Sherwin-Williams Intern Presentation

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My intern presentation for Sherwin-Williams on the topic of Marketing to native Spanish speakers

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Sherwin-Williams Intern Presentation

  1. 1. IN-STORE MARKETING TONATIVE SPANISHSPEAKERSMaddy OsmanPlainfield North – 3270
  2. 2. ¿Why do it?
  3. 3. Current InitiativesBi-lingual labels onpopular products
  4. 4. Current InitiativesSpanish speakerspreferentially hired inareas with a large Spanishspeaking population
  5. 5. Current InitiativesTranslated Mailers
  6. 6. Current InitiativesTranslated shelf labels (some stores)
  7. 7. Current InitiativesSpanish languagetraining CD(optional)
  8. 8. Competition
  9. 9. Competition• Spanish speakers: >50% of customer base• Have Spanish-speaking associates, but don’t preferentially hire
  10. 10. WINNER – Home Depot • Everything translated • Product labels • Shelf labels • Additional signage • Targeted advertising • Spanish speaking associates
  11. 11. LOSER - Glidden • One Spanish speaking staff member (out on medical leave) • Very basic product translations • No targeted advertising
  12. 12. Controversy• Competitors agree: low possibility of backlash when catering to this market • However, contractors have an acquired prejudice for their competitors• Extreme incident at Pittsburgh Paints • Person in question now a Sherwin-Williams customer
  13. 13. Customer Opinions“We don‟t need any more accommodations.”-Bi-lingual Contractorvs.“If my guys come in alone, they get „lost‟ and spend alonger time finding what they need. If I have to come into help translate, I‟m losing valuable time.”-Contractor with Spanish-speaking workers
  14. 14. ¡Opportunity!
  15. 15. Create a customer help line to assist with translationsProvide store-specific handouts with translated floor planUtilize Social Media to reach out to customersDisplay reassuring signage at the cash wrapPrint common Spanish phrases sheets from START CD
  16. 16. El Fin ¡Gracias por escuchando!

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