Turning a Wholesale
Category Upside Down
If you think running a convenience store chain is tough, you ought to try running a wholesale distribution business selling only to convenience stores.
It's just as tough. Having a low price isn't enough. Having the lowest price is. And finding, presenting to, and capturing new convenience store clients are essential to survive.
The marketing challenge for SLEDD was: "How can we create a differentiated marketing strategy that captures new business in a low-price category?"
At Lazor/Yost, we leveraged our knowledge of the C-store category and created a campaign to communicate SLEDD's strengths to retailers.
The "Your Retail Partner" campaign not only differentiates SLEDD in a low price world, but also communicates the value Team Sledd brings to convenience retailers 24/7.
Category Upside Down
If you think running a convenience store chain is tough, you ought to try running a wholesale distribution business selling only to convenience stores.
It's just as tough. Having a low price isn't enough. Having the lowest price is. And finding, presenting to, and capturing new convenience store clients are essential to survive.
The marketing challenge for SLEDD was: "How can we create a differentiated marketing strategy that captures new business in a low-price category?"
At Lazor/Yost, we leveraged our knowledge of the C-store category and created a campaign to communicate SLEDD's strengths to retailers.
The "Your Retail Partner" campaign not only differentiates SLEDD in a low price world, but also communicates the value Team Sledd brings to convenience retailers 24/7.
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