| Date post: | 15-Feb-2017 |
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ZODIAC MARKETING
BEHIND THE SCENES
POLARIS® & ZODIAC® DAYS LAUNCH SUMMARY
Over the last 7 months, the brand marketing team has been developing and executing strategies to support the 2014 Polaris and Zodiac Days campaign.
This high-impact national campaign is the largest and most encompassing of the year, supporting in-store special events throughout the season.
ZODIAC MARKETING BEHIND THE SCENES
What goes into making Polaris & Zodiac Days
Kick started the Preferred Professional Providers “PPP” program with in store merchandising (shelf hangers, window clings, buttons, brochures, warranty cards & promo items).
397 dealers signed up for “PPP” after receiving marketing materials.
290 “PPP” Polaris & Zodiac Days Bonus kits built
In-House web team launched new online tools to opt-in customers and sign up stores for Polaris & Zodiac Days events.
NEW mobile event pages, campaign pages in ZP, dashboard for reps, and interactive features to encourage customers to attend store events.
85 Graphicscustom event
graphics designed
In-House designers created a variety of Polaris & Zodiac Days posters, postcards, brochures, displays, balloons, buttons, & promotional items.
228 Individual pieces in every kit
85 Custom graphics created
51% increase over previous year
880 Kits direct to independent retailers
830 Kits direct to Leslie’s locations
397 New PPP Dealers
through Polaris & Zodiac Days events opt-in.
2,901 Events 51% more
events versus prior year
4,910 Displays
Product displays landed in stores
with a BIG impact.
1880 Robotic Displays and Update Kits
750 Polaris Pressure Cleaner Product Signs
540 T5® Displays
500 MX6™ Counter Displays
400 Cyclonic Leaf Catcher Displays for Leslie’s
400 MX8™ Counter Displays
240 T3™ Displays for Leslie’s
200 iAquaLink™ Totem Displays for Leslie’s
POLARIS® & ZODIAC® DAYS
1,710 Unique Event
LocationsNationwide Polaris & Zodiac Days events supported by
comprehensive merchandising.
615 Zodiac® Days Event Kits
280 Zodiac Days Kits
335 Zodiac Days Leslie’s Kits
1095
Polaris® Days Event Kits
600 Polaris Days Kits
495 Polaris Days Leslie’s Kits
Online Tools 40 Million Online Impressions
NEW Sales Rep campaign page. Opt-in customers, download reports, & lookup participants.
NEW Zodiac Premium® “My Campaigns” page for dealers opted in to Zodiac/Polaris Days. Demo features video, custom postcards, download graphics and rebate forms, widgets to add products to dealer websites, social promotions and more!
NEW Customer mobile event pages, smartphone instant direction tool, and one click to effortlessly call their local dealer.
ZODIAC MARKETING BEHIND THE SCENES
What goes into making Polaris & Zodiac Days MAJOR IMPACT
We’ve gone mobile!
Dozens of employees and vendor resources involved to bring it to life.
400,000 pieces printed to support Polaris & Zodiac Days events.
11,202 man hours went into designing, sourcing, and kitting.
1,710 kits going out to stores nationally.
Designing, sourcing, and production of materials
ZODIAC MARKETING BEHIND THE SCENES
What goes into making Polaris & Zodiac Days MERCHANDISING KIT PROCESS
85 Graphicscustom event
graphics designed
1,710 Unique Event
LocationsNationwide Polaris & Zodiac Days events supported by
comprehensive merchandising.
750 3900 & PB4-60 Product Sign Kits
500 MX6™ Displays
400 Cyclonic Leaf Catcher Displays
400 MX8™ Displays
620 T5® Displays
400 T5 Refresh Kits
150 T3™ Displays
90 T3 Refresh Kits
1880 Total Robotic POP Kits
400 Leslie’s 3-Tier Robotic POP Displays
480 Leslie’s 3-Tier Robotic POP Update Kits
250 3-Tier Robotic POP Update Kits
250 Single Unit 2012 Robotic Display Update Kits
500 Single Unit 2011 Robotic Display Update Kits
200 Lama iAquaLink™ Displays
ZODIAC MARKETING BEHIND THE SCENES
What goes into making Polaris & Zodiac Days BEST-IN-CLASS DISPLAYS
4,910 Displays
Product displays landed in stores
with a BIG impact.
passion for results
user-driven & customer focused
innovate & pursue excellence
team work
honesty & trust
lean thinking
HONESTY & TRUST: Worked as a team to openly and honestly share ideas and feedback to develop a knock-out program.
INNOVATE & PURSUE EXCELLENCE: Developed innovative online tools to increase traffic and efficiencies.
USER DRIVEN & CUSTOMER FOCUSED: Unique program helping drive sales and allowing customers to compete in a crowded marketplace.
PASSION FOR RESULTS: 51% more events over prior year, along with a plethora of new customer offerings to enhance success.
LEAN THINKING: Reduced costs by 12%, and 29% greater efficiency.
TEAMWORK: Project team - Kristie Lemauga, Monica Moon, Steven Kelly, Bree Roberts, Eric Hill, James Roberts, Tessa McHenry, all working together to achieve results.
SUCCESS STORIES
East Texas Pool Service : Tyler, TX
Worked as a team to openly and honestly share ideas and feedback to develop a knock-out program.
TexSun Pools
TexSun event was a huge success! They sold 280 cleaners and repaired over 600 during their weekend event.
The Pool Store
The Pool Store in Valdosta had their best ever sales week, thanks in large part to the success of their Polaris 4 day event. Zodiac provided a custom mailer along with a custom door hanger to help promote their first ever customer appreciation night and Polaris 4 day event.
ZODIAC MARKETING BEHIND THE SCENES
What goes into making Polaris & Zodiac Days ZODIAC VALUES IN ACTION All Zodiac values employed to make Polaris® & Zodiac® Days 2014 a success!
Thanks! The Marketing Department
would like to thank everyone involved in
supporting our campaign
