Separate the two journeys
Create dedicated dealer and consumer paths. Dealer forms capture territory, business profile and category interest; consumer pages explain products, availability and how to reach a local showroom.
BUILDING MATERIALS & HOME IMPROVEMENTILLUSTRATIVE CASE STUDY
Turn local demand into a stronger dealer network.
A dealer-acquisition and showroom-enquiry concept connecting national visibility with local follow-through.
Marketing + CRM + ConsultancyThe business challenge.
A building-materials business markets several product categories through dealers and showrooms. National campaigns generate interest, but dealer applications and consumer enquiries arrive in the same queue. Territory teams cannot easily see which requests fit their market or what happened after the first call.
How could a national campaign support both network expansion and useful local enquiries?
The insight behind the approach.
A potential dealer and a homeowner need different information and different follow-up. Campaign targeting is only one part of the job; the enquiry route must recognise that difference.
The proposed solution.
Connect the local handoff
Route enquiries by category and geography into a shared CRM workflow. Define assignment, response expectations and a reason when a request is closed or rejected.
Learn from territory feedback
Review qualified applications, appointment stages and showroom enquiry quality with regional teams. Use that feedback to refine creative, targeting and local content.
Proposed scope
- Dealer acquisition campaigns
- Hyperlocal landing pages
- Showroom discovery content
- CRM routing
- Territory reporting
What success would need to show.
These are proposed measures, not reported results. A real engagement would establish a baseline and agree targets before implementation.
- Dealer fit
- Applications meeting agreed territory and business criteria.
- Follow-up coverage
- Assigned enquiries receiving a recorded first response.
- Local intent
- Qualified showroom enquiries and confirmed visits where reliably recorded.
THE TAKEAWAY