We wanted to bring some attention this week to a great campaign that is full of incredible promotional, branding and publicity value to both Benjamin Moore and ‘Main Street America’.
This signature property/ownership position really brings the brand of Benjamin Moore connected with Main Street America, more importantly – small business and local commerce. This type of marketing campaign can reposition an entire brand that would bring new awareness to new target audiences and give a jolt to jump in retail sales. Three years ago, Consumer Reports ranked Benjamin Moore behind Behr in the 2 out of 3 main categories. But in 2012 , Consumer Reports ranked Benjamin Moore ahead of Behr as “best interior paints”. However, Behr has extremely better distribution being exclusively available at Home Depot and included in many national Spring advertising campaigns by the chain. Benjamin Moore maintains their distribution of 4,000 independent dealers and 1,200 paint stores across the country fits their sales strategy saying “that training and service are the key reasons why it hasn’t entered the home-center channel”.
No doubt this is a great program to help with the struggling revitalization of main streets and small town business districts, but in December, Benjamin Moore executives will be reviewing sales and marketing metrics and data to answer their questions: “did it work? did we sell more? did we identify more customers that we can direct market to?” Or at least those are the questions they should be asking.
Do you want your business to launch a Signature Property marketing program? We are experts in developing campaigns and programs similar to the Benjamin Moore contest. It doesn’t take $10,000, but we’ve created, launched and managed many Signature Properties and talk to us about the great ideas and programs we can bring to you.
Benjamin Moore Paints To Launch “Main Street Matters,” Its Biggest Ever Multi-Platform Campaign To Revitalize Cities And Towns Across North America
- The campaign asks consumers around the country to cast their vote online for which 20 Main Streets should be revitalized of the more than 100 North American cities nominated at www.paintwhatmatters.com.
- multiple partner organizations around the country, including Make It Right, a long-time partner of Benjamin Moore that was founded by actor-philanthropist Brad Pitt. Brad Pitt will be lending his voice in support of the effort that Benjamin Moore is undertaking with Main Street Matters.
- In addition to partner organizations, this effort will be brought to life with local Benjamin Moore dealers and in conjunction with local municipalities, small businesses and local Chambers of Commerce. The effort will begin this summer and the work on repainting these Main Streets will be completed over the next year.
- “Our Main Streets are the vital hubs of our communities – and Benjamin Moore and our network of independent dealers have always been integral parts of Main Street,” said David Melançon, Chief Marketing Officer of Benjamin Moore. “This investment we’re making in communities around North America is core to our business and to who we are; Main Streets make us who we are and we’re proud to honor that with this effort.
- Benjamin Moore will not only provide the paint and supplies needed for façades, porches, railings, shutters and other exterior building trims, but its color experts will consult on the best choices to enhance the architectural style, regional influences and historic references in each community. Skilled professional painters, many of them members of the Painting and Decorating Contractors of America, will be hired, putting another segment of local business to work along with the local Benjamin Moore retailer who will be mixing the paints that are used.
- The communications portion of “Main Street Matters”, which allows local businesses and community members to tell their stories, includes not only the online component, but also is being supported by an aggressive advertising program. A mix of national and local market TV, radio, online and print ads will hit North America starting in May as part of the company’s overall increase in marketing, which is up 61% compared to the previous year.
