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Based in the Yorkshire Dales National Park, Lyon Equipment is arguably the UK’s biggest and best distributor of outdoor equipment, representing some of the world’s most well-known outdoor brands.
Lyon Equipment asked Ascent Marketing Communications to help set up a series of business-to-business newsletters and briefings promoting news, views and sales information about key products. Aimed at retail staff in outdoor shops, the bi-monthly newsletters highlight new products, technical information, marketing support and media coverage. Crucially, the goal was to give staff 3 ‘golden sales points’ about every product featured – memory-joggers for the point of sale.
In addition, New Product info sheets directly link to key launches of new models – again presenting all the information the retailer needs in a clear, readable format. Margin Maker info sheets concentrate on promoting specific products that give retailers an opportunity to maximise income, especially in strategic in-store locations.
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The Evidence |