Thought Leadership

Media Relations

B2B Partner Relations

the situation

For decades, a leading manufacturer sold its water-heating products exclusively through wholesale distributors and plumbing contractors, earning deep loyalty from that channel. When the company decided to add a national big-box retailer to its sales mix, leadership needed to reassure long-time partners that their commitment to them remained a priority.

PROBLEM

The expanded retail strategy triggered anxiety among distributors and contractors who feared losing margin and exclusivity. If not addressed quickly, those concerns could erode mindshare, stall orders and invite competitors to poach loyal accounts.

SOLUTION

We designed a targeted thought-leadership program to reinforce the manufacturer’s value to the professional channel while sidestepping the retailer narrative entirely.


  • Message Architecture: We built talking points that emphasized training support, product innovation and continued investment in wholesale programs—omitting any reference to the retail move.


  • Bylined Article Series: We collaborated with client subject matter experts to write four technical features for top plumbing and HVAC publications, positioning company engineers and trainers as authoritative voices on efficiency, codes and installer education.


  • Channel Amplification: We equipped distributor sales teams with reprints and digital links once published, ensuring the content circulated at counter days, lunch-and-learns and in communities where contractors swap advice.


RESULTS

The campaign quickly re-affirmed confidence among wholesale partners and bolstered brand preference. By controlling the narrative and championing the needs of professionals, we protected channel loyalty while the manufacturer successfully broadened its route to market. 


  • Four feature articles placed in targeted trade media within four months, creating a steady and consistent drumbeat of wholesaler-focused messaging.


  • Consistent product positioning across all coverage, highlighting heat-pump innovation, online training and manufacturer support, emphasizing the value of wholesaler and retail partnerships, and zero mention of the retail channel.


  • Positive distributor feedback reported by regional sales managers, noting renewed enthusiasm for joint promotions and stocking programs.


  • Ongoing lead flow from contractors requesting training sessions referenced in the articles, linking thought leadership directly to pipeline activity.



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