Company: Shop-Vac® Corporation
Situation: Big Box Ultimatum
In the fourth quarter of 2001, GWA was approached by Shop-Vac Corporation regarding a need for a national advertising program. One of Shop Vac's major retailers was reviewing Shop-Vac's position within their stores and had requested the company provide additional advertising over and above their existing contribution. This request came as result of a proposal from a competitive brand who offered substantial national advertising support in an attempt to overtake Shop-Vac's position within the "Big Box" retailer. GWA was able to respond quickly and within weeks a highly targeted "test" campaign was set in motion. The strategically placed full page, full color, ads highlighting Shop-Vac and the retailer, resulted in a substantial lift in retail sales over the non test markets. The success of the campaign was surely noticed by the retailer and helped secure Shop-Vac's position supplier position. Shortly thereafter a national advertising program was rolled out to support the increased sales. As a result of Shop-Vac's commitment and the positive effects that the GWA program brought to the business, Shop-Vac earned the "Supplier of the Year" award for several years. This example is one of the many opportunities GWA seized in executing ideas and strategies outside the conventional realm in providing our clients with options and assets not traditionally available.