Deliverables

The Client

Music accessories distributor Connolly Music’s many brands mean the company’s marketing department is stretched, and K&M, one of its premiere product lines in instrument stands, requires specialized attention in this crowded space. Chief among its challenges is a retail environment where low cost imitations are prevalent. In addition, K&M products are cleverly designed with premium, eco-friendly materials, making them more expensive than many competitors.

The Work

Trade marketing was determined to be the tactical execution needed to boost awareness and sales at the retail level, playing up the importance of quality. The Stand and Deliver campaign along with product line videos for retailers, is part of a long-term strategy to build the K&M brand in the United States.