BehrPro - The Home Depot Tour

Story

In 2011, Havas Street was tasked with planning and executing a 22-week mobile marketing tour for Behr paint. The tour consisted of five teams of two tour managers, executing 413 events at The Home Depot locations nationwide. The tour promoted the brand’s professional grade Behr and KILZ products while targeting paint professionals and general contractors. Execution included a branded Ford F-150 truck and 20 ft. trailer, product demonstrations, complimentary breakfast and lunch, and extensive customer interactions and lead capturing.

Tactics

  • Generate 20 qualified leads per store through pro-to-tour staff/rep engagements
  • Strengthen relationships with existing clientele
  • Educate and convert competitor users

Results

  • Tour teams engaged with 31,599 consumers and gathered a total of 9,547 leads, exceeding their goal by 115 percent
  • The tour received a total of 864,566,343 PR gross impressions and 6,507,531 vehicle impressions
  • The Pro reps converted 260 leads into managed accounts

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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