Salmson is one of the leading producers of water pumps and a brand popular with French tradesmen. However, the brand was finding it difficult to approach this dispersed and heterogeneous target market. The commercial relay represented by wholesalers and distributors was in effect an barrier between the manufacturer and its end customers. So to get around this difficulty without cutting out the distribution network, Salmson decided to launch a loyalty programme for tradesmen installing its brand products. The programme is based on services rather than traditional loyalty gifts. The deployment was entrusted to bb&b, and is currently under way. The first wave of invitations received unexpected acclaim from the target audience.