Within an incredibly condensed gestation period, Marketing Alternatves has delivered an all-new, comprehensive merchandising and sales support program on behalf of long-time client, Wilsonart Flooring.

“It began in August 2006 with the client saying they were thinking of a new full-line merchandising unit,” comments Gary Stanko, chief executive officer and chairman for Marketing Alternatives. “We presented renderings in a meeting two weeks later, then engineered and installed a prototype unit at their Temple, Texas headquarters with 14 days.”

The physical merchandising unit – impressive as it is – is only one component of the overall program that Marketing Alternatives has been involved with. The company also created and produced the “sell-in” for Wilsonart Flooring’s sales team to use in presenting the program to retailers. Sell-in components included an electronic presentation and printed leave-behind literature.

As part of its holistic approach to the program, Marketing Alternatives is managing the packing and collation of the merchandising units along with the samples to make it easier for the field. The company is also engaged in an on-going quality monitoring initiative that utilizes its call center to contact retailers after the merchandiser has been installed to ensure their total satisfaction.

“The advantage of partnering with Marketing Alternatives was that we could deliver an integrated, single-source solution for a program that would otherwise have required the services of multiple suppliers,” comments Stanko. “The net result is, we saved Wilsonart Flooring time, money…and a lot of headaches.”

Marketing Alternatives has partnered with Wilsonart Flooring for more than 10 years as its agency of record. The company has been responsible for developing a broad variety of Wilsonart Flooring collateral, merchandising, call center and fulfillment programs.