Integrated Direct Marketing Case Study

The Challenge — To build a contractor channel for a new coating product.

Strategy — The list: painting contractors/companies in 22 major markets around the US, and the offer: “lunch & learn” events.

Tactics — Integrated direct marketing, including: phone calls, direct mail, email, multiple touches—first driving inquirers to lunch & learn events, and then inviting those attendees to become certified.

Results — Exceeded expectations in all markets. And 180 contractors signed up to become “certified” contractors.