The Task
Building closer working relationships with dealer partners remains a key pillar in Hobart UK’s growth strategy. But how to build on what was already in place and tackle further development in such a crowded and competitive marketplace was a big task.
The Solution
Having a longstanding relationship with Hobart meant that we were able to work closely together to form a solid plan in order to work towards this long-term aim.
We started, as always, with strong foundations of insight, including research from a number of different sources, as well as the largest ever body of distributor research with Hobart’s dealer partners, which was undertaken in a frank and open manner to gain some key insights on which we could build our plan.
Bringing together all of the insight and thinking, Jellybean worked to develop a strategic partnership plan for Hobart, the culmination of which was Focus Partners. We created a full brand identity for the partnership program which ensures priority Hobart dealers feel like they are part of an exclusive premium club.
The benefits of becoming a Focus Partner, explained in the video we produced here, includes access to a bespoke online portal containing a wealth of information, including live sales figures and personalised pricing rates on the Hobart range, with quick and easy access to all product assets. Everything that has gone into the formation of the partnership plan has been as a direct result of the research we conducted on behalf of Hobart UK which has paid dividends in its success to date.
The Results
- The online platform was nominated for a Catering Insight Business Development Award
- It has been extremely well received by the wider business and plans have been set in motion to roll out the platform to other regions globally
- The Focus Partners have given incredibly positive feedback and usage rates show strong signs of adoption by the dealers