Tuesday, May 18, 2010

Bonding with Canadian Contractors: PUNCH undertakes 32-store event to launch PL Premium Advance

Forgive me. I'm a bit sleepy.

You see, like the rest of the PUNCH team, I've been awake since 5:00 a.m. getting ready for big morning. Today, our client LePage launched PL Premium Advanced in stores in Canada.

For those not in the know -- and prior to working with LePage, I'd consider myself in this group -- LePage's PL Premium is considered the best construction adhesive on the market. It's been around for about 10 years and is one of those glues that can stick a rock to a piece of wood, securely, forever (or close to it). Contractors love it.

This is like a Coach bag for the fashionista, a Ducati for a motorcycle enthusiast or Koigu sock yarn for knitters. And the PL Premium Advance is even better (four times the grab, no bracing).

PUNCH had the opportunity to develop a direct-to-consumer stakeholder engagement plan for the launch of PL Premium Advance and suggested that we host contractor appreciation breakfasts across the GTA.

Each store was outfitted with a countdown clock to communicate that there was a cool event coming. (These babies are hard to get made: let me know if you need a contact with the best company out there!)

This morning, we had LePage brand ambassadors in each hardware store (a mix of Lowes, Rona, Home Depot and Home Hardware) demonstrating how to use the product, its benefits and offer the contractors some breakfast.

I think they looked great!

And here is one woman demonstrating the product.

The results? Product was flying off the shelves and the client was happy! Now, we get to rest, review the details again to prepare for the debrief, and show our new caulking skills off at home.

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