Carl Kammerling International
The Client
A German manufacturer supplying professional tradesmen in the electronic, electrical and mechanical sectors, Carl Kammerling provides a wide range of hand tools, tool storage, power tool accessories and security products. These are sold via trade channels, through either CKI national sales teams or a network of experienced distributors, in over 40 countries.
The Challenge
CKI approached Rare to create a new sales campaign to extend its market reach and assist a new and inexperienced sales force to sell more products to more channels. The Rare team worked closely with the CKI marketing team to create a new business proposition that would breathe new life into the business.
The Solution
The chosen strategy centred on a campaign handbook as a mechanism to sell and reward the buyer. Targeted channels included electrical wholesalers, builders merchants, DIY and hardware stores, engineers merchants and locksmiths. At the heart of the campaign was the concept of "Put Carl Kammerling to the test". Campaign materials called out the reasons to purchase from CKI and offered incentives such as "Try before you buy", "Buy now, pay later", "Sale or return" and "Industry credit".
Participating resellers were also provided with toolkits, including sales presenters, range profiles and point of sale materials, including merchandising stands.
The Creative
The creative direction aimed to be factual, with all information presented in a consistent, easy to digest format. The campaign handbook leads the buyer through the CKI credentials, creating customer and product affinity and providing useful insight into the sales approach. Strong use of colour provided impact and flexible POS options backed up the underlying commercial offer.
The Results
The primary metric for this campaign is the gain in linear display space. The first six months of the campaign has seen this increase six fold as competitors are displaced both in current and new sales channels.
