Univar Announces Success of New Sales and Marketing Campaign
Campaign generates more than five times expected customer meetings for Dow Corning’s silicone solutions
Brussels, Belgium – 14th April 2010 – Univar, a leading global chemical distributor, announced today the success of its pioneering ‘Push Product’ sales and marketing programme to promote Dow Corning’s Silicone Solutions range. Univar’s strong sales and marketing teams complement chemical producers and create value for customers. The company provides technical expertise in application development, excellence in logistics support, and outstanding customer service to help its partners grow their business.
The new European programme, which has already resulted in more than 400 meetings with customers’ technical staff, involves a much more sophisticated marketing approach than has previously been employed in the chemicals distribution industry. Rather than selling ingredients on the basis of their chemical formulation alone, Univar developed themed ‘marketing stories’ to position the products firmly in the context of customers’ end markets.
Skin Care solutions for 2010 and Hair Care Solutions for 2010 focus on current and future trends in the Personal Care sector and give real examples of how Dow Corning’s silicone ingredients are relevant to new Personal Care applications. An example of this is the growing popularity of ‘natural’ products, and the important role silicones play in improving the aesthetics of such formulations to make them attractive to use.
The thematic promotional material is supported by a diverse range of finished product concept samples, developed in Univar’s dedicated European Personal Care laboratory to demonstrate the tangible benefits that silicones can have on consumer end products, from massage gel to mascara and conditioner to colour protection products. The samples will be featured on Univar’s stand at in-cosmetics 2010 in Paris (stand T70).
Regional Sales and technical support staff underwent intensive training to maximise the effectiveness of this new programme and were issued with specially designed kits containing around twenty concept samples that could be given to customers. Supporting the marketing campaign with examples of finished Hair and Skin Care products that allow customers to see the application-enhancing qualities of Dow Corning’s Silicone Solutions for themselves, proved to be a very powerful proposition.
Univar EMEA’s dedicated telemarketing team contacted customer’s technical staff in order to set up meetings for Univar’s regional sales and technical support staff. The success of the campaign is shown by the fact that more than 400 meetings have been arranged. Univar is now looking at how this holistic marketing approach can be implemented in other product groups within Personal Care and in other key areas of the business.
“We are absolutely delighted with the results of this new approach; to have more than 400 confirmed meetings, following the launch of one product range, is unprecedented. Customers have responded very well to our thematic approach and really appreciate the fact that we show a real and practical understanding of their business,” says Matthew Ottaway, Supplier Director, Personal Care, EMEA. “Having actual concept samples from our own lab has also been a great boost for our sales team as it enables customers to experience first-hand the benefits Silicone Solutions can have for a whole range of products.”
“This holistic approach to marketing our products and supporting customer needs demonstrates Univar’s strength when it comes to adding value to the distribution process with sales and marketing expertise and innovation,” says John van Osch, President Univar Europe, Middle East and Africa. “This is a real first for the chemicals distribution industry and I think the numbers speak for themselves”.