Our Goal: Create awareness; expand into oil and gas and commercial construction markets; communicate value story; convert customers of competitors; help close more sales faster; reenergize the sales force.
We developed 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 carrying this demo kit—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.