ELS Slideshow

 

Situation

The owner of ELS Productions (a CD/DVD duplication company) wanted to expand his distribution channels to include copy shops. Since copy shops have very similar business clients as ELS, his plan was to turn them into distributors of his product.

Unfortunately, he didn't have the time needed to accomplish such a task on his own. So, he hired me to get his idea off the ground.

Challenge

To expand ELS's CD/DVD distribution channels to copy shops across the nation in a way that could be duplicated once I was gone.

Solution

To sign up copy shops and recording studios as distributors of ELS products.


MARKETING ANALYSIS

ELS has two main types of clients. The first being business clients who use it for things such as presentations, handouts, instructional videos etc. These are the clients I was initially hired to contact.

The second type of clients are independent music artists and groups. This group typically sends ELS their albums to be duplicated for concerts and local shows after they have had their music mastered with a separate recording studio.

After analyzing the market we realized there was great potential in marketing to recording studios to capture the musicians at the source before they even started looking for duplication services.  It was then decided to try marketing to both types of clients.


PROMO MATERIALS UPGRADE

Although ELS's marketing materials had a lot of good information in them, they were cluttered and outdated. The following is a slide show showing the before and after, and the thought process behind, the revised pamphlet I created:

(best viewed in full-screen mode)

DISTRIBUTION CHANNELS

Finally, it was time to sign up some copy shops and recording studios. I took the lead by doing a couple hundred sales calls myself.

Through several discussions with business owners and managers I refined the sales presentations and marketing strategies for each type of clientele. Sales scripts, form emails and online spreadsheets were then created to allow future ELS sales people to duplicate my success.

Results

We found that recording studios were much more responsive to working with ELS than copy shops. By the time I completed the project, 7 copy shops and 29 recording studios had been established as distributors with the expectation of recurring business.

ELS also enjoys the benefit of cleaner marketing materials which can be used in a variety of promotional settings.