Company: Sherwin-Williams Company, Krylon division
Contact: Mark Ksiezyk, Senior Product Manager – Krylon Retail at the Sherwin-Williams Company; Howard Zoss, President, Zig.marketing
Location: Cleveland, OH
Industry: Coatings and related products
Annual revenue: $8,000,000,000
Number of employees: 31572

Quick Read:

In a time of marketing and advertising budget cuts, Cleveland-based Sherwin-Williams invested its dollars in digital collateral for the launch of its latest spray-paint-related product release.

To highlight its latest innovation, the Krylon EZ Touch 360˚ Dial Spray Tip, to retailers and its own sales team, in June 2007 the company tapped a local advertising and web consultancy to create an interactive digital collateral piece.

Instead of PowerPoint presentations and sales sheets, Sherwin-Williams sought to arm its salespeople with a dynamic tool to get retailers excited about the spray-tip product and its uses.

The Challenge

To obtain buy-in from its salespeople for the new Krylon EZ Touch 360˚ Dial Spray Tip, as well as to publicize it among consumers and retailers, Cleveland-based Sherwin-Williams sought to create immediate and meaningful impact about its new product.

The company reached out to Zig.marketing, a local firm that it tasked with creating a digital collateral piece for Sherwin-Williams salespeople and customer-service teams—collateral unique enough to would excite retailers as well as consumers.

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