AD's Conversion Campaign
“The energy created by the Conversion Campaign has been significant. It fulfills our value proposition to supplier partners and differentiates us from competitors. It increases earnings for our members and contributes to our divisions' growth.”
-Jack Templin, President of AD Industrial
In the first half of 2016, 878 conversion opportunities, worth $36 million, were documented for AD supplier partners. An amazing $9.1 million of this has been converted so far. "When we connect members to suppliers, and they do business together, everyone wins," says Tim Babcock, Conversion Program Manager for AD Industrial.
The AD Industrial Conversion Program was launched in March 2015 as an initative to grow business within AD. All activities of the Conversion Program are tracked within my.adhq.com, which makes it really easy to see the information in one place. Describing this ease of use, Tim says that “For example, an independent member would document their conversion opportunities within a section of AD’s private website and target AD suppliers for a conversion. In that section they can also see any planned opportunities for suppliers to come visit them, among other things.” Using the Conversion Program helps simplify the planning between the members’ corporate team and the supplier partners.
“This Conversion Campaign is something that separates AD from the pack,” explains Tim. “The goal is to accelerate remittances and earnings growths for our members while facilitating accountability for action. This also relates to brand advocacy, as we are helping grow our suppliers’ brands within AD.”
AD wants to encourage members get involved and actively engaged in this initiative. “We’re doing lots of webinars, communications, sending out dashboards and leaderboards, and more. We want our members and suppliers to get the most out of this program so of course myself, the AD Industrial team, and everyone at AD are all resources to be utilized.” Tim and his team are also able to facilitate and match make between members and suppliers. “There are times where I identify good targets for suppliers and contact the member on their behalf, to see if a conversation makes sense.”
If there’s one thing Tim could emphasize to members and suppliers it would be “Participate! It benefits everybody. Suppliers capture market share with members and members are able to increase remittances and earnings. The purpose of AD’s Conversion Program is to improve the business of our independent members and suppliers. We’re here to help!”
To learn more about AD’s Conversion Campaign, contact Tim Babcock tbabcock@adhq.com.