G2 model execution example – Supporting your territory plan through product trial Wattyl trialing initiative example
Winning with customers
G3 model execution example – Incentivised volume reward programmes for contractors
When looking to drive consideration for your brand and product, here are two examples of tried and tested initiatives to successfully drive customer behaviour to trial. Test Drive is a product trial tool designed to assist you in promoting new/ or products to existing customers who don’t currently use products to your professional painter and decorating customers in store. This is an effective way to allow them to experience the benefits of the product themselves, and more likely to buy for upcoming projects.
Volume Reward Programmes Incentivised volume reward programmes for contractors offer a number of benefits such as: Boost sales and market share Strengthen relationships with contractors Upsell opportunities Recover declining sales with specific accounts This example sought to target a number of deficit customers who were in decline vs the previous year.
Example offer:
The incentive ran for 3 months
50% off RRP on your first purchase
A list of customers were identified, and volume targets were set to achieve during the campaign period.
Max 30LT (3X10L or 2X15L)
Test drive on I.D Advanced, Solagard, Ultra Premium ranges.
A leisure gift card rewarded those who hit their target.
Each TM must complete 3 test drives per month and log them into 365
Marketing investment proposed - 10% of revenue target set for each customer.
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