Sherwin WilliamsGroup 4

Jimmy Liao • Kim McCullars • Christina Nguyen Michelle Tamez • Amanda Trapp

National retailer of leading home and industry paint products, with over 3,000 retail branches

Retail Customer Sales = 15% of total business

Currently Sherwin-Williams offers: Interactive website Preferred Customer Program

Sherwin-Williams

Goal: maximize retail customer sales & maximize foot traffic for a new location’s grand opening

11260 N. Central Expressway, Suite 100 Dallas, TX 75243-6702 June 25, 2011

Target local DIY (Do It Yourself) market

Budget = $14,000

Objectives

Market Segment Homeowners with income $25,000 - $200,000 Interest in home renovation & decorating Singe and family households

Focus zip code: 75243 Highest residence rate & population (50,618 persons) 85% within this area fall into target income range

Average range of home value: $66,854 - $313,479

Segmentation and Targeting

Population Distribution of Surrounding Zip Codes

Housing Units within Surrounding Zip Codes

Guaranteed Quality “the strongest and most valuable of assets –

Reputation” Walter Cottingham Good Housekeeping Seal of Approval

Commitment to helping our customers and exceeding their expectations

Social Responsibility GreenSure & Harmony Product Lines YMCA

Positioning

Melissadata.com 8 Zip Codes found All homes, businesses, and apartments

75243 selected based on population

6,729 addresses purchased for list price of

$63.93

List

Self-Mailer: Postcard 8.5”x5.5”

Postcard 8.5”x5.5” Cont.

15% off all purchases made with postcard 2 workshops held on June 25 Live DJ from Mix 102.9 FM on site from

12Pm-3PM Snacks and refreshments provided Gift Giveaways

Sherwin-Williams gift cards drawing open to everyone

Sherwin-Williams gift baskets worth $100+ drawing for every paint purchasing customer on June 25

Grand Opening Event:

“Paint-A-Palooza! ”

5% donation of all purchases made during the weekend of June 25-26 to Habitat for Humanity

All day giant “Paint for a Cause” cloth banner with paint and brushes provided for anyone who wants to ‘leave their mark’

Habitat for Humanity

Print: Postcard self-mailers Grand opening event Incentives

Radio: Mix 102.9 FM To promote Paint-A-Palooza! Target audience: women 24-54 years old

Google Click ad To inform of a new Sherwin-Williams location in Dallas Coupon if clicked

Groupon

Media Selection

Local Facebook page Used as a page or friend Inform customers about sales, events, news, etc. Helps build customer relationships Sherwin-Williams official page = 8,285 ‘likes’ Clinton, Missouri – 100 friends, pop. < ½ of our

targeted location Galesburg, Illinois – 147 ‘likes’, pop. Is 2.7 x’s

larger Estimated friends ~ 200 ‘likes’~150

Media Selection Cont.

Facebook Advertising

Potential to reach 923,920 Dallas consumers

Ages between 25-60 Interested in

* Decorating, DIY, Painting, Charity, Home Improvement

Media Selection Cont.

Online blog: MyDallasMommy.com Posts coupons, ads, deals, and freebie offers Designed to draw in bargain hunters Followers are targeted customers

Most females 25-45 Incomes between $30,000 - $100,000

Connected with Facebook and Twitter Ideal to promote Sherwin-Williams new

store

Media Selection Cont.

Budget

64; 1%750; 6%

485; 4%

2490, 20%

2368, 19%

1000; 8%

2500, 20%

1000; 8%250; 2% 450; 4%

350; 3%

360; 3%

200; 2%

400; 3%

List

Design

Print

Postage

Radio Ad

Radio Remote

Google Adwords

Facebook Ad

Workshop Trainer

Workshop Supplies

Give aways

Food

G/O Banner

P4C Banner

Total Budget: $14,000.00Amount Used: $12,617.00Balance Remaining: $1,383.00

Return on Promotion  

Actual orders received tied to mailer 100Actual response rate 1.00%

Conversion rate 10%

Cost per inquiry $12.92

Cost per order $129.17

Number of orders needed to breakeven 199

Response rate needed breakeven 1.99%

Revenue $10,350

Net profit minus promotion cost $6,494Net Profit on promotion -$6,423

Return on Promotion -50%

Testing: < Anticipated

Response rate: 1%Conversion rate: 10%

Return on Promotion  

Actual orders received tied to mailer 400Actual response rate 4.00%

Conversion rate 20%

Cost per inquiry $6.46

Cost per order $32.29

Number of orders needed to breakeven 199

Response rate needed breakeven 1.99%

Revenue $41,400

Net profit minus promotion cost $25,975Net Profit on promotion $13,058

Return on Promotion 101%

Testing: >Anticipated

Response rate: 4%Conversion rate: 20%

Return on Promotion  

Actual orders received tied to mailer 225Actual response rate 2.25%

Conversion rate 15%

Cost per inquiry $8.61

Cost per order $57.41

Number of orders needed to breakeven 199

Response rate needed breakeven 1.99%

Revenue $23,288

Net profit minus promotion cost $14,611Net Profit on promotion $1,694

Return on Promotion 13%

Testing: Anticipated

Response rate: 2.25%Conversion rate: 15%

Creation of solid customer marketing database through barcode tracking, facebook, and in store interactions

Maintain current loyal Sherwin-Williams customers by determining LTV and reward accordingly

Immediate and quick response to customers’ needs via facebook and staff

Fulfillment

Continuation of charity work Remember Henry Sherwin and Edward Williams Encourage customers and community to participate Promote company’s name, image, and value

Create and actively maintain a local Facebook page

Expand their use of digital marketing

Continuation of superior quality in products and employees

Recommendations