Jenco Instruments Boosts Reach to Distributor and End-consumers with Incego Managed Demand Generation

About Jenco Instruments

Jenco is a small manufacturer of water quality instruments such as pH and conductivity meters for the laboratory, field service and industrial applications. Jenco introduced the first portable digital pH meter in the early 1970’s, and now has manufacturing facilities and offices in Shanghai, Taipei and San Diego.

Challenge

• Jenco was looking for a cost-effective way to reach potential distributors in a crowded market.
• As a small manufacturer, Jenco was out spent by large rivals on search engine advertising.
• Only a limited number of Jenco distributors were aggressively selling and advertising online.
• Jenco had little control over product placements, positioning and promotions in distributor catalogs and websites.
• The company had poor visibility on leads it passed to distributors.
• The company wanted to offer potential distributors an easy way to get involved with selling Jenco products.
• Any new initiatives needed to be cost-effectively implemented with and generate positive ROI.

Solution

• In February 2008, Jenco selected Incego to leverage a crowd of businesses and individuals to help overcome its challenges.
• Search advertising funding: Incego's crowd of contributors provide 100% of the funds Jenco use for search advertising.
• Managed, dedicated ecommerce website with distributor lead-generation form: Incego created and continues to manage an ecommerce website with distributor lead-generation form that is completely and solely dedicated to Jenco’s brand and products.
• Managed Search Engine Marketing: With collaboration from Jenco’s marketing resources, Incego created and continues to manage Jenco’s Google Adwords campaigns for multiple product lines targeted across wide geographic territories.
• Jenco has direct access to change contents of its Incego-managed website and advertising campaigns.
• An Incego seal is placed on Jenco’s corporate site to inform existing and potential distributors of its managed demand generation programs.
• Because of its flexible in-house warehouse and fulfillment, Jenco opted out of using Incego Order Fulfillment.

Results

• With Incego Managed Demand Generation, Jenco uses 100% crowd-contributed funds to reach over 20,000 distributors and end-consumers.
• The company now teams up with a crowd of distributors, other businesses and individuals and consistently wins the top advertising spots on Google.
• Jenco has a fully managed, fully branded ecommerce and distributor lead generation website that converts visitors into distributors and end-consumer customers
• Jenco has full control over branding and product marketing of a dual-purpose website that reaches directly to distributors and end-consumers.
• Incego fully manages Jenco’s demand generation program so Jenco can focus on making great products and executing other online and offline distributor acquisition strategies.
• Instead of just passing leads to distributors, Jenco has full visibility from leads to orders.
• Distributors can join Jenco’s demand generation program to gain fair access to revenue from Jenco’s complete product line and new geographic territories.
• Jenco continues to experience zero increase in IT costs relating to using Incego.
• In 2009, distributors, other businesses and individuals that contributed to Jenco’s demand generation programs saw more than 30% ROI (for every $1 they contributed they got back more than $1.3).