BACKGROUND AND GOALS: INCREASE EVENT TRAFFIC
ICI Paints, one of the world’s largest paint and coatings manufacturer hired Market One to create and implement a multichannel marketing initiative to strategically grow business through customer events.
Proprietary events such as appreciation days, store/distribution center openings, new product/business opportunities and special promotions create an opportunity to talk with customers and prospects, allow them to “touch” the brand and build relationships through networking that are impossible to achieve over the phone or via email.
Events enable companies to achieve a variety of objectives – sell, build awareness, educate, inspire, conduct research, interact with customers and prospects, and give clients an opportunity to sample products. Most consumers agree that participating in a live event marketing experience for a product or brand makes them more receptive to its advertising.
CHALLENGE: DRIVING MORE CUSTOMER TRAFFIC
“It’s all about the need to talk to more customers and prospects,” commented a Senior Marketing Manager. “Our sales team is so busy servicing existing customers each day that it is difficult to grow new business. Driving pro-channel traffic to local buying events helps laser focus our efforts and exponentially increases our success rate. Since we have a high number of events, we turned to Market One because of their expertise in achieving this in-house.”
STRATEGY: STRATEGIC MULTI-CHANNEL DIRECT MARKETING
Invite professional paint channel traffic (paint and coatings contractors) to local buying events at retail locations and high visibility venues such as professional sports stadiums and amusement parks. Combine Market One’s suite of sales-building, multi-channel marketing services to maximize attendance. Use Market One to traffic and manage collateral distribution and media placement for all markets.
Strategy #1: Telemarketing
Employ Market One’s sales center specialists to call pro-channel painting contractors that meet the customer profile. Market One’s keys to success 1) develop an effective calling script for registering attendees, identifying buying behaviors and gathering email addresses; 2) create a compelling graphic design and message for real-time, one-to-one email invitation confirmation; 3) compile a database containing actionable business intelligence for ongoing lead nurturing.
Strategy #2: Collateral Design and Messaging
For each event utilize Market One’s full-service advertising agency to create and produce compelling in-store point-of-purchase/sale collateral, print advertising, radio advertising, variable print direct mail pieces and personalized e-mail marketing communications.
Strategy #3: Direct Mail Marketing and Email Marketing
Coordinate mail drops for each series of oversized postcard mailings based on call center activity and event lead time for each event. Send personalized e-mail invitations as an additional touch point.
Strategy #4: Multicultural Mass/Broadcast Media
For major market events, create and place multicultural radio and print advertising to touch mass audiences in ethnic neighborhoods.
Market One’s multi-channel marketing strategy exceeded day of event sales goals and new customer acquisition targets including:
o 3,000 PLUS IN ATTENDANCE DAY OF SHOW
o 172 NEW CUSTOMERS
o OVER $850,000 IN DAY OF SHOW SALES
This case study shows the dramatic results of an integrated marketing strategy to increase sales and acquire new customers at buying events. Integrated marketing helps you grow your business.
“New customer attendance at our events is up over 500%,” says the Senior Marketing Manager and overall attendance has increased by double digits”. “Market One’s ability to touch our customers by phone, print and e-mail has made a strong impact on sales at each event.”
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