Normally the company brings a 53-ft. show trailer covered with Minimizer logos, signage and marketing information to Las Vegas for HDAW. This year they did the opposite, bringing a logo-less ‘white box’ trailer and focusing solely on what was inside the trailer.
“We spend a lot of money to help sell through our distribution channel,” says Minimizer CEO and Chief Visionary Craig Kruckeberg. “We’re showing distributors the difference here.”
Outside, the company presented a white box look, with text such as ‘Nameless’ and ‘No Support’ decorating the booth.
Inside the trailer, however, distributors found the usual Minimizer marketing materials, as well as the ‘Partnership Promise,’ which details a mutually beneficial relationship, the company says.
“We have to work with our distributors and they have to work with us,” Kruckeberg says. “We offer verified leads and aggressive marketing support. In return, we need their support to have a trained sales team with product on-hand and not order as needed. Essentially, we support you; you support us. It’s a true partnership.
“Minimizer is a great company offering a great product, and we wouldn’t be where we are today without these distributors,” Kruckeberg says. “We simply want to show them what it would be like if we were a no-brand supplier, because the flip side is reality.”
