Marketing Portal for 300 Dealers

Increased Dealer Satisfaction
300% Increase in POS Utilisation
Increasing Dealer Marketing Budget

Who are Ariens?

Founded in 1933, Ariens build, distribute and maintain lawn mowers and snow blowers across USA, UK and Norway. In the UK Ariens distribute their products through a network of more than 300 local dealers.

Marketing Challenges at Ariens

It is the job of the central marketing team to provide support to the dealer network to maximise brand exposure and sales. Ariens dealers vary from exclusive Ariens only branded outlets to multi-brand, multi-service resellers. Few dealers have professional marketing or creative teams but many seek to highlight their own dealership brand over solely promoting manufacturers such as Ariens. With a team of only 2 staff and a minimal dealer marketing budget, it was vital for Jef O’Riley, European Marketing Manager to find a scalable, cost effective solution to cope with a wide range of dealer marketing requirements.

The Solution

  • Bespoke, Co-branded POS Creator

  • Print, Clothing and Signage Ordering

  • Personalised Online Advert Builder

  • Personalised Video Screen Builder

  • Additional Integrated Services –
    Image Library, Co-op Budget Claim

A full suite of Marketing Support Materials

The Ariens Distributor Portal has grown from a simple point of sale ordering facility into a full dealership marketing facility. Everything from online advertising to clothing and exhibition materials complement sales sheets and point of sale materials.

Co-Branded Artwork Creation

Website adverts and point of sale materials provide controlled customisations of product choices with suggested straplines which can be edited by the distributor.

Beyond Artwork

The ROI360 powered dealer portal has grown to incorporate additional dealer management facilities. An image library, information resource centre and co-op marketing fund claim form are all seamlessly available to dealers.

The Result

  • Dealership Satisfaction Increased

  • >300% Increase in POS Utilisation

  • Increasing Dealer Marketing Budget

An annual dealer feedback survey has shown consistent increases in satisfaction since the introduction of the dealer portal. As a result of the increased dealer performance the point of sale budget increased by 50% in 2015 and a further 20% in 2016 with further increases predicted.