This leading international distributor of industrial gases had introduced Helistar GV, a new gas for welding galvanized and coated metals. Although the product was superior, sales were not. The client challenged Hellman to relaunch the product, and outlined sales and distribution goals.
Creative Solutions:
A 3-D sales kit to help salespeople get a face-to-face meeting with large potential customers. The kit promoted compelling end-user benefits, and featured actual weld samples, product literature and a magnifying glass/flashlight.
A Mystery Caller program that encouraged sales clerks at retail locations to recommend HeliStar GV – and rewarded them with a custom baseball cap.
Trade ads and direct mail that led customers to a Web site where they could register for an online sweepstakes, which served to build a customer database.
Superior Results:
Relaunching HeliStar GV with a powerful new positioning statement – "Do it for your welders. Do it for your bottom line." – Immediately communicated to customers that the product solved welding problems and saved them serious money.
Less than five months into the year-long campaign, results showed sales were on track to far exceed the outlined sales goals, on pace to open over 2,000 new accounts.
The client reported that the campaign helped them achieve new product placement from coast to coast.
The client also reported that the campaign gave the salespeople and customer service representatives a boost in enthusiasm.
