Unlocking Market Leadership: Building a Master Dealer Network for Precision Printers
THE CHALLENGE
Mimaki wanted to accelerate market share growth in Australia and strengthen its position in the competitive large-format printing market. To compete against established players, Mimaki needed to shift market perception, reinforce the value of its Japanese-manufactured printing technology, and give reseller networks compelling commercial reasons to recommend Mimaki over rival equipment.
THE STRATEGY
Drawing on proven success in driving high-value equipment sales for industry giants like Fuji Xerox, we developed the Mimaki Master Dealer Program, a dealer-focused strategy designed to build product confidence, strengthen reseller engagement and support sales conversion.
THE SOLUTION
We developed and deployed a multi-layered dealer support ecosystem designed to showcase Mimaki’s print quality while driving sales conversions.
Key elements included:
Master Dealer Program Presenter: A comprehensive strategic blueprint designed to onboard, align, and incentivise reseller principals and their sales teams.
Tactile “Inspiration Kits”: Premium physical sample kits demonstrating Mimaki’s high-precision output, color depth, and media versatility directly to prospective buyers.
Custom Display Stands & POS: Purpose-built display stands and point-of-sale materials designed to strengthen Mimaki’s presence within dealer showrooms.
Retail Sales Presenters & Collateral: Customer-facing presentation decks and brochures written to emphasise return on investment and build quality over technical jargon.
Reseller Training & Sales Incentives: Structured education modules paired with motivating trade incentive programs to drive frontline sales activity.
THE RESULTS
By equipping resellers with proof-of-performance sales tools, high-impact showroom displays and structured sales incentives, the Master Dealer Program strengthened Mimaki’s dealer network, built greater brand advocacy and increased sales momentum, supporting the brand’s rise to the #1 position in its Australian market segment.
WHY IT WORKED
By making Mimaki’s print quality and commercial value easier to demonstrate, the program gave resellers greater confidence and stronger reasons to recommend the brand. It connected product performance with practical dealer support, helping Mimaki build preference at the point where purchasing decisions were being influenced.