Complete channel programme increases sales and enables UKHO to transition to digital age
When navigational charts specialist UKHO was faced with the challenge of embracing the digital era, we overhauled their channel programme and created a channel toolkit that increased sales whilst cutting costs and time.
UKHO – the United Kingdom Hydrographic Office – was established in 1795 by order of George III to counter the “difficulties and dangers to His Majesty’s fleet in the navigation of ships”. They have since become the market leaders for supplying navigational charts to the maritime industry.
Having enjoyed many years of successfully selling their ADMIRALTY range of paper navigational charts, UKHO was faced with the challenge of extending that market success in the new era of digital navigation. UKHO needed to equip the channel with the tools and support that would enable them to promote and sell ADMIRALTY Nautical Products and Services in the digital age.
What we delivered
We reviewed, formulated and implemented a full channel programme, turning a flat ‘one-size-fits-all’ structure into a progressive and engaging multi-tiered platform. We developed a core sales and marketing toolkit to support the channel, plus a suite of co-branded tools that enabled distributors to talk directly to end customers – whist still conveying all of ADMIRALTY’s own key messaging.
These assets were all made available to distributors through the ‘ADMIRALTY Distributor Toolkit’ – an online and on-demand portal which we provided.
The channel strategy was a great success and has been rolled out across UKHO’s global network. Over 90 distributors now receive marketing support via the ADMIRALTY Distributor Toolkit. With around 60,000 units ordered over the initial 18 months, and a sizeable reduction in the time and costs associated with delivering marketing materials to the channel, the Toolkit has received great buy-in from ADMIRALTY distributors and UKHO staff alike.