Aubuchon Hardware, a trusted supplier of paint and hardware to commercial and retail clients, switched their exclusive paint brand to Benjamin Moore products. The change was made to expand their customer base with the higher quality paint, while providing the best possible products to current customers.
Events to unveil and demonstrate the new line were planned at all 125 Aubuchon locations across New York and New England. The 100+ year-old family-owned company turned to Andrew to help them draw attention and attendance to these events.
the big idea
What better way to invite people to a paint “party” than with a paint can? Andrew Associates created an eye-catching, must-open invitation to the Great Paint Event — literally, an invitation in a can. This 3-dimensional invitation was mailed to contractors and facility managers within a 20- to 30-minute drive from each of the Aubuchon rooftops.
Invitations were personalized right down to including a photograph of the local store manager from the closest store to the invited guest. Those who wanted to attend were directed to a personalized URL (pURL) where they could register online, on their customized registration page.
Also inside each invite was a key to a treasure chest. Winning keys unlocked grand prizes at the stores during the event—backyard grills!
These anything but “canned” invitations garnered amazing results—a 61% response rate. The Great Paint Event was a great success thanks to a winning combination of a standout concept, along with targeting strategy and ROI. And that’s what we stand behind 100%.