PackagingMission: To create packaging that was

eye-catching as well as informational

History: A Customer was interested in packaging that would stand out on the shelf. They wanted the customer experience to be eye-popping

Marketing Methods:

A- Analysis of current displays and related materials

B- Research competitors packaging

C- Research current customer plan-o-gram layout

D- Outlined desired features for new POG

Execution Developed new packaging colors to compliment the current product line up at the customers’ locations. Also developed new packaging that allowed for several placement option in the shelf or to hang on pegs.

Results Sales increased 15% within 3 months of rolling out new packaging designs.

MerchandisingMission:

To provide customers with easy to use, cost efficient, and customer friendly merchandising option

History:During special sale events such as Christmas or Fathers Day customers preferred to have alternate methods of displaying merchandise that allowed for more units in the same footprint.

Marketing Methods:

A- Analysis of current displays and current store footprint

B- Worked with store designers to determine width and height requirements

C- Calculated maximum number of units that would fit based on store requirements

ExecutionWorked with cardboard manufacturers to determine best features based in height, width, and weight requirements, as well as being easy to set up once they arrived in-store. Worked with design team to design graphics that would compliment packaging. As these were for special sales, we needed to make sure that delivery was made on time and delivered intact.

ResultsChristmas sales at Lowes stores increased 25% from previous year on the same set.

TrainingMission:

To provide customer a training packet that allows for both classroom setting and individual learning

History:A customer needed to make sure that their employees were well versed in all their products in order to provide exceptional customer service. They asked for a comprehensive training program that allowed for training to be done in a classroom type setting, or that could be done by the individual at their own pace.

Marketing Methods:

A- Work with customer to decide which products needed a training manual

B- Worked with customer to discover what they felt needed to be accomplished by the training

ExecutionOnce the products were determined, we needed to write up a training program, that started from the very beginning; why people buy the products and then provide the necessary materials that explained the products, how they work, how to work them, and the different reasons for the purchase decision.

ResultsOnce the training program was put into effect, sales increased 25%.

Web DesignMission:

To offer to franchisees a new Web Portal that would allow them to order products.

History:We needed a way to offer “shelf worn” products to franchisees, we were selling these tools at a discount so it was decided that a web based system would be the most cost effective way to market the product. A major problem was that many of the franchisees were not computer savvy so we needed to develop a site that was user friendly.

Marketing Methods:

A-Determine if the site would be utilized by dealers.

B- Determine what was the level of computer knowledge of the dealers

C- Determine who should be allowed access

D- Determine what products should be made available

ExecutionWorked with IT division to decide where to best put the new site; where they could link in from, and where it should reside. Then we needed to have the system integrate into the existing order entry system. Needed to make sure that they site was user friendly enough so that even a novice could use it, and needed to make navigation simple and quick.

ResultsSales in the first year topped $12M in the second year they exceeded $20M.

New ProductsMission:

To provide a customer a high piece count set of router bits, that would provide excellent value.

History:A customer came to us, asking for a set of router bits for a Christmas promotion. The set needed to be of high piece count and provide value to the customer.

Marketing Methods:

A- We determined that the customer who purchases high piece count router bit sets are either 1) new 2) gift purchasers or 3) adding to an already existing supply

B- We decided to aim this set to the new user and the gift giver, as they held the most promise for sales.

ExecutionOnce it was decided to aim the set toward new users, we decided to include in the set, as many different types of bits as possible with the cost perimeters. Then we decided to make the set educational, we added a cutout sheet that explained when and where to use each bit, what the end result would look like, and the reasons for choosing one bit over another.

ResultsThis set was supposed to be only a Christmas promotion, but the sales very so great, they decided to keep it year round. The first year this set was offered it was the highest selling router bit set that Sears had.

Sell SheetsMission:

To provide our sales force a means of presenting products to clients without having to take samples with them.

History:The company was a tool company which meant that samples were heavy and cumbersome. We needed to develop an easy method to provide ours sales force with enough information that they would be able to sell the products without having to have product samples with them

Marketing Methods:

A- Analysis of which products would lend themselves to a sell sheet.

B- Analysis of which features would need to be included, which were secondary and which could be left off.

C- Determined paper stock that would be best

ExecutionWorked with photographers to have product shown in the best light. Worked with manufacturing to determine case sizes and pricing,

ResultsBecause sales could more easily highlight products to customers, sales increased.