset Printing Technology. With HKM expertise and offset print technology, clients achieved the high-end look critical to brand integrity.
- Build Relationships. Easy order and billing process improved the manufacturer’s relationship with dealers – while dealers receive a high-end calendar to support their own customer relationships.
- Enhance Service Levels. HKM leverages personal service from our team members to make service unforgettable – with personal calls to solicit and win orders for the client, as well as managing the entire billing process.
