Georgia Pacific

Challenge

In order to surpass sales goals, Georgia Pacific required a short-term push to drive sales of its enMotion® touchless towel dispenser. Due to timing constraints, a successful program would call for an accelerated outreach to potential end-buyers while effectively communicating product benefits: cross-contamination reduction, enhanced hygiene, and improved efficiency.

Solution

Conduct research to determine optimal target sector for sales push. Research indicated foodservice industry represented high volume commercial product sales opportunity. Execute a visibility campaign to the foodservice industry, utilizing a mix of advertising, media relations and direct-to-customer push (877#, website and giveaway incentive.)

Results

• Consistent visual and call to action reached audience of 785,000+ foodservice professionals in four week period.
• Immediate positive reaction from foodservice community to 877# and website.
• Mined operator information and built database of contacts.
• Directly drove sales calls with target operators, tapping distributors.
• Executive interviews booked in support of blitz.