Develop a database of plumber and plumbing contractor names so that A. O. Smith can market directly to them.
Develop a database of sales associate names, also so that A. O. Smith can market directly to them. (Sales associates are the gatekeepers between the plumbers & A.O Smith; They are a vital target group influencing decisions made by plumber.)
Obtain meaningful survey data from plumbers and sales associates so that future offers and communications can be tailored, more impactful and build the brand.

Plumber/Contractor Target –Heat Up Your Ride Sweepstakes
Sweepstakes materials were sent to thousands of locations! Sweepstakes was promoted via print ads in trade publications as well as in-store signage at wholesaler locations. Plumbers entered their contact information on the entry form at participating wholesaler locations ALONG WITH the name of the sales associate who helped them with their water heater purchase for a chance to win a Camaro or VISA Gift Card! The sales associate named on the winning plumber’s entry form won a Camaro also! Advertising said: “If they win, you win too!”

A FERTILE database was built: almost 20,000 prospects a large majority (85%) describe their job to be within the desired target group.
A majority (67%) are decision makers regarding the water heater purchase decision.
A sizeable database (over 2,000) of sales associates was built.
The promotion so successful it made the news: featured on the cover of the “Wholesaler Magazine.”