The Client
Company and Product Branding
Distribution Growth and Expansion
Trade Show, Advertising and Public Relations

What was Wrong

A distribution system dependent on direct delivery had limited growth opportunities due to the excessive expense of maintaining a delivery fleet, sales force, etc.

Action Taken

A concerted effort was undertaken to attract new distribution across Canada and the United States. This can be a long process taking anywhere from six months to a year and is only successful if the distributor wants you and you can bring enough to the table to make the listing attractive.

In order to make WOW! Factor Desserts as attractive as possible to the distributors I created promotional materials for presentations that outperformed our competitors and made the company appear as big as the "majors".

Once landed, all stops were pulled to ensure that the hearts and minds of the sales reps would be won and that the service provided by WOW! Factor would be far and above the service provided by any other vendor.

Play low-resolution Play high-resolution		Can you make a decent corporate video for under $500? The answer is yes, if your facility is shot as a pilot for a Food Network TV series. When the pilot didn't get picked-up, the producers allowed us access to the footage. A few days in editing and voila - The WOW! Factor Desserts Corporate video.
Factory Tour Video
Presentation Package	Custom Sell Sheet	Trade Pub Advertising

The Results

When we began the process of transitioning from direct to distributor channels we were 70% direct distribution. Today, that number has reversed and we are 80% distributor driven. We are now represented across Canada by the two largest national food service distributors, several other smaller regional distributors and a strong broker network.

Under the direct distribution model our sales had plateaued for several years. Under the distributor model, WOW! Factor Desserts has experienced several years of strong growth.

Trade Show, Advertising and Public Relations