“We need to increase sales.”
We’ve all heard it. Whether you’re working with a B2B or B2C brand, the ultimate goal is to generate marketing-qualified leads (MQLs) and sales-qualified leads (SQLs) that convert to closed-won sales. So, you implement campaigns to build awareness, educate on the features and benefits of their product or service, and generate qualified conversions. It’s a journey-based approach that (with brand- and audience-specific optimizations) can work to achieve their goals across the customer journey.
But what happens when you add a layer of complexity to that? Suddenly, “We need to increase sales” becomes “We need to increase retailer sales to support our corporate ROI.”
Distribution and retailer networks are a powerful tool, especially for premium brands. Not typically sold in big-box stores, these powerhouses rely on local, independent businesses to build strong brand loyalty. But how can you build an effective marketing strategy through distribution? Without direct access to retailers’ platforms and their audiences, what is the best way for brands to drive growth and ROI in smaller markets while meeting corporate business goals?
That’s what we heard from Midwest Equipment & Supply, a Scag Power Equipment distributor, and Speed Queen, a leading laundry brand that brings commercial quality to your home.
THE CHALLENGE: Develop SQLs and drive foot traffic to local retailers—at scale, so all retailers and dealers can reap the benefits.
While Scag / Midwest Equipment and Speed Queen offer different products, they both had the same goal of increasing sales via their distribution networks. We needed to give consumers an opportunity to support local businesses and find the premium solutions they’re looking for in a place that’s close to home—physically and emotionally.
THE SOLUTION: Retargeting engaged audiences with compelling messaging (and creative) to drive traffic to local dealers.
Well, it’s a bit more nuanced than that.
Platforms
When selecting our channel strategy, we considered:
- Runtime: These campaigns were intended to run during peak buying seasons and financing periods. It wasn’t an always-on approach.
- Targeting Capabilities: We wanted to reach people who are ready to take action, quickly. More on our audiences below 🙂
- The Brands: Where are Scag and Speed Queen already established?
Our final mix included digital platforms where each brand is already active and target audiences are already engaged.
Audience
With some retailers in more rural or urban areas than others, we needed to be sure our strategy could flex to their audience size while staying within budget.
Ultimately, we built a refined, layered targeting approach to reach qualified users in the consideration and conversion stages (people who are already interested and actively looking for a solution).
Messaging & Creative
Well-known and respected brands, Scag / Midwest Equipment and Speed Queen can speak for themselves. So, we let them.
We built the campaigns to run from the Scag and Speed Queen pages, with branded messaging and visuals, including:
- Powerful, bold product statements
- Limited-time financing and rebate offers
Even more, every ad was co-branded, partnering the brand with their retailer, and drove to the dealer website or landing page. This provided a “stamp of approval” from the manufacturer, giving consumers confidence in visiting their local equipment or appliance store.
THE RESULTS: Big wins in small markets.
To date, we’ve implemented hundreds of dealer and retailer campaigns for Midwest Equipment and Speed Queen using the scalable, replicable strategy we’ve established for each brand.
In 2025 alone, results have been staggering:
Midwest Equipment / Scag (13-week campaign)
- 358,761 average per-dealer impressions
- 2,919 average per-dealer clicks
- 8.14% average per-dealer CTR
- 435.41 average per-dealer conversions
Speed Queen (35-day rebate periods)
- 141,138 average per-retailer impressions
- 8,564 average per-retailer reach
- 0.93% average per-retailer CTR
- 60% average increase in year-over-year sales
Curious how this approach can work for your brand? Let’s start the conversation.
