PRO Case Study
Case Study: How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and Consumers
by Nettie HartsockCompany: 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.
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