Dealer marketing: AquaLuxe
How AquaLuxe made partner marketing scalable, on-brand, and measurable. AquaLuxe designs and delivers custom luxury bathrooms and works with a network of selected partners (showrooms, resellers, and installers) to advise customers locally and carry out projects.How to get consistency in your communications
Normally this is the spot where we introduce the client. Due to privacy and contractual agreements however, we can’t always disclose client names, the number of partners, or exact performance figures. However, we’re happy to share how we structurally organize partner/dealer marketing in practice. That’s why we provide a look behind the scenes using a representative, anonymized case: AquaLuxe.
The assignment
AquaLuxe wanted to grow faster through its partner network, but ran into a familiar problem: execution was largely handled by local partners, which led to too much variation in quality, timing, and measurability.
Specifically, in the initial situation we saw, among other things:
- Inconsistent translation of the brand and value proposition by partners (different claims, visuals, and “local versions” of the story).
- Irregular campaign rollout: launches and promotional moments were not implemented in sync across the network.
- Lead flow without clear, uniform agreements: routing, follow-up, and feedback differed per partner, causing opportunities to be missed.
- Limited local visibility: not every location had the same digital strength (local searches didn’t always lead to the right partner page/CTA).
- Too little steering information: activities were visible, but it was difficult to determine per partner/region what actually contributed to pipeline/appointments.
AquaLuxe’s question: can we centralize this without losing the local strength of partners—and without turning it into an extra project for the marketing team?
The solution
We set up Dealer/Partner Marketing as a Service: central governance + local activation, with measurability per partner/region. The approach consisted of four building blocks.
Central governance: strategy, message, and formats
We refined the value proposition and messaging and translated them into fixed, repeatable formats for the partner channel.
Goal: partners don’t have to “cobble things together,” but can communicate within clear guardrails (brand-safe and conversion-focused).
Scalable local activation: content + distribution
Next, we introduced an always-on rhythm with campaign packages that partners can deploy easily:
- ready-to-use content sets (variants per channel/placement).
- clear timing and instructions per campaign phase.
- room for local accents (location, showroom, appointment moment), without compromising the brand identity.
Findability and conversion: from inspiration to appointment/request
Because conversion often happens locally, we set up the “last mile”:
- consistent partner/location pages and landing flows with clear CTAs.
- local SEO improvements and consistent business information.
- where relevant: campaigns per region/partner, so demand is captured locally and routed correctly.
Lead management and performance: control per partner/region
Finally, we added the measurement and steering layer:
- tracking and dashboards per partner/region.
- agreements on lead routing, follow-up, and feedback loops.
- continuous optimization (creatives, channel mix, CTAs, forms) based on data.
Results (qualitative; figures available on request)
This approach made partner marketing for AquaLuxe:
- Consistent: one brand story, recognizable across the entire network.
- Scalable: one central approach, deployable locally without extra internal pressure.
- Measurable: insight into leads per partner/region and which channels are effective.
- Continuously improvable: ongoing optimization instead of one-off, ad hoc actions.
