Dealer campaigns are announced the same way in most businesses: the sales team makes a phone call, sends a message, or explains it during a visit.
The problem is that these announcements get lost. The message goes unread, what was said on the phone is forgotten, and what was explained during a visit gets lost among other topics.
In this article, we explained how to define campaigns, how to deliver them to the dealer, and how to measure their impact.
Table of Contents
Campaign types
B2B campaigns work differently than retail; the goal is not to influence the target consumer, but the dealer's stock decision.
Quantity campaign. Additional discount on purchases above a certain quantity. Aims to increase order size.
Product campaign. Temporary discount on a specific product or group. Used in new product introductions or inventory clearance.
Period campaign. Pre-season early order incentive. Both eases your inventory planning and secures the dealer.
Term campaign. Additional advantage for cash or short-term payment. A tool that improves cash flow; cash flow tracking see the article.
Components of a campaign definition
A well-defined campaign generates no debate during execution. For this, a few areas need to be clear.
Scope: which products are included? Defining it by product group is more sustainable than selecting individual products.
Condition: what is required for the campaign to activate? Minimum quantity, minimum amount, or a specific product combination.
Benefit: discount rate, fixed discount, or free product. How this combines with existing discounts must be defined.
The priority rule is especially important; it must not remain ambiguous whether the campaign discount stacks with the group discount.Discount matrix we covered this topic in the article.
Target dealer group selection
Not every campaign has to be open to all dealers. Targeted campaigns are both more effective and less costly.
A campaign can be opened exclusively to small dealers; the goal is to grow their volume. Large dealers are already buying that volume.
Or conversely, it can be opened only to the top segment; the goal is to reward loyalty.
Region-based campaigns are also possible. When competition increases in a specific region, a special advantage can be defined for it.
Targeting is done via account groups; B2B account groups we explained this structure in the article.
Announcement channels
The weakest link in a campaign is the announcement. A campaign that is defined but not announced does not exist.
The most effective channel is the portal itself. The dealer already logs in to place an order; seeing the campaign there is a natural touchpoint.
Reminders at the cart stage also work powerfully. The alert "There is a campaign on this product" is delivered at the moment of decision.
The field team is the second channel. Explaining the campaign during visits reinforces the announcement on the portal.
Email or message announcements are the third layer; outreach channels we discussed this communication in the article.
Time management
Every campaign must have a clear start and end date. A campaign without a duration ceases to be a campaign and becomes the new price.
Having the duration defined in the system eliminates the need for manual intervention on the closing day. A forgotten campaign can cause margin losses for months.
The remaining time must be displayed to the dealer; urgency accelerates the ordering decision.
When the campaign duration is too short, dealers miss it; when it is too long, the sense of urgency is lost. Two to four weeks is a common range.
At the end of the campaign, prices must automatically revert to their former state; price list management see the article.
Campaign and stock planning
The most common problem in a successful campaign is insufficient stock. Demand explodes, goods run out, and dealers are disappointed.
Therefore, the campaign plan must be made together with the stock plan. Stock must be ready equal to the targeted sales volume.
For products with long lead times, the campaign must be planned much earlier; critical stock level we discussed lead time in the article.
Defining a separate stock reserve for the campaign is also a method; this quantity is not opened to other channels.
Automatically closing the campaign when stock runs out prevents a bad experience.
Measuring the impact
When the campaign ends, results must be evaluated. Without measurement, the next campaign will be planned with the same uncertainty.
The first indicator is the participation rate: what percentage of dealers in the target group benefited from the campaign?
The second is the additional sales volume. How much higher is the quantity sold during the campaign period compared to the normal period?
The third and most critical is the post-campaign effect. If dealers have stocked up, sales in the subsequent period will drop; this reduces the actual profit.
These analyses are extracted from sales reports; campaign definitions are kept in the B2B module .
Planning the campaign structure
Campaign design begins with clarifying the objective. Increasing turnover, liquidating stock, and introducing new products require different setups.
Once the goal is set, the scope is defined: which products, which dealer groups, and which date range.
Next, the mechanism is chosen. Quantity-based discounts, gift products, and tiered discounts are the most common methods.
Expected costs must be calculated in advance; the impact of the campaign on margins must be known before it starts.
Announcing it to the dealers is also part of the plan. A campaign that is not announced only offers discounts to those who are already buying.
Measurement criteria for post-campaign evaluation should be determined from the start.
Points to consider
Overlapping campaigns is the most frequent and expensive mistake. Multiple discounts may be applied to the same product.
Therefore, priority order and combination rules must be defined. It should be clear which campaign overrides the other.
A lower margin limit must also be defined; the calculated price cannot fall below this threshold.
The campaign end date must be processed automatically in the system; campaigns closed manually are often forgotten.
Part of the surge in demand generated during the campaign period is borrowed from the subsequent period.
Therefore, success measurement must also cover the post-campaign period.
Frequently asked questions
Can there be more than one campaign at the same time?
Yes, but combination rules must be defined in advance. Otherwise, unexpected discount rates will occur.
What happens if the campaign is canceled after the order?
The conditions at the time of the order apply; the document carries the price of its own period.
How is a free product campaign recorded?
It is added as a separate line and deducted from inventory; clarify the accounting reflection with your financial advisor.
Is the same structure used as retail campaigns?
The logic is similar, but the channel distinction must be maintained; retail campaign management check the article.
Dealer campaigns are a powerful tool for volume growth when targeted correctly. When structured incorrectly, they only result in margin loss.
The first rule is to set a clear end date for every campaign. The second rule is to display the campaign right where the dealer places the order.
The third rule is to measure the aftermath. An evaluation made without accounting for the post-campaign sales drop will overstate the true impact.
By consulting with the EQLEM team you can plan your dealer campaign structure.