ARCO Chemical Sales Skyrocket After Integrated Campaign
Need
Launch new technology to manufacture water-resistant commercial carpet
Challenge
Limited time and budget, multiple channels with vastly different priorities
Approach
Highly-targeted, integrated campaign: brand identity, print ads, direct mail, sales aids and trade shows
Result
Sales outstrip production capacity
We started out with product naming and a logo exploration
Newpaper ads announced Atlantis to carpet manufacturers in Dalton, Georgia, America’s carpet capital
How to alert carpet industry leaders about Atlantis’ benefits? Let them know one of their major problems has just been solved.
Decision-makers at every carpet mill received a personal letter and BRC from the product manager
Simple, clear copy: just right for trade show brochures
But interior designers don’t care what’s under your carpet, dahling. (This ad suggested they really ought to care.)
How do you demo water-proof carpet from 100 miles away? Mail this Professional Carpet Testing Device and hang tag.
Then we repeated the message.
Then we repeated the message.
