Challenge: After acquiring stores from a competitor in a geography it had not previously served, ICI Paints wanted to move quickly to convert the customer base. The challenge was twofold: to introduce both the company and its products to customers and the local community.
Solution: A neighborhood facelift special event was among the many “keys to success” of an integrated marketing communications and community relations program that created excitement among associates and educated paint contractors about how ICI Paints could help them become more profitable.
Results: The company built goodwill in the local community via media coverage of the neighborhood painting event. Sales people and contractors alike used the various marketing communications tools to quickly learn about, adapt to and purchase the new product lines available to them.
