Benjamin Moore paints came up with this very cool marketing program
where they committed to repaint 20 Main Streets in America through a
crowd-sourced voting process. They pushed out the marketing of the
program on TV and print and then executed a great local ground program
to get people in local towns to vote.
The program caught my interest
because the our closest Main Street to our home here in Rhode Island is
Main Street, Westerly, RI. So, both Patti and I voted online at their
"paint what matters" website. On Monday, Benjamin Moore released the 20
towns, and Westerly was one of them. You can only imagine what this
does for a little town. You might say, it puts them on the map.
Benjamin Moore nailed this campaign. They went big and broad and then
got me and tens of thousands of others to take it to the streets for
them. When we think broadly and locally at the same time and put a
program together that allows for both the air and ground game to work
together, amazing things can happen.
It's worth thinking about what
programs we have that could follow the same pattern and be very
effective for our businesses.
(For a further faith-based application of this post you can visit: http://purposedworking.blogspot.com/)
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