About the Client
AkzoNobel operates as a paints and coatings company worldwide. It offers decorative paints, including paints, lacquers, and varnishes; a range of mixing machines and color concepts for the building and renovation industry. One of their brands is Trimetal.
Trimetal's main market are professional painters. They purchase their paint from dealers who sell various brands, including Trimetal. The painter is the decision maker and a very important profile for Trimetal.
Targeted Marketing for the Right Audience
Trimetal would prefer to know who the painters are who purchase their products from the dealers. If they have this data it becomes much easier to undertake targeted marketing actions such as informing them of new products, renewals or improvements.
The problem is that Trimetal has no record of who the painters are who purchase their products. They see which dealer sells how much of their brand but have no idea to whom. So on the one hand, they are dependent on the dealer, and on the other, they have to hope that painters remain loyal to the Trimetal brand.
Dealer Management Challenges
The challenge for Trimetal was threefold:
- How can we get painters to become even better ambassadors?
- How can we increase our sales?
- Who are the professional painters and can we target them directly?
With Sunday, Trimetal wanted to tackle these challenges as efficiently as possible. It has never been Trimetal's intention to exclude dealers. The ideal solution boosts both dealer sales and generates data for Trimetal.
Trimetal Webshop as a Data Capture System
The first part of the solution consisted of giving the dealer a promotional discount. A discount was given when purchasing a certain amount of Trimetal products. The dealers could then start playing this discount themselves in their stores to attract even more painters.
Every professional painter who purchased a certain amount of Trimetal paint was given a coupon code along with the link to the Trimetal webshop. On that webshop, they could choose a branded clothing item for free. To do so, they had to enter some information including name and email address. In this way, Trimetal could quickly generate a lot of data and suddenly had the opportunity to approach their end customers directly.
The painters had a choice between quality t-shirts, caps, a sweater and cycling apparel in the typical Trimetal colors. All items can easily be worn as casual wear and because of the premium quality and contemporary designs, they are items that are actually happy to be worn - which provides extra visibility.
This campaign ensured that all parties benefited: the dealer had a nice promotion, the painter was rewarded for purchases, and Trimetal generated data and turned their customers into ambassadors.
