Communication Solution and Dealer Support

Schlage product is sold through a dealer network. This creates a challenge in communicating product information to the end user (i.e. lock smiths, builders, carpenters, retail consumers etc.).

Cyclone developed a, bilingual web site to publish content for these retail and trade customers. The site features include a library of product literature and tech tips, a searchable product and pricing catalogue with over 25,000 sku’s, a survey and contest engine which solicits feedback from professionals in the field and an e-newsletter that connects Schlage with front-line salespeople – the key influencers in end-user product purchase decision. In the 18 months since www.doorsecurity.ca was launched, the number of registered subscribers has grown from the initial 280 to over 3,000. Schlage is successfully reaching direct and indirect customers through the site and the fact that they continue to add new features and content to the site is a testament to its success.

Client

Schlage, an Ingersoll Rand company, is a manufacturer of innovative, quality security products for the residential and commercial markets.

Discovery

Schlage's Canadian operations were having difficulty keeping up with a rapid flow of new products. The cost of marketing materials purchased from the company's U.S. headquarters was rising and there were delays in receiving it. Processes for information distribution, product knowledge and reseller training were also running behind the pace of product introductions. Combined with competitive market actions, this meant that consumer awareness for the brand was low.

Analysis

Retailers & distributors were not always aware of new Schlage products and were not well versed in their features, functions and benefits. While big-box merchants were supported with POP displays and marketing collateral, cost concerns meant that trade customers received little support. A once-a-year updating schedule for product and sales manuals meant that new products were not represented in these manuals until months after their introductions. English-only sales manuals were limiting Schlage's opportunities in the Quebec and New Brunswick markets.

Strategy

Our Strategy was to develop a unique, bilingual Schlage microsite as a resource centre for Canadian retail and trade customers: www.doorsecurity.ca. The site provides customers with downloadable access to product literature, technical tips and pricing information. Contests and incentives are administered through the website to build brand awareness and track results. A monthly e-newsletter - InsideOut - introduces new products and programs, highlights security trends, communicates best practices and drives traffic to the microsite.

Outcome

With the Cyclone-designed site and CMS tools, Schlage can now provide information and product knowledge to resellers in advance of new product introductions for more effective launches. The InsideOut Newsletter as well as a searchable archive of articles gives quick access to information to assist salespeople and product installers out in the field in answering customer questions effectively. The number of registered subscribers has grown from the initial 280 to over 3,000 and continues to grow with every issue.