By 2019, Dealer's Choice was in its 4th year of existence as Quality Bicycle Products' biggest annual B2B sales initiative. Most of our audience knew of the program, and were either already signed up or were tuning it out. We knew we needed a new approach to get retailers' attention. So, instead of touting the benefits of the program, we focused on the concerns we hear from independent bike shops regarding their businesses. Our copy-based approach lead with a problem or idea in the voice of a retailer, then showed how QBP and Dealer's Choice can help them solve it.
This approach was very successful — the first banner ad we ran got 4.5 times as many clicks as the average banner; it was far and away the most interacted-with QBP has ever done.
Posters, for display at Frostbike, our largest shop attendee event
Banner ad on the home page of the QBP catalog site, the starting point for all shop interactions with us.
Emails to our bike shop