Rust-Oleum
Clear Dry Erase Paint Product Launch
Need
Rust-Oleum wanted to maintain a competitive edge and extend their speciality product line of Dry-Erase paint by successfully launching a new product, Clear Dry Erase paint
Response
Krystal oversaw product development and testing, managed digital and print marketing efforts, and both educated and trained the sales team on the product to enhance the go-to-market strategy
KH Strategy
Research
Competitors and market trends to identify new product opportunities and make recommendations to senior management
Coordinate
Internal sales events for product training and external influencer events to promote the product launch
Develop
Multi-channel content marketing calendar including website, email, sales collateral, events, and an in-store display
Manage
Provide creative direction and content to graphic designer, oversee final product and route for approval to internal management
Create
Copy for product packaging, website, sales sheets, and event promotional flyers to promote product features and benefits
Review
Route all marketing campaign, collateral and product packaging copy through internal management for approval
Brand Results
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Brand Awareness
Rust-Oleum Clear Dry Erase paint was promoted through multi-channel marketing efforts including website, email, sales collateral (i.e. product sheets), promotional flyers, events, brand packaging, how-to product videos and an in-store displayer. All of these channels not only focused on the product features and benefits, but also increased brand awareness of the Rust-Oleum brand.
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Sales Kit
To successfully launch Rust-Oleum Clear Dry Erase paint, the internal sales team needed to be fully prepared to bring the product to market. Through B2B marketing strategies, the sales team received product education through hands-on testing as well as were given a sales tool kit which included product collateral (i.e. product sheets) and a promotional displayer option.