B2B | Trade Media Management Case Study

MI_KIIM_10 file
B2B

Research:

Motion Industries is North America’s leader for MRO (maintenance, repair and operations) industrial replacement parts and services. Motion Industries has more than 550 locations throughout North America, stocking more than 7.1 million SKUs.

Research on suppliers revealed that many of Motion’s suppliers had co-op advertising funds that were going unused. We were asked to develop and execute a simple-to-use, co-op advertising program, working directly with Motion and their top-tier suppliers.

Planning & Implementation:

We developed the co-op program’s message, “Brands You Count On, People You Trust” (Brands and People) to elevate Motion Industries’ position as the “complete package” for industrial parts, supplies and service expertise. Our specialists also developed an ad format that made participation easy for the suppliers to use. Suppliers were only required to submit a product image and 50 words or less of copy. Based on editorial calendars from more than 25 industry trade publications geared directly to the target audiences, our media specialist placed more than 100 ads in the first year.

Motion Co-Op Advertising Example

We developed the co-op program’s message, “Brands You Count On, People You Trust” (Brands and People) to elevate Motion Industries’ position as the “complete package” in industrial manufacturing supply.

Evaluation:

Supplier surveys following the program’s launch declared the “Brands and People” co-op program as a success. Publication readership surveys rated the ads extremely positive. Motion’s corporate leadership was pleased with “Brands and People” and authorized continuing the project and providing it to Canadian suppliers.