Launch campaign for eco-friendly paint
Cypres adds colour to CombiColor’s launch campaign
RustOleum
With CombiColor Aqua and CombiColor Non-Zinc, paint manufacturer Rust-Oleum is launching two eco-friendly variants of its successful anti-corrosion metal paint CombiColor. But how do you market such an eco-friendly anti-corrosion metal paint? How do you convince an - often traditionally thinking - industry that the new variants offer the same quality and protection as the classic CombiColor? Discover our approach below ...
1. Content strategy and messaging
Launching new variants requires a thoughtful approach. First of all, the Aqua and Non-Zinc ranges must be clearly positioned: what are their characteristics, what advantages do they offer, for which applications can they be used, how do they differ from the classic CombiColor? We also have to decide how to reach the target audiences: via which channels, with which arguments? In any case, we need two campaigns, one to wholesalers (CombiColor's main sales channel) and one to end-users.
We start at the beginning: messaging. We refine the positioning of CombiColor as the anti-corrosion metal paint and position the new Aqua and Non-Zinc variants. We will work out personas, map the entire customer journey and write basic messages and copy. We will use these items as a guide in the different phases of the campaign and in the creation of all deliverables.
2. Launching at wholesalers
As CombiColor is sold by wholesalers, they need to be convinced of the new range first. To bring them up to speed, we send a Direct Mail in which we (1) introduce the new range, (2) outline what the upcoming launch campaign will look like and (3) explain how they can sign up to the partner programme. We also provide the necessary marketing materials, from snackable content with which they can communicate to their own customers, to flyers and brochures, and even POS materials that they can use in their shops and at trade fairs.
3. Launching at end-users
Of course, to launch CombiColor, we are not only looking at wholesalers. Through advertisements in trade magazines and posts on LinkedIn, Rust-Oleum also appeals directly to end-users. In addition to SEO, these advertisements and posts should generate traffic to the CombiColor product page. We will give this page a new look: CombiColor Aqua and CombiColor Non-Zinc will be prominently featured, the advantages will be highlighted, etc. At the same time, we fill the website with relevant articles, from awareness topics (e.g., about corrosion) to topics that have to convert.
4. Samples campaign
In addition to the launch campaign, we also set up a samples campaign. What better way to convince end-users than to let them test the product, right? We send them a self-mailer explaining the new variants and urge them to test CombiColor Aqua for free. On the accompanying landing page, they can then request their sample and choose which wholesaler they want to collect it from. Everyone happy.
