The document summarizes a Red Carpet event held in the Wilmington District to promote Sherwin-Williams paint products. It describes the G3 approach used - get customers in, get them going by demonstrating premium products, and get them to upgrade purchases. 23 decision makers attended the event, which sparked interest in products. Follow up calls resulted in at least two customers upgrading their purchases and one new customer interested in test driving Duration exterior paint.
2. Red Carpet Project
1. G3 Approach
2. Target Audience
3. Pre-Event
4. Red Carpet Event
5. Results
3. G3 Approach
1. Get ‘Em In
– 15-20 decision makers
2. Get ‘Em Going
– Premium product in hands
3. Get ‘Em Up
– Upgrade Sell sheets
– Test Drive coupons
• E.D.G.E
5. Prospective Accounts
• Who?
– Low-sales accounts*
– Potential accounts for upgraded paint
• How?
– Customer Weekly Sales Frequency report
– Sales by Product Family report
– Account Snapshot report
– G3 Int/Ext Account report
6. Customer Call Sheet
• Worked with sales reps to:
• Identify customers
• Write a call script
• What we were looking to accomplish with the 3 phases of calls
1. Identify
2. Narrow and Invite
3. Final Confirmation
12. Get ‘Em Up
• Call-backs
– Opinions of the event
– Lead generation
– Offered Test Drives
• Positive Feedback
– Jeffery Bozik
• Harmony upgrade
• Test Drive purchase
– Gerald Alston
• Test drive for Duration
13. Customer 360
– 1) Elliot’s Painting
• Low-sales account
• Buying from
Benjamin-Moore
• High in repeat
business
– 2) Knight’s Painting
• Large purchases of
PM 200
• 90% business is S-W
• New account
14. Summary
1. Got Em In
– 23 accounts
2. Got Em Going
– Sparked interest in product
– Alex (Precision Coat Paint)
– Gerald Alston
3. Got Em Up
– Jeffrey Bozik
– Elliot’s Painting
– Knight’s Painting
