Selmarq

Case Study

• The Challenge

  ASSESSMENT
  IRWIN Industrial Tools was being introduced as a new brand developed by Newell Rubbermaid from an assortment of well-known brands like Vise-Grip,® Quick-Grip,® Strait-Line® and Marathon.® The Sales Team already had responsibility for myriad Newell Rubbermaid products being marketed to Lowe’s, The Home Depot and other channels. The challenge was to make the IRWIN products stand out among the other products.

• The Solution

  STRATEGY
  Develop a launch kit that offered extremely easy-to-use and understand materials for the sales reps, customized for the products available to their particular channel.
  
  IMPLEMENTATION
  Agency worked directly with the Product Manager. The kit, which included a four-color product brochure, interactive CD presentation, and product samples, shipped in a custom box designed to resemble the product’s unique storage case. While each kit’s basic model was the same, contents were customized for the channel, including a table listing all appropriate SKUs, a CD demo discussing market share, competitive analysis and product information. Each kit contained a component sheet for reordering supplies. In addition to IRWIN Product Manager’s contact information, specific Channel Manager contact names were also listed. PDF files containing all pricing, artwork, brochure contents and re-order forms were included on the CD.

• The Results

  Although quarter pallets and displays in both The Home Depot and Lowe’s contained many of the products listed in the literature, client did not share sales figures with the agency.
  
  Campaign Elements Include:
  • Product feature logo
  • Brochure production
  • Interactive CD production
  • Product photography
  • Printing and mailing overnight