Clipsal by Schneider Electric

Trade Marketing Evaluation & Optimisation

Research

Strategy

Mix Analysis

The story

Tripod was asked to review key Trade Marketing activities and recommend an optimised communications & activation plan off the back of this review.

Clipsal distributes through wholesalers to electrical contractors who install Clipsal product for end-users. This business model saw the brand spending a significant portion of its annual budget on trade engagement programs to ensure high share of mind and brand commitment amongst both wholesalers and electricians.

However little effort was spent reaching consumers and the business was asking whether they had the mix right. The biggest portion of spend (75%) was being spent on a motorsport sponsorship of the Clipsal 500, followed by Clipsal Club Loyalty Program (25%).

The results

Off the back of Tripod's recommendations, the brand had clarity to make the decision to exit a long-term sponsorship and use the efficiencies gained in their marketing spend to expand their reach beyond loyalists.

Tripod developed a data collection methodology for the project and conducted a series of rapid interviews at networking events as well as in-depth interviews with wholesalers, electricians, and sales staff as well as a quantitative survey to round out the study.

Tripod also worked with the Sponsorship and Marketing teams to review annual plans, executional elements and budgets to benchmark against industry best practice.

The analysis demonstrated to the team that the communications & engagement mix being used was limiting their reach, focussed on the same few “loyalists” year on year and the cost per reach was excessive.

With these learnings in mind, Tripod briefed some specialist agencies to come up with alternate communications & activation ideas to illustrate how their new campaign might look in market.

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