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Sherwin WilliamsGroup 4
Jimmy Liao • Kim McCullars • Christina Nguyen Michelle Tamez • Amanda Trapp
National retailer of leading home and industry paint products, with over 3,000 retail branches
Retail Customer Sales = 15% of total business
Currently Sherwin-Williams offers: Interactive website Preferred Customer Program
Sherwin-Williams
Goal: maximize retail customer sales & maximize foot traffic for a new location’s grand opening
11260 N. Central Expressway, Suite 100 Dallas, TX 75243-6702 June 25, 2011
Target local DIY (Do It Yourself) market
Budget = $14,000
Objectives
Market Segment Homeowners with income $25,000 - $200,000 Interest in home renovation & decorating Singe and family households
Focus zip code: 75243 Highest residence rate & population (50,618 persons) 85% within this area fall into target income range
Average range of home value: $66,854 - $313,479
Segmentation and Targeting
Population Distribution of Surrounding Zip Codes
Housing Units within Surrounding Zip Codes
Guaranteed Quality “the strongest and most valuable of assets –
Reputation” Walter Cottingham Good Housekeeping Seal of Approval
Commitment to helping our customers and exceeding their expectations
Social Responsibility GreenSure & Harmony Product Lines YMCA
Positioning
Melissadata.com 8 Zip Codes found All homes, businesses, and apartments
75243 selected based on population
6,729 addresses purchased for list price of
$63.93
List
Self-Mailer: Postcard 8.5”x5.5”
Postcard 8.5”x5.5” Cont.
15% off all purchases made with postcard 2 workshops held on June 25 Live DJ from Mix 102.9 FM on site from
12Pm-3PM Snacks and refreshments provided Gift Giveaways
Sherwin-Williams gift cards drawing open to everyone
Sherwin-Williams gift baskets worth $100+ drawing for every paint purchasing customer on June 25
Grand Opening Event:
“Paint-A-Palooza! ”
5% donation of all purchases made during the weekend of June 25-26 to Habitat for Humanity
All day giant “Paint for a Cause” cloth banner with paint and brushes provided for anyone who wants to ‘leave their mark’
Habitat for Humanity
Print: Postcard self-mailers Grand opening event Incentives
Radio: Mix 102.9 FM To promote Paint-A-Palooza! Target audience: women 24-54 years old
Google Click ad To inform of a new Sherwin-Williams location in Dallas Coupon if clicked
Groupon
Media Selection
Local Facebook page Used as a page or friend Inform customers about sales, events, news, etc. Helps build customer relationships Sherwin-Williams official page = 8,285 ‘likes’ Clinton, Missouri – 100 friends, pop. < ½ of our
targeted location Galesburg, Illinois – 147 ‘likes’, pop. Is 2.7 x’s
larger Estimated friends ~ 200 ‘likes’~150
Media Selection Cont.
Facebook Advertising
Potential to reach 923,920 Dallas consumers
Ages between 25-60 Interested in
* Decorating, DIY, Painting, Charity, Home Improvement
Media Selection Cont.
Online blog: MyDallasMommy.com Posts coupons, ads, deals, and freebie offers Designed to draw in bargain hunters Followers are targeted customers
Most females 25-45 Incomes between $30,000 - $100,000
Connected with Facebook and Twitter Ideal to promote Sherwin-Williams new
store
Media Selection Cont.
Budget
64; 1%750; 6%
485; 4%
2490, 20%
2368, 19%
1000; 8%
2500, 20%
1000; 8%250; 2% 450; 4%
350; 3%
360; 3%
200; 2%
400; 3%
List
Design
Postage
Radio Ad
Radio Remote
Google Adwords
Facebook Ad
Workshop Trainer
Workshop Supplies
Give aways
Food
G/O Banner
P4C Banner
Total Budget: $14,000.00Amount Used: $12,617.00Balance Remaining: $1,383.00
Return on Promotion
Actual orders received tied to mailer 100Actual response rate 1.00%
Conversion rate 10%
Cost per inquiry $12.92
Cost per order $129.17
Number of orders needed to breakeven 199
Response rate needed breakeven 1.99%
Revenue $10,350
Net profit minus promotion cost $6,494Net Profit on promotion -$6,423
Return on Promotion -50%
Testing: < Anticipated
Response rate: 1%Conversion rate: 10%
Return on Promotion
Actual orders received tied to mailer 400Actual response rate 4.00%
Conversion rate 20%
Cost per inquiry $6.46
Cost per order $32.29
Number of orders needed to breakeven 199
Response rate needed breakeven 1.99%
Revenue $41,400
Net profit minus promotion cost $25,975Net Profit on promotion $13,058
Return on Promotion 101%
Testing: >Anticipated
Response rate: 4%Conversion rate: 20%
Return on Promotion
Actual orders received tied to mailer 225Actual response rate 2.25%
Conversion rate 15%
Cost per inquiry $8.61
Cost per order $57.41
Number of orders needed to breakeven 199
Response rate needed breakeven 1.99%
Revenue $23,288
Net profit minus promotion cost $14,611Net Profit on promotion $1,694
Return on Promotion 13%
Testing: Anticipated
Response rate: 2.25%Conversion rate: 15%
Creation of solid customer marketing database through barcode tracking, facebook, and in store interactions
Maintain current loyal Sherwin-Williams customers by determining LTV and reward accordingly
Immediate and quick response to customers’ needs via facebook and staff
Fulfillment
Continuation of charity work Remember Henry Sherwin and Edward Williams Encourage customers and community to participate Promote company’s name, image, and value
Create and actively maintain a local Facebook page
Expand their use of digital marketing
Continuation of superior quality in products and employees
Recommendations