Building The Distribution Model and Increasing Sales, One Store at a Time

Building The Distribution Model and Increasing Sales, One Store at a Time

Accelerating the brand's revenues by convincing NAPA franchisees that selling paint could be extremely profitable.

Challenge

While NAPA had over 6,100 stores, only 500 of them actively sold Martin Senour Automotive Finishes - even though it was a product that was exclusive to NAPA. Before we could drive end-users to stores to buy Martin Senour paint, we needed to get more stores to carry it - and sell it.


Ideation

Our approach was to to develop a multi-faceted campaign that would target both relevant customer groups: the NAPA franchisee and the body shop end-user. The driving force behind the campaign was the umbrella theme, "Paint Store in a Parts Store" which leveraged NAPA's equity as a "parts store". The campaign helped educate franchisees on why they needed to carry paint and ultimately why they would be a destination for not only parts, but paint as well. The campaign also served to let end-users know that there was a "paint store" inside their favorite "parts store".


Execution

We created a microsite to serve as a landing spot for franchisee communications that included peer testimonials from successful paint-selling franchisees, product informaiton and information on the profitability of paint vs. parts. The campaign included print, digital and eMarketing all targeted at driving engagement with the franchisee and encouraging them to seek more information. We then targeted the body shop end-user through national trade print as well as a "Watch & Win" online promotion that promoted the benefits of the Martin Senour Automotive Finishes available only at NAPA - now they could get their paint where they get their parts.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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