Hellman

E-Mat Relaunch

3M

The Goal

Create awareness; expand into oil and gas and commercial construction markets; communicate value story; convert customers of competitors; help close more sales faster; re-energize the sales force

The Solution

Develop a dramatic campaign that centered around an emotional theme: “Plan for the worst. Protect with the best.” The campaign presented benefits and points of differentiation between E-Mat and other solutions in a compelling way that could not be ignored by owners, operations managers, or financial executives.

This product relaunch carried ambitious sales goals—so hard-hitting sales tools were a must. Hellman produced and assembled 100 demo kits, which were shipped as a follow-up to the national sales meeting where the campaign was announced. Once the sales force got a glimpse of the marketing campaign, website, videos, and demo kits, the goal of reigniting the sales team was met. When a 3M sales rep walks in with this demo kit in hand—and the customer is able to handle a sample—a lot of questions are immediately answered and reasons why it’s a better fire protection solution are validated.

At last report, sales results told us what we needed to know … that the campaign has been a huge success.

More from this campaign

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IA

(Headquarters)
1225 West Fourth Street
Waterloo, IA 50702
(P)319.234.7055 • (F)319.234.2089

MN

The Gilbert Building
413 Wacouta Street Suite 250
St. Paul, MN 55101
(P)651.756.1149 • (F)651.756.1158

CO

(Sales Office)
P.O. Box 17746
Golden, CO 80402
(P)303.726.5031 • (F)303.731.4883

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